If you’ve ever looked at your competitors and wondered how they’re growing so rapidly, it’s likely because they’ve built a high-converting, professional pool service website.
In today’s world, most leads will come through your pool service website before ever calling you. That means your site isn’t just “nice to have”—it’s your #1 marketing asset.
In this guide, you’ll discover how to:
You’ve probably asked: “How are other pool companies showing up before me on Google without running ads?”
The answer: Local SEO (Search Engine Optimization). Even small changes can help your pool service website climb the rankings.
Since you serve clients in specific areas, your goal is to show up in local search results. Start by optimizing your Google Business Profile (formerly Google My Business).
Make sure your profile has:
Keywords tell Google what your website is about. The trick is to get specific.
Instead of trying to rank for generic terms like “pool cleaning,” use long-tail keywords such as:
These phrases are easier to rank for and bring in better, local leads.
Free Tools:
Paid Tools:
If you serve multiple cities, build individual pages for each. For example:
Each page should mention neighborhoods, landmarks, and services in that specific area.
Google loves businesses with lots of positive reviews. The more good reviews you have, the higher you'll rank in local searches.
To get more:
Pro Tip! Always reply to reviews—good or bad. It shows you value feedback and builds credibility.
You’d be amazed how many businesses hide their phone number in tiny footer text.
Put your contact info:
With over 63% of traffic coming from mobile, this one fix can make a big difference in call volume.
Visitors need to know what to do next. Do you want them to call? Fill out a form? Book online?
Great CTA examples:
Your main CTA should be:
The majority of traffic is now coming from mobile phones. And Google actually penalizes websites that don't work well on mobile devices.
If your website isn’t easy to use on a phone, you’re losing clients.
Your mobile-friendly checklist:
Use mobile-optimized platforms like Squarespace, WordPress, or Wix.
Pro Tip! Test your website on your own phone. If it's frustrating for you, it's frustrating for leads too.
Google loves websites that stay current—and so do your visitors.
Update regularly with:
Every few years, do a full redesign to modernize your site and reassess your SEO strategy.
Pro Tip! Not a designer? Hire a pro for bigger updates—it’s an investment that pays off.
Your clients are looking for an easy-to-use website that helps them understand what services you provide and if you’ll work in their area.
While your website can be just text and images, adding a few advanced features can make a big difference in winning more clients and beating the competition.
To really stand out, give your site features that make booking and communicating easier.
Consider adding:
The old adage still rings true: “You can’t improve what you don’t measure.”
Track key metrics like:
Your pool service website should work just as hard as you do—and now you know how to make it happen.
To recap, use this simple guide to help you:
Want to fast-track the process? Use the best pool service software to help you automate email campaigns, bulk invoices, optimize routes, track chemicals, and so much MORE!
Related: How to Grow a Pool Service Business
Originally published June 10, 2021 7:00 AM. Updated on July 15, 2025 8:00 AM
Tags: Featured Post, Marketing
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