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The Background

CDC Pools is one of the most renowned pool remodelling experts in Phoenix, AZ. For the fourth time in 18 years, Hamilton Wallace of asked Pigtail Pundits to help.

The pool remodelling and replastering business in Arizona is a very competitive industry. One of the ways for remodellers to stand out form the crowd is through their website.

Web-assisted phone-ins and enquiries on the website are the ways the customers deal with pool replastering. The earlier website also done by Pigtail Pundits was dated in design as it was about 4 years old.

The Objective

To create a modern, responsive website for CDC Pools.

The images had to be expansive and stunning to capture the art and the finish of the projects.

The Challenge

The copy used was from the old site. What it needed was a newer, more beautiful container with imagery that was stunning.

Working closely with Hamilton Wallace, Pigtail Pundits worked on the following

  1. Minimize the navigation to fewer links and services
  2. Use images and galleries that showcased the CDC Pool projects on the sell pages
  3. use social proof - testimonials and case studies contextually within the 
  4. Interlink service pages for cross-sell
  5. Use secondary calls to action for the ebook download
  6. Use phone numbers at the top of the page for immediate enquiries
  7. Rework the blogs to showcase pools

The Results Were Pleasing

The first month of the revamped website showed some exciting results. Visits were up by 45%, sessions were up by 50%, page views jumped a whopping 120%, average session duration increased 40%, bounce rate was down by 31% and goal completions up by 619% with a 10% conversion rate.

The Technology

The earlier websites for CDC Pools were built on WordPress CMS.

For this project, however, we decided to use  ProcessWire CMS, a scalable, modern, blazingly fast system which has all the goodness of a modern CMS without any of the traditional bloat associated with WordPress, Joomla, or Drupal that we have worked with previously.

It is themed on top of Twitter Bootstrap. 

A number of premium ProcessWire plugins such as Form Builder, Profields, ProCache, and Markup SEO were used as part of the build.

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