OK, thanks for that. One other possibility that drives people crazy is bad connections.
In your case, it seems you have low voltage at points away from your battery. This could very well mean that your connections to your battery top terminals, or perhaps the connections to your 12 volt main panel board are not well made.
Check both the main positive and the main negative lines between the battery and the main panel board. What happens in this case is the bad connection comes through as a high resistance connection and sucks the voltage down so that the loads like your pump and lights do not get proper voltage to them. The more load you add to the circuit only compounds the effect of the bad connection and the voltage at the actual load gets lower and lower. This would explain why your voltage gets lower with each light, and the heavier load of your water pump really sucks the voltage down.
I have a laser temperature gun ($20) and if I point this at a bad connection the connection is much hotter than it should be, and the temperature readout on the laser gun shows it. Try just feeling the wires, and jiggling them when you have some lights on. Suddenly, you may see the lights come on bright and you will have found your problem.