Let's TalkLet's TalkA pool company's website has two front doors - a new build worth tens of thousands and a weekly service contract - and each buyer needs something the other does not.
We review how real visitors use your site and send a short recorded walkthrough showing whether build buyers find projects, a timeline and financing, whether service customers can sign up without a call, and how the two are separated. If three changes would do more than a new site, we will say so.
Four failures we see repeatedly in this vertical, and what each one actually costs.
Someone planning a new pool and someone wanting their pool cleaned weekly arrive at the same homepage with completely different needs. Sites that send both to one contact form serve neither: the build buyer finds no depth, the service customer finds no quick way to start, and the office spends its time sorting enquiries that could have sorted themselves.
A new pool is a major purchase that takes months, involves design, permits, excavation and construction, and disrupts the garden. Homeowners want to know what happens when and how long it takes. Sites that jump from 'dream pool' imagery to 'contact us' leave the build buyer's biggest questions unanswered, and the builder who explains the process wins their confidence.
Most new pools are financed, and a homeowner who assumes they cannot afford one never enquires. Sites that mention financing only in the final quote, if at all, lose buyers at the start of their research. Showing how financing works early, where you offer it, keeps them reading instead of ruling themselves out.
Weekly pool service is recurring, predictable revenue, and many customers would happily start online. Sites that require a phone call for a straightforward service plan lose the customer who decided at nine in the evening - and lose the chance to sell repairs and equipment to them over the years that follow.
Business outcomes rather than dashboard metrics. None of these is a guaranteed number - where we do guarantee something, it is written into the offer above.
The real deliverables, not a list written to make a proposal look thicker.
Not the general agency pitch. The reasons that only apply to this kind of business.
A pool build and a service plan are different purchases from different people. We separate them from the homepage onward - a research path with projects, timeline and financing for the build buyer, a quick sign-up path for the service customer - so each finds what they came for and the office stops sorting enquiries by hand.
The build buyer's biggest worry is the months between signing and swimming. We write your process out step by step - design, permits, excavation, construction, handover - with realistic timelines, so the homeowner understands what they are signing up for and trusts you to run it.
Weekly service is the revenue that steadies a pool business, and it is simple enough to sell online. We build plan pages with clear inclusions and online sign-up, so customers can commit when they decide, and each one becomes a relationship that leads to repairs and equipment upgrades.
How build buyers and service customers use your current site, and where they drop away.
Separate build and service paths designed from the homepage onward.
Your real process and timelines, written step by step.
How it works, where build buyers begin, if you offer it.
Plans, inclusions and online sign-up for recurring service.
Redirects checked, tracking tested, everything handed over in your name.
The parts of this that come from having run it in this industry before rather than from running it well in general.
Pool buyers research for a long time. Project pages, a clear timeline and pool-type explanations reach them early and keep them coming back, so when they are ready to talk to builders, yours is the name they already trust.
Homeowners who assume a pool is out of reach never enquire. Explaining how financing works, where you offer it, early in the build path keeps them reading and turns 'maybe one day' into a consultation.
Every service customer who signs up online is recurring revenue with no office time spent, and a relationship that brings repair and equipment work over the years. It is one of the simplest high-return features a pool website can have.
Pump, heater, filter and automation problems are searched for by name. Pages for each catch those searches, bring in repair work, and often become the first contact with a customer who later signs up for service.
None of our case studies is a website build - they are paid acquisition engagements, and we will not present them otherwise. The nearest comparison is a strongly seasonal home goods brand whose offer was rebuilt to smooth the seasonal dips, reaching $2.3M in revenue at 5.1x ROAS with 180% year-on-year growth. Pool businesses fight the same seasonality, and recurring service is how the best of them smooth it.
Read the full case studyYes, from the homepage. A new-build buyer needs projects, a timeline and financing; a service customer needs plans and a quick way to start. One contact form for both serves neither, and separating them also shows you how much of each kind of work the website produces.
Step by step, with realistic timelines: design, permits, excavation, construction and handover. Homeowners worry most about the months between signing and swimming, and a clear process page answers that worry before they have to ask.
Early in the build path, where buyers begin their research, if you offer it. Many homeowners assume a pool is out of reach and never enquire; explaining how financing works keeps them reading instead of ruling themselves out.
They should be able to. Plan pages with clear inclusions and online sign-up let customers commit when they decide, add recurring revenue without office time, and open a relationship that leads to repair and equipment work later.
Photos of the finished pool and the garden around it, the pool type and finish, the features included - heating, lighting, automation, water features - and how long the build took. Build buyers shortlist from pools like the one they imagine, so labelled projects do far more than a gallery of beautiful but anonymous photos, and they give search engines real local content to rank.
Not if redirects are handled properly. We map every existing URL before launch, redirect each to its closest new page and verify afterwards, because that is the step most redesigns skip.
You do. Source files, hosting, domain and analytics are in your accounts and handed over on final payment, and the site is built on WordPress so your team can maintain it.
The free teardown answers that. Often a few changes - separate build and service paths, a timeline page, online service sign-up - would do more than a rebuild, and we will say so when that is the case.
Written for owners weighing this up, whether or not they work with us.
This is one part of a bigger service. Here is the whole of it, and the closest neighbours.
No pitch deck, no discovery call you have to sit through. Tell us the situation and we will tell you whether we can help.