Shake Dem Paws Full Digital Setup for Dog Training Startup

Project Summary

Launched a joyful, accessible Webflow site with custom branding, online booking, form validation, and training support for a dog trainer with no prior digital presence.

Challenge

I met Adam during Defy Ventures Entrepreneur Boot Camp, and from the beginning, I could see how serious he was about his work. His passion for dog training was clear every time he spoke. When he reached out to me for help building his website, he was upfront—he had no domain, no website, no booking system, and very little technical knowledge. But he had heart, vision, and a powerful mission: to help dogs and people build better lives together.

He needed more than a website—he needed a full digital foundation. My goal was to make the entire process simple, accessible, and stress-free for him while creating something beautiful and functional that reflected his values.

Solution

I built Shake Dem Paws from the ground up, supporting everything from branding and setup to training and handoff. Here's what the full project included:

✦ Brand Strategy & Design

• Guided Adam through a brand strategy exercise using a detailed client questionnaire
• Designed a custom color palette based on his request for Green Bay Packers-inspired green and gold, complemented by a trusting blue
• Created custom graphics and AI-generated visuals like dogs, paw prints, dog tags, heartbeat lines, and parallax patterns
• Used Relume to design a one-page layout that keeps everything clear and accessible

✦ Webflow Development

• Developed a 12-section, one-page website that includes:
  • Hero section with clear H1 messaging and visual personality
  • “Meet Adam Henderson” section with personal stats, a video intro, and a full transcript
  • Service offerings with group training and in-home sessions
  • A scrolling marquee in “Common Problems, Real Solutions” to show what dogs struggle with and how Adam helps
  • A video testimonial section to provide powerful social proof
  • A photo gallery of happy dogs and clients, showing Adam in his element
  • A "How It Works" section explaining the relationship-based training philosophy
  • A Contact a Trainer section with a WCAG-conformant accessible form and custom error validation
  • A Join the Waitlist form with full accessible validation to grow his email list
  • A FAQ section to answer top client questions and support Answer Engine Optimization (AEO)

✦ Booking Integration

• Set up Acuity Scheduling, fully integrated with the site to allow clients to:
  • Choose a training package
  • Fill out required forms
  • Agree to terms and conditions
  • Pay integration via Stripe
  • Sync with Adam’s calendar

✦ Accessibility Enhancements

• Ensured accessible video lightboxes, managing focus correctly with proper ARIA roles, labels, and values
• Used FinSweet attributes and custom JavaScript to ensure all animations and counters were accessible
• Included back-to-top button and smooth scroll to enhance UX without sacrificing accessibility
• Followed WCAG 2.2 AA standards across layout, forms, focus indicators, and content structure
• Added video transcripts for accessibility and SEO.

Note: Video captions are currently missing due to Vimeo’s free plan limitations. The client is aware of this and plans to upload all videos to YouTube to enable captions as soon as possible. This will bring the site into full conformance once complete.

✦ Tech Stack Setup

• Registered and configured his domain name
• Set up a Google Workspace account, including his professional email
• Created and integrated his Acuity Scheduling system for booking sessions
• Set up his Stripe account and integrated it with Acuity so clients can securely pay for sessions right from the website
• Ensured all tools work together seamlessly for easy day-to-day management

✦ Training & Handoff

• Provided 1:1 training to Adam and his executive administrator
• Walked them through Webflow, Google Workspace, and Acuity Scheduling
• Made sure they felt confident managing everything post-launch
• Set up their own Webflow account to ensure full ownership of their site

Results

Shake Dem Paws now has a confident digital presence that matches the heart of the business. The site is beautiful, intuitive, fully accessible, and built to grow with the brand. Adam has a way for clients to book online, get their questions answered, and fall in love with his story.

It’s the kind of project that reminds me why I do what I do—helping passionate people launch purpose-driven businesses that make a real difference. I'm proud of this site, proud of Adam, and proud to support a business that gives both dogs and people a second chance.

Launches like this run through our custom Webflow website design and development service, built for owners starting from zero.

If this story resonates with you and you're ready to launch your own digital presence with clarity and confidence, let’s start the conversation today.

Crystal Scott, CPWA and certified Section 508 Trusted Tester, founder of Graceful Web Studio.