Case Study
Case Study
How Chemsol Group Tripled Revenue Through Complete Business Transformation
Company
Chemsol Group
Company
Chemsol Group
Company
Chemsol Group
Services
Complete Rebrand • Website Development • Business Systems • Strategic Recruitment • Process Automation • Growth Consulting
Services
Complete Rebrand • Website Development • Business Systems • Strategic Recruitment • Process Automation • Growth Consulting
Services
Complete Rebrand • Website Development • Business Systems • Strategic Recruitment • Process Automation • Growth Consulting
Industry
Water Treatment
Industry
Water Treatment
Industry
Water Treatment
Year
2022-2024
Year
2022-2024
Year
2022-2024
Chemsol Group, a family-owned water treatment specialist, had all the technical expertise but none of the systems needed to scale. With an outdated brand, no digital presence, manual processes, and a skeleton crew, they were stuck at £750K despite huge market demand. They came to us with a bold vision: "We want to be the UK's leading pool automation specialist - help us get there."
Chemsol Cymru Ltd
Trading as Chemsol Group
The rebrand gave us credibility, the website brought leads, the systems gave us capacity, and the recruitment gave us capability.
The challenges
Chemsol Group faced multiple interconnected challenges that were holding them back:
Invisible online: No website, no digital presence, losing deals to competitors who "looked" more professional
Outdated brand: 1990s logo and materials that undermined their cutting-edge technical capabilities
No systems: Everything was manual - quotes, invoices, project management - creating constant chaos
Skeleton team: Just 3 people trying to service increasing demand, turning away work daily
Knowledge bottleneck: All expertise trapped in the owner's head with no documentation
Limited reach: Word-of-mouth only, missing huge opportunities in the growing pool renovation market
The business had incredible potential but lacked every system needed to capture it.
Our approach
We executed a complete business transformation across five parallel workstreams:
Phase 1: Strategic Rebrand & Positioning
We repositioned Chemsol from "water treatment company" to "pool automation specialists." New logo conveying technical excellence, brand colours reflecting water and technology, messaging focused on innovation and reliability. The rebrand immediately elevated their market position and allowed premium pricing.
Phase 2: Digital Transformation & Website
Built a stunning WordPress website showcasing their technical expertise through case studies, certifications, and thought leadership content. Integrated with CRM for automatic lead capture, quote calculator for instant estimates, and resource library establishing authority. The site became their hardest-working salesperson.
Phase 3: Business Systems Implementation
Documented every process from initial enquiry to project completion. Implemented Make.com automations for quotes (3 hours to 15 minutes), project management in Monday.com, automated invoicing through Xero. Created SOPs for everything, enabling delegation and quality control. The business could finally run without constant owner involvement.
Phase 4: Strategic Recruitment Campaign
Designed and executed targeted recruitment for 8 key positions. Lead Engineer, Operations Manager, Project Manager, Finance Manager, technical team of 4 engineers, and office staff. Used competency-based interviews and technical assessments. Built onboarding programme that had new hires productive within two weeks.
Phase 4: Strategic Recruitment Campaign
With brand, systems, and team in place, we launched multi-channel growth strategies. LinkedIn outreach, Meta Ads, Google Ads, email nurture campaigns for quoted prospects, partnership programme with pool builders. Every channel was systematised and measured.
The challenges
Chemsol Group faced multiple interconnected challenges that were holding them back:
Invisible online: No website, no digital presence, losing deals to competitors who "looked" more professional
Outdated brand: 1990s logo and materials that undermined their cutting-edge technical capabilities
No systems: Everything was manual - quotes, invoices, project management - creating constant chaos
Skeleton team: Just 3 people trying to service increasing demand, turning away work daily
Knowledge bottleneck: All expertise trapped in the owner's head with no documentation
Limited reach: Word-of-mouth only, missing huge opportunities in the growing pool renovation market
The business had incredible potential but lacked every system needed to capture it.
Our approach
We executed a complete business transformation across five parallel workstreams:
Phase 1: Strategic Rebrand & Positioning
We repositioned Chemsol from "water treatment company" to "pool automation specialists." New logo conveying technical excellence, brand colours reflecting water and technology, messaging focused on innovation and reliability. The rebrand immediately elevated their market position and allowed premium pricing.
