How Thermo Pools Achieved 252% Revenue Growth with Website Redesign & Organic SEO in Just 4 Months
Ranked 60+ keywords on the #1 Page on Google.
Country of Origin : Australia
The Client Overview
Thermo Pools leads Australia's pool heating industry with advanced solar pool heating solutions prioritising energy efficiency and environmental sustainability. Their durable, low-maintenance systems help customers reduce energy use and extend their swim season. Thermo Pools tailors each system to client needs with expert installation and customised maintenance services. Known for reliability and customer satisfaction, Thermo Pools has built a trusted reputation in solar pool heating across Australia.
Technology Overview
Client
Technology
Industry
Deliverables:
Website
Why Did We Do This?
Project Objectives
Our goal was to transform Thermo Pool’s digital presence with a focus on these key areas:
Redesign Website for User-Friendly Navigation
Create a simple, intuitive navigation that improves the user experience and helps visitors find information quickly.
Revamp Website for Better Indexing
Update the website structure to make it easier for search engines to crawl and index website pages, creating a solid foundation for sustainable growth.
Increase Online Visibility
Increase search engine visibility to capture potential customers actively searching for pool heating solutions, ensuring prominent placement in relevant search results.
Attract Local Customers
Implement sophisticated local SEO strategies to attract customers in specific service areas, maximising regional market penetration for keyword phrases: ‘pool services near me’ or ‘pool heating Sydney’.
Promote Key Services
Optimise visibility for core services, particularly highlighting their innovative solar pool heating systems, professional installation services, pool maintenance and repair services.
Campaign Results
What Inspired Our Actions?
Initial Challenges
All these factors impacted Thermo Pool’s ability to attract and convert potential customers through its website.
Complex User Navigation:
The old site had complex navigation, causing high bounce rates as users struggled to find relevant information. We needed a modern, user-friendly design that would showcase Thermo Pools' products and services effectively.
Search Visibility Hurdles:
Their primary obstacles included limited search presence, with minimal visibility for highly competitive keywords in the solar pool heating sector.
Outdated Website Structure:
The site lacked an organised content framework, making it harder for search engines to rank it and difficult for users to navigate easily.
Aggressive Competition:
Competing with larger solar companies and established brands in the niche made it challenging to rank for competitive terms.
Low Performance:
Technical performance issues further complicated its digital presence, with slow load times and poor website performance leading to high bounce rates and lost opportunities. Seasonal trends in the pool services industry also complicated customer behaviour patterns, requiring a dynamic local SEO strategy.
How We Helped Thermo Pools: Our Approach and Solutions
Website Redesign & Development
To overcome the limitations of the previous website, we implemented a strategy centred on improving both design and functionality:
User-Friendly Design:
Researched user behaviour to find ways to make the site more engaging and easier to navigate.
Improved Performance:
Enhanced loading speed by optimising code, compressing images, and implementing a content delivery network (CDN) for fast access across various locations.
SEO-Optimised Structure:
Restructured the website following SEO best practices, optimising meta tags, alt text, and headings for better search visibility.
Mobile-Responsive Design:
Created a fully responsive layout, ensuring smooth navigation on mobile, tablet, and desktop devices.
Conversion Focus
Tested different layouts and calls-to-action (CTAs) to identify the elements that drive the best conversion rates.
Design Transformation
Before and After Design
Before
After
Branding
Comprehensive SEO Implementation:
We began our action plan to resolve these SEO challenges.
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Keyword Research:
Conducted research to identify high-value keywords such as ‘solar pool heating Sydney’ and ‘gas pool heaters’. These keywords were targeted strategically to drive more relevant traffic.
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Competitor Analysis & Content Strategy:
We initiated a thorough market analysis to understand the competitive landscape and identify opportunities for differentiation. This research helped our content strategy, leading to the development of new product pages that effectively communicated Thermo Pools' unique value proposition. Each product page was carefully optimised to target specific customer needs while incorporating relevant keywords naturally within the content, which increased SEO visibility and rankings.
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Technical SEO Optimisation:
This includes optimising code structure, improving site speed, and ensuring mobile responsiveness across all devices. We also conducted a thorough audit of existing technical issues, addressing broken links, improving internal linking structures, and implementing schema markup to enhance search engine understanding of the content.
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Content Marketing:
Our content strategy focused on establishing Thermo Pools as an authoritative voice in the pool heating industry. We developed educational resources about solar pool heating benefits, detailed installation guides, and maintenance tips. The content calendar included regular blog posts addressing common customer questions and concerns, while case studies highlighted successful installations and customer satisfaction stories.
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On-Page SEO:
Updated crucial landing pages with optimised metadata, including title tags and meta descriptions, enhancing page content by integrating primary keywords naturally and improving user engagement through clear call-to-action.
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Strategic Link Building:
We implemented a careful link-building campaign focused on quality over quantity to strengthen domain authority. It included establishing partnerships with complementary businesses, creating shareable industry content, and engaging with relevant local business communities. Each link was carefully inspected to ensure it contributed positively to Thermo Pools' online authority.
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Local SEO Enhancement:
Understanding the importance of regional (local) presence, we developed a robust local SEO strategy, which included optimising Google My Business profiles with detailed service information, operating hours, and regular updates. We created location-specific service pages that targeted key geographic areas while building high-quality local citations to strengthen regional authority.
Remarkable Growth Metrics
Impressive Results:
The implementation of our strategy led to exceptional results across all key performance indicators:
252.17% Increase in Organic Conversions Just in 4 Months:
Our optimised conversion funnel and improved user experience led to a dramatic increase in conversion rates. It was achieved through strategic placement of call-to-action, streamlining user journeys, fast website loading speeds, and enhanced mobile optimisation, making it easier for customers to engage with Thermo Pools' products and services, significantly improving user engagement.
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Improved User Engagement:
Website optimisation efforts helped reduce bounce rates and increase average session duration. Users spent more time exploring services and engaging with content, leading to better-informed and more qualified leads.
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Enhanced Search Visibility:
Within 4 months, Thermo Pools achieved first-page rankings for 60 targeted keywords, including highly competitive keywords in the pool heating industry, including ‘solar pool heating systems’, ‘solar pool heating Sydney’, and ‘solar pool panels’. Thus, improved visibility directly contributed to increased organic traffic and higher-quality leads.
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Local SEO Dominance:
The focused local SEO strategy improved visibility in Google Maps searches due to the higher ranking of GMB listing, increasing local customer enquiries. Thermo Pools established regional authority and became more visible to customers searching for pool heating solutions in their service areas.
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Higher Website Traffic:
With improved content and optimised pages, Thermo Pools experienced a dramatic rise in organic traffic, receiving more enquiries and bookings for pool heating installations.
If you want to increase organic search traffic for your website, feel free to check out our SEO Services or Contact Us here.
In a Nutshell:
The redesigned website and targeted organic SEO strategy transformed Thermo Pool’s digital presence, leading to significant results. By focusing on user-friendly design, technical optimisation, and a strong local SEO approach, we drove a 252% increase in Thermo Pool’s revenue in just 4 months, with substantial growth in traffic and conversions.
If you’re looking to drive more traffic to your website and turn visitors into customers, you should explore our SEO services and connect with us now!
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