This is a worked example of our price estimator, built for a fictional pool company.
Homeowners want a number before they pick up the phone. We build pool builder websites that give them one — in your colors, on your site — and then book the design visit.
A homeowner picks the size, the shape and the features they want. They see a price range in seconds. Then they choose a time for a design visit. You get the lead, with everything they picked, before they’ve called anyone else.
Every estimate goes to your office email with the homeowner's choices and the range they saw. The homeowner gets a thank-you with the same numbers. Your office changes the price ranges itself when your costs change.
Visitors see a realistic range for the pool they want, instead of a form and a wait.
They pick a time for a design consultation. No phone tag.
Every estimate sends you the details and sends them a thank-you, automatically.
Your best pools, shown large, on a site that looks as good as your work.
Most homeowners will find you on a phone. The whole site is built for it.
Change photos, prices and text yourself, with a simple editor.
No sales pitch. We set up a working estimator for you to try, so you can judge it for yourself.
We look at your current site the way a homeowner would, and note what it could do next.
A page made only for your company, with a working price estimator in your colors.
Play with it as a homeowner would. If you like it, we talk.
Many pool builders don't need a fuller inbox. They need fewer evening visits with homeowners who were never going to fund the build, and more with the ones who will. Most of that sorting can happen on the website, before anyone picks up the phone.
Meanwhile the homeowners who can fund a custom pool are comparing you with two or three other builders, mostly on what they see online. If your website looks like a template and answers nothing, they judge you by it before they ever meet you.
And the season is long and lopsided. People start thinking about pools in the winter, start searching in earnest when the weather turns, and all want a design visit in the same few weeks of the spring rush. Your website is the one member of staff who can talk to all of them at once, at any hour.
By the time a homeowner calls, the site should already have done most of the qualifying for you.
Your best builds, large, with a line on each: the yard, the challenge, the finish. Gunite, fibreglass or vinyl, freeform or geometric, spas, waterfalls, outdoor kitchens. Homeowners are looking for proof that you've built something like the pool in their head.
A price estimator answers the question everyone has and few builders answer online. A homeowner who has seen a realistic range and still books a visit has already told you something important about their budget.
See how the price estimator worksNot a form that leads to phone tag: a calendar with your real visit times, right after they've seen the price. You decide which days are open and how many visits you take in a week.
A homeowner about to spend more than they've spent on anything but the house expects the builder to look the part. Clean pages, real photography, no clutter of badges and pop-ups. The site should feel like the first step of a premium project, because it is.
From the first visit to the first swim: design, permits, excavation, the shell, plumbing, tile and coping, the finish. Homeowners spending this much want to know what happens next, and how long it takes. A clear process page answers questions your office would otherwise answer one phone call at a time.
| Template website company | Lead-generation agency | Tagline Theory | |
|---|---|---|---|
| What the site shows | Stock photos of pools that aren't yours | Your pools, between banners, badges and offers | Your best builds, shown large, like the work they are |
| What it measures | Nothing in particular | How many enquiries came in | Whether the right homeowners are booking design consultations |
| Price questions | “Contact us for a quote” | A form that promises a quote later | A ballpark range, on screen, in seconds, from your own prices |
| Booking the design visit | A phone number | A form, then phone tag | The homeowner picks a time, right after seeing the price |
| Who owns the site | Often rented | Often tied to the agency's contract | You do, once it's paid for |
| In the off season | Nothing changes | The ads usually stop | The site keeps working: estimates and bookings come in for spring |
We designed a complete website for a fictional pool builder, Farrowstone Pools, to show how we would do this for you: the homepage, the build page and a working price estimator you can try.
Read the concept project
A pool-builder website typically costs between $3,500 and $9,000. Sites with a custom price estimator and online booking sit toward the upper end. We confirm a fixed price after a short call.
Most websites take six to ten weeks from the first call to launch. The biggest variable is how quickly we can gather your photos, your details and your decisions at each review. If you need the site live by a date, tell us on the first call.
We need your logo files if you have them, photos of your best work, a list of what you do, and one person who can make decisions at each review. For a price estimator we also need your real price ranges and the options that change them. We walk you through all of it.
You own the site. The design, the content and the domain are yours. If you ever move it somewhere else, we hand everything over.
Yes. Every website includes a content editor, which is the screen where you change your own text and photos. We show you how it works at launch.
If we host the site, it comes with a care plan for $195 a month. The plan covers hosting, security updates, backups, uptime monitoring, and small text and photo changes. Email is set up with your own email provider and isn't part of the plan. If you'd rather host the site yourself or keep it where it is, we hand everything over and quote changes as they come up.
We reply within one business day.
