We built 91 service pages in 18 families, under four trade menus and an Emergency menu. We also added a What's going on? section with twelve everyday problems, the urgent ones in red.
The business
Alliance Plumbing is a Brisbane plumbing business with a head office in Coorparoo and vans across Greater Brisbane. Its licensed plumbers take on hot water and gas, burst pipes and leak detection, taps, showers and roof plumbing, blocked drains, sewer and stormwater, backflow, and bathroom and kitchen plumbing, with same-day emergency service.
The brief
Alliance offers a long list of jobs, and most visitors cannot name the one they need. They know the water bill has jumped, there is a wet patch in the lawn or the shower runs cold. The site had to hold a page for every job and still let a visitor start from what they can see.
It also had to keep the call close. A plumbing visitor often has water where it should not be, so every page needed a way to call or ask for a call back without hunting for it.
Menus by trade
The header carries an Emergency menu, in red, then four trade menus: hot water and gas, leaks and pipes, drains and sewer, and bathrooms and kitchens. Each trade menu opens on its service families first, such as Hot Water Systems with eight pages or Gas Fitting with six, then the jobs inside. Hot water splits into repairs and replacement and the system types: gas, electric, heat pump, solar and continuous flow.
Beside the list, each menu carries the problems people describe, with the urgent ones in red, and a card for the trade with a call button, such as Cold shower this morning? for hot water. The Emergency menu lists nine urgent jobs, from burst pipes to roof leaks, beside a card that says what to do first.
Shortcuts by problem
On the home page, What's going on? lists twelve everyday problems in plain words, such as a water bill that suddenly jumped, a wet patch in the lawn or grout cracking in the shower. Each one links to the job that fixes it. Four that should not wait, including a smell of gas and sewage outside, are shown in red. Beside them, the 18 service families are listed by trade with a page count for each.
91 service pages
Each service page opens with the job in the headline, three promises and the callback form on the first screen. The blocked drains page then sets out how the job is fixed in four steps, from the call to a CCTV inspection, a jet clear and a final camera check, before listing what is included and the other services on offer.
Booking in three steps
The home page explains the booking in three steps: call or send the form, a call back within 15 minutes, then the price and the fix. A red band near the foot of the page tells anyone with a burst pipe, a gas smell or sewage backing up to turn the water or gas off first, then call.
Built for phones
On a phone, the header keeps a Call Now button beside the menu. The menu opens on an emergency line, then the four trades and the What's going on? problems, with Book online and Call now pinned to the bottom of the menu. Service pages keep the job, the promises and the call button on the first screen.
What it connects to
The site is where Alliance's Google Ads land. Most ads send people to the matching service page, so someone searching for a gas fitter lands on the gas fitting page. The Alliance Plumbing campaign case study reports that about one in five ad clicks became a call or form enquiry since ads began, and that the roof plumbing and gas ads brought in 62% of all enquiries.
For a plumbing business planning a site like this, see our website design services and marketing for plumbing businesses.
