Inman Pool Service

Project Overview

Inman Pool Services is a second-generation family-owned pool maintenance company that needed a modern website, updated branding, and a stronger digital presence. The existing website had limited documentation, outdated content, and lacked a clear strategy for converting visitors into customers.

The project included a complete website redesign, logo creation, content development, search engine optimization improvements, and the migration of digital assets including domain management and business listings.

The Challenge

One of the primary challenges was working with a business owner who had inherited the company and had limited knowledge of the existing website infrastructure. Access to hosting accounts, domain management, and online business profiles required significant discovery and coordination before the design process could begin.

Like many small business projects, gathering content and defining business goals became a critical part of the engagement. Rather than waiting for content to be delivered, I worked directly with the owner through phone calls and one-on-one planning sessions to identify key services, customer needs, and business priorities.

Research & Discovery

During the discovery phase, it became clear that most customers were looking for a fast and convenient way to contact the company. Pool service customers often need immediate assistance and are less interested in completing lengthy forms or navigating through multiple pages.

Competitive analysis also revealed that many local pool service companies relied on generic branding and overused visual elements that made it difficult to stand out within the market.

UX Strategy

The primary UX goal was to reduce friction between prospective customers and the business owner.

Key decisions included:

• Creating a highly visible “Call Now” call-to-action throughout the site.
• Simplifying contact forms to minimize user effort.
• Prioritizing phone contact over lengthy lead-generation workflows.
• Designing a mobile-first experience to support users searching for pool services while away from home.
• Organizing service information into clear, easy-to-scan sections.

These improvements helped create a streamlined customer journey that aligned with real user behavior and business goals.

Branding & Visual Design

A custom logo and visual identity were developed to differentiate Inman Pool Services from competitors. The goal was to create a clean, modern brand that felt professional and trustworthy while avoiding the common stock icons frequently used throughout the pool service industry.

Through multiple design iterations and client feedback sessions, the final brand identity established a recognizable visual foundation that could be used consistently across the website and future marketing materials.

Content & SEO

To improve search visibility, the website content was expanded and reorganized around the company’s core services and service areas. New content was developed collaboratively with the owner to ensure accuracy while supporting search engine optimization objectives.

The website structure was designed to allow for future content growth, making ongoing SEO improvements easier to implement as the business expands.

Results

The completed website delivered:

• A modern and mobile-friendly user experience.
• Clear conversion pathways centered around phone contact.
• A custom visual identity and logo system.
• Improved content organization and SEO foundations.
• Simplified management of domains and online business assets.
• A scalable platform for future marketing and business growth.

The project demonstrates the importance of adapting the design process to small business owners while balancing user needs, business goals, branding, and technical requirements.