Wilco Plumbing: a Sydney-wide plumbing website built to turn Google Ads clicks into calls

SoudCoh designed and built Wilco Plumbing’s website and runs its Google Ads search campaigns. Wilco covers the whole of Sydney, from the Northern Beaches and the Hills to the Shire, Penrith and Campbelltown, so the site has to work at the scale of a large plumbing company: every service, every region and every suburb, with a call one tap away on all of them.

Built for calls first

Most people looking for a plumber are on a phone, often standing next to the problem. So the call comes first everywhere. A bar fixed to the bottom of every page carries a red call-out offer and a large yellow Call now button with the number under it. On a desktop the same bar adds a free quote button and a short promise. Scroll anywhere on the site and calling stays one tap away.

The page layout was also checked for phones that scroll sideways. A wide element can make a phone widen the whole page, which stretches a fixed call bar and pushes its button off the screen. Every carousel now keeps its contents inside it, so the call bar always fits the screen.

One full-screen quote form behind every quote button

Get a free quote and Book online open the same form, full screen on a phone and centred on a desktop, instead of sending people to another page. The job starts on blocked drains, the most common request, or on the service of the page the visitor is reading, and suburb pages fill in the suburb. A call strip sits above the form for anyone who would rather talk.

The thank-you screen keeps the momentum. It offers a quicker answer by phone, shows an estimated arrival time with a live countdown and repeats the Call now button, so a customer who wants the job done now can talk to a plumber straight away.

Contact sections in different shapes down every page

Long service and suburb pages carry contact sections in different styles between the content: a full-width yellow call band, three boxes for calling, quoting and the call-out offer, a navy band with a van photo, and a red strip for urgent jobs. Each one leads with the call, so the next step is never more than a scroll away.

Every service and every Sydney suburb has its own page

Drains, Hot water, Leaks and pipes, Maintenance and Emergency each have their own menu, with everyday problems listed beside the services for people who do not know the trade name for the job. The Areas menu, a colour-coded Sydney map and the region pages lead to a page for every suburb. Each suburb page opens with the suburb name on a road sign beside a Wilco van, a local headline and the quote form.

Google Ads search campaigns that land on the matching page

We run Wilco’s Google Ads search campaigns for drains, hot water, leaks and burst pipes, emergency plumbing and general plumbing. Each service ad lands on the page for that service, so the search, the ad and the page tell the same story, and the call bar is waiting at the bottom of every one.

Marketing at the scale of a large plumbing company

We run Google Ads, websites and call tracking for plumbing companies of every size, from growing local plumbers to large plumbing companies covering every service and suburb across Sydney. The structure behind Wilco, with a campaign and a page for each service, a page for each suburb and a call on every screen, is the one we use at every size. Our plumbing marketing page sets out the ad spend we manage for plumbing companies.

Explore the finished website

Use the Visit website link above to explore Wilco’s live site. The gallery below shows the home page, the call bar, the quote pop-up and its thank-you screen, the contact sections, a suburb page, the service-area map and the menus on desktop and phone.

For the campaign side, see the Wilco Plumbing Google Ads case study. Explore our website design service and marketing for plumbing businesses.