Phase 2: Digital Transformation & Website
Built a stunning WordPress website showcasing their technical expertise through case studies, certifications, and thought leadership content. Integrated with CRM for automatic lead capture, quote calculator for instant estimates, and resource library establishing authority. The site became their hardest-working salesperson.
Phase 3: Business Systems Implementation
Documented every process from initial enquiry to project completion. Implemented Make.com automations for quotes (3 hours to 15 minutes), project management in Monday.com, automated invoicing through Xero. Created SOPs for everything, enabling delegation and quality control. The business could finally run without constant owner involvement.
Phase 4: Strategic Recruitment Campaign
Designed and executed targeted recruitment for 8 key positions. Lead Engineer, Operations Manager, Project Manager, Finance Manager, technical team of 4 engineers, and office staff. Used competency-based interviews and technical assessments. Built onboarding programme that had new hires productive within two weeks.
Phase 4: Strategic Recruitment Campaign
With brand, systems, and team in place, we launched multi-channel growth strategies. LinkedIn outreach, Meta Ads, Google Ads, email nurture campaigns for quoted prospects, partnership programme with pool builders. Every channel was systematised and measured.
The challenges
Chemsol Group faced multiple interconnected challenges that were holding them back:
Invisible online: No website, no digital presence, losing deals to competitors who "looked" more professional
Outdated brand: 1990s logo and materials that undermined their cutting-edge technical capabilities
No systems: Everything was manual - quotes, invoices, project management - creating constant chaos
Skeleton team: Just 3 people trying to service increasing demand, turning away work daily
Knowledge bottleneck: All expertise trapped in the owner's head with no documentation
Limited reach: Word-of-mouth only, missing huge opportunities in the growing pool renovation market
The business had incredible potential but lacked every system needed to capture it.
Our approach
We executed a complete business transformation across five parallel workstreams:
Phase 1: Strategic Rebrand & Positioning
We repositioned Chemsol from "water treatment company" to "pool automation specialists." New logo conveying technical excellence, brand colours reflecting water and technology, messaging focused on innovation and reliability. The rebrand immediately elevated their market position and allowed premium pricing.
Phase 2: Digital Transformation & Website
Built a stunning WordPress website showcasing their technical expertise through case studies, certifications, and thought leadership content. Integrated with CRM for automatic lead capture, quote calculator for instant estimates, and resource library establishing authority. The site became their hardest-working salesperson.
Phase 3: Business Systems Implementation
Documented every process from initial enquiry to project completion. Implemented Make.com automations for quotes (3 hours to 15 minutes), project management in Monday.com, automated invoicing through Xero. Created SOPs for everything, enabling delegation and quality control. The business could finally run without constant owner involvement.
Phase 4: Strategic Recruitment Campaign
Designed and executed targeted recruitment for 8 key positions. Lead Engineer, Operations Manager, Project Manager, Finance Manager, technical team of 4 engineers, and office staff. Used competency-based interviews and technical assessments. Built onboarding programme that had new hires productive within two weeks.
Phase 4: Strategic Recruitment Campaign
With brand, systems, and team in place, we launched multi-channel growth strategies. LinkedIn outreach, Meta Ads, Google Ads, email nurture campaigns for quoted prospects, partnership programme with pool builders. Every channel was systematised and measured.
The results
The complete transformation delivered extraordinary results across every metric:
Revenue tripled from £750K to £2.3M
Team grew from 8 to 20 people with clear roles and career progression
Website generates 40+ qualified leads monthly (previously zero digital enquiries)
85% reduction in quote preparation time through automation
Won 5 major projects worth £1.2M combined
Profit margins increased 35% through premium positioning and efficiency
Owner reduced hours from 60 to 30 per week while tripling revenue
Chemsol transformed from invisible local contractor to the go-to pool automation specialist for the UK market.
Testimonial
"Smart Growth Agency didn't just fix one problem - they transformed our entire business. The rebrand gave us credibility, the website brought leads, the systems gave us capacity, and the recruitment gave us capability. Going from £750K to over £2M+ seemed impossible, but with their simple but effective approach, it felt inevitable. Best investment we've ever made."
