Primary Goal & Target Audience Analysis

Objective:
The main goal is to drive product purchases (especially hot tub covers and spa parts) and lead generation from both retail and trade customers (installers/companies).

Target Audience:

• Homeowners with pools, spas, or hot tubs needing parts or upgrades
• Trade professionals (installers, pool/spa maintenance, retailers)

Current Alignment:

• The navigation and categorization support DIY users and trade efficiently.
• Trade messaging is clear but visually secondary.
• No clear emotional triggers for urgent buyers, nor much emphasis on common pain points (e.g., “hot tub broken?” or “struggling to find the right part?”).

Offer Strength & Positioning Assessment