Eagle Drains: a drain website with clear problem guides and quick callbacks

We built service pages that open with the problem in three questions and a three-part answer. We also added a service areas page grouping every suburb page into 14 areas.

The business

Eagle Drains is the drain-specialist brand of Eagle Plumbing, working across Sydney and the Illawarra. Its crew does drains and nothing else: blocked drain clearing, hydro jetting, CCTV inspection, stormwater repairs, pipe relining and patching, sewer repairs, excavation and emergency clearing, with the price written down on site and the labour guaranteed for life.

The brief

The service area is large: Sydney and the Illawarra. People search for the problem they can see, such as a slow, smelly or blocked drain, or for a drainer in their own suburb, and both searches need a page about exactly that.

The brief was a page for every drain service and every suburb in Sydney and the Illawarra, each with a way to book that takes seconds, under a design that reads as a drain specialist rather than a general plumber.

Nine services, opened by the problem

The Services menu lists all nine drain services, and the site files them under three groups: drains, pipe repairs and emergency. Each service page opens with the problem in three questions and a three-part answer, such as Cracked? Roots? Broken? followed by Relined. No digging. 50-year life. Further down it sets out three ways to scope the job at a fixed price, a four-step process from booking to a cleared drain proven on camera, a panel with the number for anyone ready to call, common questions and links to the other eight services.

A page for every suburb

538 suburb pages sit behind a service areas page that groups them into 14 areas, from the Sydney CBD and the Inner West to the Northern Beaches, Western Sydney and the Illawarra. Each suburb page puts the suburb in the headline, offers to book a drainer for it, lists the nine services for that suburb and answers local questions.

A home page built on three promises

The headline reads Blocked drains cleared today. Camera proof. Fixed price upfront. A ticker above the header repeats the guarantees, and photo cards for five services turn over beside the headline. Below come the current offers beside a callback form, the nine services as numbered cards, a Skip the form panel with the number, four reasons to choose Eagle and three standards: diagnose properly, clear it once and stand behind it. Eight common questions close the page before the booking form.

A form that needs two answers

The callback form asks for a name and a phone number. Email, suburb and a description of the problem are optional, and the form says a licensed drainer calls back inside 15 minutes. The booking page carries the same form beside the 24/7 line and the service area.

Built for phones

On a phone the number sits in a bar above the logo, and a two-button bar stays fixed to the bottom of every page: Book Online on the left and the 24/7 line on the right. Service pages keep their three-question opening at phone width, with a large Book Online button underneath.

What it connects to

The site was the landing ground for Eagle Drains' Google Ads campaign, with the service ads pointing to the page for their service. The Eagle Drains campaign case study shows the share of demand for inspection and repair rather than clearing a blockage, which is why those services carry their own pages. Eagle Plumbing, the sister brand for general plumbing, has its own site, covered in the Eagle Plumbing website case study.

For a trade business that needs a page for every service and suburb, see our website design services and marketing for plumbing businesses.