Jacob Di Domenico
Refreshing a trusted brand
Tav Pools had a strong reputation built over decades, but their outdated website didn't reflect their credibility. I led a full redesign focused on modern visuals, clear content, and user-friendly structure to create a site that better represents their service and drives more conversions.
UX strategy, UI design, web development
UX designer, Web developer
Figma, WordPress, Bricks Builder, HTML, CSS, Javascript
1 month April 2025- May 2025
Intro
Tav Pools has been a trusted name in pool maintenance for over two decades, but their website didn't reflect that reputation. Outdated visuals, clunky navigation, and unclear service information made it difficult for users to engage or take action.
I led a full redesign focused on improving clarity, structure, and trust. Backed by user feedback and competitive analysis, the new experience aligns with modern expectations while preserving the brand's longstanding credibility.
This case study covers the full journey, from research and content planning to design, testing, and launch.
Goal
The primary goal was to redesign Tav Pools' outdated website into a modern, conversion-focused experience. We wanted to create a site that reflected the company's reputation, clearly communicated their services, and encouraged users to get in touch.
Research
To make sure the new site truly served Tav Pools customers, we started with research. I conducted a competitive analysis to understand industry benchmarks, performed a heuristic review of the old site to identify usability issues, and built a best practices guide tailored for service based landing pages. A lo-fi typeframe helped map the new layout, and a user survey gave us valuable input from real customers to validate our approach.
Swim Pristine
Strengths
Weaknesses
Opportunities
Durham Pool Services
Strengths
Weaknesses
Opportunities
Every effective hero section should include three key elements: concise and scannable verbiage that clearly explains what is happening, a clear call to action such as “Click me,” “Schedule now,” or “Make it happen,” and relevant imagery or video that visually communicates the product or service being offered.
The logo is to big, grabbing to much visual attention. The logo is also quite old and outdated. Would recommended modernizing the logo.
Their is not enough contrast on this text. Make sure the design adheres to WCAG ratios.
Replace the outdated water background with a clean, modern color scheme (60-30-10 rule). Light pool-themed textures as watermarks are fine, but keep the overall design minimal and professional. Use a clean, modern layout with a max content width of 1180px.
Introduce a conventional navigation with 6 to 7 items max (Jacobs Law). Look at how we can condense the navigation to make it even simple for the user. Take a look at the information architecture (site map).
Add logos into the “guide” section on the landing page. Help provide social proof along with some testimonials. Grey out all the logos to create a sense of consistency and keep the main attention of the page on the CTA's.
To ensure the new page followed proven conversion strategies, we created an internal "Optimal Landing Page" reference based on UX best practices. It covered the ideal content sections for a landing page. This guide became a foundation for wireframing and helped align stakeholders on what “good” looked like.
Before diving into high fidelity visuals, typeframing offers a focused way to design with intention. It's a low fidelity layout that uses real content, accurate spacing, and proper structure, just without the final polish of colors, imagery, and branding. By stripping the design down to its essentials, stakeholders are encouraged to evaluate what really matters: the hierarchy of information, the clarity of messaging, and the overall user flow. This approach leads to faster alignment, fewer revisions, and a stronger foundation when moving into high fidelity design.
Design thinking
With a solid reputation but an outdated website, Tav Pools needed a digital experience that reflected their professionalism and made it easy for potential customers to take action. Grounded in research and modern UX principles, the redesign focused on simplicity, clarity, and trust-building.
Black 400
#030303
Black 300
#3D3D3D
White 100
#FFFFFF
White 150
#F6F6F6
White 200
#D7D7D7
White 300
#AEAEAE
Yellow 400
#FFC726
Blue 100
#E8EDF3
Blue 150
#DCE3EB
Blue 200
#CBD3DC
Blue 400
#00267F
Blue 450
#0A2140
Blue 500
#06162C
The choice of typography on websites plays a crucial role in establishing a modern, readable aesthetic that enhances user experience. With versatile styles and web-optimized designs, well-chosen typography ensures clarity, accessibility, and a cohesive brand identity, fostering trust and engagement with users.
Tav Pools' use of the Manrope font on their redesigned website reinforces a modern, clean aesthetic that optimizes readability and user engagement. With its versatile weights and thoughtfully crafted letterforms, Manrope contributes to a cohesive and accessible interface that mirrors Tav Pools' reputation for reliability and innovation in service.
Heading One - Manrope Semi-Bold
Heading Two - Manrope Semi-Bold
Heading Three - Manrope Semi-Bold
Heading Four - Manrope Semi-Bold
Heading Five - Manrope Semi-Bold
Heading Six - Manrope Semi-Bold
Display Text Lg
Display Text sm Semi-Bold
Display Text sm Regular
Body Copy - Horem ipsum dolor sit amet, consectetur adipiscing elit. Nunc vulputate libero et velit interdum, ac aliquet odio mattis. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos.
The launch
After finalizing the design, I brought it to life using WordPress and the Bricks Builder page builder. This setup gave me full design control while ensuring fast performance, clean code output, and future scalability for the client.
Using Bricks allowed for a pixel-perfect translation of the mockups, with responsive layouts, consistent styling, and strategic use of interactions across the site. I also implemented on-page SEO and accessibility best practices to support discoverability and inclusive access.
The result was a modern, conversion-optimized website that's easy for Tav Pools to manage and reflects the trust they've built in the community over the years.
Impact
After launching the redesigned website, Tav Pools experienced a noticeable increase in business activity. The client reported being busier than usual, receiving more calls and converting more inquiries into booked services.
+26%
Based on client feedback, Tav Pools saw roughly a 26% rise in phone inquiries within the first few months of launching the new site.
+18%
With clearer messaging and improved usability, the business also saw an estimated 18% increase in service bookings, especially from mobile users.
Working with Jacob was a game-changer for our business. Our old site felt outdated, and he gave us a fresh, modern redesign that looks great and actually brings in more inquiries. He was easy to communicate with, super organized, and handled everything from the design to the build. We're thrilled with the final result and would highly recommend him to anyone looking to elevate their online presence.
Sean Procunier
Owner - Tav Pools and Water Kingdom
Final thoughts
Redesigning the Tav Pools website was about more than just updating its appearance. It was about reinforcing trust, improving usability, and helping a local business turn more visitors into customers. By combining research, design, and development, we created a digital experience that reflects the quality of Tav Pools' service.
