How to Get more Leads for your Swimming Pool Website

June 8, 2022
By:
Szymon Zurek

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CONVERSIONS
& GET MORE 
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As any business owner knows, conversion rates are essential for success. A high conversion rate means that more people are completing the desired action, in this case, contacting you. When it comes to swimming pool websites, there are a few key ways to increase conversion rates, and in this article, we'll go in depth on what you can do to increase your contact conversion rates. If you execute on this advice well, you could see 15% - 90% increase in conversions as we've seen and proven with our swimming pool client.

If you're curious to how we increased conversion rates for our swimming pool client, check out our case study here.


It can be tough to keep up with the competition in today's market, especially when it comes to swimming pool websites. If you're looking for ways to increase contact conversion rates, here are a few reasons why you might want to consider it:

  1. You want to make the sales process easier for your sales people by making key information easy to find and direct prospects to
  2. You want to increase the number of visitors who take a contact action on your website, like phoning in, sending an email, or requesting a quote
  3. You want to market to more prospects to close more deals. You can do this by offering a free guide like "Ultimate guide to swimming pool pricing" in exchange for their email.
  4. You will improve your business's bottom line by increasing conversion rates.


If you're ready to increase contact conversion rates for your swimming pool website, follow these simple tips:

  1. Make sure that the website is easy to navigate and that all of the important information is prominently displayed.
  2. Use persuasive language and strong calls to action to encourage visitors to take the desired action.
  3. Offer something of value in exchange for the visitor's contact information, such as a free downloadable guide.
  4. Test different offers and calls to action to see what works best for your website and your target audience.
  5. Monitor conversion rates regularly and make changes as needed to ensure that your website is performing at its best.


By following these quick tips, you can significantly increase contact conversion rates for your swimming pool website. Not only will this improve your business's bottom line, but it will also provide your visitors with a better experience on your website.

But... If you really want to step up your game - keep reading.


When it comes to swimming pool websites, one of the main challenges that businesses face is increasing contact conversion rates, because a swimming pool is such a high ticket item. Many people don't know how to persuade visitors to take the desired action since swimming pools come at a high cost, and as a result, they may not be getting the most out of their website. Additionally, many businesses struggle to find ways to offer value in exchange for the visitor's contact information.


What is a conversion rate and why is it important for swimming pool websites

A conversion rate is the percentage of visitors who take the desired action on your website. This could be making a purchase, signing up for a newsletter, or downloading a white paper. Why is this important for swimming pool websites? Because if you want to make sure that your website is functioning at its best and providing visitors with an easy way to find the information they need, then you need to increase conversion rates.

Why is conversion rate optimisation important for swimming pool websites?

  1. You'll improve your business's bottom line.
  2. You'll provide your visitors with a better experience on your website.
  3. You'll be able to test different offers and calls to action to see what works best for your website and your target audience.
  4. You'll be able to monitor conversion rates regularly and make changes as needed to ensure that your website is performing at its best.


What kind of call to actions should you focus on for a good conversion rate?

There are five call to action to consider:

  • Phone calls
  • Direct emails
  • Contact forms filled out
  • Quote requests
  • Free guide sign-ups

I call these "high profit" call to actions. Avoid things like "Learn More" or "Follow us". Low profit CTA's like these introduce more steps to take the actual contact action, as some users drop off during the process.


How to increase contact conversion rates for a swimming pool website

Use bright colours on your call to actions

Sometimes something as simple as using bright colours can increase conversion rates by as much as 20% if you aren't doing this already. When people are browsing your website, you need to make sure to make it obvious to them what you want them to do.


Use subtle animations on your call to actions

Using simple animations like "Jiggle" effects can draw attention to your CTA. If you use it subtly without disruption, you can get more users to pay attention to it. This technique can see a 1% - 4% increase in conversion rates.


Make sure that the call to action is above the fold

Meaning that visitors should be able to see it without scrolling down. This is important because if visitors can't see your CTA, they're not going to know what to do on your website.


Include emails and contact numbers within the CTA

If you want to make it as easy as possible for visitors to contact you, then include your email address and contact number within the CTA. This way, they won't have to go searching for it on your website. It should be easy for them. Use something like "Call us Now - +61 122 832 482"


Add a sense of urgency

Adding a sense of urgency to your CTAs can help increase conversion rates. This could be something as simple as adding "Call Now" or "Book Your Free Consultation Today" for small 3% - 10% increases in conversion rates. But it can go as far as adding stock/labour limitations, something like "We're 93% booked for pool installations the next 3 months! Call us now to reserve your spot!".


Make your CTAs big to be clickable on mobile devices

If you want people to be able to click on your CTAs when they're browsing your website on their mobile devices, then you need to make sure that they're big enough. They should have at least 30px padding on each side to make sure they are big enough. The font should be around ~24px for the best clickability.


Use relevant images that tell a story

We've seen this over and over again, with almost every swimming pool company. 95% of them are using photos of their swimming pools, without a story behind it. I applaud the awesome and well build swimming pools, but the selling point gets lost.

