PresencePulse
Strategy | Visibility | Growth
Prepared by Drew Mays · for Kelly Jennings & Bruce Todd
Atlantis Pools & Spas
Strategy Library · Live document
The Strategy Library

The reasoning behind every recommendation, in one place.

Every decision in the Atlantis website rebuild has a "why." Backed by deep buyer research, structural analysis of the North Atlanta luxury pool market, and twenty years of accumulated context about how high-net-worth homeowners actually choose a builder. This library is where those decisions live. Each note explains the finding, the data behind it, why we recommend what we recommend, and what it means for Atlantis. New notes are added as the work continues.

6 Across foundation research, competitive analysis, build planning, and the architectural moat
30+ Industry sources behind the buyer research findings
3 Georgia Classic Pool full site plus Road Map and Employees pages
May '26 Updated as work progresses through each build phase
The Notes

Six notes published so far. Each one explains a specific decision.

Read in order if this is the first visit — the notes build on each other, with buyer research informing the competitive read, the competitive read informing the site architecture, and the architecture informing the build sequence. Or jump directly to whichever decision is on the table. Each note stands on its own.

Note 01 Foundation

What luxury pool buyers actually research before they choose a builder

Deep research across pool industry publications, buyer psychology studies, BBB complaint patterns, and Houzz forum discussions revealed an industry-wide gap between what pool builders show on their websites and what high-net-worth buyers actually need. The findings reshape every IA decision in this project.

Read the note →
Note 02 Foundation

Where Georgia Classic Pool is strong, where they're weak, and what it means for Atlantis

A full structural audit of Atlantis's most direct competitor. Where they win, where their website actively works against them, and the specific structural openings Atlantis can occupy that they cannot.

Read the note →
Note 03 New

The site structure and the reasoning behind every navigation decision

Five-item top nav, "For Buyers" instead of "Blog," materials and equipment moved inside buyer education, service area consolidated, "Studio" instead of "Employees." Every decision explained against the buyer research and the competitor weaknesses.

Read the note →
Note 04 New

What's built, what's next, and why this sequence

The phased build sequence that takes Atlantis from the current homepage to a complete website. Trust foundation first, then buyer education, then SEO content, then ongoing project additions. Why each phase comes when it does.

Read the note →
Note 05 Keystone

Why the Site Analysis page is the most important page Atlantis can publish next

The single largest blindspot in the entire luxury pool builder industry, the single largest information need among luxury buyers, and where Atlantis's actual technical depth has the strongest competitive position. The keystone page in the build sequence.

Read the note →
Note 06 The Moat

Why "For Buyers" becomes the keystone of the entire site, not a nav item

The most strategically important architectural decision in this project. The For Buyers section gets elevated from one of five nav items to the brand's center of gravity — a premium educational resource center, not a blog. The move that turns Atlantis into the educational gatekeeper of the North Atlanta luxury pool market.

Read the note →
How to use this library

Three ways the Strategy Notes earn their keep.

This library is not for archive. It is for the moments where a recommendation lands and the reasonable next question is "why this and not the other thing." Here are the three places the notes do their actual work.

As a reading list before a call

Before any strategic call with Kelly or Bruce, the relevant note is the pre-read. "Before our next conversation, the reasoning behind everything is at atlantis.presencepulse.digital/strategy" replaces sending a dozen Google Docs or PDFs.

As an answer to pushback

When a recommendation gets questioned in real time — "why not just keep the Blog tab?" — the answer is "open Note 03." The reasoning is already written, sourced, and persistent. The conversation moves forward instead of re-litigating.

As a working document for the team

For Bruce, for the Atlantis team, for anyone Kelly wants to bring up to speed on the engagement — the library is the show-your-work page. Each note is its own URL, shareable, focused, dated.