Lessons learned
Brand matters in B2B: Professional appearance immediately opened doors to bigger contracts
Recruitment multiplies growth: The right people in the right roles accelerated everything
Systems before scaling: Documenting processes before hiring prevented quality issues
Digital presence is non-negotiable: 70% of new business came through the website
Specialisation commands premiums: Positioning as automation experts justified 30% higher prices
Key takeaways
Chemsol's transformation proves that comprehensive change beats incremental improvement. By attacking every growth constraint simultaneously - brand, digital, systems, people - the results compound exponentially. The investment in complete transformation paid for itself within 6 months and continues delivering returns. Sometimes you need to rebuild the plane while flying it.
The results
The complete transformation delivered extraordinary results across every metric:
Revenue tripled from £750K to £2.3M
Team grew from 8 to 20 people with clear roles and career progression
Website generates 40+ qualified leads monthly (previously zero digital enquiries)
85% reduction in quote preparation time through automation
Won 5 major projects worth £1.2M combined
Profit margins increased 35% through premium positioning and efficiency
Owner reduced hours from 60 to 30 per week while tripling revenue
Chemsol transformed from invisible local contractor to the go-to pool automation specialist for the UK market.
Testimonial
"Smart Growth Agency didn't just fix one problem - they transformed our entire business. The rebrand gave us credibility, the website brought leads, the systems gave us capacity, and the recruitment gave us capability. Going from £750K to over £2M+ seemed impossible, but with their simple but effective approach, it felt inevitable. Best investment we've ever made."
Lessons learned
Brand matters in B2B: Professional appearance immediately opened doors to bigger contracts
Recruitment multiplies growth: The right people in the right roles accelerated everything
Systems before scaling: Documenting processes before hiring prevented quality issues
Digital presence is non-negotiable: 70% of new business came through the website
Specialisation commands premiums: Positioning as automation experts justified 30% higher prices
Key takeaways
Chemsol's transformation proves that comprehensive change beats incremental improvement. By attacking every growth constraint simultaneously - brand, digital, systems, people - the results compound exponentially. The investment in complete transformation paid for itself within 6 months and continues delivering returns. Sometimes you need to rebuild the plane while flying it.
The results
The complete transformation delivered extraordinary results across every metric:
Revenue tripled from £750K to £2.3M
Team grew from 8 to 20 people with clear roles and career progression
Website generates 40+ qualified leads monthly (previously zero digital enquiries)
85% reduction in quote preparation time through automation
Won 5 major projects worth £1.2M combined
Profit margins increased 35% through premium positioning and efficiency
Owner reduced hours from 60 to 30 per week while tripling revenue
Chemsol transformed from invisible local contractor to the go-to pool automation specialist for the UK market.
Testimonial
"Smart Growth Agency didn't just fix one problem - they transformed our entire business. The rebrand gave us credibility, the website brought leads, the systems gave us capacity, and the recruitment gave us capability. Going from £750K to over £2M+ seemed impossible, but with their simple but effective approach, it felt inevitable. Best investment we've ever made."
Lessons learned
Brand matters in B2B: Professional appearance immediately opened doors to bigger contracts
Recruitment multiplies growth: The right people in the right roles accelerated everything
Systems before scaling: Documenting processes before hiring prevented quality issues
Digital presence is non-negotiable: 70% of new business came through the website
Specialisation commands premiums: Positioning as automation experts justified 30% higher prices
Key takeaways
Chemsol's transformation proves that comprehensive change beats incremental improvement. By attacking every growth constraint simultaneously - brand, digital, systems, people - the results compound exponentially. The investment in complete transformation paid for itself within 6 months and continues delivering returns. Sometimes you need to rebuild the plane while flying it.
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Sometimes the hardest part is reaching out — but once you do, we’ll make the rest easy.
Phone
Opening Hours
Mon to Fri: 9.00am - 5.30pm
Sat Sun: Closed
Sometimes the hardest part is reaching out — but once you do, we’ll make the rest easy.
Phone
Opening Hours
Mon to Fri: 9.00am - 5.30pm
Sat Sun: Closed