Full-Service Design and Development with Edgewater Pools

author image Written by: Lia           Categories - Success Stories

How Design, Code, and Content Work Together to Create Stunning Tailor-Made Solutions

There’s a joy in creating something special, especially if you’re creating something you know others are going to enjoy. As a digital marketing agency, we know the value of creating something tailor-made to a client’s needs and desires, top to bottom. But it’s another thing entirely to create something truly beautiful that a client will enjoy for years to come. No, we’re not talking about our websites. Earlier this year, Edgewater Pools approached us for a complete website build, top to bottom. They wanted something that reflected their passion, their expertise, and that highlighted the beautiful work they did. As designers and builders of totally customized pools and spas, they also wanted to put passion and professionalism on display. They wanted to highlight their top-to-bottom approach. And that’s exactly what SEO TWIST did.

Appealing to an Audience

One of the things glossed over in marketing and design is that we’re never really working for the client. Marketers work for the client’s clients, their customers and audience. Everything is done to draw the audience in and create a conversion—getting them to click, sign up, or get a quote, depending on the context of the site. With that in mind, finding a way to highlight an organization’s unique identity and appealing to that target market can sometimes be a challenge. Visual design supports branding efforts and enhances marketing efforts, after all. Working with Edgewater Pools, it was clear that they understood how they wanted to present themselves to potential customers. The focus would be high-end finished products that highlighted stunning designs and beautiful materials. We also wanted to shine a spotlight on the experience the team had under their belts, a combined 45 years of expertise in pool design and installation. Our talented designers got to work establishing a visual identity that would echo this expertise and emphasize cutting edge high-end aesthetics. At the same time, our SEO experts began investigating search terms and keywords that would help the website rank and allow Edgewater Pools to specifically target their market.

Finding Effective Messages for Customers

Part of the challenge of creating a website is developing effective messages that catch the user’s attention. While keyword optimization increases the likelihood users will find a page, without engaging content, they won’t stick around. While the visual component of the site was strong, it needed that extra push of content to add value for potential clients and customers. Written website content, then, was a key focus for Edgewater Pools. Part of the content writing process involves looking at the target market and audience. It examines what those people are looking for. Who is searching for a custom spa and pool? What are they like? What are they looking for? These questions inform buyer personas, characters of sorts that represent an ideal customer. By fleshing out what this character’s wants and needs, writers and marketers can create compelling messages that push conversions. Our analysis and subsequent creative process focused on selling points and the experience the customer would have. We settled on a few key phrases to get the reader’s mind working, such as “backyard oasis”. This gives the audience an instant idea of the sort of work Edgewater Pools does, and also gets them thinking about their desires and what they’re looking for.

Full-Service Design and Development

The finished product for Edgewater Pools was a stunning modern website that highlighted their unique identity. It also encouraged users to schedule a one-on-one meeting to discuss their dream pool and spa. Our team couldn’t wait to tackle this project!  Edgewater Pools’ approach appealed to us, and presented a fantastic creative opportunity. Like Edgewater Pools, SEO TWIST is a full-service, one-stop shop for digital marketing services. Their top-to-bottom, all-in approach to their work was something we related to, and something that was incredibly inspiring. When we saw what Edgewater Pools produced, it inspired us to create something that echoed their high standards of design and really brought their work to life. As digital marketers, we’re always excited by new opportunities to develop and deliver engaging, compelling, and exciting finished products for our clients, no matter their field or industry. Sometimes, though, there’s something about a project that makes it special. It gives us the energy to push for something truly remarkable that both SEO TWIST and our clients can take pride in.


Twitter Testing New Options For Attaching Content


Even though the younger generation doesn’t want us to use GIFs anymore (yeah, I’m confused too), Twitter is testing an option that would let us attach not only oh-so-convenient-and-dear GIFs but other media as well. Seems like Twitter is working on increasing engagement and encouraging more creativity among its users.


This option could make way for more creative opportunities, expand its expressive tools and help businesses connect with their audience better. However, no one knows when this option will see the light of day.

Read More: Should You Start Creating Video Content? 

Social Media Today reached out to Twitter and asked for a comment, but they got no specific response, which doesn’t come as a surprise since Twitter itself doesn’t know what the platform will be like in the coming period, with Elon Musk buying the platform.

Read More:  How And Why Did Elon Musk Buy Twitter?

Another great thing about this option is the possibility to better showcase your product. With a single tweet, you could offer a photo of your product and a how-to-use video. That way, you can highlight everything there is about your product in a single place, making this option also opens a possibility to make ads more effective.

Read More: Do You Need A Video Content Strategy?

On the other hand, you can also consider using GIFs for communicating with your audience, or use them as promo content – you can let your creativity decide – the possibilities are endless.

Since we don’t know when exactly this option will be available, it wouldn’t hurt to put some ideas on paper and consider customizing your Twitter strategy.

Read More: You Will Finally Be Able To Edit Your Tweets!
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Instagram Updating Its Ranking Algorithm 


Instagram chief Adam Mosseri announced that Instagram is adding a few changes in order to put more focus on creators and the credit they get. One of the mentioned changes is updating its ranking algorithm with the goal to put more focus on original work. Judging by the number of copy-paste posts we’ve seen so far, this update should have been made a long time ago.


Read More: Instagram’s Main Feed Going Full Screen

Making Sure The Credit Goes To Those Who Deserve It

Instagram announced the following changes:

  • Product Tags – it will now be available to everyone. So, no matter who you are, you will be able to tag products and drive traffic and attention to a business, creator or a company that they like.
  • Enhanced People Tags – now, you can add a category for yourself (into profile, edit profile) which will show up when you are tagged in a photo or a video. This makes sure you have your identity be what you want it to be, and credited according to your wishes.
  • Ranking – people that actually created something from scratch should be more credited for that, so the algorithm will focus more on that kind of content.

“We are going to do more to try and value original content more, particularly compared to reposted content. So, more to come there as well.” – said Mosseri in the announcement.

But, what does it exactly mean? As mentioned in SocialMediaToday, the changes in ranking are not that well explained and it’s not clear if any penalization will happen.

Read More: Instagram Subscriptions Tests Three New Features

What Will Affect The Ranking?

The Twitter community did have some questions regarding the originality of content and asked about editing outside of the app. If you remember, Instagram started down-ranking content that was re-shared from other apps. So, if you will be re-posting your TikTok with a watermark on it, your content will still be penalized. However, if you only edited it off the Instagram app, that shouldn’t be a problem and won’t affect your rank.

Still, Mosseri admits that Instagram can’t know for sure if a content piece is an original or not. They only build classifiers that will show how likely something is to be an original, but they can never know for sure. It’s still a work in progress.

Posting History Is Also A Factor

Content aggregators are the focus of this update, and Instagram will be able to determine this with the account’s posting history. Instagram is more likely to detect that an account is an aggregator if it re-posts a lot of content from other accounts.” So if you’re re-posting a lot of content from other accounts, you’ll likely see a drop in reach.

The main goal of the whole update is, as we mentioned, to give more credit to original creators, but the system is not yet perfect. However, Mosseri said that Instagram will continue to improve its detection features over time to better distinguish where the content comes from and who posts original content, to promote the real creators and reduce the influence of big farm accounts.

It looks like it’s time to say goodbye to reposting trending memes in order to boost engagement.


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