Instead of using just empty swimming pool photos, think about your target audience. If you build pools for upper-middle class residential areas, showcase a family having fun in the pool. If your audience is on the upper end, and you're servicing villas, maybe showcase a female model sipping on a coctail.

Images are a great way to grab attention and increase conversion rates. Make sure that the images you're using are relevant to what you're trying to sell and that they tell a story custom to your audience.


Use testimonials on your website swimming pool

If you have happy customers, then make sure to showcase their testimonials on your website. This is social proof that your company is good at what they do, and that others have been happy with your services.


Make your website lightning speed fast

You have a few seconds to make an impression on your website visitors, and if your website is slow, then they're going to leave. Make sure that your website is as fast as possible by compressing images, using a caching plugin, and using a good quality web host.


Make your swimming pool website easy to navigate

If you want people to be able to find what they're looking for on your website, then you need to make sure that your website is easy to navigate. This means using clear and concise headings, having a good layout, and using easy to understand navigation menus.


Use clear and concise headings

The headings on your website should be clear and concise. They should tell the visitor what they're going to find on that page. For example, if you have a page about swimming pool maintenance, then the heading should say "Swimming Pool Maintenance" and not something like "Keeping Your Pool Clean".


Have a good layout

Your website layout should be easy to understand and use. The most important information should be "above the fold" which means that people should be able to see it without scrolling down. And your navigation menus should be easy to find and use.


Use easy to understand navigation menus

Your navigation menus should be easy to understand and use. This means using clear and concise headings, having a logical order, and using easy to navigate drop-down menus.


What to offer on your website in exchange for contact information?


In order for people to give you their contact information, you need to offer them something in return. This could be a free consultation, a free eBook, or a free guide. Something that is valuable and that they can't get elsewhere. By doing this, you're establishing trust and building a relationship with your potential customers.


Free Consultation

If you offer a free consultation, then you're giving potential customers the chance to talk to you about their swimming pool needs and wants. This is a great way to establish trust and build a relationship with them. This also provides an opportunity to qualify a prospect and even sell them on your swimming pools right there and then.


Free Guide

If you offer a free guide, then you're giving potential customers valuable information that they can use to make a decision about whether or not they want to buy a swimming pool. This way you're also showing your expertise. On top of that, you're giving free value, and many people will feel a need of reciprocity.

Some ideas for free guides would be:

  • "How to Choose the Right Swimming Pool for Your Home"
  • "The Ultimate Guide to Maintaining Your Swimming Pool"
  • "10 Tips for Saving Money on Your Swimming Pool"


Free quote

If you offer a free quote, then you're giving potential customers an opportunity to get an estimate for their own swimming pool. This might be a good way for you to gauge if the prospect is qualified to work with you (in terms of scope of work - pool size, customizations etc...).

While this might be the easiest way to ask for a prospects information, it is also the riskiest of the three options as this gives opportuinity to the prospect to price gauge.


Conclusion on how to increase conversion rates for your swimming pool website

If you want to increase the conversion rate on your swimming pool website, then you need to make sure that your website is easy to navigate, uses clear and concise headings, and has a good layout. You should also offer something in return for contact information, such as a free consultation, guide, or quote. By doing these things, you're establishing trust and building a relationship with your potential customers.

If you have any questions about how to increase the conversion rate on your website, or if you need help with anything else, please feel free to contact me.

Thank you for reading! I hope this was helpful.


FAQ

How much does it cost do rebuild and redesign my swimming pool website?

If you want your website to generate leads and convert customers, a website with proper strategy can cost $5,000 - $15,000 depending on the depth and amount of content/landing pages you have.

However, if strategy and lead generation isn't as much of a concern, a website redesign to optimise speed and look as well as used experience can cost $3,000 - $5,000.


How long does it take to rebuild a swimming pool website?

4-8 weeks depending on the size and scope of the project. If you need your website sooner, we might be able to work out a timeline that works better for you.


How often should I redesign my swimming pool website?

A full redesign should be done every 2-3 years, but small changes can be made as needed in between redesigns.


How can I increase the conversion rate on my website?

There are a few things you can do to increase the conversion rate on your website, such as:

  • Use clear and concise headings
  • Have a good layout
  • Use easy to understand navigation menus
  • Offer something in return for contact information, such as a free consultation, guide, or quote.


What's the best way to ask for a prospect's information?

The best way to ask for a prospect's information will depend on what you're offering in return. If you're offering a free consultation, then you can simply ask for their name, email address, and phone number. If you're offering a free guide, then you might want to consider asking for their name and email address so you can send them the guide. If you're offering a free quote, then you'll likely want to ask for more information, such as their name, address, phone number, and the size of their pool.


I'm not sure what to offer as a guide in return for contact information. Any suggestions?

Some ideas for free guides would be:

  • "How to Choose the Right Swimming Pool for Your Home"
  • "The Ultimate Guide to Maintaining Your Swimming Pool"
  • "10 Tips for Saving Money on Your Swimming Pool"