Website Design

Plumbing Website Design - The Complete Guide For 2023

Mark Edwards
August 2023
min read
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If you are a plumber or own a plumbing business and have been thinking about making or updating your website, this is the article for you. We will outline the 3 Stages of designing a perfect and high-converting website for your plumbing business and some essential items you need to include to start converting those visitors into leads like a pro. This will give you an excellent overview of the things to consider before building your website, so you can either do it yourself if you have the time or chat with our friendly team for a quote. 

Plumber Website Design Holding A Pipe

A website can act as an online brochure for potential customers to know more about your business, services, contact details, etc. It helps potential customers find you online and convert them into actual customers. Creating an impactful and effective website has its complications; we have compiled this list of some great tips and tricks for building your perfect website.

Stage 1: Research – The Who, What And Why Of Your Plumbing Website Design

Who is the target audience for your new website?

Knowing your target audience will help you decide the type of content to be included on your website, the design of your website, and the kind of language used. For a plumbing business, the target audience is homeowners, realtors, property managers, etc. Your website should be designed in such a way that these people get the information that they need. The right design, easy-to-understand content, and tone of voice will help you reach out to the right people, even if they don’t know that your website exists yet.

Plumbing Website Audience Infographic To Show Who Might Be Searching For Plumbing

What services do you provide?

The next important thing to consider while creating your website is what services you provide. This is something that you can use on your service pages as well as on your "About Us" page. For example, a plumbing business might provide the following services: water heater installation, water line repair and replacement, water leak detection, or drain cleaning. Each of these services can be further broken down into sub-services to provide more details. This is also very important for getting your website recognised and ranked by Google and other search engines.  By giving users a clear list of services, describing them in detail and providing an easy way to book you in for that service, you can rest assured that they will pick you. Most plumbing websites we review feature some simple services, which often causes the visitors to leave the page to find something more detailed.

Screws And Plumbing Equipment That Can Be Featured In Your Website Design

Why does your business exist?

Every business exists for a reason. Your website is the best place to tell people about your business. You can use your website to create and strengthen your brand and explain what problem your business solves and what value you bring to your customers. For example, your plumbing business might exist to provide a specific solution to common problems or a wide range of services. A plumber can help homeowners, and business owners prevent and repair water damage in their homes by providing services such as water heater installation, water line repair, and water leak detection. In a nutshell, the plumbing business exists to solve a problem and your website should showcase that extremely clearly, and be able to convince visitors that your business is the best solution.

Pipes That Can Be Shown On Your Website If You Are A Plumber

What’s your selling point?

Now that you have identified who your target audience is and what services you provide, it’s time to talk about what makes you different from your competitors. What is the selling point of your business? You can use this information on your “About Us” page and throughout your website. Let’s say your plumbing business is unique because you offer 24/7 emergency services; you can then place that front and centre for visitors to see because it is a key selling point. You should brainstorm other unique aspects of your plumbing business and its service offerings. The more value you can convey on your website, the more chances you will have of your visitors turning into paying customers. 

How can your website stand out from the crowd?

After you have identified your target audience, what services you provide, and what makes you unique, the next thing to remember while creating your website is how you can stand out from the crowd. How can you ensure that your website is functional and stands out from the clutter? The following tips can help you create an effective website:

- Choose the right platform (Or web designer): There are many website-building platforms to help you create a website. But the question is, which one should you use? If you want to create a website for your plumbing business, we recommend using Wix or WordPress. The first option is more manageable for first-time website designers and offers great functionality. In contrast, the second option provides more customisation and is harder to grasp. 

- Be consistent: Consistency is key when it comes to branding. Once you have created a style that represents your brand, use it throughout your website. Brand aspects can include font, colours, logos, and imagery. 

- Keep it simple: A cluttered website is a turn-off for most people. Keep your website simple and clutter-free to make it easy for your visitors to navigate through it. 

- Keep your content fresh: The Internet moves fast. New websites pop up daily with new content, styles, and features. If you want your website to stay relevant and keep your target audience engaged, you need to refresh your content from time to time.

Remember that your website is an investment. Creating a website will take time and effort, but it will pay off in the long run. A well-designed website can help you grow your business, generate leads, and increase sales. A website can be your 24/7 salesperson and help you reach more customers without lifting a finger. You can also create an effective website for your plumbing business with the help of these examples.

Stage 2 – Designing And Building Your Plumbing Website

Once you have gathered your research, you can do one of two things, create the website yourself or have a web designer do it for you. The process is mostly the same, and the only difference will be the time spent - much longer if you are doing it yourself and learning the basics, and within around 4-6 weeks for a professional web designer to make a fully custom website.

