Swoosh Pool Cleaning came to me with a common problem in the home service industry: homeowners tend to procrastinate on pool maintenance until problems become severe and costly. Their existing website had all the right information but wasn't driving action. They identified several critical issues:

Industry blandness - Most pool service websites looked identical, with generic blue waters and happy families

Poor differentiation - Nothing separated them from dozens of competitors in their service area

Low conversion rates - Despite good traffic, visitors weren't taking the crucial step to request service

Delayed decision-making - Homeowners would visit multiple times before contacting, if they ever did

Their team suspected the problem wasn't their services but how they were presenting them. They needed a website that didn't just inform but actively persuaded and converted visitors into customers.

I began by interviewing successful pool technicians about their actual conversations with customers. This revealed something surprising: their most effective sales happened when they were direct, slightly humorous, and called out the obvious problems homeowners were ignoring.

This led to our breakthrough strategic approach: rather than the typical "beautiful pools" messaging, we would acknowledge the reality of neglected pool maintenance with refreshing honesty that resonated with the target audience.

Working in Figma, I developed a design that balanced personality with persuasion:

Bold blue gradient background that immediately signaled "pool" while standing out from competitors' stock photo approach

Typography using both outline and solid styles to create visual interest and emphasize key phrases

Direct, conversational copy that breaks the fourth wall: "Look, let's cut the crap. Your pool's a mess, and you know it."

Financial motivation rather than aesthetic appeal: "You're losing money every day you don't fix it."

Social proof is prominently positioned with "97% REVIEWS" and five stars to build immediate credibility

Simple navigation that didn't distract from the primary conversion goal

I built the responsive site in Framer with specific attention to:

A prominent, contrasting CTA button is impossible to miss against the blue background

Mobile-optimized layout that kept the direct messaging and call-to-action visible without scrolling

A fast loading time is essential for impatient homeowners with pool problems

Simplified form fields to reduce friction in the contact process

Strategic use of whitespace to make the direct messaging stand out

The new website transformed Swoosh's business metrics:

Contact form submissions increased by 210% within the first month after launch

Average time-to-decision shortened from 12 days to just 3 days as homeowners acted more quickly after visiting

Qualification rate improved significantly - people who weren't serious about fixing their pools self-selected out

Reduction in price-shopping - the distinctive voice created brand preference that reduced comparison shopping

Most significantly, the bold approach attracted higher-value clients. The owner reported: "Before, we got a lot of price-shoppers asking for the cheapest basic cleaning. Now we're getting clients asking for full-service maintenance packages because the site makes them realize the real cost of neglect."

The marketing ROI was exceptional: Within 60 days, the website had generated enough new maintenance contracts to pay for itself 11 times over.

This project demonstrates how strategic design thinking paired with authentic, distinctive messaging can transform a service business website from an information brochure into a powerful conversion tool that drives real business growth.