Jim Booth Swim School Website Redesign

Jim Booth Swim School is the longest running swim school in Santa Cruz County, and they have taught multiple generations of locals to swim. Their website wasn’t accurately reflecting the level of professionalism and fun they provide to the community, and the new website sought to change that.

I was charged with the entire redesign, from sitemap creation to launch. Their previous website had a lot of great content, but it wasn’t presented with excellent UX in mind.

Our first step was archiving all the existing pages and content, and then looking at the structure through the eyes of their target audience.

We then finalized the sitemap, did some logo cleanup (the logo hadn’t been digitized properly), and got to work on design. We got creative with content on their Swim With Us page, including all the nuts and bolts (swim levels, pricing, schedules, etc.) with links that took you to specific sections of the page, as well as some accordion sections for more detailed information. This kept the project on budget, and also allows users to get all the pertinent information they need on one page.

In order to inspire confidence in prospective swim families, and to show how much fun Jim Booth Swim School students have while learning to swim, we chose bright, refreshing colors that reflected their existing brand, and selected photos and videos of actual students in the pool.

On the back end, we optimized for search keywords and search engine results pages (SERP), which led to a bump up to the top ten search results for their top keyword just days after launching the new site.

The result is a sunny, engaging, optimized website that will serve Jim Booth Swim School for years to come.