Case Study · Pool & Spa · Evansville, IN
We Fixed Fox Pools of Evansville's Website. Then We Ran It.
Fox Pools of Evansville — Evansville, IN · foxpools.com
Fox Pools has served Evansville families for 45+ years and earned 274 Google reviews at 4.5 stars. Their website is still showing five live template variables in the footer — {{placeholder_footer_reserve3}} through {{placeholder_footer_reserve7}} — to every single customer who scrolls down. The reputation is earned. The website doesn't match it.
Live right now
The Evidence
Five unresolved template variables are sitting in the footer on foxpools.com — visible to every customer who scrolls down. These are builder placeholders that were never filled in or removed.
Fox Pools of Evansville is a 45-year family business with 274 Google reviews at 4.5 stars. They've earned every bit of that reputation. But their website — foxpools.com — still has five unresolved template variables in the footer, broken [Button] links scattered through the gallery, and a duplicate job posting that signals to search engines and customers alike that no one is watching the store.
The Business
Fox Pools has been installing and maintaining pools in the Evansville area since the 1970s. Over four decades of satisfied customers have built the review count to 274 at 4.5 stars — a genuine, earned reputation that makes them one of the top-rated pool companies in the region.
The website problem is a maintenance failure, not a business failure. Someone built the site on a template platform, never finished the footer configuration, and no one has gone back to clean it up. The business is excellent. The website hasn't kept pace.
What We Found
Five Live Template Variables in the Footer
Every visitor who scrolls to the bottom of foxpools.com sees raw template code: {{placeholder_footer_reserve3}} through {{placeholder_footer_reserve7}} — all five, completely exposed. These are builder placeholders that were never filled in or removed. To any customer, it looks like the site was abandoned mid-build.
Multiple [Button] Placeholder Links Throughout the Site
Broken interactive elements appear across the gallery and brand logo sections. The anchor tags render as clickable [Button] labels with no text and no destination. A visitor who clicks them goes nowhere. These aren't edge cases in a hidden section — they're in the gallery and brand areas where customers spend the most time evaluating products.
The Same Job Posting Appears Twice on the Same Page
“Immediately Hiring Pool Installers...” appears two times in a row on the same page. Duplicate content signals to search engines that the site is poorly maintained, and to customers it looks like something went wrong during publishing. For a family business with a 45-year reputation, it's an unnecessary distraction from an otherwise strong brand.
What We'd Build
A clean spec redesign showing what Fox Pools' site could look like — all template variables replaced with real footer content, working CTAs throughout the gallery, a hiring section that's intentional and clean, and a footer that reflects the care this family puts into every pool they install.
Footer Content — Zero Placeholder Variables
Every footer field replaced with real content: contact info, service areas, quick links, and the Fox Pools brand presented cleanly. No template code visible to any customer.
Gallery With Working CTAs
Every button in the gallery does something: leads to a product page, opens a contact form, or initiates a quote request. No dead links, no placeholder labels.
Single, Intentional Hiring Section
One clear hiring call-to-action that reflects the professionalism of a 45-year company actively growing its team — not a duplicated entry that looks like a CMS error.
Spec Redesign Deliverables
- ✓All five footer template variables replaced with real content
- ✓Gallery and brand section with functional buttons — no dead
[Button]links - ✓Clean hiring section — single, intentional post
- ✓Mobile-first layout — families research pools from their phones
- ✓Evansville pool & spa SEO — structured to rank for local searches
- ✓Design worthy of 274 five-star reviews and 45 years in business
The Opportunity
Fox Pools has one of the strongest reputations of any pool company in the Evansville market — 274 reviews, 4.5 stars, 45 years. But right now, every customer who scrolls to the footer of their website sees raw template code. That disconnect between the earned reputation and the neglected website is the whole pitch.
We've built the spec redesign. Fox Pools can see exactly what a properly maintained, template-variable-free website looks like before committing to anything.
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