We built a three-panel menu from category to specific job, with job counts. We also added a booking form on every page, with the service already chosen on service pages.
The business
Elite Plumbing Group is a locally owned, licensed plumbing business in Wollongong, working across the northern and southern suburbs, central Wollongong, Shellharbour and Lake Illawarra. Its crew takes on blocked drains, hot water and gas, leaks and pipes, emergencies, renovations and maintenance, installations and civil works, with same-day service and fixed prices.
The brief
Homeowners rarely search for a trade. They search for the job in front of them, such as a leaking shower, a blocked toilet or a hot water system that needs replacing.
The brief was a page for each of those jobs, a menu that reaches any of them quickly, a page for every suburb the crew covers, and a booking form that already knows the service.
A three-panel menu
Plumbing Services opens on seven categories. Choose one and the middle panel lists its services, each with the number of specific jobs beneath it. Choose a service and a dark panel lists those jobs with a line on each, plus buttons to explore the service, see what is included or read common questions. Category pages repeat the structure as tabs with counts, so the drains page shows seven drain services under three opening questions.
121 service pages, 90 of them for specific jobs
Below the 7 categories sit 24 service pages and 90 pages for specific jobs. A specific job page, such as leaking shower repair without removing tiles, opens with a breadcrumb four levels deep, the job in the headline and the booking form beside it. It then sets out three fixed-price options up to replace and upgrade, the steps from first call to finished job, the crew behind the work, a prompt for related signs such as a damp wall behind the shower, the areas covered and other jobs the crew can help with.
64 suburb pages
The service areas page groups 64 suburbs into Shellharbour and Lake Illawarra, the northern suburbs, the southern suburbs and central Wollongong. Each suburb page puts the suburb in the headline, offers to book a plumber there, lists the seven categories for that suburb and closes with local questions answered.
A home page with a crew in it
The booking form hangs from a copper pipe beside the headline. Below come the current offers, the seven categories as cards with their services listed, the reasons to choose a local, licensed crew and a strip of short videos of the team on the job. A floating Google reviews badge and a callout offer stay on screen as the page scrolls.
Built for phones
On a phone a strip above the logo says the team is open now and shows the number, and a bar stays fixed to the bottom of every page with a tap-to-call number and the callout offer. Service pages open with the breadcrumb, the headline, a Request a quote button and a call button, with the booking form further down.
What it connects to
The site is where Elite's Google Ads land, with service ads pointing to the matching service page and its booking form. Nearly 1 in 3 website quote requests from Google Ads became a won job, and website quote requests carried 90% of the won job value. The Elite Plumbing Group campaign case study sets out how that was measured.
For a plumbing business that needs a page for every job and suburb, see our website design services and marketing for plumbing businesses.
