We built five service mega-menus, an Areas menu with a map and a twelve-card problem finder. We also added suburb pages with their own maps, census facts and a quote form set to the suburb.
109
suburb pages with their own maps
12
problems in the problem finder
The business
State Choice Plumbing is a residential plumbing and gas fitting business working across Canberra and the ACT. It clears blocked drains, repairs and replaces hot water systems, fits and repairs gas, finds leaks, fixes burst and frozen pipes, and answers the phone day and night for emergencies.
Its customers are Canberra homeowners and renters. Many arrive with something already going wrong: a toilet that will not flush, no hot water on a frosty morning, a gas smell by the meter, roots in an old clay sewer. Others are planning, such as swapping a gas hot water system for a heat pump or renovating a bathroom, and they read more before they call.
The brief
Build a website for Canberra and nowhere else. A visitor from Kambah, Gungahlin or one of the villages should find their own suburb, see a plumber who understands frost, big street trees and the line between their pipes and Icon Water's, and have a clear way to call or book from any page.
Two things could not move. The Google Ads campaign was already sending people to the service pages, so every service address the ads used had to stay exactly where it was. And the promise had to be the same everywhere: a written quote before any work starts, a phone answered around the clock and offers with every condition written out.
What we built
198 pages on one plan. The site has 63 service pages in five service sections, 109 suburb pages, nine region pages, hubs for services, suburbs and service areas, a Canberra plumbing guide, and the booking, specials, about, contact and FAQ pages. Every page type has one job: suburb pages meet the local search, service pages answer the exact problem, the guide answers the question before the call, and the region pages hold the map together.
A header that does the sorting. One search box takes a suburb or a problem in plain words. Five service mega-menus (Plumbing, Blocked Drains, Gas Fitting, Hot Water and Emergency) sit beside an Areas menu and an About menu, with an All 63 services link on the right. The Blocked Drains menu, for example, lists drain and sewer work in four groups: blocked or smelly, clearing and finding the cause, pipe and sewer repair, and stormwater and yard, beside a tip card on tree roots in the sewer with its own call button.
A problem finder in the customer's words. The services page and the homepage open with twelve everyday problems, from a toilet that won't flush and no hot water to a gas smell, a water bill that jumped and a frozen pipe on a frosty morning. Each card names the service it leads to. Underneath, all 63 services can be filtered by group or searched in plain words.
Service pages that answer first. Each service opens with the problem in plain English, four key points, call and booking buttons, and a free quote form beside the headline. The blocked drains page, for instance, explains that a camera can show what caused the blockage, that the Icon Water boundary is checked before clearing, and that there is a fixed-price offer for a standard drain clear.
A real page for every suburb. Each of the 109 suburb pages names the postcode and region, and its quote form arrives with the suburb already filled in. Further down, a map shows the suburb among its neighbours, each one a link to its own page, beside a panel of local facts: postcode, region, land area, population and number of homes from the census, the mix of houses, townhouses and flats, and the suburbs it shares a boundary with. Suburb boundaries come from ACT government mapping and the census figures from the Australian Bureau of Statistics, and both are credited on the page.
Canberra on one map. The Areas menu and the service-areas page show the nine regions, from Gungahlin in the north to Tuggeranong in the south plus the villages, with a suburb count on each. A visitor can pick a region on the map, choose one from the list, search by suburb or postcode, or open the A to Z of all 109 suburbs.
Local knowledge, checked. The Canberra plumbing guide covers frost and exposed pipes, street trees and sewers, which side of the Icon Water boundary a problem sits on, gas and going electric, rebates and loans, and the plumbing rules worth knowing. Its facts were checked against ACT Government, Icon Water, Evoenergy and Bureau of Meteorology sources, and a Built for Canberra band on the homepage sums up four of them. For a gas smell, a burst main in the street or anyone in danger, the homepage names the right authority to ring first.
Straight dealing, written down. A strip under the homepage hero sets out the promises: a written quote first, a lifetime labour guarantee, licensed and insured, open 24/7, and a no-callout-fee offer. The specials page lists every condition in full. The booking page explains the three steps beside the form: send the form, a plumber rings back to agree a time, and the price is in writing before any work starts.
Built for phones
Someone with a plumbing problem is often looking for help on a phone, standing next to it. On a phone the header keeps a round call button beside the menu on every page. Every headline is followed by a full-width call button and a booking button, and the homepage puts a suburb finder with quick links to four regions straight underneath.
Once the visitor scrolls past the top of the page, a bar slides up from the bottom with a wide call button, a booking button and a link to the service areas. It steps aside while someone is typing in a form, so it never covers the field they are filling in. The phone number is plain text everywhere, so a tap starts the call. The quote and booking forms ask for a name, a mobile number, the suburb and what has gone wrong, and email is optional.
What it connects to
The website is the landing ground for State Choice Plumbing's Google Ads. The service pages the ads point at kept their addresses through the rebuild, so no ad broke, and each ad can land on the page that matches the problem searched. Every completed form is reported back to Google Ads, so the campaign learns which clicks became enquiries.
Each enquiry lands in the business's own enquiry records with the service and suburb attached, ready for a plumber to ring back. Taps on the call and booking buttons are recorded with the part of the page they came from, so the business can see whether the header, the headline or the bottom bar is doing the work. Results from the campaign are in the State Choice Plumbing Google Ads case study.
To plan a website like this for your business, see our website design work.
