Seven Days to a Website That Converts
Client: Christian Brothers Pools
Services: Web Design & Development, AI Photography, Brand Expansion
Tools: Framer, Midjourney, ChatGPT, InDesign
Timeline: 7 days contact to launch
The Challenge
Christian Brothers Pools is a pool cleaning and maintenance company serving Pinellas, Hillsborough, Manatee, and Sarasota counties. They came to JAM with a clear vision: build a website that finally reflected the quality of their work. Specifically:
Modernize the look without losing the approachable, local feel of their brand
Populate the site with photography that shows what their team is actually capable of
Turn it around fast
Their exact words? "How quickly can you tackle this?"
The answer: faster than they expected.
The Problem with the Old Site
The original website was functional, but forgettable. It didn't communicate the quality of their service or give visitors a clear reason to reach out. Specifically:
Cluttered layout with no clear visual hierarchy
No photography showing the quality of their work
No conversion path - visitors had to search for a way to get a quote
Dated design inconsistent with a modern service business
Before & After
The original site (left): busy, dated, and hard to navigate.
The redesign (right): clean, conversion-focused, and built to earn trust fast.
What We Built
Using Framer to build quickly, the new site was designed around one goal: turn visitors into leads. Key decisions included:
Lead-first hero section - a quote request form placed above the fold so visitors never have to hunt for a way to get in touch
AI-generated photography - imagery that shows the dramatic transformation Christian Brothers Pools delivers for their customers (more on how this was made below)
Services section - scannable icon-driven cards that communicate the full range of offerings at a glance
"Our Work" gallery - before-and-after pool transformations that build credibility and showcase results
Clean, airy design - a color palette and layout that communicates cleanliness, trust, and professionalism
The AI Photography Process
The original site had no photography at all. The client's work speaks for itself in person - pools go from green and neglected to crystal clear - but without visuals on the site, that story wasn't being told. Rather than sourcing expensive stock imagery or scheduling a full shoot, we used a combination of Midjourney and ChatGPT to create imagery that illustrates exactly what Christian Brothers Pools is capable of delivering.
The goal was a before-and-after format: a neglected, algae or leaf filled pool next to a sparkling clean one - same setting, same angle - so visitors could immediately understand the transformation on offer.
Learning what doesn't work
One of my first attempts in Midjourney for this project
First attempt: two dirty pools. Midjourney generated realistic imagery, but producing a convincing clean "after" that matched the dirty "before" in the same setting proved inconsistent.
Further attempts were slightly better but it was clear there was a limitation in my strategy.
Second attempt: closer, but the contrast between dirty and clean still wasn't landing convincingly enough to represent the client's work.
The core problem with generating both images in one tool was consistency. Getting two different states of the same pool at the same angle, same lighting, same environment in a single generation is genuinely hard to prompt for reliably.
The solution - splitting the workflow across two AI tools
Instead of forcing one tool to do everything, we played to each tool's strengths:
Midjourney was used to generate a photorealistic, beautifully lit clean pool - the kind of result Christian Brothers Pools delivers every day.
ChatGPT's image editing was then used to take that clean pool and introduce neglect: algae, murky water, the kind of green that makes a homeowner pick up the phone. Editing an existing image for a targeted change is exactly where ChatGPT's consistency shines compared to generating two scenes from scratch.
Adobe InDesign was used to splice the two images into a single side-by-side split to create a before/after in one frame without inconsistencies, or mismatched settings.
Step 1: The clean pool, generated in Midjourney - representing the end result Christian Brothers Pools delivers.
Step 2: The same pool made dirty using ChatGPT image editing; representing what a customer's pool might look like before the call.
Step 3: The final composited split image, assembled in InDesign which is used live on the Christian Brothers Pools website.
The result is photography that honestly represents what this team is capable of, at a fraction of the cost of a traditional shoot, with a workflow that can be replicated for any service business that needs to show what they do.
The Results
7 days - from first contact to a live, fully designed website 3 days - from domain transfer to launch 100% - client satisfaction (they came back for more).
The Follow-up Project: A Same-Day Brand Expansion
Shortly after the first site launched, the client returned. A second brand, operating under the same service umbrella, needed its own online presence with the same structure but with a new name and logo.
Rather than starting from scratch, we duplicated the Framer architecture already built for Christian Brothers Pools and executed a targeted rebrand:
Swapped all brand assets - logo, name, and color accents - to match the new identity
Updated copy and photography placement to fit the new brand voice
Quality-checked every page to deliver a clean, fully independent product
Delivered in 1 day.
The speed wasn't about cutting corners. It was the direct result of building the first site with scalability in mind. That foresight paid off immediately and the client's decision to come back is the clearest signal of trust and satisfaction.
Why This Matters
Small businesses don't have months to wait for a new website. They have leads to capture, services to sell, and a reputation to build - starting now.
The Christian Brothers Pools project is a case study in what's possible when a designer knows how to use the right tools, traditional and AI, to move fast without cutting corners.