Counsilman-Hunsaker has spent more than 50 years designing and planning aquatic facilities. They needed a website that could showcase that body of work, support prospective clients, and give their sales team a better way to find and present project information.
This remained a design and development-heavy engagement. The modernization also depended on content structure, project organization, technical SEO, and search-friendly information architecture so the firm’s depth would be easier for both prospects and internal teams to discover.
Services
- Web Design
- Web Development
- SEO Foundation
The Findability Problem
Making decades of specialized project history easier to use
Their project history was an asset, but the old digital experience did not make it easy to explore. The new site needed to present a large visual project portfolio, make services and company information easier to navigate, give the sales team practical access to project data, and support continued organic visibility.
The search and content opportunity was practical rather than flashy: organize a specialized body of work so prospective clients could understand it, sales teams could use it, and search engines could read the firm’s services and project context more clearly.
Project Content Architecture
Turning 1,500+ projects into a searchable content system
Instead of leaving decades of project information scattered across separate systems, the development team built a custom integration that brings the data together.
The searchable system gives Counsilman-Hunsaker’s sales team a practical way to find relevant work and use it during client conversations. Users can search and review projects by the criteria that matter during discovery, including project details, market context, visual examples, and related experience.
That project data also created a more organized content asset around the firm’s specialized work, improving the usefulness of the site for visitors and the internal team.
Project search
Sales teams can find relevant experience faster during prospect conversations.
Content organization
Project details, markets, visuals, and related experience are easier to connect.
Marketing utility
The website became a practical tool, not just a visual portfolio.
Search-Friendly Foundation
Strengthening page hierarchy, metadata, and service context
Technical, on-page, and metadata work gave the rebuilt site a better search foundation and made its content easier for search engines to understand.
Clean structure, clearer page hierarchy, and more useful content also made the site easier for visitors to navigate and helped important services and project information carry more context.
The SEO work focused on strengthening the site itself rather than treating optimization as a separate layer. Page titles, metadata, internal structure, and content organization were refined around the way prospective clients search for aquatic design, engineering, and consulting services.
Visitor + Sales Paths
Designing around services, proof, and client conversations
The redesign puts Counsilman-Hunsaker’s projects at the center of the experience, using photography, video, subtle animation, and an aquatic-inspired visual system.
The design supports the company’s “Aquatics for Life” identity while making it easier for prospective clients to move between services, project examples, company information, and contact points.
The result gives visitors and search engines clearer context around the depth, scale, and quality of the firm’s work without pretending this was primarily an SEO campaign.
Visual portfolio
Projects do most of the talking.
Clear navigation
Visitors can move quickly between services, work, company information, and contact points.
Brand continuity
The design supports the company’s “Aquatics for Life” identity.
What the Platform Enabled
Custom development inside a more useful marketing website
This kind of project required more than a visual refresh. It needed custom application development thinking inside a marketing website.
The finished platform connected design, content structure, project data, and search-friendly organization so Counsilman-Hunsaker could present its specialized expertise more clearly and keep using that information during sales conversations.
Explore the finished website
See the project in context
The finished site gives a long-established aquatic design and planning firm a more useful platform for presenting work, supporting prospects, organizing project content, strengthening discoverability, and helping internal teams access project information.