Case Study

Urban Oasis Pools of Texas — Full Website Architecture & Conversion System Design

Role

Web UX Designer & Builder
Timeline
4 weeks
Tools
Figma, WordPress, Divi
Scope

Information Architecture, Page System Design, Conversion Funnel Strategy, Content Hierarchy, Trust Framework

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The Problem

  • The company was launching a new fiberglass pool installation business and needed a website that quickly established credibility and explained the product clearly.
  • Fiberglass pools are unfamiliar to many homeowners, so the site needed to educate visitors while also guiding them toward requesting a quote.
  • Early drafts of the site lacked clear hierarchy between product information, pool models, and the installation process.
  • The website needed to balance inspiration (pool imagery) with practical decision-making information like pool models, installation timeline, and financing options.

Constraints

CMS requirement
The website needed to be built in WordPress using Divi so the client could easily update content, add new project photos, and manage service information without ongoing developer support. This influenced layout decisions, component reuse, and the overall simplicity of the content system.
Limited assets
Product imagery was primarily limited to manufacturer-provided photos and a small number of real installation images. The visual structure needed to balance aspirational inspiration with clear educational content to maintain credibility while supporting early-stage marketing needs.
Early-stage business context
Because the company was newly launching, there were no established testimonials, case studies, or large project galleries available at the start. The site therefore needed to build trust through process transparency, clear service explanations, and strong structural clarity rather than social proof alone.
Short launch timeline
The website needed to be completed quickly to support upcoming marketing campaigns and lead generation efforts. This required prioritizing high-impact conversion pathways, scalable content sections, and a flexible structure that could evolve as more assets and customer stories became available.

Structure & Key Decisions

Progressive content architecture
Structured the homepage to guide users from education → model exploration → installation process → quote request.
Progressive content architecture
Reduced uncertainty by visualizing timeline and expectations.
Distributed conversion CTAs
Placed quote request moments at natural decision points.

Site System Strategy

Conversion Journey Architecture
To support homeowner decision-making, the website was structured as a progressive disclosure funnel rather than a traditional page sequence.

Instead of presenting all information at once, content was organized to guide users from early inspiration through evaluation and finally toward requesting a quote. Each stage introduces the right level of detail, reducing friction while building confidence in the installation process.

Progressive disclosure model designed to reduce friction and build trust through each stage of the decision-making process.

This conversion model informed page hierarchy, content sequencing, and call-to-action placement across the site.
Visual reassurance and credibility signals appear early in the journey, followed by structured comparison content and installation process clarity. Conversion elements — including repeated quote prompts and financing reassurance — are introduced once sufficient confidence is established.

Wireframes

Early homepage and key decision-flow wireframes created in Figma to establish content hierarchy and support multi-page conversion pathways before visual design.

Hero & Primary Value Proposition

Early homepage wireframes created in Figma to establish content hierarchy and conversion flow before visual design.

Pool Model Exploration Section
Card layout designed for quick visual comparison.
Closing Conversion Section
Trust signals and CTA reinforce inquiry.

Wireframes

Early homepage wireframes created in Figma to establish content hierarchy and conversion flow before visual design.

Hero & Primary Value Proposition

Early homepage wireframes created in Figma to establish content hierarchy and conversion flow before visual design.

Pool Model Exploration Section
Card layout designed for quick visual comparison.
Closing Conversion Section
Trust signals and CTA reinforce inquiry.

Key Screens & Supporting Page Types

Homepage

Pool Model Grid

Installation Process

Gallery Section

Service Area

Quote Request Form

Outcome

The completed website establishes a clear, confidence-building decision path that guides homeowners from early inspiration through model evaluation and into quote inquiry.

  • Visitors can quickly understand fiberglass pool benefits, installation steps, and service coverage without navigating disconnected pages or dense technical content.
  • Structured model exploration and visual galleries support comparison and help homeowners envision realistic backyard outcomes.
  • Repeated calls-to-action — including both quote forms and direct phone contact — create multiple low-friction entry points for inquiry based on user preference.
  • The modular page system enables the business to support marketing campaigns, expand educational content, and scale service-area visibility while maintaining a consistent conversion framework.

Reflection

This project reinforced the importance of structuring service-based websites around real customer decision journeys rather than simply presenting information.

Homeowners researching fiberglass pools are typically balancing inspiration, cost considerations, installation logistics, and long-term value. Designing the site as a connected system of pages (including visual exploration, educational process content, geographic service validation, and clearly positioned quote opportunities) helped create a more natural progression from early interest to inquiry.

The modular Divi build also established a scalable foundation for future growth. New pool models, project galleries, and educational content can be added without disrupting the overall structure or user flow.

This project strengthened my approach to conversion-focused architecture: combining clarity, trust signals, and progressive disclosure to support confident decision-making in higher-commitment purchases.

Next Project

Red Zone Games

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