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Account Strategist:
Chuck McCarthy

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Client:
Pool Brokers USA

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Case Study: Quadrupling Organic Visibility for a Regional Pool Brand Through Strategic SEO

Pool Brokers Website Screenshot

Background

Pool Brokers USA, a family-owned business based in North Carolina, specializes in fiberglass inground pools. In late 2022, the company partnered with Xponent21 to improve online visibility, modernize its website, and generate new leads across key southern U.S. markets. With strong seasonality and a long buyer journey, Pool Brokers needed a strategy that would drive demand and nurture interest year-round.

The need:

Pool Brokers sought to enhance the user experience of their website, increase brand visibility across search engines and social platforms, and support revenue growth through high-quality lead generation. Their previous site featured a dated design, lacked strategic content, and was not optimized for conversions or organic search.

Pool in Backyard

Our Approach

SEO & Content Strategy

Our first priority was to improve the site’s content depth and structure to better support organic discovery and educate buyers. Key enhancements included:

  • Product-Centric Content Strategy to Support Buyer Research: We created dedicated pages for each pool category (small, medium, large, spas & accessories). Each page features model-specific sections with photos, dimensions, depth, specifications, and available colors.

  • Search-Optimized FAQs That Reduce Friction and Build Trust: We overhauled the FAQ page to address common pre-purchase questions. In Fall 2024, we enhanced this strategy by giving each FAQ its own indexed page with schema markup — improving both UX and SEO value.

  • Educational Content to Support the Buyer Journey: We published blog articles to support long-tail keywords and provide educational content aligned with the buyer research phase.

  • On-Page Optimization: We implemented strategic keyword targeting, internal linking, and clear calls-to-action to guide users and improve rankings.

woman swimming in pool

UX + Website Enhancements

To support both discoverability and conversion, we added several key pages and features:

  • New Content Pages That Build Trust and Drive Action: We added new pages including About, Installation Process, Areas Served, and a visual gallery organized by pool category.

  • Scalable Content Architecture for Regional Growth: We built a custom post type to create state-specific landing pages, supporting geotargeted SEO and regional expansion.

  • Improved Navigation & CTAs: We refined site navigation to help users quickly find the right pool size and take action—whether requesting a quote or learning more about installation.

pool with spa

Google & Facebook Ads

While SEO efforts matured, we launched targeted ad campaigns to drive visibility and immediate traffic:

  • Google Ads: Search and Display campaigns promoted pool installation services in key states, using emotional and seasonal messaging to drive engagement.

  • Facebook Ads: We ran campaigns featuring real pool installations and lifestyle imagery, designed to build brand awareness and capture early interest during preseason months.

child playing in pool

The Results

SEO Growth

  • 291% Increase in Organic Impressions: Daily impressions rose from ~1,200 to ~4,700 over six months.

  • Off-Season Visibility Boost: State-specific pages launched in September drove significant gains in organic impressions and clicks during winter.

  • More Informed Buyers: FAQs and educational content reduced confusion and helped pre-qualify leads, improving the quality of conversations with the sales team.

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Paid Media Support

  • Google Ads sustained traffic while SEO gained traction, keeping Pool Brokers USA visible during peak and off-peak seasons.

  • Facebook Ads fueled early-season awareness with visuals tied to emotional themes like family fun, screen-free time, and pool ownership dreams.

Business Impact

  • A strategic content and UX overhaul helped Pool Brokers meet its lead generation goals while laying the foundation for long-term growth.

  • Marketing efforts helped smooth out seasonal dips and kept Pool Brokers top-of-mind in new and existing markets.

  • Our ongoing partnership continues to evolve with new content strategies, ad campaigns, and SEO enhancements.

Closing Reflections

By anchoring our work in strategic SEO and layering in multichannel marketing support, we helped Pool Brokers USA establish a more visible, engaging, and scalable digital presence.

The result? A dramatic rise in visibility, more qualified leads, and a website that works just as hard as they do—year-round.

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