A plumbing website has one job: turn someone with a problem into a phone call. There is no brand journey and no scroll-driven storytelling. Someone has a leak, or they are pricing a bathroom, and they want to know whether you cover their area and what it will cost.
Start with the two visitors
Every plumbing site serves two people who behave completely differently. The emergency has water coming through a ceiling: they will scan for a phone number, decide in under ten seconds whether you are local, and call. They will not read anything.
The planner is pricing a new bathroom or a boiler replacement. They will compare two or three companies, look at prices, read about the work and fill in a form – often in the evening. Build for the emergency above the fold, and for the planner everywhere below it.
The page list
Eleven pages, and you can build them all in a weekend because most are short. Resist the urge to add more – a plumber with fourteen thin pages ranks worse than one with seven good ones.
The individual service pages are the ones that carry search traffic. If the client only has time to give you information for three pages, make it those.
What goes above the fold
A tappable phone number in the header, sticky on mobile. The town or region in plain text. Hours or availability. One trust signal – years in business, a registration number, or a review rating.
That is the whole hero. No carousel. A carousel costs you conversions here because the emergency visitor is scanning, and moving content is harder to scan.
Setting up the quote form
The single biggest improvement you can make to a trade site’s form is asking for the job type before asking for contact details. It qualifies the enquiry and makes the form feel shorter than it is.
Four fields is the target: job type, postcode, name, phone. Email is optional – trade customers expect a call back, not an email thread.
The handover
The build is the easy part. What determines whether you get a call every week for the next year is what you hand over on the last day: logins in a password manager share, a one-page document covering prices, opening hours and adding a photo, and a five-minute screen recording walking through those same three things.
Settle who is responsible for updates, backups and hosting renewals in writing, before the invoice goes out.