The Experience
Was Always There.
Now The Website Proves It.
Custom concrete swimming pool design and construction
The entire Sunshine Coast, Gympie to Caboolture
Homeowners, primarily families building for the kids or for somewhere to relax after work
Logo, brand identity, website design and development on WordPress, migration from Squarespace on the same domain, content structure, GA4 and Meta pixel installation
The
Situation
We Build Pools is a local, family owned business with three generations of pool building behind it and more than 30 years of combined experience. They build custom concrete pools from Gympie to Caboolture, on any block and to any budget, with their own crews including an in-house pebble team. They also take on restricted and tight access sites, the blocks where a standard build gets knocked back. Other pool builders refer that work to them.
1. It was a wall of text. Five paragraphs of small, centred serif body copy on the homepage, with headings barely distinguishable from the paragraphs underneath them. No hierarchy, so nothing to skim and no way in. One heading was clipped mid-word by its own container.
2. The images undersold the product. Small, low resolution, and led by a stock water splash rather than a finished pool. A business that builds beautiful things was showing them at thumbnail size.
3. The path to enquiry was buried. No visible navigation on desktop, a hamburger menu instead, and the call to action sitting inside a paragraph of body copy rather than as a button. The phone number was a line of text in the middle of the page.
From Dig Day to
to First Swim
Seven elements, arranged in the order a homeowner’s confidence actually builds.
Proof in the first screen,
alongside the phone number
The hero carries the 4.8 Google rating and the 124-review count next to a free-quote button and a click-to-call number. A homeowner scrolling on a phone at 8pm gets the headline promise, the social proof and the two ways to act without a single scroll.
Family, three generations, and crews that are actually theirs
Local, family owned, three generations, more than 30 years combined, and an in-house pebble crew. One reviewer makes the point better than any copy could, noting that every person who worked on the build was part of the We Build Pools team and no subcontractors were used. For a homeowner letting strangers onto their property for two months, that matters more than a price.
Named projects, with the suburb attached
Coastal Haven at Buderim. Terrace Oasis at Harmony, Palmview. Hillside Horizon at Alexandra Headlands. Tropical Sanctuary at Palmview Forrest. Courtyard Escape at Sippy Downs. Naming the suburb does two jobs: it proves the work is local, and it lets a prospective buyer recognise a block that looks like theirs.
The entire build process,
published stage by stage
The strongest page on the site. Preliminary stage through contract, design, drawings, engineering and building approval. Dig day. Building the structure, including steel fixing, plumbing, the spray and the strip. Tile selection and installation. Handover, described down to the detail that the technician takes an hour to an hour and a half to walk the owner through the filtration.
It is written plainly, including the parts that are not glamorous. That is exactly why it works. A builder willing to publish the messy middle is telling the buyer they have nothing to hide.
Selections made tangible
before a deposit
The pebble range is shown as actual swatches with names, across pebblecrete, pebble and glass bead mixes, full glass bead and custom blends. The Palmview office is named for selections, along with the tile suppliers, two of which run mobile showrooms.
Interior finish is the decision homeowners most fear getting wrong, because it is the one thing they will look at every day and cannot change. Making it browsable early turns a fear into anticipation.
Behind the build
A spray day video, filmed on site. Nothing sells a construction business like footage of it working.
Compliance in one block
GA4 and the Meta pixel went in at launch rather than being retrofitted. Enquiries, sources and ad audiences have been tracked from the first visitor, so the results section below will be based on data rather than a feeling.
enquiries in the first
post-launch
change in quote requests per month
organic traffic, before and after migration
phone calls from the site
cost per enquiry from Meta, now that the pixel is tracking
Four things
worth copying on your own site
The build process page describes the hole in the ground and the strip-out, not just the finished water. Willingness to show the middle is a trust signal no competitor can copy without also being good at it.
Homeowners fear the choice they cannot change. Whatever that is in your business, put it on the site with real options and real names before anyone signs anything.
suburb.
A project called Coastal Haven is a nice photo. Coastal Haven at Buderim is proof, and it lets a local recognise a block like their own.
launch, not after.
Analytics and pixels fitted on day one mean you can prove what the site did. Retrofitted three months later, you are guessing.
We will audit your website free and show you at least three high-impact fixes. If we cannot find three, we will pay you $100.
Michael Donovan
Founders, Growthify