Case Study: Swimming In Pool Leads with FS Pool Pros

Client Overview

Client: FS Pool Pros
Industry: Pool Cleaning, Maintenance, and Repair Services
Location: Boca Raton, FL
Website: www.fspoolpros.com

Objective: Increase online visibility, drive high-quality leads, and boost sales by implementing an integrated digital marketing strategy.

Challenges

Prior to partnering with Unified Marketing, FS Pool Pros faced several challenges:

  1. Limited Online Visibility: The existing website lacked effective search engine optimization (SEO), resulting in low organic traffic and limited reach to potential customers.
  2. Outdated Website Design: The old website was not optimized for mobile users, had slow load times, and provided a poor user experience.
  3. Ineffective PPC Campaigns: FS Pool Pros had run pay-per-click (PPC) ads but saw low conversion rates due to ineffective keyword targeting and poorly optimized ad copy.
  4. Low Conversion Rates: Without a user-friendly website and targeted traffic, conversion rates were low, impacting overall sales.

Strategy & Execution

Unified Marketing implemented a comprehensive digital strategy involving three core components: SEO, PPC, and a complete website redesign.

1. Search Engine Optimization (SEO)

The SEO strategy aimed to improve organic traffic and visibility for relevant search queries. The steps taken included:

  • Keyword Research: Unified Marketing conducted in-depth research to identify high-volume, low-competition keywords specific to pool cleaning, maintenance, and repair services. Keywords like “pool cleaning near me,” “pool repair services,” and “pool maintenance company” were targeted.
  • On-Page Optimization: The new website was optimized with keyword-rich content, improved meta tags, optimized header tags, and strategically placed call-to-action (CTA) buttons. Blog content was also developed to target seasonal pool care tips, addressing common customer questions and improving ranking potential.
  • Local SEO Optimization: With a strong focus on local customers, the team optimized FS Pool Pros’ Google Business Profile, included local keywords, and ensured consistent NAP (Name, Address, Phone) citations across various directories. This helped boost visibility for “near me” searches.
  • Backlink Building: The team built quality backlinks through industry-related guest posts, local business directories, and partnerships with home service blogs, improving domain authority.

2. Pay-Per-Click Advertising (PPC)

To generate immediate traffic and leads, Unified Marketing launched targeted PPC campaigns:

  • Campaign Structure: The campaigns were segmented by service type (e.g., “Pool Cleaning,” “Pool Repair,” “Emergency Services”) to deliver highly relevant ads to users searching for specific services.
  • Keyword Targeting and Bidding: Using the keyword research data, a mix of broad match, phrase match, and exact match keywords were chosen. The bidding strategy focused on high-intent keywords with strong conversion potential, minimizing wasteful ad spend.
  • Ad Copy Optimization: The ads were crafted with compelling, action-oriented language, highlighting key selling points such as “Same-Day Service,” “Affordable Rates,” and “Expert Pool Technicians.”
  • Landing Page Design: Dedicated landing pages were created for each ad group to match user intent and drive conversions. These landing pages featured clear CTAs, customer testimonials, and service highlights to increase trust and encourage sign-ups.

3. Website Redesign

Unified Marketing revamped the entire website to enhance user experience, improve mobile responsiveness, and increase conversion rates:

  • Modern Design and User Experience: The website was redesigned with a clean, professional look, focusing on ease of navigation. The new layout highlighted core services, contact options, and customer reviews, making it easier for visitors to find information.
  • Mobile Optimization: Considering that a significant portion of traffic came from mobile users, the site was optimized for mobile with fast load times and a responsive design, enhancing the user experience across all devices.
  • Enhanced Call-to-Action (CTA): Clear CTAs like “Get a Free Quote” and “Schedule Service Today” were strategically placed throughout the site to guide users towards making a decision.
  • Performance Optimization: The team optimized the site’s speed by compressing images, leveraging browser caching, and using a content delivery network (CDN), reducing load times and improving the overall user experience.

Results

The integrated digital marketing strategy delivered impressive results within six months of implementation:

  • Organic Traffic Growth: Organic website traffic increased by 85%, driven by improved search engine rankings for targeted keywords.
  • Lead Generation Increase: The PPC campaigns resulted in a 60% increase in leads, with a 35% reduction in cost per acquisition (CPA) due to optimized keyword targeting and better ad performance.
  • Improved Conversion Rates: The website redesign boosted conversion rates by 50%, thanks to a more user-friendly interface and targeted landing pages.
  • Sales Growth: Overall sales increased by 70%, as the combined effect of higher traffic, better lead quality, and enhanced user experience translated into more booked services.
  • Local Search Dominance: FS Pool Pros saw a 120% increase in visibility for local searches, leading to a significant uptick in service bookings from nearby customers.

Conclusion

By leveraging a well-rounded strategy of SEO, PPC, and a website redesign, Unified Marketing successfully transformed FS Pool Pros’ digital presence. The comprehensive approach not only enhanced online visibility but also drove high-quality traffic, improved user experience, and ultimately increased sales. FS Pool Pros now enjoys a stronger online footprint, consistently attracting new leads and converting them into loyal customers.

Client Testimonial: “Unified Marketing’s expertise has been a game-changer for our business. We’ve seen a dramatic increase in both traffic and sales. The new website is sleek and user-friendly, and our ads are finally reaching the right audience. We couldn’t be happier with the results!”
— F.S., Owner of FS Pool Pros

Future Plans

Moving forward, Unified Marketing plans to continue optimizing the digital strategy by exploring new advertising channels such as social media marketing and enhancing the content strategy with more educational resources to attract and engage potential customers.