Pacific Outdoor Living | Frankie Hyatt

Sell the way they truly work

Pacific Outdoor Living's real advantage has always been how they run. In-house crews, their own permitting department, five real design meetings before anyone breaks ground, and wholesale material pricing passed straight to the homeowner. The new site needed to let all of that shine.

I was in-house, so I could walk over and ask. I sat down with the designers who lead those meetings, the owners who set the standards, and the marketing team who owns lead volume. Then I turned everything they shared into structure.

Pacific Outdoor Living's full site menu opened, showing six labeled groups: Services, Portfolio, Locations, About, Resources, and Contact, each with a one line description and its own set of links. — **Information architecture.** Every service, region, and planning resource sorted into six groups, each with a plain line saying what's inside. The menu speaks the homeowner's language.

Make the process the product

People spend five or six figures on a backyard once they know exactly what they're signing up for. So the process gets told twice. Once as the company's method, and once on a real backyard, using the same five steps both times so the pitch and the proof line up.

The method. Five stages, one at a time, each checking off as you move through it. You always know where you are and what's left.

The proof. The same five steps replayed on one finished project, with its real base plan, renderings, and build. Every step names what you get and why it matters: the sales conversation, written down.

Turn browsing into a conversation

Asking a first-time visitor to book a consultation is a big ask. The quiz asks for something small and delightful. Fourteen picture questions, three minutes, one result. It works like a lead qualifier and plays like a fun quiz, and it ends by naming the services that would build the look you just picked.

Pictures first. Every answer is a photo, because people recognize the yard they want long before they can name the style. “Every answer is right” is the feeling, so people happily finish all fourteen.

A personalized quiz result reading 'Japanese Zen, quiet, balanced, intentional,' with its own hero photograph, color palette, and signature elements. — **Now they have the words.** The result gives you a style name, a palette, and the elements that define it, so you can walk into a consultation and describe what you want.

The quiz result page mapping four real Pacific Outdoor Living services, water, lighting, fire, and paving, to the visitor's Japanese Zen result. — **And a way to buy it.** Every result maps to real services with a reason attached, so the consultation button shows up right when someone knows what they want.

Answer the big question first

A design-build company that covers part of a metro saves everyone time by answering the location question up front, and welcomes homeowners who might assume they're out of range. The address checker settles it in one step, then sends everyone who qualifies straight to the nearest showroom and a booking.

One address, one answer. And the answer goes further than yes. It names the region, the closest showroom and how far away it is, then gives you somewhere to go next. Anyone outside the area gets a helpful route too.

Show it, let them feel it

Every competitor on the page uses the word transformation. Dragging the handle across someone's real backyard shows it better than any adjective, and it gives people something to play with, which keeps them around.

Let them do it themselves. The visitor controls the reveal, so it lands like a discovery of their own.

Built for a phone in the backyard

Most of these people are standing in the yard they want to change, on a phone, in full sun. So everything is built to shine there. Photo answers stay full-width and thumb-sized, the process stepper stacks neatly, and the call button stays on screen the whole way.

The Pacific Outdoor Living homepage on a phone, with the headline over a backyard pool photo and a call button pinned in the header.

A quiz question on a phone, with each photo answer card stacked full-width.

The five-step process section on a phone, with the steps stacked vertically.

Hiring is a marketing story too

A design-build company grows as fast as it can hire, and a project manager reads job ads the same way a homeowner reads landscapers: on a phone, half paying attention. So the hiring stories borrow the format people already scroll, and put the whole job on one card.

Title, full-time, location, what the role involves, and how to apply. That card stays fixed across the set while the photograph behind it changes, so eleven stories read as one campaign. The backgrounds are real Pacific Outdoor Living projects, which does the other half of the job: you see what you would be building before you read what you would be doing.

The opener. Brand first, job second. Two seconds of the work before any words about working there.

The whole job, one card. Role, type, location, what it involves, how to apply. Everything a candidate needs, right on the first card.

Ask for the follow. Plenty of people scrolling will apply another day. The second ask is lighter and it compounds.

Both asks at once. Apply if you're ready, follow if you'd like to stay close. The card holds steady around both.

Same card, different yard. Swapping only the photograph keeps the set easy to produce. A new posting is simply a new background.

Point at the button. The one piece of motion with a job: it aims at the single action waiting on this card.

Carry the story beyond the site

The email campaign runs the same play as the website, right in the inbox. It takes one finished backyard apart and names every decision inside it: the blue geometric tile, the natural flagstone, the pond, the sauna and cold plunge, the fire pit, the lighting, the native planting that cuts the water bill.

Each element gets a sentence on why it's there, exactly what a designer would say standing in the yard. Then two buttons, “Our Process” and “See Full Project”, pointing back at the two things on the site that do the convincing.

The print pieces carry the same story at both ends of the size range. The pull-up banner is the loud version, seven feet of it at a home show, where it has about two seconds to say these people build pools and outdoor kitchens and stand behind the work. The door hanger is the quiet version, distilled to its smallest form: five reasons, a QR code, and a phone number.

The first page of the Elements that Inspire email: a dark green layout with the headline over a pool photograph, asking what the elements of an outdoor space you'll never want to leave are, above notes on tiles and natural flagstone. — **One project, fully told.** The opening question gets someone picturing their own yard right away.

A page of the email showing seating and shade, a natural pond, and a sauna, hot tub and cold plunge, each with a short paragraph on the design decision behind it. — **Every element, and why.** Photograph, name, one sentence of reasoning. The same voice the five-step process uses on the site.

A page of the email covering the pool, fire pit, outdoor lighting and native low maintenance planting, in a two by two grid of photographs with captions. — **Down to the planting.** Native plants get their own entry, because lower water bills make a powerful case of their own.

One clear path. The email ends on a single button and the logo, so the next step is unmistakable.

The loudest version. Seven feet of it at a home show. Four checkmarks, one promise, the service list, and a photograph of the very thing you would be buying.

Both sides of a Pacific Outdoor Living door hanger: a photo grid with the line 'We design. We build. You sit back and relax.' and a QR code on the front, and five reasons homeowners trust the company on the back. — **The quietest version.** A door hanger gets one glance of attention, so it distills to five reasons, a QR code and a license number.