ABC Swimming & Coaching
We helped ABC Swimming & Coaching transform an established swim school into a modern, conversion-focused website that reflects their scale, reputation, and drives more enquiries.
Overview
ABC Swimming & Coaching is a well-established swim school operating across four pools in Hampshire. Founded and led by Anna, the business has grown steadily over the years, building a strong local reputation for high-quality teaching and a consistent, supportive learning environment for swimmers of all ages.
With a large team of instructors and a broad range of classes, from beginner lessons to advanced coaching, ABC had already built significant local trust. However, their website no longer reflected the scale or professionalism of the business.
They approached us for a complete redesign. One that would better represent their brand, simplify the user journey, and convert more visitors into enquiries and bookings.
The challenge
Outdated website experience: The existing website felt dated and didn’t reflect the size, professionalism, or quality of the business.
Complex structure: With multiple pools, class types, and audiences, the information was difficult to navigate, especially for new parents.
Missed conversion opportunities: Key actions like enquiries and trial bookings weren’t clearly guided, leading to drop-offs.
Strong offline reputation, weak online presence: Despite being well-known locally, the website wasn’t doing the business justice or supporting growth effectively.
The solution
We redesigned the entire website with a clear focus on structure, clarity, and conversion.
1. Structure & clarity
Simplified the site structure so parents can quickly find lessons, pools, pricing, and next steps.
Created clear user pathways for new enquiries, existing swimmers, and coaching enquiries.
2. Conversion-first website design
Introduced clear “Book a free lesson” and enquiry CTAs across all key pages.
Built short, frictionless forms designed to convert in under 30 seconds.
3. Storytelling & community feel
Highlighted four pool locations, experienced instructors, and long-standing reputation.
Used clear messaging and layout to build trust quickly and reinforce professionalism.
4. Content & local SEO
Refined messaging to speak directly to parents, focusing on confidence, progress, and structure.
Optimised pages for local searches like “swimming lessons Hampshire” and location-based queries.
The result
The new website immediately elevated ABC’s online presence and improved performance across the board:
+130% increase in enquiries within the first 60 days.
Trial lesson bookings increased noticeably within the first few weeks.
Bounce rate reduced across key landing pages.
Pages now ranking for local terms like “swimming lessons Hampshire”.
Parents consistently comment on how easy the site is to navigate.
Testimonial
“To be honest our old website had been overdue an update for quite some time and we knew it wasn’t doing us any favours. From the first conversation, Greenlights understood what we needed and made the whole process feel straightforward. The new site is clear, easy to use, and much more in line with who we are as a business. We’ve already seen an increase in enquiries, and parents have mentioned how easy it is to find what they’re looking for. Really pleased with how it’s turned out and how smoothly everything was handled.”
Ready to shake things up?
We help established education and leisure businesses like ABC Swimming & Coaching turn their websites into high-performing, revenue-generating assets.