The client & summary
BASELINE Water, launched under the working name ZERO, is a premium residential water filtration brand from Perth, Australia. The core objective was a high-end, minimalist website that positions the whole-home filtration system as a premium wellness and performance product, not plumbing equipment, and captures leads.
The challenge
The brand targets high-income homeowners and health-focused buyers and took its design cues from leading consumer tech brands. Every call to action had to open or scroll to the right lead form in the client's HighLevel CRM, and a separate "Become a partner" page had to recruit trade partners.
Our solution
Our team built the website in about six weeks, from 21 May to 2 July 2026.
Discovery and scope
The brief listed premium tech product pages as design references and described the audience and positioning in detail.
Design
The first draft was ready on 2 June 2026. After the first revisions the site moved to a dark palette with black and dark grey backgrounds and black buttons, closer to the client's favourite reference. Later rounds added the client's hero image and controller shots, combined two trust bars on the partner page and placed it below the video, matched logo sizes and added certification and partner logos to the trust bar.
Build and launch
The site runs on WordPress with Elementor. Our team recreated the forms in HighLevel to match the site design, including a pop-up, and checked that every navigation link and call to action reaches the correct form. The site was migrated on 2 July 2026, with a guide on editing text and images.
Challenges we solved
Premium consumer tech feel for a filtration system: dark visuals, product highlights and trust bars that make the system look like a lifestyle product.
Positioning
The brief positioned the product as a premium wellness and performance product rather than plumbing equipment, for high-income homeowners and health-focused buyers aged 28 and over. All traffic is driven to a single, high-conversion product page, while trade partners such as plumbers and retailers form a secondary audience.
Two landing pages for Meta Ads
The site has two primary pages that serve as distinct landing pages for Meta Ads: a B2C product page and a B2B "Become a partner" page. The product page uses premium scroll animations inspired by leading consumer tech product pages to present the system dynamically. The partner page follows a proven lead-generation template with a prominent video placeholder near the top, logos of trade partners and a client-provided form.
Navigation and calls to action
After the first revision the top menu was rebuilt in the style of a premium tech site, with the logo on the left, every page listed clearly - home, the product, about, become a partner and contact - and a "Get a quote" call to action on the top right. The call-to-action buttons were later made more minimal in size. The palette is pure monochrome, black and white with no accent colours.
Structure
Alongside the product and partner pages, the site includes home, about and contact pages, a privacy policy and terms of service. Logos, product videos and images supplied by the client were used across the pages.
Technology stack
- WordPress
- Elementor Pro
- HighLevel CRM forms (embedded and pop-up)
- Trust bars with certification logos
Results
- Premium website live on 2 July 2026.
- Product page with core system highlights and trust bars.
- "Become a partner" page for trade partners.
- All calls to action connected to HighLevel CRM forms.
- Editing guide for text and images.
Frequently asked questions
How long did the BASELINE Water website take?
About six weeks, from 21 May to 2 July 2026, including six revision rounds.
Where do the leads go?
Into the client's HighLevel CRM through embedded forms and a pop-up.
Who is the "Become a partner" page for?
Trade partners interested in working with the brand. It has its own trust bar, video and lead form.
Which platform is it built on?
WordPress with Elementor.
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