Handy Pools
Pool Cleaning and Maintenance
The Handy Pools Story
Handy Pools, founded by Andy Shapley in 2010, has become a trusted name for pool cleaning and maintenance across Sydney’s North Shore, Northern Beaches, Eastern Suburbs, and Inner West.
From regular pool cleaning to green pool recovery, Handy Pools offers comprehensive services, including equipment repairs, chemical delivery, expert advice and installation of equipment and heating. Over the years, Andy’s genuine approach to customer service, combined with his technical expertise, has helped build a loyal customer base.
The Challenge
Like many businesses in the pool cleaning industry, Handy Pools experienced seasonal fluctuations in revenue. Summer brought an influx of new clients, while the cooler months led to a noticeable dip in business.
Perhaps the biggest issue, however, was Handy Pools’ outdated branding and website. Having not undergone a marketing review since the business’s inception, Handy Pools’ digital presence was no longer competitive. With growth relying solely on word of mouth and referrals, the website was not optimised for search engines, making it difficult for potential clients to find it online. In a market flooded with competitors, Handy Pools was getting lost.
Andy wanted to stay true to the personal touch that had made Handy Pools so successful, but the brand needed a complete refresh to stay competitive.
The Solution
Handy Pools engaged Accomplished Digital for a full suite of creative and digital services. The goal? To rebuild the Handy Pools brand, optimise the business for growth, and transform the way potential customers interacted with the company online.
We began with a comprehensive brand identity overhaul, positioning Andy as the face of the business. Andy’s personable nature and ability to connect with customers have always been a defining feature of Handy Pools’ success. Accomplished Digital leaned into this strength, creating a brand that showcased Andy as the driving force behind the company, highlighting his hands-on approach and expert knowledge.
We applied this new visual identity to a brand-new website designed to offer a seamless and optimised user experience. The site was not only visually appealing it was optimised to ensure Handy Pools would rank higher in local search results and be more easily found by prospective customers. Accomplished Digital’s strategy included a targeted campaign focusing on local SEO, enabling Handy Pools to gain greater visibility in Sydney’s pool services market. Keywords were strategically seeded throughout the site, and a backlinking strategy was deployed to further enhance their domain authority.
In addition to the website and SEO efforts, a content marketing strategy was rolled out to keep Handy Pools top-of-mind with new and existing clients. Regular blog updates, along with email marketing campaigns, ensured Handy Pools stayed engaged with customers, offering value and maintaining relationships even during the off-season.
The tools of our trade
VISUAL IDENTITY
Brand & visual identity overhaul.
WEBSITE
New website with enhanced user experience & lead generation, booking and contact features.
CONTENT STRATEGY
Regular content updates & web rewrite for consistency.
SEARCH/SEO
Optimisation strategy, Local SEO, Keyword Seeding & Backlinking.
The Implementation Process
Laying the foundation for digital growth
We worked with Andy to get the visual identity and tone of voice for Handy Pools finalised so it could be applied across digital platforms and assets.
The website adopted this new identity, and along with new visual and written content, the build incorporated improved UX, lead generation and clear customer-focused service listings to promote enquiries.
To boost visibility, we optimised Handy Pools’ Google My Business listing and implemented targeted local SEO, helping the site rank for high-value, location-specific keywords and capture more leads from local searches.
Combined with our content strategy and backlinking campaign, we aimed to further impact Handy Pools’ search engine rankings by establishing the brand as a trusted authority in pool services.
What we Accomplished
Measuring the metrics that make a difference
Overall Search Performance
Page 1 Organic Keywords
Position #1 Ranking Keywords
High-Value Keywords
SERP Feature
Monthly Search Volume
Search Visibility
Improved overall search visibility to 18%, a significant jump from 1.36% in 2021, ensuring Handy Pools consistently appears in more relevant searches and attracts a larger audience.
Domain Authority
Market perception & trust
Now established as the top-ranked source for pool heating installation and equipment information, solidifying Handy Pools’ authority and expertise in the industry.
Within just six months of implementing these strategies, the results were already starting to become apparent.
Handy Pools saw a significant increase in organic website traffic, with visitors increasing 167%, demonstrating improved visibility in a highly competitive market.
Enquiries through the website increased from almost zero to an average of 11 per month, leading to a noticeable uptick in client bookings, even during traditionally slower months. The content strategy focus resulted in Handy Pools ranking number one for several high-value keywords relating to heat pumps, driving traffic to equipment pages thanks to the creation of long-form ‘guides’ and content-rich product pages.
As the strategy continued to take effect, Andy had to take on more team members and put more trucks on the road to manage the increased workload and service the existing customers now opting for ongoing maintenance packages thanks to Accomplished Digital’s service listing strategy.
The new brand identity and optimised website not only helped Handy Pools stand out from competitors but also reinforced Andy’s role as the trusted expert customers relied on. The business is no longer just surviving during the off-season – it’s thriving.
"I didn’t fully appreciate the impact a fresh brand identity and well-optimised website could have on my business. I knew the Accomplished Digital team were experts when I met with them, but I didn’t expect the results to be this good. The rebrand has helped us not only grow but solidify our reputation in the market.”
Looking Ahead
With our continued support, Handy Pools is now planning to expand its service offerings and service areas. The business is better equipped to handle seasonal fluctuations and manage its growing customer base. As they continue to optimise their online presence, Handy Pools is poised for long-term success and future growth.