Say Yes to Pets

Project overview

Say Yes to Pets was launched by the team behind Pets Lets as a separate platform focused on advice, education and advocacy around renting with pets.

The project started as a publishing platform, but grew into a broader product that combines editorial content, lead capture, newsletter workflows and a custom Pet CV tool designed to help renters present their pets more professionally to landlords and agents.

I built the platform as a modern headless setup using Next.js on the front end and WordPress as the editorial source, with a structure designed to scale cleanly over time. The work overlaps most closely with custom WordPress development, technical SEO and ongoing WordPress support.

The challenge

The platform needed to feel distinct from Pets Lets while still supporting the wider ecosystem. It also had to support long-term publishing, structured content discovery, lead capture and future product expansion without becoming difficult to manage.

What was delivered

I designed and developed the front-end platform, content architecture and supporting product features for phase one. That included the headless WordPress integration, the editorial structure, the responsive front end, conversion flows and the custom Pet CV experience.

Core functionality included

Key architecture decisions

One of the main architectural decisions was separating editorial management from front-end presentation. WordPress handles content operations, category structure and publishing, while the Next.js front end controls the user experience, layout, filtering and SEO behaviour.

I also designed the platform so that publishing features and product features could live together cleanly. That meant the advice hub, newsletter capture, contact workflows and Pet CV tool could all sit within one coherent system instead of feeling bolted together.

Results and outcomes

Phase one delivered more than a content website. It established a scalable publishing platform, a structured lead-generation system and a custom tool that adds practical value for renters.

Technology used

The platform was built with Next.js, React and TypeScript on the front end, using WordPress as a headless CMS and Neon Postgres for structured lead and Pet CV storage. Supporting integrations include email delivery, analytics, cookie consent handling and on-demand revalidation for content updates.

The delivery is most relevant to custom WordPress development, SEO optimisation and ongoing support for content-led platforms with custom functionality.

Next steps

This case study covers phase one of an ongoing platform. The foundation is already in place for broader content development, richer feature expansion, stronger product flows around the Pet CV tool and deeper integration with the wider Pets Lets ecosystem.

If you are building a content-led platform with custom functionality, the most relevant starting points are usually custom WordPress development, SEO optimisation and WordPress care plans.