We built a Services menu that opens each trade on its specific jobs, a crew photo and a call button. We also added service pages with the quote form already set to the service.
The business
Bayside Plumbing is a family plumbing business run by two Master Plumbers from Rosebery, in Sydney's south-east. Its licensed crew covers twelve trades, from blocked drains, hot water and gas fitting to pipe relining, strata and commercial plumbing, and works across Greater Sydney around the clock. There is no call-out fee, the price is written down before work starts, and the labour carries a lifetime warranty.
The brief
People rarely search for a plumber in general. They search for one job, such as a toilet installation or a leaking shower, or for a plumber in their own suburb. Bayside's Google Ads answer those searches, so each one needed a page about exactly that job or that suburb.
The brief was a site deep enough to give every search its own page, with the call and the quote form in the same place on every one, and a design that carries the crew, the vans and the promises from the home page to the smallest suburb page.
Twelve trades, one Services menu
The header carries the Services menu and links to offers, about, reviews, areas and FAQs, with a call button and a free-quote link on the right, under a strip that shows the open-now status, the 24/7 emergency line and the Google rating. The Services menu lists all twelve trades down the left. Hover over one and the panel shows a crew photo and the specific jobs inside that trade, each with a line on what it covers, then a call button and a quote link at the foot.
65 service pages
Twelve main service pages sit above 53 pages for specific jobs. A service page opens with the job in the headline, a short description of how the crew handles it, the call button, the Google rating and a crew photo, beside a quote form that already names the service. The blocked drains page opens with Blocked Drains selected, and a specific job such as toilet installation selects its trade, Bathroom Plumbing.
Further down, a service page sets out what is included with every job of that kind, then lists the specific jobs as photo cards so a visitor can pick the one they have. Recent job photos from the crew, the written-price promise, the three steps that follow a call, the regions covered and the common questions complete the page.
A page for every suburb
688 suburb pages cover Sydney, and the home page groups them into 20 regions, from the Eastern Suburbs to Wollondilly, with a link to browse every suburb. Each suburb page names the suburb in its headline and its local promise. A map highlights the suburb and the streets around it and names the neighbouring suburbs the crew works through, followed by all twelve trades, the nearby suburb pages and the common questions.
Proof that is easy to check
The Google rating sits in the header strip, in the opening section and beside the reviews, which the page says are shown word for word from Google. Photos of the crew's own recent jobs scroll across the page, and a section introduces the team behind the trucks. The home, service and suburb pages all explain the same three steps: tell us what is going on, get a written price first, and the job is fixed, tested and backed for life.
Built for phones
On a phone, the header shrinks to the logo and the menu, and the first screen leads with a large call button and the Google rating. The quote form follows, stacked to one column.
Once the visitor scrolls past the opening form, a call bar with the no call-out promise stays at the bottom of the screen, so the call button is never more than a thumb away, on the home page, the service pages and the suburb pages alike.
What it connects to
The site is where Bayside's Google Ads land. Ads for a specific job open on the matching service page, with the trade already named in the form, and local ads open on suburb pages. Calls and forms from the site are traced to the ad they came from and matched to the jobs the client marks as won, so the advertising is judged on won work, not clicks.
In the first 30 days of Google Ads, Bayside's ads returned 5.2× their cost in won jobs, and since ads began 62% of won job value has come from people who clicked the ad on a mobile phone. The Bayside Plumbing campaign case study sets out how that was measured.
For a plumbing business that needs a site at this depth, see our website design services and marketing for plumbing businesses.