Plumbing Website Design Process From Start To Finish

Define your goals – Leads, Bookings Or Calls?

Before you even start creating your website, you need to define your goals. What is the purpose of your website? What do you want your target audience to do on your website? By clearly defining your goals, you can focus on the correct elements. It will make your website more effective, with each element supporting your overall goal. 

For example, if your goal is to get more calls to your plumbing business, you should design the website by including clear CTA (Calls to Action), such as buttons for phone calls and placing these all around your design.  If your goal is to get people to book a service straight away over their phone, you will need to design a booking system and explain the booking process throughout your website. If you want to research these goals' small differences in design, look at some competitor plumbing websites. Most websites nowadays have a mix of all of these goals, while others appear not to have any goals at all.

Create your Design Mock-up

Once you have set your goals and have all the information from analysing your audience, it is time to create a mockup. A mockup design is a visual representation of your website. It is a way to visually see and understand your website before it is built. Creating a mockup is the first step in creating a high-converting website. Why? Because it is the visual representation of your goals. It is the skeleton of your website. You must create a mockup that represents the skeleton of your website. A mockup can be sketched on paper, made in website design software, or even done in PowerPoint. However, it is important that you choose the right design and colour palette for your website. A neutral colour palette is great for websites that appeal to a wide range of audiences. You can use competitor research to get an idea of the structure of your website. Something you do not want to do is reinvent the wheel in terms of design because visitors already have an expectation of what a website should look like, operate and respond to. The goal should be to create a simple and high-converting website, not an artistic interpretation of what a plumbing business website should look like.

How To Make A Mockup For Plumbing Web Design

You can create your mock-up based on a content-first approach, or layout-first approach or even a combination of the two. Some relatively well-known content and layout factors contribute to a high-performing website, including a strong heading, calls to action buttons and social proof or reviews. Whether you want to write your content based on an existing content layout or simply swap out content in a current design format is up to you.

Build your plumbing website on a platform of your choice

Now that you have a design mock-up and clearly defined goals, it is time to build your website. Choosing the right platform to build your website is crucial. There are many different website builders on the market, and deciding which one to use can be confusing!

Best Website Builders For Plumbers

There are a few good web builders for plumbing websites:

WIX -  Wix is one of the most popular website builders on the market. It is perfect for creating service business websites and is excellent for a plumbing website too. It has a range of features, such as lead generation forms, booking integration and chatbots, that are readily available. We build most of our client's websites through Wix if they want to be able to make updates and changes themselves later on. The only downside to building a website on your own is that if you don't have a lot of knowledge about design and layouts, you will have to use ready-made templates, which are limited in terms of customisation. 

GoDaddy - GoDaddy is another simple website builder with drag-and-drop capabilities; it is constantly improving. However, we find that it is not as customisable or conversion driven as the other options. If you want a simple-looking plumbing website for a small monthly fee, then this is the option to pick.

WordPress -  WordPress is the original website-building platform, with hundreds of thousands of options for plug-ins, customisation and a range of different capabilities. It works great for a plumbing website. The downsides are the additional costs of hosting, which you have to pay to keep your plumbing website live. And the additional costs of plug-ins that are required to make the website convert your visitors into leads and clients. You will also have a steep learning curve unless you add on a website builder like Elementor (Add more costs)

Squarespace - Squarespace is great for building sleek websites fast. However, it currently lacks the extensive library of plug-ins and features that other website builders do.

Elementor - This is an additional plug-in for easier website development on WordPress; it has a free option that gives you the basic tools you need. For more comprehensive features, you will have to upgrade to Elementor Pro.

Duda -  Duda is also a great option for more comprehensive all-in-one website development, and it offers plenty of advanced features that will help you make a great-looking website.

Stage 3 – Testing and Improving Your Plumbing Website With Key Performance Indicators

Once you have created a website, it is essential to test its effectiveness. You don’t want to create a website and just leave it without making tweaks and changes to improve it. Websites are ever-evolving, so once you have completed your website, you must make tweaks and changes as you learn more about your audience. This way, you can improve your conversion rates! There are many ways to test your website and make changes to improve it. You can run A/B tests, create surveys, or even ask your audience what they think. You can also use website analytics to see what your users are doing on your site and where they are dropping off.

