Premier Pool Service
I led a website redesign for Premier Pool Service, a leading pool maintenance franchise with over 30 locations nationwide. The previous website suffered from fundamental UX issues, lack of clear content strategy, disorganized URL structure, and location pages that consisted of nothing more than blocks of text.
The project presented several critical obstacles to overcome:
- Ineffective presentation of service offerings rather than showcasing pools
- Location pages with minimal content and poor user experience
- Disorganized URL structure affecting SEO performance
- Lack of cohesive design system across franchise locations
- Outdated user experience limiting customer engagement
I implemented a service-focused redesign strategy:
- Created a location-centric design system with clear navigation paths
- Developed a structured sidebar menu for intuitive information access
- Implemented visually distinct service categories with prominent CTAs
- Designed professional staff/team presentation sections to build trust
- Optimized content for local SEO with location-specific information
- Built a consistent location page template that maintained brand identity while showcasing local information
Results
The website redesign delivered exceptional performance improvements:
- Transformed location pages from text blocks to interactive dashboards
- Generated 2.2M total impressions (48.7% increase) across the site
- Increased total clicks to 10K (51.2% growth) with better conversion
- Achieved 167.2% growth in unique visitors from search
- Established consistent branding across all 30+ franchise locations
- Created an efficient visual system highlighting services rather than just pool images
