123allpool
About the client
123allpool is a Czech manufacturer and installer of pools, enclosures, and swim spas with years of industry experience. The company delivers complete garden projects for German-speaking customers.
Our goals
The main goal was to generate enquiries by making it quick and easy to submit one from anywhere on the site. The website also needed to present the company as modern and credible, make the full product range easy to browse, and bring everything together in one place.
The German pool and garden wellness market is highly competitive. Customers compare suppliers carefully because the purchase is a major investment and often forms part of a garden renovation or new-build home. Trust matters: clear proof of experience, real projects, and an easy-to-browse product range can determine whether a visitor sends an enquiry or moves on to a competitor.
The primary audience is homeowners with gardens who are considering a pool, enclosure, or swim spa. At the start of the buying process, they compare suppliers online—often on mobile. The website therefore had to work equally well as a landing page for campaigns and as a place customers return to while comparing quotes.
The old website was dated and noticeably slow. For a business that relies on customers submitting enquiries online, that was a serious barrier: slow loading and unclear navigation meant many visitors left before reaching the content or form.
The site also lacked a clear way to guide people through a broad product range. Categories were hard to navigate, and enquiry prompts were inconsistent. Visitors had to find the contact page on their own, reducing the chance of conversion on a high-value purchase.
The brief was not to make the site prettier. It was to build a sales tool that turns traffic into enquiries.
We wanted the site to feel modern and clean from the first visit. White gave the product photography room to breathe, while the structure had to make a broad range easy to understand.
We organized the site around three clear categories: enclosures, pools, and swim spas. Each model page follows the same layout, with dimensions, capacity, and construction details in predictable places. Customers can find their way around quickly and compare models without friction.
The structure follows the way customers actually choose a pool or enclosure—from early inspiration and comparing specific models to sending an enquiry.
We kept the palette clean and understated so the project photography could lead. White backgrounds and black text provide maximum readability, with light gray used for secondary surfaces.
Blue is used sparingly, mainly for enquiry buttons and elements that draw attention to a key action or message.
Pure white
HEX: #FFFFFF
RGB: 255, 255, 255
CMYK: 0, 0, 0, 0
Azure blue
HEX: #007EC6
RGB: 0, 126, 198
CMYK: 100, 36, 0, 22
Light gray
HEX: #EBEBEB
RGB: 235, 235, 235
CMYK: 0, 0, 0, 8
Pure black
HEX: #000000
RGB: 0, 0, 0
CMYK: 0, 0, 0, 100
We chose DM Sans for its clean, modern feel and strong legibility on desktop and mobile. A clear hierarchy keeps the copy from competing with the photography and guides customers through the product range.
Consistent sizing and spacing across every product page mean customers always find the same information in the same place, making models easy to compare.
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