We built 21 service pages in five categories, each built on the same 13 sections. We also added a call button, a quick quote form and a callback form on every service and suburb page.
The business
Wilco Plumbing is a licensed, family-owned plumbing business covering homes across Greater Sydney. Its plumbers leave the Inner West each morning with stocked vans and take on blocked drains, hot water and gas, leaks and burst pipes, emergencies, and kitchen, toilet and maintenance work. The business offers same-day service, a written fixed price before work starts and a lifetime labour guarantee.
The brief
Wilco's Google Ads in Sydney are built around specific jobs and specific suburbs. One set of ads covers services such as blocked drains, leaking showers and hot water, and a local campaign gives each suburb it targets its own ad group. Every one of those ads needed a page about exactly that job or that suburb, so the visitor lands on what they asked about, not on a general home page.
The pages also had to make the next step obvious. Most of Wilco's ad enquiries arrive as phone calls, so the call button had to stay in reach on every page and every screen size, with a short callback form for anyone who would rather a plumber rang them.
One menu for 21 services
The header carries a ticker of the guarantees, the main menu, a call button and Book Online. Home Services opens on five categories: Drains, Hot water and gas, Leaks and pipes, Emergency, and Maintenance and fit-outs. Each has a one-line description with its services listed beneath, 21 in all, from blocked drains and CCTV drain inspection to backflow prevention. The same categories lead to their own pages and to a services page that lists every service with a short description.
The home page headline cycles through plumbing, drains, hot water, gas fitting, leaks and emergencies, above three promises and a large call button. Below it sit the current offers, a quick quote form, the five categories as photo tiles and the crew's three commitments: the right diagnosis, the right fix and the guarantee behind it.
Service pages that start with the problem
Every service page follows the same 13 sections. Most open on the problem in a word or two, before the service name: the blocked drains page cycles through Blocked?, Slow? and Smelly?, and hot water through Cold?, No pressure? and Old unit?. Book online and Call sit under a short three-part promise, followed by the current offers and a quick quote form.
Further down, the page explains what the job covers and lays out three ways to do it, from a quick fix to a full replacement, each with what is included and its own booking button. Four steps show how the job runs, from the call to a written price and a guaranteed finish. Three to six common questions, a list of nearby suburbs and related services close the page, with a second callback form at the foot.
A page for every suburb
482 suburb pages cover Greater Sydney, from Palm Beach to Picton. The suburb directory lists them under 12 areas, and the service areas page puts a count beside each, so a visitor can find their own suburb in a tap.
Each suburb page carries the suburb's name from top to bottom: a same-day, 24/7 badge, a headline such as Penrith local plumbers, an opening line that names the wider area, a button to book a plumber in that suburb, a services grid titled for it and five questions answered for it. The questions cover whether Wilco works across the whole suburb, how fast a plumber can get there, the callout fee, licensing and after-hours work.
Two ways to ask for a callback
Home, service and suburb pages each carry two forms. Near the top, a quick quote form asks for a name, a number, an email, the suburb and, if the visitor wants, the issue. At the foot, a callback form adds a choice of eight job types, from a blocked drain to an emergency plumber, and space to describe the problem. Neither asks for more than a plumber needs to ring back.
Built for phones
On a phone, a tap-to-call strip sits above a header that shrinks to the logo and a menu button. The menu opens full screen with all five categories and 21 services. A bar fixed to the bottom of every page asks whether the visitor needs a plumber now, with a call button that rings the business in one tap beside the current callout offer.
Service pages stack Book online above Call in the first screen, and the quick quote form follows the offers, so a visitor can ring, book or ask for a callback without scrolling far.
What it connects to
The site is where Wilco's Sydney Google Ads land. Service ads point to the matching service page, and the local campaign's ads point to the page for the suburb they name. Calls from the site ring through tracked numbers and forms carry the ad click with them, so each enquiry is traced to the ad it came from.
Over about 16 weeks of Sydney ads, 1 in 12 Google Ads clicks became a tracked call or web form, and about three in four of those enquiries were phone calls. The Wilco Plumbing campaign case study sets out how that was measured.
For a plumbing business that needs a page for every service and suburb, see our website design services and marketing for plumbing businesses.
