We’re delighted to announce the launch of a new website for SwimExpert.
You can read all about the project here.
In terms of this website’s project history, it is an “interesting” story.
No honestly, it is interesting.
Initial meetup
We first met up with SwimExpert in January of 2025 for a pitch.
This is a typical process where we:
- Meet the client.
- Listen to their website design and development requirements.
- Demo what we offer.
We then provide them with a detailed document including scope, approach, cost and schedule and then…wait to hear whether we have been successful.
On this particular occasion we were unsuccessful. It happens, but then…..
Fast forward to September 2025, the client was in a very tricky position
They had missed the launch deadline for their new website, were still no way near ready to launch and wanted to pick our brains on the progress that had been made so far.
There were two very clear problems:
- Website designs for the website were sub-standard. Although they offered some improvement, they already look dated.
- The major problem was the development of the website which had left the client very frustrated.
Everything on your website should always be completely under your control
As mentioned above, the designs although not ideal offered an improvement on what already existed but the development was making things very tricky.
We always know developers do things in different ways, but the one thing we all have to do is make sure all content across the entire website, is under the clients control.
Unfortunately SwimExpert were unable to edit the most basic of things, e.g. images and were having to email the developer to do that on their behalf.
This is a big warning sign that something is wrong, EVERYTHING on your website should be under your control.
What’s more communications had broken down.
Phone calls were not being answered and emails were being responded to slowly.
Face-to-face meetings were completely off the table.
SwimExpert were fed up and asked us to take over.
What we did differently
We’re big fans of in-person meetings.
When possible, we believe this is the most productive way to communicate and so we visited the SwimExpert offices whenever they requested a meeting.
We want our clients to know that when they need to communicate with us, we’re available.
If you call us, we’ll pick up the phone.
If you want to meet up, we’ll come and meet you.
We want to hear the good, the bad and everything in between. No need to bullshit us ever.
If something is wrong, which we have to say is rarely the case, tell us, let us resolve it quickly and don’t dwell on it.
With that in mind, we set about establishing trust with SwimExpert.
Because they had been burnt, our existing processes that we use for every project allowed us to instil confidence back in them.
This is how we do it.
Documentation
Once we understood everything SwimExpert wanted, we put this into a document.
This shows the client that we have listened and understand exactly what they want.
The client then signs this off to protect themselves, knowing that everything in that document has to be delivered.
Designs
We use Figma to create our website designs and then send these to the client for approval.
Whilst we are sure clients will always be delighted with our designs, we offer a completely free set of amendments.
With SwimExpert, we gave them time to digest the designs, collate their feedback, and then visit them in their office.
Once the client is happy, the website designs are signed off and we can then proceed with confidence to website development.
Development
One of the best things we do to establish confidence and trust in clients is to create a development website.
This gives them access to the website early so they can monitor progress, rather than dropping it in their lap the day before it’s meant to go live.
It also allows them to get started on their content population.
In this instance, this was particularly important, because SwimExpert had a vast amount of content.
For this project and due to tight deadlines we were actually able to get going with the web development early developing things like:
– Basic site structure
– Custom post types, think locations, venues, instructor profiles, reviews etc
– Agreed functionality such as search, popups, forms.
This leaves complete flexibility over style whilst putting in much of the core functionality the client had requested.
We never give up
So when a project doesn’t go our way initially, we don’t don’t throw our toys out of the pram and we don’t burn bridges.
Sure it was disappointing not to get the work originally, but we wished SwimExpert good luck with the project.
By leaving on a good note with the client, we were fresh in their mind when things went sideways.
Now they have the website they deserve and we look forward to maintaining our relationship with them in the future.
