Aquastar Pools – Lead Generation Website Redesign
Marketing Website
Custom WordPress rebuild focused on credibility, performance, and local SEO
Technologies
JavaScript, HTML, CSS3 (SCSS), PHP, MySQL, SEO Optimization
Role
Frontend Developer & Designer
Overview
During my time at Perfect Afternoon (a Michigan-based digital agency ) Aquastar Pools, an above-ground pool company, approached our agency for a website redesign. Their existing site felt outdated and did not reflect the credibility of their business, which was impacting their sales process.
Given that above-ground pool purchases typically require consultation rather than direct online checkout, the primary objective of the rebuild was to improve lead generation while presenting clear product information and reinforcing trust.
My Role
I was assigned to the project due to its limited scope (approximately 20 contracted hours) and the need for efficient design and development. I worked directly with the client to design and implement the site simultaneously, minimizing handoff time between departments.
I built a custom WordPress theme using HTML, SCSS, and JavaScript, structuring the site to support service information, product highlights, and lead capture. I also implemented custom email templates to support inquiry workflows, ensuring client communications were cohesive with the updated brand presentation. (Though the client preferred phone and in-person consultation).
In addition to the redesign, I supported keyword-focused SEO improvements, including the addition of a blog to improve keyword search visibility.
Approach
Given the limited hour allocation, the project required careful prioritization. Design decisions were made with development constraints in mind to avoid any unnecessary complexity.
The frontend was structured to remain lightweight and performant while providing a clear information hierarchy for prospective customers. Lead capture elements were positioned strategically to support consult-based sales without overwhelming the user.
SEO improvements focused on improving keyword alignment and providing structured content areas that could scale over time.
Outcome
After launch, the agency reported performance improvements across traffic and engagement metrics, including:
38% average month-over-month increase in website visitors
23% increase in emails delivered
39% year-over-year improvement in Google Ads click-through rate
The redesigned frontend and SEO-focused structure aligned the site more closely with the client’s lead generation goals.
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