Example layouts for plumbing websites

Concept one: the one-van local plumber

The business: a sole trader covering one town and the villages around it, doing repairs, small installations and some bathroom work. Most work comes from word of mouth and the Business Profile. The owner answers the phone personally and cannot take calls while on a job, so callbacks matter.

The site: six to eight pages. The home page leads with the owner's name and photo, because customers are choosing a person, not a brand. A short list of job types sits under the main heading, each linking to a brief service page. The contact section offers a call button and a three-field callback request, with a line explaining that calls may go to voicemail during jobs and are returned the same day.

Why it works: it is honest about how the business runs. A customer who knows they will get a call back within a few hours is less likely to ring the next plumber than one who hits voicemail with no explanation.

Concept two: the heating and boiler specialist

The business: a small team focused on boiler installation, servicing and repairs, with Gas Safe registered engineers. Jobs are higher value and customers research more before deciding.

The site: twelve to fifteen pages. Each main service, such as boiler replacement, annual servicing and breakdown repairs, gets a detailed page explaining what is included, what happens on the day and how quotes work. A credentials section lists each engineer's Gas Safe status with the registration number and a link to the public check.^[1] Guides answer common questions such as how long a boiler service takes or what to expect from a replacement survey.

Why it works: people spending a significant sum on a new boiler want to understand the process and see proof of competence. Detailed, checkable information does the selling that a slogan cannot.

Concept three: the emergency-led drainage and leaks firm

The business: a firm whose main work is urgent: leaks, blockages and burst pipes, with an on-call rota for evenings and weekends.

The site: the home page behaves like an emergency page. The first screen shows the problems handled, the postcodes covered for urgent work and a large call button. Cover hours are stated exactly. A clear note tells anyone who smells gas to call the National Gas Emergency Service on 0800 111 999 instead.^[2] Separate pages for the main emergency types carry short practical advice, such as finding the stopcock, while the customer waits.

Why it works: it matches the urgency of the visitor and makes no promises the rota cannot keep. The ASA has upheld complaints about plumbing firms' "24/7" and fixed response-time claims where evidence was missing, so the concept states real hours instead.^[3]

Concept four: the multi-trade bathrooms and heating firm

The business: an established firm with separate teams for bathroom design and fitting, heating, and general plumbing, covering a county from two bases.

The site: twenty to thirty pages, organised by division. Each division has its own section with service pages and examples of finished work. Area pages are built around the two real bases rather than every town, with coverage lists for the places each base serves. A projects section shows completed bathrooms with photos and short descriptions written from the job notes, published only with the customer's permission.

Why it works: customers looking for a bathroom refit and customers with a broken boiler want very different things. Separate sections let each find their path quickly, while area pages reflect where the teams genuinely work, keeping clear of Google's doorway page rules.^[4]

What all four have in common

• The phone number and main action are visible on a phone without scrolling far.
• Services are described in customers' words, not trade jargon.
• Credentials are shown with numbers and check links, never as decoration.
• Coverage is specific, and urgent cover is stated separately where it differs.
• Photos show the firm's own people and work.
• Every claim on the site is something the business can prove.

If one of these patterns looks close to your business, the brief builder will help you write down the details, and the feature checklist shows what goes into each build.