Website Design & Development
Content Strategy
Local SEO & Google Ads

We helped Hot Springs Pools & Spas nearly triple their organic website traffic in one year and acquire new leads.

We have nothing but great things to say about Engenius. They made the process of rebuilding our website extremely easy. We really appreciated the time they spent learning our business in order to create a website that worked for us. The best part is that it didn’t just end when the build was complete. Their ongoing support and resource team has been invaluable to our marketing efforts as a whole.

At a Glance

  • Drove cost per lead below $50
  • Increased organic traffic by 283% YoY during pandemic (from April 2019 – April 2020)
  • Improved conversion rate of Google Ads to nearly 10%

Background

Hot Springs Pools & Spas is a world class pool and spa company with two locations in Greenville and Asheville. They design and build some of the most beautiful and picturesque pools in the Southeast.

After some inbound marketing attempts failed to move the needle for them, they approached Engenius, hoping to improve their online presence and gain more leads from their website.

At the time, their website simply didn’t reflect the excellent work they do for their customers. Their world class work deserved to be promoted through world class web design. They were investing in regular blogging, some search engine optimization, and an inbound marketing campaign that just wasn’t giving them the return they needed.

Strategy

1. Redesign Hot Springs’ website with a few objectives in mind:

  • Showcase their work. Their pools are breathtaking, and needed to be front and center.
  • Highlight social proof through case studies, photos, and testimonials
  • Build upon their content with more detail and clarity
  • Convert more site visitors to have conversations and ultimately become customers.
2. Improve and expand search engine rankings by doubling down on SEO. Pool and spa related terms are heavily searched, and typically by searchers who are in the market to buy.

  • We performed keyword research to ensure we were targeting the most relevant, valuable, and highly searched keywords in the area. We then mapped these keywords to the most relevant site pages.
  • We optimized their site structure and each key page to rank for our target topics, keywords, and sub-topics.
  • A lot of their blog content was rather thin and incomprehensive. We updated the majority of their posts and optimized them for relevant search terms.
    We cleaned up their local citations and performed some light backlink building to gain authority.
  • We’ve been monitoring, making adjustments, creating fresh content, updating existing content, and earning additional backlinks over time to capture more rankings and maintain existing ones.
3. Launch a Google Ad campaign to capture leads for some more competitive keywords.

  • While organic rankings increased quickly, some terms were competitive. Ads were crowding out some of Hot Springs high rankings.
  • We launched a Google Ads campaign to expand search visibility for these high value keywords.
  • We also rolled out a display campaign to retarget and nurture potential customers.

Results

We designed a beautiful and effective website for Hot Springs

We saw increased rankings and traffic from search engines almost immediately, doubling their organic traffic within the first year of working with us.

The pool business is seasonal, meaning we always look at year over year data, as traffic across the board rises every spring and summer.

But it didn’t stop there. We continued to focus our efforts on SEO. When the COVID pandemic made its way to the Upstate in Spring of 2020, many began seeking out a pool builder for new pools or renovations.

As demand increased, Hot Springs was able to take full advantage thanks to high search rankings.

Their organic traffic improved by 283% from May 2019 through May 2020. Leads skyrocketed. And while many were struggling to keep their doors open, Hot Springs was struggling to fit new jobs into their workload.

Lastly, their ad campaign has proven very effective, converting at a rate of around 9% and gaining Hot Springs new business at less than $50 per lead – leading to a stellar cost per acquisition and return on their investment.

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