South County Pools Website Redesign

South County Pools
Website Redesign + Local SEO

A full WordPress redesign and site consolidation for a multi-generational pool company in Orange County — bringing services, project galleries, and lead capture into a clearer structure, with local SEO foundations and a setup the team can confidently update.

INDUSTRY

Pool construction, remodeling, and pool cleaning

LOCATION

Orange County, California

PROJECT TYPE

Website redesign and consolidation with local SEO

PLATFORM

WordPress.org on WP Engine

TIMELINE

From kickoff to launch: 14 weeks

SCOPE

Consolidated website that covered pool builds, remodels, and cleaning, with a structure that made it easy to find services, request help, and maintain content over time.

THE CHALLENGE

What wasn’t working

SCP had three separate websites for three parts of the business, it was confusing for customers and hard for the team to maintain.
The existing sites had broken links and payment portals that did not work reliably.
There were hundreds of AI generated blog posts that were duplicative or low quality.
There was very little documentation so even basic updates felt risky for a non technical user.

SUCCESS CRITERIA

Goals we aligned on

Consolidate everything into one site that clearly covered all services
Make the site easy for a small team to update without fear of breaking things
Clean up structure and fix key broken flows so customers could find what they needed quickly
Build a practical SEO foundation focused on Orange County searches for pool building, remodeling, and cleaning
Reduce ongoing costs by moving from multiple sites and domains to one

THE CHALLENGE

What wasn’t working

SCP had three separate websites for three parts of the business, it was confusing for customers and hard for the team to maintain.
The existing sites had broken links and payment portals that did not work reliably.
There were hundreds of AI generated blog posts that were duplicative or low quality.
There was very little documentation so even basic updates felt risky for a non technical user.

SUCCESS CRITERIA

Goals we aligned on

Consolidate everything into one site that clearly covered all services
Make the site easy for a small team to update without fear of breaking things
Clean up structure and fix key broken flows so customers could find what they needed quickly
Build a practical SEO foundation focused on Orange County searches for pool building, remodeling, and cleaning
Reduce ongoing costs by moving from multiple sites and domains to one

THE SOLUTION

What we built

Sitemap

Deliverables: Sitemap, page list, and navigation plan

Sitemap and Page Strategy

I consolidated three separate sites into one clear structure so every service had a home. From there, I mapped the main customer paths and built the navigation around them. The result is a simpler page layout that helps people find the right service quickly and get to contact without friction.

SEO Strategy

Deliverable: Local SEO Foundation

SEO Strategy

When we started, Google Search Console and Google Analytics were not set up, so there was no clear way to see what people were searching, which pages were earning clicks, or how organic traffic was trending.

Since we did not have historic search data to work from, I used SEMrush to estimate current organic visibility and build a local keyword plan based on service intent and location. From there, I implemented a few foundational updates to help Google better understand the business and improve visibility for high intent searches.

What I implemented
-Set up Google Search Console and Google Analytics for ongoing tracking and reporting
-Researched high intent local keywords in SEMrush and aligned them to the right pages
-Added Schema.org LocalBusiness markup, including service areas, to strengthen local relevance
-Added FAQ sections to target common customer questions and improve chances of appearing in “People also ask”

Keyword focus
Local intent: pool service near me, pool repair near me, pool maintenance orange county, pool remodeling orange county, pool heater repair orange county
Service terms: pool cleaning service, pool maintenance, pool repair service, pool filter cleaning service, pool heater maintenance
Long tail: swimming pool resurfacing near me, pool opening service near me, swimming pool cleaning near me

Next steps
Now that tracking is live, we can use Search Console data to double down on what is working, expand location specific content, and measure progress month over month.

Build

Deliverables: User friendly WordPress build, and mobile optimized layouts

Build and Mobile Optimization

I rebuilt the site with a focus on day to day usability. The backend is organized and approachable for the team, and the front end is designed to work smoothly on mobile so customers can quickly find the right service and reach out.

Optimized for mobile so content is easy to scan, buttons are easy to tap, and the path to contact stays clear.

Handoff

Deliverables: Launch QA checklist, handoff walkthrough video

Launch QA and handoff

After launch, I made sure the site was stable and easy for the team to manage. I recorded a handoff walkthrough video so the owner and office team could confidently handle updates without relying on a developer.

QA / Handoff checklist

Navigation and links checked
Forms tested
Mobile review
Tracking verified (if applicable)
Client walkthrough recorded

THE SOLUTION

What we built

Sitemap

I consolidated three separate sites into one clear structure so every service had a home. From there, I mapped the main customer paths and built the navigation around them. The result is a simpler page layout that helps people find the right service quickly and get to contact without friction.

Deliverables: Sitemap, page list, and navigation plan

Sitemap and Page Strategy

SEO Strategy

Deliverable: Local SEO Foundation

SEO Strategy

When we started, Google Search Console and Google Analytics were not set up, so there was no clear way to see what people were searching, which pages were earning clicks, or how organic traffic was trending.

Since we did not have historic search data to work from, I used SEMrush to estimate current organic visibility and build a local keyword plan based on service intent and location. From there, I implemented a few foundational updates to help Google better understand the business and improve visibility for high intent searches.

What I implemented
-Set up Google Search Console and Google Analytics for ongoing tracking and reporting
-Researched high intent local keywords in SEMrush and aligned them to the right pages
-Added Schema.org LocalBusiness markup, including service areas, to strengthen local relevance
-Added FAQ sections to target common customer questions and improve chances of appearing in “People also ask”

Keyword focus
Local intent: pool service near me, pool repair near me, pool maintenance orange county, pool remodeling orange county, pool heater repair orange county
Service terms: pool cleaning service, pool maintenance, pool repair service, pool filter cleaning service, pool heater maintenance
Long tail: swimming pool resurfacing near me, pool opening service near me, swimming pool cleaning near me

Next steps
Now that tracking is live, we can use Search Console data to double down on what is working, expand location specific content, and measure progress month over month.

Build

Deliverables: User friendly WordPress build, and mobile optimized layouts

Build and Mobile Optimization

I rebuilt the site with a focus on day to day usability. The backend is organized and approachable for the team, and the front end is designed to work smoothly on mobile so customers can quickly find the right service and reach out.

Optimized for mobile so content is easy to scan, buttons are easy to tap, and the path to contact stays clear.

Handoff

Deliverables: Launch QA checklist, handoff walkthrough video

Launch QA and handoff

After launch, I made sure the site was stable and easy for the team to manage. I recorded a handoff walkthrough video so the owner and office team could confidently handle updates without relying on a developer.

QA / Handoff checklist

Navigation and links checked
Forms tested
Mobile review
Tracking verified (if applicable)
Client walkthrough recorded

KEY RESULTS

Editing content, swapping photos, and updating services is now possible in house with clear how-to documentation and quick training videos.

South County Pools can now track and act on real performance data in Google Search Console and Google Analytics to guide SEO and site improvements.

We reduced ongoing website related costs by 20% by consolidating three websites into one.

KEY RESULTS

Editing content, swapping photos, and updating services is now possible in house with clear how-to documentation and quick training videos.

South County Pools can now track and act on real performance data in Google Search Console and Google Analytics to guide SEO and site improvements.

We reduced ongoing website related costs by 20% by consolidating three websites into one.

“Wow, that looks awesome.“

–Logan, South County Pools

CONTACT ME

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