One simpler website for a family-run spa dealer, built to turn browsing into conversions

Client: RnR Hot Tubs & Spas, Calgary
Year: 2026
Role: Solo. Design, Shopify build and migration
Live: rnrhottubs.com

2 sites became 1
Website and shop merged, so customers never leave to buy.
450+ old links still work
No dead pages after the move.
16% of Google visits kept
By keeping the owner’s manuals people search for.
A 33% faster homepage
And accessibility up from 79 to 100.

Less clutter, same feeling

RnR, a Calgary family business since 1999, sells hot tubs through conversations. The old site buried that conversation, with the shop on a separate site. The owner asked for “quick, efficient conversion”, and for the design: less clutter, same feeling.

The previous RnR Hot Tubs homepage — Every section competing for attention.

The rebuilt RnR Hot Tubs homepage — One clear next step, with the expert form up front.

Choosing a spa without a sales pitch

Twenty-two models are sorted into Good, Better and Best, then narrowed by seats and price. Every model page ends in Talk to an Expert, which carries that spa into the form, so RnR knows what a customer wants before calling back. Each enquiry is labelled with its page and counted as a lead.

The previous hot tubs page — A wall of copy, models elsewhere.

The new hot tubs page — Every model, filterable.

Good, Better, Best: the three hot tub series

The hot tub collection, filtered by series, seats and price

A hot tub product page leading to Talk to an Expert

The service after the sale

The team that delivers a spa looks after it for years. Each service now has its own page, and real customer installs replace stock photography.

The previous services page — Every service on one long page.

The new services page — Each service on its own page.

Care for the life of your spa: Spa School, service, water maintenance and warranty

Delivered and installed by us: customer installs

On a phone, where most visits start

Two in three Google visits come from a phone. The site now opens on what RnR sells, its reviews and a way to talk to someone.

The previous homepage on a phone — The homepage.

The new homepage on a phone — The homepage.

The previous Vita Spa section on a phone: a red block of text — Why a Vita Spa, in three numbers.

The new Vita Spa panel on a phone: 250% stronger, 40% lighter, lifetime warranty, with the firsts listed below — Why a Vita Spa, in three numbers.

Switching without losing search traffic

Every old page, post and product was given a new home before the switch, and every old link was tested after it. Hundreds of articles kept their Google traffic, now sorted into eight topics.