Aqua-Tots Swim School
Aqua-Tots doubled its share of local search across its network of swim schools
A global swim school franchise asked us to turn its location pages into enrollment paths. Design, development and SEO rebuilt them together, and its share of local search doubled.
- Disciplines
- Web design and development, SEO
- Industry
- Educational services
- Client since
- 2016
- Timeframe
- 2024 to 2026
The goal
We've worked with Aqua-Tots since 2016. It's a global swim school franchise, and every school lives or dies on local enrollment. Parents search for swim lessons near them, compare a few options and decide quickly.
The brand needed its location pages to do the selling: show each school, show what lessons cost, show what other families say, and make enrolling the obvious next step.
What we found
The location pages worked as directories, not enrollment paths. Pricing, reviews and the way to enroll were all there somewhere, but parents had to go looking for them.
Years of additions had cluttered the pages, and the brand's media agency agreed with us that they were far from best practice. The brand had no program for earning links, so its most important searches sat on the second page of results.
The team
Design, development and SEO worked as one team on the location pages, then SEO kept the momentum going after launch.
Web design and development
Designed and built a new location page for every school: availability and the reasons families choose Aqua-Tots up front, reviews and local photos, and a direct path to enroll.
About web design and developmentSEO
Shaped the pages for search before a single wireframe was approved, checked every page at launch, and built a program that grows the whole brand's authority in search.
About SEO
SEO reviewed the wireframes before development started, so the pages launched built for search instead of being fixed for it later. Development told SEO the moment pages went live. And because that authority belongs to the whole brand, every school benefits, not only the ones in the headlines.
What we did
We architected the new location page with design, development and SEO at the same table in early 2024, and kept cutting until each page carried only what a parent needs to decide.
The pages went live across the network in April 2025. We optimized from there, school by school, and the work continues: a new location page template arrives later this year, with deeper local content and an approach built for AI answers as well as traditional search, alongside a large content strategy rollout, from planning through production.
In 2026 we accelerated with a program to build the brand's authority in search, and by the second quarter Aqua-Tots had twice the share of local search it averaged the year before.
The results
- Share of local voice2025 average to Q2 2026
- +101%
- Organic traffic2025 monthly average to Q1 2026
- +24%
- Visits referred by AI assistantsyear over year, September 2026
- +361%
- Better average position for swim lessons searchesbefore the program to Q2 2026
- +72%
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Let's build your footprint together.
Every engagement starts with a diagnosis, because what a client asks for and what they need are often two different things.