Industry Focus
Pool & Spa
Digital Infrastructure
Pool construction revenue concentrates in a 5-month build window, but homeowners research year-round. Nextdoor has become the primary referral channel. Recurring maintenance generates off-season stability. Equipment dealer relationships are margin advantages your website never mentions. We build pool company infrastructure that captures demand before spring and generates revenue after the season ends.
Operating Reality
Pool companies face the most extreme seasonal revenue concentration of any home services business, and most company websites do nothing to address it:
Build season compresses 80%+ of annual construction revenue into May through September. Design consultations, permitting, and subcontractor scheduling must all align within that window. A wet spring or early frost can cost $50,000+ in unrealized revenue. Yet most pool company websites generate leads reactively, spiking in April and May when the build schedule is already filling. The builders who dominate their markets are selling the full season by February through content that captured planning-stage searches in January.
Nextdoor has disrupted how homeowners find pool builders. The "who built your pool?" post in a neighborhood Facebook group or Nextdoor thread generates more qualified leads than any paid advertisement. These referrals arrive pre-sold on your quality but land on a website that wasn't designed for referral traffic. They need to see the portfolio, confirm the quality, and take the next step immediately. Most pool company websites are built for cold search traffic and fail to convert the warm referral that already knows your name.
The economics of one-time pool construction versus recurring maintenance service determine whether a pool company survives off-season. A $70,000 build is exciting but generates $0 in November. A maintenance client paying $300/month generates $3,600/year indefinitely and produces referrals, equipment upgrade revenue, and replaster projects that sustain the business year-round. Pool builders without a service division have seasonal cash flow crises. Pool service companies without build or renovation capability leave the highest-value conversions on the table.
Equipment dealer relationships with Pentair, Hayward, and Jandy represent real competitive advantages in pricing, warranty coverage, and product access that most pool company websites never highlight. Homeowners researching variable-speed pumps, salt chlorine generators, and pool automation systems are high-intent buyers. They're going to purchase equipment. The question is whether they find a local authorized dealer (you) or buy from an online retailer and hire the cheapest installer they can find.
What we actually fix
Pre-season pipeline captures planning demand months early. January-March content targeting "pool cost," "pool planning," and "pool construction timeline" that fills your build schedule before competitors start their spring marketing.
Referral conversion architecture closes Nextdoor and word-of-mouth leads. Portfolio galleries, neighborhood-specific work, and process content designed for the homeowner who already has your name and needs confirmation before calling.
Service-to-build revenue bridges connect recurring maintenance clients to renovation, equipment, and new construction opportunities, while enrolling build clients in maintenance plans that sustain off-season revenue.
Equipment authority content captures high-intent buyers. Pentair, Hayward, and Jandy expertise pages that position your dealer relationship as a local trust signal and capture homeowners researching specific equipment purchases.
Systems we build
Each capability applies specifically to pool & spa operations.
Results across our portfolio
While we build your industry's case study, here's what we deliver across our portfolio.
675+Projects Delivered
+308%Avg Impressions Growth
42 moAvg Client Retention
10xLead Growth
Common questions
Our build schedule fills up by April. Why do we need better marketing?
Because "filling up" doesn't mean "filling optimally." When your schedule fills reactively from spring inquiries, you take whatever projects come in. When your pipeline starts generating leads in January, you select the highest-value projects, negotiate from a position of strength, and build a waitlist that protects against cancellations and weather delays. Builders who sell their full season by February consistently close at higher average project values than builders who are still filling slots in May. Early pipeline also lets you plan subcontractor schedules, order materials at better pricing, and manage permitting timelines without emergency rush fees.
Most of our business comes from Nextdoor and word-of-mouth. Why do we need a website?
Because the Nextdoor recommendation is the start of the sale, not the end. When a neighbor says "call this builder," the homeowner Googles your company name immediately. What they find determines whether the referral converts. If your website shows a handful of photos on a generic template, you're relying entirely on the referral's strength. If your website shows 30+ completed projects with design narratives, client testimonials, and a clear process page, you're converting referrals at 60-70% instead of 30-40%. The referral gets them to your door. The website closes the deal.
We build pools but we also do weekly service. Should we combine those on one site?
Yes, but with structurally separate sections. A homeowner considering a $80,000 pool build and a homeowner needing weekly chemical service are fundamentally different buyers. The build buyer needs aspirational galleries, design process content, and financing information. The service buyer needs pricing, scheduling, and reliability signals. We build dual-path websites where each visitor type finds their content immediately. The strategic advantage is the bridge between them: service clients are introduced to renovation and equipment upgrade opportunities, and build clients are enrolled in maintenance plans that generate recurring revenue and referral relationships for years.
This works for:
Pool builders seeking to fill their build schedule before spring through pre-season pipeline development
Companies with both construction and service divisions needing integrated digital strategy
Builders in competitive markets where Nextdoor referrals drive significant lead volume
Pool service companies ready to add renovation and equipment upgrade revenue streams
This is not for:
Builders competing primarily on lowest bid in commodity markets
Service-only companies without renovation or upgrade capabilities to upsell
If pre-season pipeline development and year-round revenue stability matter to your pool business, we should evaluate your current digital infrastructure.