What a plumber's website has to show first
Someone is about to let a stranger in because a pipe, a boiler or a ceiling is in trouble. The page has to answer “who is this, and are they allowed to do the work?” before it does anything clever.
- The registrations you actually hold. If you work on gas, that means Gas Safe, near the top, with a link to the Gas Safe Register so a careful customer can check the engineer. Any other scheme you are on can sit with it. A badge you do not hold stays off the page.
- Reviews in the customer’s words, next to photographs of jobs your firm did. A stock picture of someone else’s bathroom does not help a person with a leak decide.
The phone number stays on every screen of the mobile site. A house with water coming through the ceiling is not going to hunt for a contact page.
A page for the jobs people type in
Very few people search for “plumbing services”. They search “plumber near me”, “emergency plumber”, “boiler repair” or a leak under the sink. Each kind of work you want more of gets its own page: emergency call-outs, boiler and heating work, leaks, and the planned jobs, such as bathrooms, if you actually do them. The page says what that customer needs to know, and the form asks about that job.
Landlord and letting-agent work is a different enquiry from a one-off leak. If you want it, give them a page that lists the jobs you take for rented homes, and a way to send more than one property in the same go. That is more use than a line on the homepage.
Already got a site Google knows? We keep the addresses it has indexed, so the new one does not throw away the ground you have already made.
The same shape of site, written for electrical firms and the schemes they belong to, is on websites for electricians. SELECT, NICEIC and NAPIT are electrical registrations. They are not what a plumbing firm puts on the page.
What happens after they get in touch
The website is half of it. The form, a missed call, a text, WhatsApp, a Facebook or Instagram message and the chat on the site all arrive in one inbox on your phone. An AI agent trained on your jobs and your patch replies within minutes, in your voice. A burst pipe is not a bathroom quote, and a boiler that has stopped is not a dripping tap, so it asks the questions you would: what is going on, where, how soon, and for a photo of the leak or the boiler badge if that helps.
It will not price the job and it will not promise a time. Anything that sounds like gas, or water coming through a ceiling, comes straight to you. It does not hand out plumbing advice. For the calls you cannot take with wet hands, you choose a voice agent to pick up, or a WhatsApp from your own number. The detail of that side is on the page about enquiry handling for plumbers.
Once the job is done, the customer gets a Google review request, so the next person who searches has something real to read.
If you want a figure on what a slow reply costs, the missed enquiry calculator uses three numbers from your own firm.
Built for your firm, and quick on a phone
The site is designed around your firm and built by hand. It is not a template with the town name swapped. It loads quickly on a phone with a poor signal, which is how a lot of these searches happen, and the words sit in the page, where Google can read them.
One site we have built is Fix It, a renovation and maintenance firm in Glasgow’s West End. It is there so you can see the standard. It is not a plumbing firm, and we are not going to pretend it is a plumbing case study.