A chlorine free spa system, sold on how easy it is to run
01 — The brief
Sell a water care system, not a shelf of bottles
Most people arrive at AquaSpa because chlorine is irritating their skin, or because a salt system has clogged something expensive. They are not shopping for twelve individual chemicals.
The range is a system: a sanitiser built on PHMB, a shock and a clarifier, dosed weekly, with balancers and cleaners around them. Sold as fourteen separate products it reads as homework, which is exactly what a frustrated spa owner does not want.
The brief was a store that teaches first and sells second: explain the chemistry in plain language, publish the dosing steps and the water targets, then make the obvious first purchase a single kit.
One kit, fourteen products The start-up kit is the hero product: sanitiser, shock, clarifier, balancers, filter and pipe cleaners, test strips, a measuring cup and the user guide, bundled with a free Cover Care, so a first purchase is one decision instead of fourteen.
By the numbers
A full system, in two ranges
Feature
The content does the selling. Getting Started walks through filling and converting a spa, with the pH, alkalinity and calcium targets stated on the page, and the troubleshooting section answers the cloudy water and foaming questions that otherwise arrive as phone calls.
- Weekly three step dosing routine published in full
- Water targets for pH, alkalinity and calcium hardness
- Conversion guide for spas coming off chlorine or bromine
- Troubleshooting reference for cloudy water, foam and odour
- Google reviews pulled onto the page as proof
- Nationwide shipping with rates and returns spelled out
Why people switch
The chemistry argument, written for spa owners
PHMB is the reason the product works, and almost nobody arrives knowing what it is.
The Why AquaSpa page explains polyhexanide in the terms buyers care about: gentle on skin, hair and clothing, no chemical smell, no eye irritation, no harsh effect on the spa or its equipment.
It then borrows credibility from where PHMB is already used, in wound care, hydrotherapy and surgical settings, which is a far stronger argument than another claim about crystal clear water.
02 — The process
How we got there
- 01
Separating the brand from the parent
AquaSpa needed to stand on its own rather than sit inside Aqua Clear's trade site, so it was given its own domain, store and audience.
- 02
Designing around water
A calm, photographic interface with short video sections, built so the product range and the education sit side by side instead of competing.
- 03
Building the range and the kit
Twenty two product records across two ranges, plus a kit product that bundles fourteen of them and still tracks stock on each.
- 04
Publishing the water care library
Twenty three guides covering sensitive skin, allergies, kids, holiday homes, green water and filter care, which is what brings in people who do not yet know the brand.
- 05
Selling direct, nationwide
Checkout, shipping, returns and review integration, with the trade relationships behind the brand left untouched.
Sensitive skin is the market Every part of the site points at the same buyer: people whose skin, eyes or allergies have made chlorine unpleasant, and holiday home owners who want a spa that survives being ignored for a fortnight.
03 — The outcome
A brand with its own front door
AquaSpa now sells to the public directly, while the trade business carries on as it was.
The kit gives new customers one obvious first purchase, the guides answer the questions that used to arrive by phone, and the reviews on the page come from people who switched for the reason the product exists.
Aqua Clear has since had Fuel build a third site, Pool Robots, on the same footing.
Jason and the team at Fuel have delivered 4 quality websites for my businesses over the last few years. I wished I hadn't wasted so much time and money dealing with other companies before going to Fuel. My first 2 websites were done on BCS and when it came to to replace, Fuel was our only choice of vendor. We love the power of the new Oncord CMS and the design Fuel have come up with. Even better is google loves it to, saving on the adwords budget.Mike Brunt
Ready for a website like this?
Let's build the next one together
Design, build, content and search, handled by one Auckland team.
