Water Babies
Making baby swim bookings clear, fast, and stress-free
Challenge
Water Babies had outgrown its old website. The design no longer reflected the premium quality, expertise, and trusted reputation they had built over the years. Parents faced a confusing booking journey with hidden costs, duplicated steps, and unclear commitments, leaving them frustrated at the point of conversion. On top of that, the site lacked credibility markers – there was little information on instructors, no insight into pool standards, and almost no real customer stories to reassure new families.
The Work
Design & UX
We began with a deep dive into user experience. A full competitor analysis and behavioural review highlighted where parents were dropping off and what they needed most to make a confident booking. The new design placed simplicity front and centre, starting with upfront searches by location, child’s age, and availability. Membership types were clarified, steps to checkout reduced, and transparency introduced at every stage.
To build trust, we layered in reviews, instructor bios, certifications, and authentic imagery – everything from real pool photography to user-generated content. Accessibility also got a major upgrade, with WCAG-compliant colour contrast and typography, plus a rebalanced brand palette that delivered both clarity and playfulness.
Build & Technology
We produced wireframes for the homepage, pool pages, and regional hubs, each designed with conversion in mind. Sticky navigation, instant booking modals, and embedded maps made interactions seamless. The new site was built on a scalable WordPress framework, optimised for performance, SEO, and franchisee content. Finally, we integrated the platform with Water Babies’ external booking system (ADA), ensuring accurate data flows for locations, timetables, and memberships.
Built
Different.
Our works are a blend of innovative thinking and practical solutions, ensuring they are both unique and effective.
Mobile first
Digital brand refresh
Speed boost
Vibrant design
Custom theme
AA WCAG accessibility
Rapid updates
Clean navigation
Results
The new website gives Water Babies’ users an engaging, digital experience. They now enjoy a transparent booking process with multiple conversion options – book online, enquire, or call direct. With a familiar look and feel, visitors can now find what they need quickly and easily.
With stronger trust signals, improved accessibility, and a storytelling-led design, Water Babies’ digital presence now lives up to the quality of their real-world reputation.
Within 3 months, email enquiries in the system had reached 46K!
