Poolworks · Web Design Case Study

Poolworks builds custom concrete inground pools in Richmond, VA and beyond — a premier Virginia swimming pool builder and renovation company whose high-end pools are custom designed in a huge array of styles and shapes.

• A portfolio-first design, because homeowners researching a major backyard project want proof before they reach out.
• An estimate request path that’s the easiest step on every page.
• Fast mobile performance for the homeowner browsing from a backyard lounge chair.

Alongside our SEO work, the numbers moved where it counts. Estimate requests went from 3 a month to 31 — a 900%+ increase — on projects worth $125,000–$200,000 each (client-reported). Third-party Semrush data (July 2026) backs the demand behind those leads: organic visits up 4× in seven months (77/mo in Nov 2025 → 310/mo in Jun 2026), #1 for “pool designs virginia” and page-one for “pool installer richmond,” “pool contractor virginia,” “pool builders richmond va,” and “pool company richmond va” — plus appearances in Google’s AI Overviews on 64 keywords and the local map pack on 200+.

Every choice traces back to the same question we ask on every project: what does this business’s customer need to see to pick up the phone?

Like every site we build, it launched onto Virginia-based hosting with local support — and the same team runs local SEO in Richmond for clients who want a site that gets found, not just admired.