A pool builder’s website needs to turn a curious homeowner into a hot lead.
First, can people find you? Most will start on Google, often on a phone. In the judging for the Top 50 Builders list, sites were checked for technical basics that affect search ranking and first impressions, such as how fast pages load on a home internet connection, whether the layout works on mobile devices, and if the site follows good SEO practices. Those that fall short here can lose customers right off the bat.
And second, once they reach the site, does it convince them to contact you? This where most of the score is decided. Someone considering a pool responds positively to: modern and inviting web design; professional photography of finished projects, presented for easy browsing; clear explanations of your territory, what you offer, and what makes you special; calls to action and ways to get in touch, with phone numbers and contact forms in plain sight; and “trust signals” such as testimonials, awards, certifications, and years in business.
- Heritage Pools (above)
www.swimhere.com
On this excellent site that does just about everything right, the Project Overview pages stand out: great photography, an easy to use gallery, and links to relevant categories like project features, coping details, and more. The “Start Your Project Today” button scrolls you down the page to an impressive contact form that displays only the fields needed for the type of inquiry.
- Clarkson Pools
www.clarksonpools.com
The marketing copy is strong, the layout is pleasantly varied, with a sophisticated use of full-page video, and the first navigation option goes right to residential design and build. Enthusiastic testimonials and cleanly designed galleries with eye-catching photography go a long way towards convincing a homeowner to reach out.
- Keith Zars Pools
www.keithzarspools.com
This site builds a striking and memorable visual identity from the company’s logo. Video and still photography are not just high in quality – the varied palettes and lighting evoke a range of moods.
- Burton Pools & Spas
www.burtonpools.com
Burton leans into a family focus, with kids splashing at the top of the homepage. The site has a clear message: We make it easy. It includes a fun gallery feature that shuffles the thumbnails when you choose a specific pool type.
- Goodall Pools
www.goodallpools.com
A cleanly designed site with a sunny feeling. Features a good promotions page, with each promotion linking to a dedicated page. Part of the site is devoted to a walk-through of the pool building process, letting the customer know just what to expect.
- A&G Concrete Pools
www.angpools.com
An understated hero section with the headline ‘Dive Into Luxury’ sets the tone. A&G’s 35 years of experience and 14,000 pools are mentioned up front, helping to establish credibility. The site features pages devoted to pool materials, with various finishes displayed in slideshows.
- Cody Pools
codypools.com
Cody is among the best performing sites from a technical viewpoint, in ways that matter to user experience and Google Search ranking: The pages load quickly, handle various browser widths with ease, and adhere to good security practices. The testimonials page includes short, upbeat videos of satisfied customers.
- Gohlke Custom Pools
gohlkepools.com
Nice browseable galleries, readable copy, and a relaxed, no-pressure sales approach. The outstanding page here is the Staff listing, with all 80+ employees shown in high-quality headshots as “a team of equals,” inspiring customer confidence that they are dealing with a unified organization.
- Robertson Pools
www.robertsonpools.com
Robertson’s visual identity is proof there is life beyond azure and aqua. Although tan and dark brown are unusual choices for a pool builder, this uniqueness helps them to stand out in an incredibly competitive metro market.
- Avree Custom Pools
avreecustompools.com
Site includes some sophisticated design elements such as subtle background images rather than just white space, and has good flow from arrival to galleries. The photography in the galleries is excellent, with a consistent, quietly upscale look.
