improvement in conversion rate
increase in engagement rate
paid conversion rate

Client Profile

AAA Pool Service is a third-generation family-owned business serving customers in the North Shore and Barrington areas of the Northwest Suburbs of Chicagoland.

Case Study Highlights

AAA’s aging website was showing signs of decreasing traffic and engagement, and an updated design was needed to resonate with its high-end clientele.

Simple Machines refreshed the logo and design, and developed a fully-redesigned site, built on the HubSpot CMS for optimal performance.

AAA’s site has experienced increased conversion rate, engagement rate and site score as a result, and a high paid conversion rate has maintained an efficient cost per acquisition.

Key deliverables included:

  • Logo Refresh
  • Website Strategy
  • Wireframes
  • Site Structure & Architecture Recommendations
  • Design Palette & Custom Website Design
  • HubSpot CMS Conversion
  • Search Engine Optimization
  • Copywriting

The Challenge

  • AAA’s website, which hadn’t been updated in several years, needed a refresh to align with their focus on providing premium service for high-end luxury pools.
  • Traffic and engagement had seen a gradual, consistent decay over time.
  • The old site was built on an outdated CMS that offered limited options for updates and customization.

The Solution

  • Simple Machines developed a fully redesigned site, built on HubSpot’s CMS.
  • We refreshed AAA’s logo, color palette and typography to create a more modern and high-end look that would resonate with its clientele.
  • By consolidating their website and CRM on one platform, we enabled a full line of site to traffic, engagement and conversion activity in HubSpot.
“The prospect of redesigning our site, moving it to HubSpot plus refreshing our logo and branding seemed like a lot to tackle, but Simple Machines made the process painless – and the end result is exactly what we were looking for.”
  • Pat Downes, Owner of AAA Pool Service

The Results

Site Health Improvements

By building the site on HubSpot CMS, we were able to increase site speed and performance – leading to an improvement in SEM Site Health from 79% to 90%.

Rise in Site Engagement

The improved website experience led to a 25% improvement in conversion rate and an 8.7% improvement in engagement rate.

Conversion Rate Increase

The site also helped drive an 8.5% conversion rate for paid traffic, which has led to cost-per-acquisition efficiencies and prevented the need to increase paid budget to hit lead targets.

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