Cattery · Sumy, Ukraine

Buying a kitten sight unseen

A family in Italy sends four figures to a breeder in Ukraine for an animal they have never held. No showroom, no returns, no second opinion. The whole site is the answer to that.

Solo, end to endUX · UI · WebflowCMS · SEO · Ads2024
The Just Magic homepage: the two breeds as two large photo cards, and a single contact button.
At a glance

What this was
and what I did on it

Client
Just Magic — a family cattery in Sumy, Ukraine, breeding Devon Rex and Maine Coon
Audience
Families abroad buying a pedigree kitten remotely, and Ukrainian buyers at home
My role
Research, UX, interface, Webflow build, CMS architecture, copy, SEO, ad campaigns — one person
Scope
Homepage, kitten catalogue with live statuses, breeding cats, blog, about, contact — mirrored in English and Ukrainian
Built with
Figma for design, Webflow for the build, CMS collections for everything that changes
Shipped
2024, and still running — the screens on this page are the design as it was handed over
The problem

The stock is alive
and the owner breeds cats, not websites

Two things make this harder than it looks. The first is distance: the buyer is in Verona or Chicago, the kitten is in Sumy, and every question they would ask in a shop — is it healthy, is it papered, how does it get here, who are you — has to be answered by a page.

The second is that the catalogue will not hold still. Kittens are born, get reserved and leave for new homes every few weeks. A site that shows a kitten as available a month after it went home wastes the owner's time and burns the trust the first problem was solving. And I would not be there to update it.

Decisions

Five calls that shaped it
and what each one cost

  1. 01

    Make the kitten a page, not a row

    Every kitten gets its own address, photos, breed, pedigree and price. That is what a buyer forwards to their partner, what they come back to, and what Google can index. Seventy-one of those pages exist today.

    Trade-off. It moves the work onto the owner: every kitten is now a page someone has to fill. So the field set had to be short enough to complete from a phone between litters, which meant cutting fields I wanted in it.
  2. 02

    Let one dropdown move a kitten across the whole site

    Available, reserved, in a new home — a CMS category, not a hand edit. Changing it moves the kitten through the catalogue, the filters and its own page at once, so the site cannot claim something that stopped being true.

    Trade-off. Each state needs its own visibility condition, or the same kitten shows up in two lists. More conditions to set and more places to break — against a family enquiring about a kitten that left a month ago. Easy trade.
  3. 03

    Answer the fears before asking for contact

    The panel row under the hero is not a feature list — it is the six things people actually ask before a remote purchase: delivery, support after the sale, medical checks, documents, show quality, vaccinations. Testimonials name real people and link to where they were left.

    Trade-off. That is a full screen of scroll standing between the visitor and the kittens they came for. Worth it at this price point; on a cheaper product I would have put the goods first and the reassurance after.
  4. 04

    Two languages as two page trees, not a switcher

    English and Ukrainian are separate collections and separate URLs, so each one is indexable on its own and search can serve the right one to the right buyer.

    Trade-off. It doubles the content surface — every kitten exists twice and the owner has to remember both. A runtime switcher would have been a tenth of the work and invisible to Google. This is the price of being findable in two markets.
  5. 05

    Hand over every key, not most of them

    Anything the owner might ever want to change — litters, photos, prices, statuses, articles — is a CMS field rather than markup. No maintenance retainer, no waiting on me, no dependency.

    Trade-off. This is the decision that cost me the design. Full control includes the freedom to break the layout, and two years on the live homepage is no longer the one shown here. I would make the same call again — a cattery cannot wait for a designer to mark a kitten reserved — but I would now hand over a short written guide for the fields that carry the composition, and cap the ones that cannot survive free text.
Evidence

What the decisions look like
in the product as it shipped

The kitten catalogue: each card carries a photo, a name, the breed and an “Available” badge driven by the CMS status.
The catalogue. The badge on each card is the CMS status, not a caption someone typed — which is why it stays true when a kitten is reserved.
A grid of six panels: worldwide delivery, support and guidance, medical diagnostics, documentation, show-quality cats, vaccinations.
Six panels, six objections. Read them as questions and the block stops looking like a feature list.
A world map with the countries the cattery has shipped kittens to picked out in green.
“We ship worldwide” is a claim. A map of the countries kittens have actually gone to is evidence, and it costs one glance.
The About block: two paragraphs about the family cattery, two cat photographs on colour fields, and a row of four figures.
The owner is the product here — a family breeding at home, not a facility. The numbers sit under the story, not above it.
A testimonial slider: a quote, a named buyer from Verona, Italy, and a photograph of the handover at a station.
Named buyers, their city, and a link to where the review was originally left. An anonymous five-star quote would have been faster to produce and worth nothing.
The blog block: three article cards tagged Care, Stories and Tips.
The blog is the search surface. People look up how to care for a Maine Coon long before they look for a breeder — this is where that traffic lands.
The contact page: a short form beside the address, email and phone, with messenger buttons.
The form is short and sits beside the messengers, because a buyer abroad will almost always write rather than call.
Two full page layouts: the About page with the story of the cattery, and the FAQ page.
Full pages, top to bottom: the story of the cattery, and the FAQ that absorbs the questions the panels do not cover.
Measured

What the structure still does

227Pages live
71Kittens
2Languages
3Statuses

Counted from the site's own sitemap on 14 August 2026. The CMS I built in 2024 is still generating every one of those pages, filled by the owner without a developer in the loop — which was the point of decision 05.

53Performance
93Accessibility
79Best practices
92SEO

Lighthouse 12, mobile profile, measured on the live site on 14 August 2026 — not copied from launch day, and not flattering. The page now weighs 3.5 MB: a background video, marketing tags added after handover (Tag Manager, Facebook, Google Ads) and images uploaded since. The slowest element on screen is the headline, which has been rewritten into a keyword string. These are honest numbers for the site as it stands today, not for the site as it shipped — the screens above are the shipped design.

Next

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