Background
A new business owner with no digital presence.
When my client purchased an existing pool cleaning business, he had the drive, the team, and the expertise to make it work. What he didn't have was a digital presence. No website, no way for potential customers to find him, and no system for tracking where his leads were coming from.
He came to me with a vision — mockup ideas and a clear list of features he needed. My job was to take that vision and build something that looked professional, worked seamlessly, and set his business up to grow from day one.
My Role
End-to-end ownership. No handoffs.
I worked as the sole designer and builder on this project, handling everything from visual design and branding to form logic, QR code setup, and client communication. There was no handoff between a designer and a developer. I owned the full process from start to finish.
Visual Design
Building a brand identity from the ground up.
The client didn't come in with an established brand, so I developed the visual identity from scratch. I chose a blue and gold color palette with intention. Blue is the natural anchor for a pool company — evoking water and cleanliness. Gold was a deliberate nod to the owner's personal commitment to a gold standard of service.
The two colors together communicate trust and quality without needing to say it outright. The site was built on Squarespace to give the client a platform he could manage long-term without relying on a developer for every update.
Aqua Integrity
Pool Services LLC · Brand Guidelines v1.0
Playfair Display — Headlines & Display
every single week.
Montserrat — Body & UI
The Referral System
Building a lead tracking system from scratch.
The most technically interesting part of this project was the lead tracking and technician referral system. The owner had a specific need: he wanted to know exactly where every new lead came from, down to which technician brought it in. For a small service business growing through word of mouth, that paper trail matters.
Unique QR codes per technician
Each technician has a unique QR code printed on the company trucks and business cards. The code ties every scan directly to that technician.
Dedicated form per technician
Scanning the code takes the customer directly to that technician's form. The submission is tied to that technician — the owner always knows who generated the lead.
Routes directly to the owner's email
Every form submission routes directly to the owner so he can follow up quickly and start onboarding. No leads fall through the cracks.
Form Type 01
Quick Inquiry
A 4-question form covering name, phone, address, and service type. Low friction, designed to capture interest fast.
Form Type 02
Detailed Questionnaire
A 4-page form digging into pool size, type, condition, and specs — everything the owner needs to properly scope and price the job.
Result
Live, operational, and in use across the team.
The site launched on schedule. The client was happy with both the design and the functionality. The referral tracking system is live and in use across the team's trucks and business cards, giving the owner a clear view of where his business is coming from.
You can view the live site at aquaintegritypoolservices.com.
Takeaway
What this project showed me.
Working directly with a client who had a real business, real technicians, and real operational needs was different from a classroom project. The design decisions had weight. The form logic had to actually work. And the client had to be able to understand and trust everything I handed him.
Good design isn't just about how something looks. It's about whether it solves the right problem in a way that's simple enough for real people to use every day.