Footers are easy to treat like a junk drawer.
They collect the links that did not fit anywhere else, a few legal obligations, a support path, maybe one more CTA just in case. Eventually the bottom of the page starts to feel like a different product.
The role
I wanted the Wags footer to feel more like infrastructure than persuasion.
The page already has places to browse, save, contact, and talk to Kits. By the time someone reaches the footer, it does not need to shout another conversion message at them. It needs to make the product feel complete, trustworthy, and easy to orient around.
The brand block
I added a clearer brand area with the logo and support email, then moved the legal language into a slimmer bar.
That gave the footer a more intentional hierarchy: brand first, navigation second, legal quietly present. It also made the support path feel like part of the product rather than a buried utility link.
The navigation
I rebalanced the footer links into cleaner groups.
The old version had too many competing jobs in one line. The new version is easier to scan and less hungry for attention. It does not try to become another homepage at the bottom of every page.
The restraint
I removed the extra chat CTA because Kits already lives in the product.
That was the most important brand decision in the pass. A brand gets stronger when every surface knows its job. The footer should close the page well, not reopen the whole funnel.