Greyhound Homing UK

Digital Transformation & Awareness Growth for a National Homing Organisation

Project Duration: 1 March 2025 – 30 September 2025
Client: Greyhound Homing UK (GHUK)

Services: Brand Development, Website SEO & UX, Social Media Strategy, Content
Production, Awareness Campaigns, Community Building

Summary

Greyhound Homing UK (GHUK) was launched as a brand-new digital project in 2025, created to support the rehoming of retired racing greyhounds and educate the public on adoption and welfare. With no pre-existing website, branding, followers, SEO visibility, or content library, GHUK required a full end-to-end digital build — from identity and messaging to website performance and multi-channel social media presence.

We developed GHUK from the ground up, creating a digital ecosystem focused on empathy, education, and real adoption outcomes. The strategy relied heavily on storytelling, awareness growth, video content, and user-friendly website structure to support prospective adopters.

Across seven months, GHUK evolved into one of the fastest-growing greyhound welfare platforms in the UK, significantly increasing its reach and engaging thousands of potential adopters and supporters.

THE CHALLENGE

1. Zero-Baseline Digital Presence

GHUK began with:

  • No website

  • No branding

  • No social presence

  • No SEO authority

  • No user base

  • No adoption-focused content system

Everything needed to be created from scratch, with a strong focus on welfare messaging and emotional appeal.

2. Competing for Attention in the Animal Welfare Sector

The homing space is competitive — GHUK needed to:

  • Build emotional trust

  • Showcase adoptable greyhounds

  • Educate families and first-time adopters

  • Address misconceptions about retired racers

  • Stand out among larger charities and local homing groups

3. Creating an Effective Digital Adoption Journey

A core aim was to make it easier for potential adopters to:

  • Learn about the homing process

  • Understand greyhound needs

  • Browse available dogs

  • Submit adoption enquiries

This required optimising the website structure and content flow.

4. Leveraging the Derby Season Without Becoming “Racing Media”

GHUK participated in the wider GRUK digital ecosystem during the 2025 English Greyhound Derby — but with a welfare-first approach, ensuring:

  • Messaging focused on life after racing

  • Increased visibility for adoption stories

  • Ethical alignment with GHUK’s purpose

THE STRATEGIC APPROACH

1. Full Brand & Messaging Development

We created a compassionate, modern identity for GHUK that emphasised:

  • “Greyhounds make incredible pets”

  • Warm, community-focused visuals

  • Messaging built around love, safety, and second chances

  • Professional consistency across all platforms

This identity allowed GHUK to communicate clearly and emotionally.

2. Social Media Strategy Built on Storytelling

We developed a content engine focused on:

  • Adoption success stories

  • Dog personality spotlights

  • Myth-busting posts

  • Homing education (care guides, behaviour insight)

  • Behind-the-scenes content

  • Awareness campaigns

This approach drove outstanding community engagement and shareability — critical for a welfare charity.

3. SEO & Website Performance Foundation

From scratch, we implemented:

  • Technical SEO setup

  • Metadata optimisation

  • User-friendly navigation for adoptable dogs

  • Content structured around high-intent search terms

  • Informational blog/education sections

This positioned GHUK for long-term organic search growth.

4. Ecosystem Collaboration During the 2025 Derby

GHUK naturally benefitted from ecosystem-wide traffic lifts by:

  • Publishing welfare content during peak racing visibility

  • Reaching new audiences via Derby-related surges

  • Reinforcing the “life after racing” narrative

This ensured GHUK remained central to welfare conversations.

1. Organic Social Media Growth (01/03/25 – 30/09/25)

GHUK achieved exceptional awareness and engagement for a new welfare initiative:

  • Follower growth: 15,261

  • Impressions: 13,810,775

  • Engagement rate: 7.24%

  • Reactions: 363,147

  • Comments: 9,709

  • Shares: 53,369

  • Link clicks: 3,758

  • Video views: 3,510,232

GHUK quickly became one of the most engaged welfare-focused greyhound pages in the UK.

.2. Website & SEO Performance (01/03/25 – 30/09/25)

As a brand-new domain, GHUK achieved promising search visibility:

  • 13,119 total sessions

  • 36.9K impressions

  • 783 clicks

  • CTR: 2.10%

  • Average Position: 38.3

These numbers demonstrate strong early momentum in a competitive welfare search space.

In just seven months, GHUK transformed from a brand-new welfare initiative into a high-impact national homing platform. Through thoughtful branding, educational content, strong storytelling, and a scalable SEO approach, GHUKreaches and influences thousands of potential adopters, supporters, and greyhound advocates every month. The organisation is now well-positioned for long-term growth, increased adoption impact, and continued visibility within the UK greyhound welfare community.

CONCLUSION

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