LAGUNA | Driving Growth with a Stunning Website Rebuild and Extensive SEO Strategy.
The Backstory
Laguna is a leading concrete pool construction company in Melbourne and Victoria specialising in custom-designed, luxury swimming pools and landscapes.
Awarded Victoria’s Best Concrete Pool Builder for 2024 by SPASA, Laguna transforms outdoor spaces, enhancing lifestyles for generations to come.
Backstory Co has been engaged as Laguna’s Marketing Manager since 2022, leading and executing their entire marketing strategy. From brand elevation to growth initiatives, we work hand-in-hand with their close-knit team to ensure Laguna stands out in the competitive luxury pool market.
When Laguna first approach Backstory Co, they were looking for help with a few projects and some overflow marketing support. However, as the relationship grew, so too did our responsibilities - resulting in a complete digital transformation of the brand and the management of their entire marketing strategy.
What We Did
Laguna’s original website combined their eCommerce platform for pool lifestyle products, with their luxury pool construction division - which was diluting their brand visibility and brand position in the market.
Backstory Co took on the challenge of creating two distinct, beautiful websites that showcased the full breadth of Laguna’s services while also ensuring both brands had their own unique digital presence:
LAGUNA (lagunapools.com.au): Representing Laguna’s pool construction, landscaping and design services, this website became the flagship for showcasing Laguna’s stunning custom pools.
PoolHouse: The rebranded eCommerce site, formerly Laguna Lifestyle, focused on premium pool lifestyle products, offering customers a luxury experience.
Our Approach
The new Laguna website is nothing short of a masterpiece. From the stunning turquoise logo to the use of breathtaking pool imagery, every inch of the site oozes quiet luxury, showcasing Laguna’s attention to detail and exceptional craftsmanship.
Complete Website Overhaul: We didn’t just rebuild one website, we rebuilt two. The new Laguna website boasts over 20 main pages, with more than 60 individual pool project pages to showcase Laguna’s impressive portfolio.
SEO-Focused Copywriting: We wrote over 15,000 words of SEO-optimised content, ensuring Laguna’s luxurious, tone of quiet luxury, was carried through every word, while boosting search visibility.
Brand Rollout: We managed the simultaneous rollout of the two new websites, ensuring a smooth transition for Laguna’s customers including redirecting of existing links and blog articles. image changeover and transfer of information.
Visual Storytelling: The website was designed to immerse visitors into a world of luxury, with breathtaking imagery, deep hues, their striking turquoise accents and a clean, elegant layout that highlights Laguna’s reputation for luxury and quality craftsmanship.
Results
The launch of the new Laguna website in late 2023 has delivered remarkable results that exceeded expectations across all fronts. By splitting Laguna’s eCommerce and construction divisions into two distinct websites, we helped each side of the business thrive in its own space while reinforcing Laguna’s premium brand positioning. The site delivers a seamless, visually rich user experience where visitors can easily explore Laguna’s portfolio and services.
Our targeted SEO strategy paid off significantly, with Laguna dominating search rankings for key industry terms skyrocketing to the #1 spot. These higher rankings ensured Laguna was highly visible to potential clients actively searching for premium pool solutions. The website continues to see dramatic organic traffic increases, with substantial jumps in lead generation.
What’s Next?
Backstory Co continues to refine and enhance Laguna’s digital presence to ensure the website remains dynamic, relevant and ahead of industry trends, along with managing their entire Marketing efforts.