The Opportunity
WagWorks is a members’ club for city dogs, bringing daycare, training, grooming and preventative healthcare together under one roof at its clubs in Fulham and Islington. Brand agency Anatomy created WagWorks’ brand strategy and identity, and designed a new website to carry it online.
We partnered with Anatomy to build it. The website had to do more than look the part. Membership starts with a conversation, so every page needed to move people towards an enquiry or an introductory call, and every enquiry had to land in WagWorks’ CRM cleanly, attributed and ready for the team to act on.
What We Built
We built a bespoke WordPress theme on Anatomy’s base theme, with 24 custom content blocks that give WagWorks’ team full control over pages, from service and location pages to membership tiers, testimonials and editorial content.
Underneath, the site is wired directly into HubSpot. Website forms create and update contacts and deals, with the right pipeline stage, club and consent captured at source. Introductory calls are booked through embedded HubSpot scheduling. Newsletter sign-ups are subscribed with the correct legal basis. Every completed form or booking is pushed to analytics, so marketing can see which pages and campaigns produce members, not just traffic.
We also built a community events system. Events published in WordPress are linked to HubSpot Marketing Events, visitors register through dynamic forms on the event page, and member-only events are supported. This brought event sign-ups into the same CRM as the rest of the customer journey and replaced a separate third-party events tool.
How We Connected Marketing and Sales
Lead quality mattered as much as lead volume. We added server-side checks that quietly reject gibberish and banned-word submissions before they reach HubSpot.
We linked form submissions to HubSpot’s analytics cookie so each enquiry carries its full browsing history, and we fire custom behavioural events so the team can build segments and automations from real on-site actions.
25%
Increase in enquiries
30%
Increase in traffic
80%
Improvement in dwell time
Results
WagWorks has a website that expresses the brand and works as the front door to its sales process. Enquiries are up 25%, traffic is up 30% and dwell time has improved by 80%. Enquiries, intro calls, newsletter sign-ups and event registrations all flow into HubSpot with source and consent attached, and spam filtering keeps junk submissions out of the CRM.
The site scores an average of 97 for accessibility and 98 for SEO on Google Lighthouse mobile audits across its key pages. We continue to work with Anatomy and WagWorks to refine the site as the clubs grow.