Nashville Dip Pools is a responsive website that helps users explore and evaluate a range of custom dip pool installation options tailored to their needs and budget. The experience is tailored to niche buyers, letting potential clients navigate products and schedule consultations with ease.
Nashville Dip Pools faced several interconnected challenges:
An outdated website that lacked clarity, personality, and strategic focus
No defined target audiences or buyer segmentation
Services that were valuable but poorly explained in a digital context
No clear conversion paths or lead-generation strategy
Limited visual storytelling around craftsmanship and finished installations
The client understood the product but struggled to communicate why it mattered to different types of homeowners. The challenge was not just redesigning a website, but translating a hands-on, custom dip pool installation process into a clear, compelling digital experience.
The redesign aimed to achieve the following:
Clearly articulate what a dip pool is and why it’s an ideal alternative to traditional pools
Segment messaging for different buyer motivations (downsizing, entertaining, short-term rental, family use)
Establish credibility through visuals, process transparency, and brand tone
Create intuitive paths to inquiry and consultation
Build a flexible foundation that could scale with the business
The redesigned website helped Nashville Dip Pools define and focus their core offerings while attracting higher-intent leads aligned with their most profitable services.
By improving education and enabling buyer self-selection, the site reduced sales friction and positioned the brand as a premium, experienced, and trustworthy provider.
More than a visual update, the website became a scalable business tool designed to support ongoing marketing, content, and long-term growth.
For customers, the new website clearly explains what a dip pool is and why it’s a compelling alternative, helping them quickly find the option that best fits their lifestyle and budget.
Strong visuals, past projects, and straightforward explanations build confidence, while guided pathways reduce decision fatigue and surface clear next steps for consultations. Instead of forcing users to piece things together, the site does the work for them.
Nashville Dip Pools (NDP) is a custom dip pool builder serving homeowners throughout the Nashville metro area. While the craftsmanship and product offering were strong, the company’s original website—built on a generic template—failed to clearly communicate value, differentiate services, or guide visitors toward conversion.
I partnered with NDP to redesign their website with a primary focus on clarifying their dip pool offering, aligning the brand with higher-value residential buyers, and creating clear conversion paths that supported lead generation and long-term business growth.
I was impressed how Greg invested the time to understand not only my needs, but the needs of my customers. The Nashville Dip Pools site turned out far better than I could have expected. The quality of our leads improved instantly. Our site traffic increased by 3X, and our social media has grown exponentially. We went viral on the day after the site launched!
Jackson, Owner / Nashville Dip Pools
To better understand both the business and its customers, I conducted stakeholder interviews with NDP staff members. I also completed a competitive benchmarking session, focused on local and regional pool installation companies.
A key insight emerged: potential customers were not confused by whether they wanted a pool—but by what kind of pool made sense for their lifestyle, space, and budget. This insight informed both the content strategy and the site’s structure. Who buys a dip pool and why?
Rather than designing for a single “homeowner,” I created distinct buyer personas to guide messaging and UX decisions. Each persona represented a common decision-making mindset observed during discovery.
Purchasing motivations:
Desires premium features and a variety of upgraded options
Lifestyle and social status upgrade
Minimal maintenance
Significant increase in home value
Better quality social and family interactions
Purchasing motivations:
Increased rental property bookings
Increased long-term property value
Optimal guest experience reviews
Durability and minimal maintenance
Premium rental perception & higher per visit rental fees
Purchasing motivations:
Increased long-term home property value
Improved quality of social life
Better quality family time
Minimal maintenance
Small property friendly
The site map was intentionally configured to accommodate our users needs. I focused on the following goals:
Allow users to self-identify quickly
Route respective users to relevant projects and pool types to preview potential pool installation options
Support fast exploration without overwhelming detail
The primary navigation paths were structured around:
Buyer type
Pool type
Installation process
Portfolio samples
Consultation and booking
Mid-fidelity wireframes were created to validate:
Navigation clarity
Content hierarchy
Visual storytelling opportunities
Conversion placement
These wireframes intentionally focused on content first, allowing structure and messaging to guide layout decisions rather than aesthetics alone. Once structure was validated, they were sent to a copywriter to create content around these key elements:
Buyer type
Pool type
Installation process
Portfolio samples
Consultation and booking
The content writer used the annotations (comment) feature in Figma to populate and flow copy into each wireframe page, section by section.
Once the content was solidified, I began integrating image and video assets with the wireframe artifacts to build and explore high fidelity comps in the desktop and mobile responsive environments. The UI section of my Figma file included:
Brand, color, imagery, illustration and typography styles
Reusable components and variables
Responsive layout patterns and grids
Auto layout for repeatable and consistent content sections
My focus for high fidelity was based upon:
Communicating craftsmanship and quality within brand guidelines
Incorporating updated professional photography and video to build trust with users
Showcase a portfolio of previous projects to establish brand credibility
Create an approachable, premium and modern design without being overly trendy
Ensure accessibility and responsive clarity across breakpoints and devices
Large imagery, restrained color usage, and clear typography were used to reinforce trust and professionalism. Design decisions emphasized clarity over decoration, allowing the work to speak on its own merit.
To support our goals, we focused on optimizing calls to action and educational content on the following high-traffic pages:
Home: Features a highlight reel hero video, a phased six-step installation process, featured project carousel and CTA section
Our Pools: Features the three types of dip pool categories with top benefits, differentiators, and call-to-action links to view interior page and pools specs and options
Projects: A primary, featured project carousel with location details and imagery and a secondary section with additional project interior page links
Projects Interior: A more focused project page that provides specific case study information, imagery and social proof (testimonials) from satisfied clients
Each page section was intentionally structured to support:
Details on the end-to-end installation process
Pool options, features and top benefits to support our three different user's purchasing motivations
Featured projects to support value, execution and quality
Granular, interior page specifications and social proof to allow users to learn more about specific projects and installation processes
The redesigned website positioned Nashville Dip Pools as a credible and specialized alternative to traditional pool builders. By clarifying the offering and guiding users through a more intentional decision-making journey, the site laid the groundwork for:
Higher-quality inbound lead generation
Better-aligned client expectations
Increased confidence during early sales touchpoints
While long-term analytics were still being gathered at the time of launch, early feedback from the client indicated improved clarity and stronger engagement during consultations.
This project provided a vast learning experience and reinforced several insights and user experience lessons:
Clear positioning matters as much as visual polish
Small businesses often need translation, not reinvention
Designing for multiple buyer mindsets leads to better UX outcomes
The Nashville Dip Pools redesign was an exercise in aligning business goals, user needs, and thoughtful design into a single, cohesive experience.
