Our Portfolio

Feature Pools

The solution

Feature Pools are an industry leader in state of art pool design and construction. Feature Pools are a family business, with the Aitken’s founding the business over 30 years ago. Their pools are functional and aesthetically pleasing. They create elegant pools for clients across the Mornington Peninsula region and through some of Melbourne’s most prestigious suburbs including Kew, Brighton, Camberwell and Hawthorn.


Feature Pools created custom design, high end pool projects. Their previous website was out of date and average. An outdated website did not match their branding. As a result they also struggled to get enough leads. Those that were coming through did not match the types of referrals that they were looking for. 


Further, their website was out of date. It had not been updated recently – with out of date content and images. They were not sharing images and details of recent projects. Their previous designers had not added blog capabilities so it was difficult for the client to update their website. 


Feature Pools found AX Digital via Facebook and, after being impressed by our portfolio, they reached out to AX Digital to discuss their needs and seek a quote on the redesign of their website. After accepting our proposal and scoping their redesign project we sat down to discuss their needs and collate the information needed.

In rebuilding their website to better reflect the Feature Pools brand position, the first thing AX Digital did was collate information and images from their most recent projects, rewrote their content and built them a responsive web design that was accessible across devices.


Feature Pools are now proud of their website and feel that it allows them to proudly show off their range of projects – to impress new prospective clients.. It maximises the potential to convert prospects that visit their website – more enquiries leading to more sales. 


With website improvements leading to an almost immediate increase in website conversion, and being proud of their website, Feature Pools have engaged AX Digital for more services. AX Digital have been tasked with managing the Feature Pools social media platforms and also to increase website traffic using paid traffic via Google. 


If you feel like your website and digital platforms no longer accurately reflect your company’s brand, and you would like a website and marketing system that attracts visitors to your website and helps to convert them, please get in touch with the team at AX Digital for a no-obligation quote.