Pool Corporation · Marketing Platform

EDGE Marketing

Landing Page

Consolidation

Three separate product pages, each fighting for attention. One unified experience that lets the product family speak with a single, authoritative voice.

Role

Senior Product Designer

Platform

https://portal.pool360.com/edge

Type

Marketing Page / Web Design

Before — 3 separate pages

Retail EDGE

Service EDGE

Builder EDGE

↓

Consolidated

After — 1 unified page

EDGE Marketing

All three products · One destination

Desktop + Mobile

Project Overview

Three Products.

One Destination.

Pool Corporation's EDGE suite  Retail EDGE, Service EDGE, and Builder EDGE are digital marketing solutions for pool professionals. This project consolidated three standalone pages into a single, cohesive destination.

The Ask

Stakeholders identified that maintaining three separate landing pages created redundancy in content management, diluted SEO authority, and made it harder for prospects to compare the products side by side. The goal was one page that showcased the full EDGE family.

My Contribution

I led end-to-end design from auditing existing content and defining information architecture, through wireframing and final visual design producing both desktop and responsive mobile layouts for development handoff.

Constraints

The design needed to work within Pool360's established visual system, use the existing blue brand palette, and maintain ADA contrast standards while feeling modern and differentiated from the legacy pages.

Audience

Pool retail store owners, service company operators, and builders evaluating digital marketing tools — each with distinct business needs but sharing the goal of growing their customer base and operational efficiency.

Before / After

The Actual

Designs

The consolidated page replaced three fragmented experiences with a single destination optimized for both desktop and mobile prospects.

After

— Consolidated Desktop Design

After

— Mobile Responsive Design

The Problem

Fragmented

Experience

What looked like three pages was actually one missed opportunity, to present a coherent product family and guide prospects to the right fit.

Duplicate Content Overhead

Each page independently repeated brand positioning, feature rationale, and trust signals, tripling maintenance burden with no added value for the visitor.

01

No Product Comparison Path

Prospects couldn't compare Retail, Service, and Builder EDGE side by side. They had to navigate across three URLs to understand which tier fit their business.

02

Diluted SEO Authority

Three thin pages competing for the same keyword space undermined organic discoverability. A single authoritative page consolidates ranking signals.

03

Inconsistent Visual Quality

The legacy pages had diverged in visual treatment and component usage, presenting an incoherent brand story to first-time visitors evaluating the suite.

04

Design Process

How I

Approached It

A four-phase process from content audit to responsive delivery.

01

Content Audit

Catalogued all content across the three existing pages, headlines, feature lists, CTAs, imagery, and trust signals, to identify what was unique versus duplicated.

02

Information Architecture

Structured the page hierarchy: hero overview → three-product comparison → feature table → social proof → CTAs. Ensured each product retained a distinct identity within the unified frame.

03

Desktop Design

Designed the full desktop layout with the product comparison table as the centerpiece, icon-differentiated product columns and a tiered feature matrix for at-a-glance evaluation.

04

Responsive Mobile

Adapted the layout to mobile collapsing the comparison table into stackable product cards, maintaining hierarchy and scannability on smaller viewports.

The Solution

One Page,

Full Clarity

The consolidated EDGE Marketing page organizes the suite into a single narrative, from brand overview to product differentiation to conversion.

🎯

Unified Hero Section

"Three Powerful Solutions, One Goal: Your Success"  immediately frames EDGE as a suite rather than three unrelated tools.

⚖️

Side-by-Side Comparison Table

A tiered feature matrix lets prospects self-select between Retail, Service, and Builder EDGE without leaving the page, reducing friction in the evaluation process.

📱

Responsive Mobile Design

The desktop layout adapts to a vertically stacked mobile experience, preserving all key content and CTAs for prospects browsing on mobile.

🏆

Consolidated Social Proof

"Why Pool Professionals Choose EDGE" consolidates trust signals, industry-specific positioning, proven results, and deep integrations, into a shared section that benefits all three products simultaneously.

Desktop

— Full Page

Outcomes & Reflection

What the

Consolidation

Achieved

The redesign addressed root UX problems while delivering a more scalable, maintainable marketing asset for the business.

3→1

Pages consolidated

into a single authoritative destination, reducing content management overhead by two-thirds

100%

Product coverage maintained

All feature detail, CTAs, and positioning for all three EDGE tiers preserved in one scroll

2

Responsive breakpoints designed

Desktop and mobile delivered as production-ready specs for the development team

Brand coherence as a business asset.

Consolidating visual language across all three products made the EDGE suite feel like a deliberate product family.

The comparison table was the pivot.

Centering the design around a side-by-side feature matrix solved "which EDGE is right for me?" without requiring navigation away.

Hierarchy beats repetition.

Shared brand equity doesn't need to live three times, it anchors the whole suite when positioned once, well.

Mobile-first scannability.

The mobile adaptation forced discipline in content prioritization,  every section had to earn its vertical real estate.