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Web Design

Case Study 
Clean Water Pools & Spas

Clean Water Pools website on tablet

Website traffic up by 248% in the first 30 days – not bad for a pool store in January!

Clean Water Pools & Spas are home to one of the largest selections of swimming pool supplies, water care products, and fun pool accessories in Virginia.

A family-run business, they have everything to help keep you and your loved ones entertained and your pool sparkling clean and inviting.

After reading one of our articles in AQUA Magazine, the team approached us to create a new brand and website to help them outperform their competitors online.


Full Rebrand
Responsive Website
Online Chat
Professional Copywriting
Ongoing Website Care


old website home page

The Problem

A DIY website with a confusing URL

The team’s DIY Wix website had served them well for their original needs online, but as the competition got tougher, they needed to upgrade their presence and look more professional.

They needed to rebrand with an easy-to-remember URL and an impressive website that showcased their full range of products and service list.

After undergoing a full website audit, we uncovered several issues, including:

  • Slow page speed
  • Poor keyword ranking
  • Lack of quality content
  • Outdated, non-responsive design

This needed to change, so we created a custom digital strategy to help Clean Water Pools & Spas level up their online presence.

The Solution

From WIX to WordPress with a new name and a new look

After a thorough Discovery process, our branding expert carefully crafted a new brand identity to present the family-run business to their target audience as the go-to destination for all their spa and pool needs.

In addition to creating new brand assets, we also advised the team on a new URL that was easier to remember.

We also set up new email accounts with Google G Suite to bring another level of professionalism to their everyday operations.

Following our intensive Discovery sessions, our copywriter got to work and created highly persuasive content to help bring more customers through the door. As part of this, we implemented on-page SEO techniques from our in-depth keyword research.

We wanted to make sure that Clean Water Pools & Spas had a website that showcased their unrivaled level of customer service, expertise in everything pool and spa, and highlighted their popular monthly specials.

We provided them with a fun, user-friendly website design that their customers could easily navigate.

We included a specials page on their website to highlight any offers or deals they were having. There are also videos embedded into the site to show off the products that they stock and really sell the spa-lifestyle.

To help them stay at the top of their market, we provide monthly maintenance and support through our Website Care Plan.

As a part of this, they receive a monthly analytics report that gives them an overview of the activity on their website, including sessions, page views, searches, pages visited and most importantly how many inquiries they received.

Top Features


Online Chat

People have a lot of questions when it comes to water care supplies and what’s best for their pools – which is why it was important to have an online chat installed on the website.

On-Page SEO

In-depth keyword research and SEO best practice help the website rank better on the search engines. 

High-Quality Images

We used a lot of bright, lively imagery on the site to really sell the pool and spa experience and entice the visitors to buy the products available.


Online Order Form

When COVID hit, we added an online ordering system for customers to order items for pickup & delivery.

The Results

Initially, the client’s goal was a 10-20% increase in traffic, leads, and sales. In June 2020 visitors were up 250% compared to 2019.

Traffic to the site overall has increased by 555% since going online (Jan-June).

Once the online order form was added, they received over 40 online orders in 3 months.

The site’s performance on the search engines has improved dramatically thanks to our SEO efforts.

Let’s Start Something new
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