Platform: Framer Industry: Custom Steel Stock Tank Pools Scope: Website Strategy, UX Restructure, Conversion Optimization

Texas Tank Pools specializes in custom steel stock tank pools and backyard installations. The objective of this project was to restructure and refine the website using Framer to better communicate product offerings, improve service clarity, and increase consultation-driven conversions.

The focus was strategic — not cosmetic. The goal was to guide visitors from awareness to action with minimal friction.

The original structure presented multiple offerings (pool types, accessories, installation services) without strong hierarchy. This created friction in the decision-making process.

Key issues included:

Overlapping product and service messaging

Weak differentiation between pool packages

Repeated content blocks without directional flow

Limited conversion emphasis

No clear separation between product discovery and consultation path

For a high-consideration backyard investment, clarity is critical.

The website was rebuilt with a guided narrative flow:

Clear value proposition in the hero

Overview of pool options and benefits

Breakdown of customization features

Installation process explanation

Add-ons and upgrades

Strategic CTA placement for consultation

This reduced cognitive overload and improved user confidence.

Pool packages were visually separated and structured to:

Emphasize differences clearly

Highlight core features

Reinforce durability and quality

Support faster comparison

Installation services were given dedicated positioning to avoid confusion with product pages.

Strategic call-to-actions were placed:

Above the fold

After feature breakdowns

After installation explanation

In footer and contact sections

The goal was consistent reinforcement of the primary action: booking a consultation.

Built in Framer with:

Modular components

Clean grid and spacing system

Responsive scaling

Optimized media loading

Smooth performance-focused interactions

The build allows easy updates to packages, FAQs, and galleries without disrupting layout integrity.

Clearer product differentiation

Stronger service positioning

Improved user flow

Higher alignment with lead-generation goals

Scalable and performance-optimized Framer structure

If you want your Framer website structured for real business outcomes, book a call here: Here you go: https://cal.com/sanganakhq