We built one Plumbing Services menu listing every service under five categories. We also added service and category pages that open on the customer's problem.
The business
PlumbSA is a licensed plumbing business working across Greater Adelaide and the Adelaide Hills. Its plumbers handle blocked drains, camera inspections and pipe relining, hot water and gas, leak detection, burst pipes, roof plumbing, toilets, kitchens and bathroom renovations. It offers same-day service, a written quote before work starts and a lifetime labour guarantee, with a plumber on call around the clock.
The brief
People rarely look for a plumber in general. They look for a plumber in their own suburb, or for help with the job in front of them: a drain that will not clear, a shower that runs cold, a gutter that overflows. PlumbSA's Google Ads answer those searches one service at a time.
The brief was to give each of those visitors a page about exactly their suburb or their job, and to keep the booking button, the number and the quote form in the same place on all of them. A visitor who lands on a suburb page in the Hills should find the same way to book as one who lands on the home page.
One menu for 19 services
The header carries a ticker of the service promises, the main menu, the number and a Book Online button. The Plumbing Services menu opens a single panel with five categories: Drains, Hot Water and Gas, Leaks and Pipes, Emergency, and Renos and Maintenance. Each category has a short description, and together they list all 19 service pages. Each category also has its own page, which repeats the services with a photo of the crew on the job.
Pages that open on the problem
All 19 service pages and all five category pages open with a question in the customer's words. The drains page asks whether the drain is blocked, broken or smelly. The roof plumbing page asks whether the gutter is leaking, rusted or blocked. On a service page, the service promise, the Book Online and Call buttons and a photo of the work come straight after the question.
Further down, a service page sets out what is included, how the job runs from the first call to the guarantee, the suburbs it covers, common questions and the services often booked with it. The roof plumbing page adds a section of photos of the crew at work, with height-safe access spelled out.
A page for every suburb
The service areas page sorts 270 suburbs into six regions: 24 in the CBD and inner suburbs, 30 in the east, 65 in the west, 47 in the south, 76 in the north and 28 in the Hills. Each suburb links to its own page.
A suburb page names the suburb in its headline, its tag line and its booking button. The services section is headed for homes in that suburb, every category card carries the suburb's name, and the closing questions ask about the suburb itself: whether all of it is covered, how fast a plumber can get there and whether there is a call-out fee.
The same quote form everywhere
Below the opening section, the home, service and suburb pages carry the same quote form, beside a column of current offers. The home page ends with a callback form that asks for a name, a mobile number, an email, the suburb and the kind of job, with the contact details and opening hours beside it.
Built for phones
On a phone, the number sits in a strip above the logo and the menu folds behind a single button. Book Online and Call stack under the headline, and a bar fixed to the bottom of the screen keeps the number and the call-out offer in reach on every page. Service pages keep the same order as the home page, so the question, the booking button and the call button are all on the first screen.
What it connects to
The site is where PlumbSA's Google Ads land. Each ad group sends people to the matching service page, with the number and the booking button in the header of every page. In the first 90 days of Google Ads, about 1 in 6 ad clicks became a call or form enquiry. The PlumbSA campaign case study sets out how that was measured.
For a plumbing business that needs a site built around suburbs and jobs, see our website design services and marketing for plumbing businesses.
