Concept site · Pool service concept · Fort Myers, FL
Gully Pool Service & Supply
Pool service concept · Fort Myers
The brief
What we built.
A concept rebuild for a Fort Myers pool service and supply shop that has been open since 1959. A concept we built unprompted, to show what the site could be; not affiliated with the business.
- “Dive in.” A diver over a summer-pool design, with the real storefront on Fowler Street
- A “67 years” timeline of Fort Myers summers, since 1959
- No contracts and state-licensed repairs as the headline promises, plus the supply shop and who to ask for
- 15 pages across Fort Myers, Cape Coral, Sanibel and Fort Myers Beach
The numbers
Google Lighthouse, mobile, their site before and our concept after. Official Google PageSpeed (pagespeed.web.dev, mobile). Local Lighthouse 13.5 on 2026-10-25 gave 29 / 84 / 100 / 92. · Official Google PageSpeed (pagespeed.web.dev, mobile, 2026-10-26), measured while the site was briefly open to search. Local Lighthouse on the hidden site: 91 / 100 / 100 / 69.
The business
Who we were dealing with.
A pool service, repair and pool supply shop with a storefront in Fort Myers, Florida.
Their brand as it was
- Orange and royal blue palette
- Diver-in-an-oval logo
- WordPress/Divi site
Worth knowing
- Serving the Fort Myers area since 1959 (over 60 years)
- State-licensed full-service repair company
- Seasonal plans: winter service while you are here, summer service while you are gone
- Own reviews widget shows 4.4 from 29 reviews (not checked on Google)
- Real city pages for repairs already existed on the old site
The research
How we studied the industry, top to bottom.
Why this business
- Picked #2 of 18 audited Lee County pool companies, paired with the Cape Coral Pool Service episode
- Local Lighthouse performance 29 with a 19.6 s main-content load, the worst of the strong brands
- Heritage business since 1959 with a real storefront and supply shop
- Site weighed 12.4 MB, none of 9 homepage images had alt text, and the About page was a 404
The industry
- Pool service customers want a reliable weekly service, repairs and a local shop they can visit
- Seasonal residents in Fort Myers need service while they are away, which is a real selling point
- On a phone, a tap-to-call button and a quick quote path are what matter
The local market
- Service area: Fort Myers, Cape Coral, Sanibel, Fort Myers Beach, North Fort Myers, Lee County
- 18 Lee County pool companies were audited; national franchises, lead-gen sites and directories were skipped
- Cape Coral was founded in 1957, so the business is almost as old as that city
- Candidate table of 18 local pool companies (scores 5 to 64) used as the local benchmark
What we found
- No headline, no 'since 1959' and no offer on the first phone screen
- Conflicting office hours across pages
- Quote form behind a CAPTCHA and plans listed with no prices
- Heritage and the supply shop were under-sold
The audit
What was holding it back.
Tested 2026-10-26
- Local run: main content loaded in 19.6 s
- Local run: first paint 2.5 s
- Local run: blocking time 5,890 ms
- Local run: layout shift 0.124
- Local run: page weight 12.4 MB
- Main image took about 20 s to appear on a phone in the local test
- 12.4 MB homepage
- The About page returned a 404 for a business open since 1959
- All 9 homepage images had no alt text
- First phone screen was a logo and photo with no headline, no 'since 1959' and no offer
- Two H1 headings on the homepage
- Office hours conflicted (8-3 on one page, 7-4 on another)
- Quote form used a CAPTCHA
- Service plans were listed without prices
Brand & design
The Dive direction.
Their logo is a diver, so the whole page is one swan dive: the diver leaves the board, a dotted arc follows him down the page, he splashes through the water line and the page turns calm underwater blue that deepens to navy at the footer. A flat mid-century Florida travel-poster style fits a pool business open since 1959.
- Sky#CFEFFF
- Cream#FAF4E8
- Gully orange#F36A1E
- Royal blue#1F4FB5
- Pool aqua#38BFD8
- Deep blue#0B3D91
- Navy#071A3D
Type
- Barlow 600/800 for headings and body emphasis
- Inter for body text
- Yellowtail script for a few key words such as 'since 1959' and 'Dive in'
- All fonts self-hosted as woff2
Signature moments
- Scroll-driven dive: the diver follows a dotted SVG arc, swaps from swan to entry pose, then a splash crown appears at the water line
- Page colour moves from sky to underwater aqua to navy deep end
- A '66 years' count-up moment (computed from the build year)
- Reduced-motion users get a fixed mid-dive pose
Imagery
- All imagery is flat mid-century illustration generated through Codex and keyed as cut-outs (diver, splash, water surface, reefs, shop, service and city illustrations, share image)
- Dotted arc, gradients, bubbles, cards and icons are drawn in code
- No real photos; owner shop, truck or team photos are to be swapped in
Five desktop directions were explored (restrained mid-century, photo-led numerals, shop counter, the dive, two seasons); the dive was refined in a second round and locked, scoring 9.5/10 on desktop and 8/10 on mobile.
Under the hood
How it is built.
Built to convert
- Tap-to-call and free-quote buttons, sticky bottom bar on phones with Call now and Free quote
- Quote form that shows details and a tap-to-call (email option once an address is supplied)
- Seasonal-resident plan page
- Supply shop page
- About page that replaces the old 404
- FAQ and contact pages
- Stylised service-area map
- Button orange darkened to #C94A08 for white-text contrast
Built to rank
- Four city pages (Fort Myers, Cape Coral, Sanibel, Fort Myers Beach) with different local content
- Service pages for weekly service, repairs, leak detection, heaters, automation and lights, supply shop
- Sitemap included; site hidden via noindex until the owner approves
Built to be fast
- Self-hosted woff2 fonts with the heading font and script preloaded
- Responsive image variants for the generated art
- Scroll animation uses transform and opacity only
- Starter image helper fixed so larger variants are actually used
Good to know
- The concept ships with noindex, so SEO reads 69 when the site is hidden
- The 100 SEO score was measured while search was opened for the run, then re-hidden
- Google rating and review count were not checked; no stars are shown
- A concept built unprompted: the business did not commission it, and the details (reviews, photos, prices) would be confirmed with the owner before any launch.
This is one of our Website Rescue concepts. See how every rescue is researched, designed, built and measured →
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