Angel Water
A CrowToes Case Study

From Static to Strategic: How a Plumbing Company Turned 30,000 Visitors Into Real Results

Client Overview:

Angel Water is a regional water treatment company serving Chicagoland and Southwest Florida.

Industry: Water Treatment, Plumbing, Home Services

Team Size: 50–100

Monthly Website Visitors: 30,000+

They’ve been in business for decades. Their team is experienced, their content is rich—but their website wasn’t keeping up.

The Challenge

Angel Water’s marketing team was hitting a ceiling.

Their WordPress site had evolved into a tangle of plugins, slow load times, and frustrating edits. Despite publishing 400+ blog posts, their calls to action were static and generic—no way to track what worked, no system to improve results over time.

They didn’t just need a redesign.
They needed a smarter foundation.
One that could grow and convert alongside their traffic.

The CrowToes Strategy

We didn’t “optimize” their site—we rebuilt the logic behind it.

Our approach started with performance, then stacked on strategy:

Sub-second load times through dynamic stylesheets and stripped-back code
Custom ACF block library to give them modular flexibility without bloating the admin
Centralized CTA system, allowing tests by blog category, post type, and traffic intent
Tracking built into the theme, not bolted on—every variation measurable by offer, placement, and behavior

We didn’t treat CRO as a post-launch add-on.
We made it the backbone of the site.

The Solution

Angel Water’s new site launched with:

Sub-second desktop speeds

(Lighthouse scores in the high 90s)

Modular, maintainable design

Editable by their team, managed by us

CTA management system to test and track:

Offer type
Blog category
Placement (inline, popup, banner, footer, etc.)
CTA Content (Headline, buttons, images and forms)

Most importantly?
They no longer needed to guess what was working.

The Results (Early Wins)

Within 60 days of relaunch, Angel Water saw dramatic gains in CTA performance for their flagship “Free Water Test” offer:

Placement	Baseline Click Through Rate	After CRO	Improvement
Mid Blog Post	0.49% CTR	1.50% CTR	Increase in CTR — 206%
Exit Intent Pop-Up	1.87% CTR	2.22% CTR	Increase in CTR — 18.7%
Time Delay Pop-Up	6.03% CTR	6.46% CTR	Increase in CTR — 7.1%

Additional Wins:

Lighthouse page speed: Mid-70s → High 90s
CTA development time: Hours → Minutes
Internal clarity: The marketing team can now see what’s working—and why

“We don’t just maintain their site—we evolve it.”

Want Results Like This?

If your website has traffic but no clear system to evolve…
you might not need a redesign. You might need a rebuild—with strategy baked in.

Schedule a Discovery Call

The Process Going Forward

Angel Water didn’t just want a better website.
They wanted a system that could learn.

Here’s what we’re optimizing now:

Expanding category-specific tests to Water Heaters, Reverse Osmosis, and Maintenance content
Fine-tuning mobile CTA design for offer fit and scroll behavior
Using real CTA performance to shape new landing pages, service variations, and lead magnets

And we meet monthly to decide what gets tested next.

We love to help organizations like yours evolve.

If you think your company could benefit from the kind of strategy based development partnership that generated such powerful results for Angel Water, let’s talk and find out if we’re a good fit.