I love finding great marketing techniques from other industries that could be applied to the gardening industry. The latest that I’ve come across is from River Pools & Spas, a fiberglass pool company based in Warsaw, Virginia.
Judging from their website, the company understands that their prospects require a lot of education and hand-holding before they’re ready to buy. Not only is the site jam-packed with valuable information, but the way it’s organized is also instructive.
Despite the huge amount of content, it’s easy for the site visitor to find what they need quickly, without getting overwhelmed. What’s more, there are multiple routes to the same information, which allows River Pools to emphasize different benefits in different places.
For instance, four of the eight top navigational links lead to information sections:
• Pool Information/Pricing. (Drop-down choices include Where do I begin?, FAQs, and Pool myths and misconceptions.)
• Photo Gallery. (Visitors can select pools, patios, fences, water features, pool tiles and retaining walls.)
• Awesome Blog (Which appears to answer every question River Pools has ever been asked.)
• Free Stuff (Visitors can download a Pool Buying Guide or order a Fiberglass Pool DVD.)
Even more prominent are the four large red buttons towards the top of the home page, which lead visitors down the appropriate path, depending on where they are in the buying cycle. The buttons read:
• Inground Pool 101: A collection of our most popular articles
• Get Our Free Fiberglass Pool Buying Guide
• Fiberglass Pool DVD: Educational and Free
• I think I’m ready for a pool quote!
If you’re convinced of the value of using content to sell, studying the River Pools website is sure to provide plenty of inspiration.