01 · The client
Aquascapes Recreational Contractors has served Waterloo Region since 1994, building deep technical capability across vinyl-pool construction, seasonal service, maintenance, repairs and a retail store.
It is really several connected businesses: new builds, service, and retail, each with its own customers, decision stages and seasonal rhythm. None of that structure existed anywhere a machine could read it.
At a glance02 · The challenge
Recreational contracting and retail · Waterloo Region · seasonal demand
Traffic was declining and local competition was increasing. Three decades of technical capability and a strong local reputation were not visible to the systems people now use to choose a contractor.
The search environment had moved to Google Maps, search results, AI Overviews, Bing and AI assistants: surfaces that do not reward a reputation they cannot resolve. Nothing in the old presence told them what Aquascapes did, where, for whom, or on what evidence.
A machine cannot recommend what it cannot describe. Thirty years of proof that lives only in customers' heads is, to a search system, no proof at all.
The capability was real. The record of it was not.
03 · The strategy
Six blocks, in the order they had to happen. Each is a precondition for the next: you cannot rebuild a Business Profile against a model of the business that does not exist yet, and you cannot expose reporting to an agent until there is reporting.
01
Modelled Aquascapes as it actually operates: legal identity, services, service areas, people, qualifications, certifications, technical knowledge, customer stories, project outcomes, store categories and seasonal workflows. That structure then shaped the content model, the information architecture, the booking flows and the structured data.
02
For a local business the profile is a major public connection point into Google's knowledge graph. Details, categories, services, attributes, service areas and content were rebuilt against the same model of the business as the site, so the two agree instead of drifting.
03
A relational graph connecting the brand to its legal and operating identity, including the CRA business number, plus links to the outside sources that confirm them, service categories, neighbourhoods, customer stories, qualifications and the evidence behind each claim. Shaun's expertise in vinyl pools, construction, maintenance, seasonal operation and troubleshooting is stated in the record and linked to him by name.
04
A ground-up Astro build with React islands for the interactive journeys: a multi-step booking wizard for openings, closings and maintenance, seasonal and holiday-adjusted scheduling, Stripe payment collection, and neighbourhood pages tied to the customer stories that belong to them.
05
Google and Bing search setup, entity reconciliation, structured data and automated Business Profile posting. A Google Apps Script engine consolidates GA4, Search Console, Bing Webmaster Tools, Business Profile, Clarity and PageSpeed into one sheet.
06
The reporting answers questions in plain language, and the public site publishes machine-readable descriptions of what it offers, so AI agents can find and use what Aquascapes publishes.
The reporting is exposed through a Cloudflare Worker as an MCP server, so the numbers can be queried conversationally. The public site carries an API catalogue, an MCP server card, an A2A agent card and WebMCP tools. The knowledge graph links out through sameAs references, and Shaun's expertise is modelled as knowsAbout relationships.
Each service became a product on Aquascapes' Google Business Profile, with a name, a price where there is one, a plain description and a branded image. Search and AI assistants read those products directly, so “who does pool closings in Waterloo, and what does it cost?” has a sourced answer.
One business, one account of it. The services, prices and descriptions match the website and the Record.
Vacuuming, skimming, water chemistry and equipment checks on a regular schedule, so your pool stays ready to swim all season.
On the Google Business Profile
04 · The site, at phone width
Astro with React islands for the interactive journeys. A multi-step booking wizard with seasonal and holiday-adjusted scheduling, Stripe payment, and neighbourhood pages tied to the customer stories that belong to them.
The live site, aquascapesrc.ca
The live site · aquascapesrc.ca
Lighthouse · 99 / 100 / 96 / 92
05 · What moved, and how we know
Every figure names the system it came from, so each one can be traced back to the place it was measured rather than taken on trust.
New-build enquiries
+300%
New-build enquiries since the rebuild, for the highest-value service line.
Validated by Aquascapes, September 2026
Figure
What moved
Window & source
+300%
New-build enquiries, up 300% since the rebuild.
Validated by Aquascapes, September 2026
4×
Retail store traffic and revenue, quadrupled since the rebuild.
Validated by Aquascapes, September 2026
99/100
Lighthouse Performance, with 100 Accessibility (AODA-grade), 96 Best Practices and 92 SEO. Independently re-runnable.
Lighthouse · anyone can re-run it
The business did not change. What a machine could say about it did.
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