Cattle ranchers know genetic testing can help them make more money with their herd, but with a million other things to tend to every day, they don't have a lot of time for scientific sales pitches.

That's why we changed the conversation around Zoetis Beef Genetics and framed it in terms ranchers understand instinctively — this is just another tool you'd use like any other to build your herd.

The result is a sleek website with easy-to-grasp imagery that places genetic testing in the everyday world that cattle ranchers trust implicitly.