Plumbwell Plumbing: a 526-page landing site for its Google Ads

We built the 526-page site that Plumbwell Plumbing's Google Ads send people to: 19 service pages, 76 job pages, 12 region pages and 410 suburb pages, each with the call button and a callback form in the same place. Every page is written for someone who has just clicked an ad about a job or a place.

The business

Plumbwell Plumbing is a plumbing business based in Marrickville, working across the Inner West and greater Sydney. Its plumbers handle blocked drains, hot water, gas, leaks, bathrooms, and strata and commercial work, all under one licence that covers water and gas.

It is a crew of five, and the phone is answered by the owner or one of the crew, not a call centre. The business leads with two promises: no call-out fee, and the price in writing before anyone opens a toolbox.

The brief

This site exists for Plumbwell's Google Ads. The ads are split by job and by place: service ad groups for work such as hot water, gas, showers, toilets and gutters, and a campaign for suburbs and regions across Sydney. Each needed a page that answers the search that brought someone there, with the same terms and the same ways to get in touch on every page.

Because its job is to answer the ad, the site is kept out of search results on purpose. This study is about what a person sees in the seconds after they click.

What we built

19 services, 76 job pages

The Services menu lists 19 services in two columns. Hover one and its job pages appear beside a photo: for blocked drains, a kitchen sink not draining, a blocked toilet, a blocked shower and bath drain, and a blocked main sewer line. Each service page links to the same jobs further down, so the 19 service pages open into 76 job pages, and a common job has a page of its own.

A home page that starts from the problem

Under the price promise, the home page asks visitors to find the thing that has gone wrong. Every service is a card with a photo, a same-day or 24/7 tag, a short note in plain words and a link to call about it. Further down, a scrolling strip shows the crew's own job photos, each captioned with the job, and an intro video introduces the owner and the crew.

12 regions, 410 suburbs

The Service Areas page sets out 12 regions and 410 suburbs and asks visitors to pick the suburb they are standing in. Region pages list the suburbs they cover. Each suburb page opens with a headline naming the suburb, then names the suburbs either side of it and repeats the same terms: no call-out fee, and the price in writing before work starts. Suburb pages also link to other suburbs nearby.

A callback form that asks three things

The callback form asks for a name, the best number to ring and what has gone wrong, with suburb, email and notes optional. On service and job pages, the service is already chosen in the form. The same form sits on the home, service, job, region, suburb and booking pages.

Built for phones

On a phone there are two ways to call before the first scroll: a Call button in the header beside the menu, and a full-width call button under the headline. Offer tiles follow, setting out the no-call-out-fee promise, a first-job discount, the 24/7 service and the Google rating.

What it connects to

This is the site the Google Ads send people to. The service ad groups send people to the matching service page, and the region and suburb pages cover the places the suburb campaign targets. Calls and web forms from the ads are traced to the ad behind them and followed through to the job in the client's records, so the account is judged on won work.

The results are in the Plumbwell Plumbing Google Ads case study.