PresencePulse
Strategy | Visibility | Growth
Prepared by Drew Mays · for Kelly Jennings & Bruce Todd
Strategy Notes/Note 04 · Build Roadmap
Note 04 · Build Roadmap

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

The Atlantis website is being built in deliberate phases, not all at once. Trust foundation first — Studio, Process, Site Analysis — because those are the pages that survive the buyer screening. Then the lead-magnet content. Then SEO breadth. Then ongoing maintenance as Atlantis completes new work.

~40 pages across four phases
Live document — updates as work ships
What's already live

The homepage is in production-ready form.

As of May 2026, the new Atlantis homepage is deployed at atlantis-pools-website.vercel.app. The homepage is the editorial-magazine pattern documented in the Design System — nine chapters, each with one significant motion moment.

Technical foundation in place:

The homepage is the structural anchor. Every other page in the sitemap inherits the design system, the motion language, and the schema strategy from it. Each new page extends what's already in place rather than starting fresh.

Phase 1 — Trust Foundation

The next two weeks: the pages that survive buyer screening.

The buyer research is clear that prospects build their shortlist almost entirely from website evaluation during weeks 3 through 6 of their evaluation. The pages that survive that screening are the ones that demonstrate trust depth, methodology rigor, and team credibility. Phase 1 builds exactly those:

01
Phase 1 — Week 1
/process/site-analysis
The keystone page. 92% of competitor sites miss this entirely. Single highest-impact page in the entire build. See Note 05 for full reasoning.
02
Phase 1 — Week 1
/studio
Trust foundation. Real Bruce bio, real Kelly bio, real team profiles, credential depth. The page Kelly can send to prospects who want to know who they'd actually be working with.
03
Phase 1 — Week 2
/process overview + remaining process pages
Once the site-analysis page demonstrates the methodology depth, the full Process section follows: Design, Engineering, Construction, Handoff, Service. The structural backbone.
04
Phase 1 — Week 2
/work overview + 3–5 featured project case studies
The portfolio finally gets the contextual case study treatment — real neighborhoods, real challenges, real outcomes. Replaces generic project photos with real stories.
Phase 2 — Buyer Education

Weeks three through five: the lead magnets.

With the trust foundation in place, Phase 2 builds the long-form content that captures and qualifies prospects during their early research phase.

05
Phase 2 — Week 3
/for-buyers/the-buyers-guide
The 5,000-word definitive guide. Becomes Kelly's go-to email response: "before our call, read this." Single biggest content asset on the entire site.
06
Phase 2 — Week 4
/for-buyers/cost-guide
What a $150K, $250K, $350K pool actually looks like. The most-searched-for content in the category, almost never done well. Pure organic traffic value.
07
Phase 2 — Week 5
/for-buyers/permit-and-zoning
Cherokee, Fulton, Forsyth, Cobb, Bartow, Pickens, Gwinnett — each with its own setback and permitting detail. AEO/SEO gold with high buyer intent.
Phase 3 — SEO and AEO breadth

Weeks six through ten: the long tail.

Phase 3 builds the breadth content that powers long-term organic visibility and AI search engine citations.

08
Phase 3 — Weeks 6–7
/for-buyers/materials-and-features (8-10 pages)
Pool equipment, finishes, lighting, water features, vanishing edges, lounging shelves, spas, slides. Each 1,200–2,000 words. Where Georgia Classic's "Pool Features" content goes — but with context.
09
Phase 3 — Week 8
/work/types and /work/outdoor-living overview pages
5 pool type pages plus 6 outdoor living pages. Each ~1,200 words with embedded project examples.
10
Phase 3 — Weeks 9–10
17 city pages under /for-buyers/service-area
Every Atlantis service area city gets its own page with local schema, local projects, local context. Builds on the case study work from Phase 1.
Why this sequence and not a different one

Trust before traffic. Always.

The most common mistake in marketing website rebuilds is sequencing them around SEO opportunity rather than buyer journey. The reasoning goes: "We need the city pages and the materials pages live first because that's where the search volume is." It sounds smart and it's wrong.

It's wrong because traffic without trust is wasted traffic. A buyer who lands on a city page from Google, doesn't trust the brand, and bounces is no closer to becoming a customer than a buyer who never visited. Building SEO content first means optimizing the top of the funnel for visitors who will never reach the bottom.

The reverse is true: a small number of buyers who arrive at the homepage, click into the Studio, click into Process, click into Site Analysis, and reach the end with deep trust are dramatically more likely to convert. Trust foundation first, traffic infrastructure second.

Build the pages that survive buyer screening first. Build the pages that drive traffic to those pages second.
What's still open

Kelly's input that would sharpen the roadmap.

Primary sources for this note
  1. Sitemap and IA architecture — Note 03: Sitemap & IA.
  2. Buyer journey research from Note 01 — informs why trust foundation comes before SEO breadth.
  3. Competitive analysis from Note 02 — informs which Phase 1 pages have strongest competitive opening.
  4. Current build status of atlantis-pools-website.vercel.app, May 2026.