Complete Flow Plumbing: 325 pages from the Sutherland Shire to the Shoalhaven

We built Complete Flow Plumbing a 325-page website: 28 service pages, 288 suburb pages from the Sutherland Shire to the Shoalhaven, fixed-scope price options, a Specials page and online booking. It went live alongside the business's Google Ads, and the ads send people to its town and service pages.

The business

Complete Flow Plumbing is a licensed, locally owned plumbing business. Its plumbers work from the Sutherland Shire down through Wollongong, Shellharbour and Kiama to Nowra and the surrounding Shoalhaven, on hot water, blocked drains, leaks and burst pipes, gas, bathrooms and 24/7 emergency call-outs.

The business makes two promises to every customer: there is no call-out fee, and the price is put in writing before any work starts. The website had to carry both on every page.

The brief

The service area is long. It runs from the southern edge of Sydney to the Shoalhaven, across five regions and close to 300 suburbs. A customer in Kiama or Nowra should land on a page about their town, not a page about Sydney with a list of suburbs at the bottom.

The site also had to be ready for Google Ads on the day it launched. The ads would target searches that name a town and searches that name a job, so both needed a page that matched. And it had to work as well on a phone as on a desktop, with the call button always in reach.

What we built

One menu for 22 services

The Plumbing Services menu opens into five groups: Hot Water and Gas, Drains, Emergency, Leaks and Pipes, and Renos and Maintenance. The four most-requested jobs, hot water, blocked drains, emergency plumbing and leaks, sit in a row across the top. A photo panel on the right links straight to the 24/7 emergency plumber page. Behind the menu sit 28 service pages: a services hub, five category pages and 22 service pages.

Prices before the work

Service pages carry a section headed with the promise itself: clear scope, fixed price. On the Blocked Drains page it sets out three options, a drain clear, a full repair, and a replace and upgrade, each listing what is included and each with its own booking button. Every job is still quoted in writing on site before work starts.

The Specials page adds three fixed-price offers, on a drain clear, a new hot water system and a leaking tap repair, each with a button to claim it. A floating button on desktop repeats the no-call-out-fee promise on every page.

287 suburbs in five regions

The Service Areas page is a suburb finder. It lists 287 suburbs with their postcodes, grouped into five regions: the Sutherland Shire, Wollongong, Shellharbour, Kiama, and Nowra and the surrounding areas. Nearly half of them are in that last group, so the towns at the far end of the service area get their own pages too.

Every suburb links to its own page, which opens with a headline naming the suburb, the call button and the quote form. Service pages also name suburbs right across the service area.

Booking, specials and the people

The quote form is the same everywhere: name, mobile, suburb, the job and a short note, with email optional. The Book Online page uses the same form, and the business calls back to confirm a time. The About page introduces the business and the team, and a strip across the top of every page lists recent jobs in plain words.

Built for phones

On a phone, the headline and the price promise come first, then a full-width call button. A call bar stays pinned to the bottom of the screen with a tap-to-call number and a no-call-out-fee button beside it, so calling is one tap away however far down the page someone scrolls. The menu folds behind a single button in the header.

What it connects to

The website and the Google Ads launched together. One campaign targets searches that name the towns the business covers and sends people to that town's page. Others target jobs such as hot water, blocked drains and leaks, and send people to the matching service page. Calls and forms from the ads are traced to the ad behind them and followed through to the job in the client's records.

In the first 14 days of Google Ads, won jobs came to 5.3 times the ad spend. How that was measured, and what the first weeks showed about towns, days and calls, is in the Complete Flow Plumbing Google Ads case study.