Website Redesign Propels Spoelstra Pools’ Brand and Online Performance
organic searches
new users
event count
engaged sessions
June 16, 2025–August 12, 2025 vs previous period.
Challenge & Goals
Before the project, Spoelstra Pools aimed to modernize its brand to better reflect its elite service offerings. The primary challenge was improving online visibility and creating a high-converting website that showcased the company’s work. The key goals were to attract qualified traffic, increase user engagement, and create a clear path for potential customers to submit a contact form. The new website was also intended to be responsive for both desktop and mobile devices.
Before:
After:
Our Solution
Platform and information architecture
The new website was built on a custom WordPress platform, chosen for its flexibility and ability to support a modern, mobile-responsive design. The site’s information architecture was structured to guide users through key service offerings with dedicated pages for Pool Construction, Service & Maintenance, and a project gallery to showcase high-quality work. A dedicated “Get Started” page with a lead contact form was created to serve as the primary conversion path.
Design and user experience
The design focused on creating a high-converting layout with clear calls to action and strong visual content. The site was optimized for both desktop and mobile devices to ensure a seamless experience for all users.
Integrations, analytics, and search engine optimization
To enhance local search presence and performance tracking, the project included Google Business Profile optimization, the addition of relevant keywords and service descriptions, and strategies to encourage customer reviews. The new website was set up with Google Analytics and Google Search Console to track and improve site performance.
Results
- 370 new users visited the site.
- 703 views came from organic search, showing strong visibility right out of the gate.
- Visitors logged 2,211 total events, including page views and interactions.
- Engagement was strong, with 270 engaged sessions, an average engagement time of 1:13, and an average of 5.5 pages per session.
- The new “Get Started” contact form began generating consistent requests and leads—something the previous site had not achieved.
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