Farrowstone Pools
A website for a custom pool builder that shows a realistic price before the first phone call, and turns that interest into booked design visits.
- Type
- Custom gunite pool builder (fictional)
- What we made
- Homepage, build-process page, price estimator
- See it
- Open the concept site →
The brief
Farrowstone Pools doesn't exist. We invented it so we could show, in full, the kind of site we would build for a pool builder, without using any real company's name or work.
We gave ourselves the brief a real custom builder might bring us. They build gunite pools for homeowners who are spending serious money. They get plenty of enquiries, but too many come from people who want a rough idea for some time next year, and every one of those takes a phone call before anyone knows whether the budget fits the build. Their current site looks like everyone else's: stock photos, a long list of services and a contact form.
They want a site that looks like the pools they build, answers the price question honestly, and fills the design calendar with homeowners who are ready to go ahead.
What we did
We designed two pages and a tool. The homepage opens on one finished pool, explains how each design starts from the yard, and leads to a working price estimator. The build page walks through every step from the design visit to the first swim, with typical timings.
The estimator asks three things: size, shape and features. It shows a price range as the homeowner chooses, then offers one next step: book a design visit. On a real site the booking lands in the builder's calendar, and the builder's office receives everything the homeowner picked. Here, because it's a concept, the button explains that instead.
Everything is built as real, working pages, not static pictures, and every page works on a phone.
The screens
The real pages, scrolling top to bottom. Open the concept site to try the estimator yourself.
Why each choice helps a pool builder
The price comes before the phone call
The estimator sits one scroll below the hero and is linked from the top of every page. A homeowner who is curious about cost doesn't have to find a phone number, wait for a call back or fill in a form that promises a quote later. They see a realistic range straight away, and the people who can fund the build are the ones who carry on to book a visit.
One button, everywhere
Every page ends at the same place: book a design visit. It's in the header, under the estimator and at the end of the build page. There is no second offer competing for attention, no newsletter, no pop-up. A pool builder's website has one job, and the design keeps pointing at it.
The pool is the hero, not the logo
The homepage opens on a single large photograph of a finished pool, with a short headline over the calm part of the picture. Homeowners decide in seconds whether a builder feels right, and they decide mostly on the work they see. The words support the photograph; they don't fight it.
Explain the build, step by step
Spending this much on a project you've never done before is unsettling. The build page answers the questions homeowners otherwise ask one call at a time: what happens first, how long permits take, when the yard is dug up, when they can swim. A clear process is a quiet sign of a builder who has done this many times.
A calm, expensive-looking palette
Deep blue-green, stone and white, with a serif for headings: colours taken from the water and the coping, not from a sign shop. Nothing flashes or shouts. The site should feel like the start of a premium project, because for the homeowner it is.
Built for a phone first
Most homeowners will look at a pool builder's site on a phone, often standing in their own back yard. On a phone the estimator's choices are big enough for a thumb, the price stays in view, and the booking button is always within reach.
Want this for your company?
The same approach works for a real builder, with your pools, your prices and your process. See how we work with pool builders, or tell us about your company.
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