Forsan Pools Case Study:
SEO Was in the Foundations
A pool-service company in Riyadh. The search structure was decided before the design, not retrofitted after it.
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Visual Showcase
Crafted with precision, down to the pixel
Overview
How we transformed this business
The Problem
A pool company in Riyadh whose customers search by city and by service at the same time. Every competing site answered that with one general page and a phone number, which is a page that matches nobody exactly.
Our Approach
We settled the page map before drawing a screen: which pages exist, how a city page relates to a service page, and where a visitor lands from a search naming both. The structure decided the design rather than the other way round, and the schema and sitemaps went in during the build.
The Outcome
183 pool-service pages, with prices published on the page and WhatsApp as the contact path. The search work is continuing.
Project Story
From vision to launch — every step, intentional
- Went through the pool-service sites competing in Saudi search
- Recorded how each one split its services from its cities
- Noted which published prices at all, and what a visitor had to do to book
- Found the same pattern throughout: one general page trying to serve every city, and a phone number as the only way through
- Decided which pages would exist and what each one is for
- Fixed how a city page relates to a service page
- Settled where a visitor lands from a search that names both a city and a service
- Let the structure decide how many pages the site needed, then designed to fit it
- Presented a home page carrying services, coverage, prices, process, gallery, FAQ and contact
- Presented a landing-page template for the city and service pages behind it
- The client reviewed the design and approved it
- Built the site in Arabic, right to left throughout
- Entered the service and city pages, the pricing tiers, the before-and-after gallery and the FAQ
- Wired the WhatsApp contact path so it opens with the message already written
- Configured the structured data: Organization, WebSite, WebPage and Article
- Split the sitemaps into posts, pages, categories and video
- Continued the optimisation from launch day rather than starting it afterwards
- Grew the library to 183 pool-service pages
- Weighted the coverage to Riyadh, which carries 136 of them
- This work is ongoing
What We Built
Performance & Delivery
An Arabic Site That Reads Right
Right-to-left is not a stylesheet flip. Every layout, icon direction, form field and caption was built for Arabic from the start, so nothing has to be corrected afterwards.
One Home Page That Answers Everything
Services, coverage, three pricing tiers, a four-step process, a before-and-after gallery, eight FAQ answers and contact, all on one scroll with in-page navigation.
A City and Service Page Library
183 pool-service pages, each a real page for a real search rather than a template with the city name swapped into the title. Riyadh alone carries 136 of them.
Prices on the Page
Three tiers with what each one includes, published rather than held back for a phone call, because comparing suppliers is most of what a first visit is.
WhatsApp as the Front Door
Every call to action opens WhatsApp with the message already typed. It is the channel this market actually uses.
Structured Data Configured During the Build
Schema for Organization, WebSite, WebPage and Article, canonical tags throughout, and four sitemaps covering posts, pages, categories and video, all set up while the site was being built.
Behind the Results
Why this project succeeded
A Client Who Had Already Seen the Work
Years of previous projects meant the brief did not need translating.
We had worked with this client for years on home services in Saudi Arabia, across design, development and SEO. He knew what our search work involved and we knew his market, so the first design we showed was close to the one that got built.
Structure Decided the Design
The most useful decision on this project was the least visible one.
We settled the page map before drawing a single screen: which pages exist, what each is for, and where a visitor lands from a search that names both a city and a service. A site whose structure is decided after the design can only be retrofitted, and retrofitted structure is what most of the competing sites were carrying.
Coverage Built City by City
183 pages, weighted to where the business actually is.
The library grew as real pages for real cities rather than one page claiming to cover the country. Riyadh carries the deepest coverage at 136 pages because Riyadh is where the business is, and the other cities were added as the work extended.
Still Running
The search work has not stopped, and the numbers stay off this page.
No positions or traffic figures appear here. Rankings move, and a figure that was true when we wrote it would not be true when you read it. What is on this page is what we built, and you can open the site and check every count on it.
Sound Familiar?
What This Means For You
- Struggling with low traffic and zero visibility?
- Poor conversion rates despite good products?
- Slow, outdated website hurting your credibility?
- Competitors outranking you on every search?
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