Anna’s Pool Deck

Overview

For over 30 years, Anna’s Pool Deck has delivered beautifully crafted pool decks, patios, walkways, driveways, and more across New Jersey and New York. Despite their strong reputation for quality work, their digital presence had all but disappeared. An outdated and vulnerable website exposed them to security threats and left potential clients unable to access basic information or get in touch. This digital gap directly impacted their ability to generate leads and showcase their craftsmanship. We stepped in to rebuild their online presence—launching a modern website with powerful, user-friendly forms that led to multiple new projects and a significant increase in leads within the first few months.

Top Analytics

• Total Clicks: ↑ +140.7%
• Total Impressions: ↑ +1260.3%
• Mobile Clicks: ↑ +192.9%

Project Goals & Strategy

During the discovery phase, we met with the team to understand both their current challenges and their vision moving forward. We began by analyzing what went wrong with their previous hire and outdated website. From there, we took a deep dive into their business model, competitors, and market to clarify exactly what they needed from a rebuild. These are the core goals that emerged:

Establish a Functional Website

For years, Anna’s Pool Deck had no meaningful digital presence. When the site could be accessed, it was riddled with popups and malware, instantly eroding trust and damaging the brand’s credibility. The existing website had been neglected for too long and lacked the attention needed to survive online. Our top priority was to rebuild their presence from the ground up and create a stable, professional foundation.

Build Powerful, Purpose-Driven Forms

We wanted to deliver a smooth, personalized experience for anyone reaching out. Whether a visitor had a quick question, was a returning customer, or wanted an estimate for a major project, we needed to meet them where they were. To do this, we built separate forms: one for general inquiries and one for estimates. This approach allowed us to guide users more effectively while tailoring the experience to their intent without overwhelming or confusing them.

Create High-Impact Service Pages

These are the money pages. We needed persuasive, high-quality copy paired with real project photos that showcased the craftsmanship behind their work. Each page had to clearly explain the differences between service types, especially among various pool deck styles, while leading users toward a clear, compelling call to action. Every detail mattered here. Visuals, structure, and storytelling all had to work in sync to build trust and convert visitors.

Ensure Full Device Optimization

The previous website failed to function properly on mobile, with key information often missing or misaligned. We made mobile responsiveness a non-negotiable. The redesigned site delivers a seamless, high-quality experience on desktop, tablet, and mobile, ensuring visitors can easily engage with the brand no matter the device.

Tell the Full Story

This wasn’t just about listing services. We needed to communicate the story behind the company—30+ years of experience, family ownership, and the pride that comes with transforming outdoor spaces. Beyond aesthetics, we emphasized the practical value of hardscaping such as safety, durability, and increased property value. Our goal was to reframe the narrative. This isn’t just a luxury purchase; it’s a smart, long-term investment.

Website Redesign

We redesigned Anna’s Pool Deck’s website with a focus on user experience, intuitive navigation, and a modern visual identity. The previous site was extremely outdated, making it difficult for users to engage or take action. Our goal was to bring the site up to current industry standards while honoring the company’s identity as a trusted, family-owned business. That meant strengthening the About section, integrating real customer reviews, and giving the brand a more professional and inviting presence. Visually, the old site relied on deep blues, bright yellows, and inconsistent typography. We replaced that with a clean, cohesive palette of whites, greys, and soft blues—colors that better reflect the concrete and outdoor living space aesthetic at the heart of their work.

Design Overhaul

The original site had been neglected for years, leaving it vulnerable to popups, viruses, and visual inconsistencies. We designed a clean, modern layout with refreshed typography, large project imagery, and organized navigation to reflect the brand’s professionalism and experience. Every page was crafted to feel polished, trustworthy, and easy to use—especially for homeowners exploring outdoor renovations.

Device Responsiveness

The prior site was not built with mobile in mind. Critical content would disappear or become unreadable on smaller screens. We made sure the new website is fully responsive across desktop, tablet, and mobile devices. Visitors now get a seamless experience no matter where or how they browse, with layouts and visuals that adapt cleanly to every screen size.

Performance Optimization

Beyond aesthetics, we focused heavily on backend cleanup and performance. The old site was bloated and broken, creating frustrating user experiences and SEO issues. We rebuilt everything from the ground up—compressing images, streamlining plugin usage, and reinforcing accessibility standards. The result is a fast, stable, and secure website that performs just as well as it looks.

Analytics & Measurable Results

Following the launch, Anna’s Pool Deck experienced immediate improvements in search visibility and web traffic. The previous website was inaccessible due to severe malware issues, receiving virtually zero traffic and appearing in no search results. After a full redesign, SEO optimization, and site cleanup, the business saw measurable improvements across all tracked areas.

While the new site has only been live for about 6 months without any additional marketing, Search Console data reveals a clear upward trend. The figures below compare the most recent 3-month period to the 3 months prior, both during the new site’s lifetime, highlighting the compounding impact of our redesign and content strategy. Compared to the previous site, this is growth from zero; compared to early performance, this is a sign of strong momentum.

Website Growth & Traffic (Last 3 Months vs. Previous 3 Months)

• Total Clicks: ↑ +140.7%
• Total Impressions: ↑ +1260.3%

Device Performance (Last 3 Months vs. Previous 3 Months)

• Mobile Clicks: ↑ +192.9%
• Desktop Clicks: ↑ +69.2%

Top Performing Page (Last 3 Months vs. Previous 3 Months)

• Homepage: ↑ +611% increase in clicks, ↑ +3216% increase in impressions