Lake Geneva Pool & Spa
We built a full conversion and lead system for this Wisconsin fiberglass pool installer — a River Pools–style WordPress site with localized content, 10+ pool model pages, a cost estimator, and a GoHighLevel CRM with 5 service pipelines and smart lead routing automations.
A Wisconsin Pool Company Ready to Compete Online
Lake Geneva Pool & Spa installs and services fiberglass pools across Walworth County, Southeast Wisconsin, and Northern Illinois. They offer everything from new pool installations to repairs, leak detection, maintenance plans, and water delivery — but had no website, no CRM, and no system to capture or follow up with leads.
Not Just a Website — A Revenue System
The client didn't want a brochure. They wanted something built the way River Pools & Spas did it — education-first, pricing-transparent, and designed to qualify buyers before they ever pick up the phone. On top of the site itself, every lead from every source (forms, calculator, calls) needed to land in GoHighLevel with proper routing, tagging, and follow-up logic from day one.
"This isn't a brochure site. It's a revenue-focused build."
Our approach
Conversion-First WordPress Site
Built an Elementor-based website modeled ~99% on the River Pools & Spas structure — education-first, pools-only homepage, pricing transparency as a core trust signal, and Wisconsin/cold-climate content throughout.
Pool Model Pages + Custom Plugin
Created 10+ individual pool series pages (A, C, D, I, L36, M, N, R, T, X Series, plus spa and tanning ledge add-ons). Built a custom WordPress plugin for an interactive "Choose Your Pool, Choose Your Color" selector.
Pool Cost Estimator Integration
Integrated a shortcode-based pool pricing calculator onto a dedicated page (/get-instant-price-range/), with site-wide CTAs routing users there from pricing links, buttons, and service pages.
GoHighLevel Pipelines & Automations
Set up 5 service-specific GHL pipelines (Pool Sales, Pool Repairs, Leak Detection, Pool Maintenance, Water Delivery), with intent classification, budget-band tagging, repeat submission logging, engagement tracking, and seasonal nurture workflows.
What the site delivers
River Pools–Style Architecture
Education-first site structure and content hierarchy mirroring the highest-converting fiberglass pool site in North America, rewritten for Wisconsin buyers.
10+ Pool Series Pages
Dedicated pages for each fiberglass pool model with specs, gallery, comparison context, and CTAs routing into the estimator and GHL.
Dedicated Cost Estimator
Standalone estimator page integrated across all pricing CTAs — removing friction and letting buyers self-qualify before ever talking to sales.
GoHighLevel Lead Routing
All form, calculator, and phone leads routed into GHL with service-specific pipelines, source tags, and internal alerts — no lead mixing.
Custom Pool Color Selector
Custom-built WordPress plugin allowing visitors to interactively choose a pool model and color — not possible with standard page builder tools.
Wisconsin-Localized Content
Cold-climate, seasonal, and permit-aware content across 20+ service area cities in Walworth County, SE Wisconsin, and Northern Illinois.
What changed after launch
Screenshots
Built from scratch
Beyond the standard build — these features were designed and developed specifically for this project.
Custom Pool Color Selector Plugin
The "Choose Your Pool, Choose Your Color" interactive selector couldn't be built with standard Elementor components, so we developed a custom WordPress plugin from scratch. Visitors browse pool models and toggle between color finishes — giving them a personalized, sticky experience before they ever hit the estimator.
Why it works: Pool buyers are highly visual — they want to see exactly what their backyard could look like before committing. Letting them toggle between models and colors on their own time reduces hesitation and increases the quality of leads who reach the estimator.