overview
industry
year
outcome
Brand identity design
Webflow design & development
UX & conversion strategy
Social media marketing
Search engine optimization (SEO)
Home services
2023
From a brand-new East Coast pool builder to a $5M annual operation — powered by strategic positioning, a fixed-price Summer Special model, and a full-funnel growth engine.
view project ↗overview
Affordable Pools is a custom pool builder serving Florida’s East Coast, specializing in residential gunite pool construction across Flagler and Volusia County. Built with a focus on quality craftsmanship, transparency, and streamlined project delivery, the company set out to provide homeowners with a clearer and more accessible path to building their dream pool.
Entering a highly competitive, saturated regional market as a brand-new builder, Affordable Pools faced a significant opportunity: to establish credibility, differentiate from established competitors, and build immediate market traction in an industry where trust and clarity are critical.
The objective wasn’t simply to launch a brand — it was to engineer a strategic market entrance that would position Affordable Pools as a serious contender from day one.
Affordable Pools entered Florida’s East Coast market as a brand-new builder in an industry dominated by long-standing companies with years of reputation and search visibility.
In Flagler and Volusia County, pool construction is highly competitive. Established builders controlled local rankings, relied on traditional sales processes, and often operated with inconsistent pricing structures that created friction and uncertainty for homeowners.
For homeowners, the buying process was complex and opaque. Pricing varied widely. Timelines were unclear, and trust was difficult to establish without an established reputation.
Simply launching a website would not be enough.
To compete — and win — Affordable Pools needed a strategic market position, a compelling reason for homeowners to choose them over established competitors, and a scalable system to generate consistent, high-intent leads from day one. The challenge wasn’t just entering the market. It was breaking through it.
We began by defining a market entry strategy designed for impact. As a brand-new pool builder entering Florida’s East Coast market, Affordable Pools needed more than a logo and a website — it needed a clear, compelling reason for homeowners to choose them over established competitors. Through brand strategy and positioning, we introduced a fixed-price Summer Special tailored specifically to Flagler and Volusia County, creating transparency, urgency, and immediate differentiation in a traditionally opaque industry.
From there, we built the infrastructure to support scale. We developed a bold, trust-driven brand identity and a conversion-focused website engineered around clarity and lead generation. We paired that with localized SEO, strategic social media positioning, and targeted paid campaigns designed to amplify the Summer Special and drive consistent demand. The result was a fully integrated growth engine built not just to launch a brand — but to accelerate it into market leadership.
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The Affordable Pools brand was built on clarity from the ground up. Designed to eliminate industry ambiguity, the identity combines confident typography, clean structure, and approachable color to reinforce trust at every touchpoint. Every element communicates simplicity and transparency—positioning Affordable Pools as the straightforward alternative in a traditionally complex market.
> Brand recognition increase
“We launched Affordable Pools as a brand-new company with nothing but a vision. Craft & Code handled everything — brand strategy, identity design, website development, and a marketing system built to scale. In year one, we did $850,000 in revenue. Now we’re projecting $4.875 million for 2025. The ROAS has been outstanding, and the leads have been consistent and high-quality. They didn’t just help us launch — they're our reliable, dedicated partner for our online success."
We did not simply design and develop a website. We built a revenue engine. The site combines strategic messaging, local SEO architecture, and conversion-focused UX to support the potentital buyers and leads from our marketing efforts. Every interaction was built to shorten the decision cycle and accelerate trust.
> Website revenue growth
Our marketing strategy blended search dominance through SEO with social engagement to create a predictable growth engine. Local SEO captured homeowners actively researching pool builders, while social media nutured awareness and credibility. Together, these channels fueled lead flow and accelerated revenue - transforming Affordable Pools into one of the fastest-growing pool builders on Florida's East Coast.
> Paid leads generated
THE RESULTS
Return on social media ad spend within the last 2 years
Increase in qualified lead volume within first 90-days
Revenue scaled from initial year performance to 2025 growth
