UI/UX
UI/UX Design

American Water

Strategy

Website Redesigning and Development

Year

2026

Industry

Water Filtration & Softening Solutions

Client Overview

American Water provides water filtration, purification, and water softening solutions designed to improve water quality for residential and commercial customers across Texas. While the company offered reliable products and expert service, its website needed to better communicate its value, educate consumers, and support lead generation.
Session Growth -
User -
Views -

Challenges

Complex Product & Service Education:

Customers often lacked understanding of hard water issues, filtration systems, and the long-term benefits of water softening solutions.

Building Trust & Credibility:

The website needed to reassure customers about water quality, product reliability, installation expertise, and ongoing support.

Highly Competitive Local Industry:

The Texas water treatment market is competitive, making strong digital positioning essential for attracting new customers.

Unclear Customer Journey:

Visitors found it difficult to quickly identify the right solutions for their specific water problems and household needs.

Low Conversion Opportunities:

The website lacked strong lead-generation pathways for consultations, water testing requests, and quote inquiries.

Mobile Experience & Performance Issues:

A growing number of users were browsing on mobile devices, requiring a responsive and fast-loading experience.

Goals

Professional online presence

American Water wants to build a professional and trustworthy online presence

Deliver brand message

American Water wants to clearly communicate water filtration and softening solutions

Spread awareness

American Water wants to educate homeowners about water quality issues and treatment benefits

Increase lead generation

American Water wants to increase consultation requests, water testing inquiries, and lead generation

Increase local searches

American Water wants to optimize the website for mobile usability and drive local searches

Solutions

Modern & Trust-Centered Design:

Created a professional visual identity emphasizing health, cleanliness, comfort, and reliability.

Structured Service Architecture:

Organized filtration systems, water softeners, purification solutions, and maintenance services into clear, easy-to-navigate sections.

Educational Content Strategy:

Developed informative content explaining hard water issues, water contaminants, filtration technologies, and system benefits in simple terms.

Conversion-Focused User Journey:

Implemented strong calls-to-action such as “Schedule a Free Water Test,” “Request a Quote,” and “Book a Consultation” to increase inquiries.

Trust & Credibility Integration:

Highlighted customer testimonials, service expertise, and product quality assurances to build homeowner confidence.

Mobile-First Development:

Optimized the website for seamless browsing and fast performance across smartphones, tablets, and desktops.

SEO-Ready Website Structure:

Built scalable service pages and optimized content architecture to improve local search visibility and long-term organic growth.

Flexible CMS Development:

Developed the site on a scalable content management system to allow easy updates, service additions, and future content expansion.

Results

  • Online Inquiries: +80%
  • Engagement: +45% increase in key service pages

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American Water

Project Type: UI/UX
Project URL: https://americanwatertx.com/?mx_tp=direct
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