We built a home page that starts from 16 everyday problems. We also added Google reviews in a home page block, a floating panel and pop-ups.
The business
Eagle Plumbing 24/7 is a local plumbing business covering Sydney and the Illawarra: from Palm Beach to Campbelltown and from Bondi to Penrith, and down the coast from Helensburgh through Wollongong to Albion Park. Its licensed plumbers and gas fitters take on hot water, gas, leaks, blocked drains, toilets and kitchens. A plumber answers around the clock, the price is fixed in writing before any work starts, and the site introduces the crew by name.
The brief
Eagle's earlier site covered the main services, with a focused blocked drains page and a regional directory. The service area is wide, though, and people search for a specific problem, a specific service or a plumber in their own suburb.
The brief was to give every service and every suburb from the Northern Beaches to Albion Park a page of its own, to put the business's Google reviews where a careful customer looks for them, and to keep the call and the quote form one step away on a phone.
A home page that starts from the problem
The home page opens with the promise that the customer will know the price first, four service promises, call and book buttons and a short quote form. Name and phone are the only required fields; email, suburb, the service and a note about the job are optional.
Further down, a grid of 16 everyday problems, from a dripping tap to a gas smell, sends each one to the page that deals with it, with the four urgent ones in red. The page also lists all 101 services by category, introduces the crew, explains the four steps from the call to a signed-off job and maps the service area.
101 services under five menus
The header carries a search box for a problem, a service or a suburb, the Google rating, a red 24/7 emergency button and the call button, with a ticker of current offers above it. Five mega menus cover Emergency, Hot water and gas, Leaks and pipes, Drains, and Toilets and kitchens, with a Specials link beside them.
The Drains menu, for example, groups blocked drains, drain cleaning, camera inspections, pipe relining, pipe patching, sewer repair and stormwater drainage, most with their specific jobs listed underneath, beside an offer card with a call button. Each service page opens with a breadcrumb, the service promises, call and book buttons and a quote form with the service already selected, then works through the signs, the causes and how the job is done.
531 suburbs, Sydney to the Illawarra
531 suburb pages sit inside 19 region pages. Each suburb page names the suburb, its postcode and region, and opens with a street photo from the area above a quote form with the suburb already filled in. Below that, the copy changes with the kind of homes in the suburb, a region map picks it out, and a short panel of census figures describes the homes there, followed by nearby suburbs and local questions answered.
On the home page, a colour-coded map of the regions takes a suburb or postcode search and shows how many suburbs each region covers.
Tools and guides
A problem finder asks a few quick questions, starting with whether water is pouring out, sewage is coming up or there is a smell of gas, and points to the likely cause, what is safe to do and the right page to read. An interactive diagram shows the plumbing in a house as 13 numbered parts, each with what goes wrong and the services that fix it. 38 guides answer the questions people ask before they call, each with a category, a reading time, a job photo and a key takeaways box.
Google reviews in three places
For a local plumber, other customers' words carry weight, so the reviews appear in three places. A reviews block on the home page shows the overall rating and a carousel of review cards, each linking back to Google. A floating rating button opens a panel with the rating breakdown, links to the Google profile and to every review, critical ones included, and recent reviews shown as written with names shortened. Short review pop-ups appear as the visitor scrolls.
A specials page sets out five offers, from the call-out to a seniors discount, each on its own card with its conditions. A new customer offer appears once per visit, after half a minute on the page or more than halfway down it, and closes with one tap. On desktop, part way down a page, a plumbing emergency prompt gives the first safety steps, with a call button and a link to what to do while waiting.
Built for phones
On a phone, the header shrinks to the logo, a call icon and the menu, and a Book and Call bar stays fixed to the bottom of every page. Call is a tap-to-call number on the thumb side. From a suburb page, Book carries the suburb into the booking request, just as the suburb page's own quote form has it filled in already.
The home page and the service pages add a full-width Call button in the page itself, above the fixed bar. The quote form asks for only a name and a phone number, and everything else is optional, so a visitor can send an enquiry with two fields filled in.
What it connects to
The site is built for paid search. Every service and every suburb has a page an ad can point to, so a search for a service, or for a plumber in a named suburb, can land on a page about exactly that. Calls and forms from the site can be traced to the page and the ad they came from, and matched to the jobs the client marks as won.
The Eagle Plumbing campaign case study covers the Google Ads work, and the Eagle Drains website case study covers the drain-specialist site. For a plumbing business that needs a site like this, see our website design services and marketing for plumbing businesses.