Key Performance Indicators To Watch So You Can Get More Plumbing Leads

Key Performance Indicators for Plumbing Website Design

Bounce Rate - The bounce rate is determined by dividing the number of single-page sessions by the overall number of sessions on a website. For example, your website's bounce rate would be 5% if 100 visitors visited it (total sessions), and 5 of them left without making any more requests (single-page sessions).

Conversion Rate - Divide the number of goals (link clicks, leads submitted, bookings) attained in a certain amount of time by the total number of website visits, then multiply the result by 100 to get your conversion rate. Therefore, if 2,000 of the 20,000 visitors to your website completed the required action, your conversion rate is 10.00%.

Website Speed - Because speedier pages are more effective and offer a far better on-page user experience, both visitors and Google choose them.  If a website loads slowly (more than 3-4 seconds), more than 25% of users would leave and select a different search result. This number increases with every second of loading that a visitor has to endure.

Total Sales - It's always good to track total sales made directly from your website so that you can have accurate data regarding the return your website provides. If your website hasn't made any sales for you yet, it's time to get a new one.

Time On Page - The amount of time spent on a web page between when a visitor first arrives and when they leave to see another is known as the time-on-page. This is important to monitor because it can uncover issues with loading times, content or the offer you showcase on your website.

Leads Collected - This is a simple one, but you should monitor it. Leads are the lifeblood of any business, and having a website that brings them to you consistently is always the goal.

A Few Tips On Getting More Leads For Your Plumbing Business

There are several factors that decide the number of leads your plumbing website will receive, some of which you can control and others that you can't. Once you have designed your plumbing website and launched it, you should ask friends and family to check it for you and answer a few simple questions.

Your visitors should be able to answer four questions within 3 seconds of landing on your website: Does this plumber provide the services I require? Does this plumber service my area? How can I contact this plumber? Why should I hire this plumber over the competition?

If all those questions are answered positively, you can move on to adding these additional tools to improve lead generation even more. They focus on simple marketing and psychological elements people want to see before taking action, like trust, clarity and convenience.

How To Improve The Conversion Rate For Your Plumbing Business Website

Make your Calls To Action very clear.

You can start to see an increase in leads by making it clear to your visitors how they can take the next step and creating an enticing graphic, button or text to take action, like call you, fill out a form or chat with a customer service representative. Some websites overlook this extremely simple aspect and make users scroll or look around their website for that next step; this, in turn, causes a higher bounce rate and fewer leads and bookings.

Your plumbing website design should provide multiple ways for users to contact your business and take that next step:

1.     A visible phone number that is Click-To-Call (Especially on mobiles)

2.     Web forms located on every page (And a button on your Header)

3.     Booking options with simple steps

4.     Buttons placed at the end of descriptions or service details to book or enquire

Add Reviews and Social Proof.

Everyone wants a plumber that is well-respected in the community and is rated highly amongst their previous customers. You should showcase any awards, recognition, and accreditations your plumbing business has received, especially customer reviews. If you are starting your plumbing business and don't have many previous customers, you can offer to do odd jobs for friends and family and request a few simple reviews. All your website visitors want to see is that you are qualified, professional and can be trusted to do work in or around their home. The data below shows that around 9 out of every ten people consider reviews before making a purchase.

You can also link through your Google My Business reviews straight to your website to add an extra layer of trust. Have some testimonial videos? Add those too! You should add as many social proofs and reviews as possible to increase your plumbing website's lead generation. 

Improve Lead Generation For Your Plumbing Business With Social Proof

Add a Chat Bot to your website

Chatbots are not new, but many plumbing websites don't incorporate them. They can provide several lead-generating benefits, including answering customers' frequently asked questions quicker, qualifying leads, and acting as a 24/7 sales representative for your plumbing business. Have you ever been on a business website and wanted to know something quickly? This is where chatbots can shine and take the place of slower communication methods like an enquiry form or a long wait on the phone. Including these little gems on your plumbing website can increase your conversion rates by double digits.

How Adding A Chatbot To Your Website Can Get Your Plumbing Business More Leads

Keep your forms short.

You should consider several factors when deciding between form and enquiry sizes. Some plumbing businesses keep it extremely short with just "Name", "Phone", and "Email" fields, and this is perfect if you want to receive a large number of leads. If you require more information to be able to service your clients, you can add more fields or make a simple booking form with apps like Calendly or Wix Bookings. The more fields potential leads have to fill out, the more likely they will leave your site. More often than not, you can collect a few simple details and simply discuss more details over the phone directly with the lead. This also allows you to make an excellent first impression. The statistics below outline the number of fields that are the most successful at converting visitors into leads.

Increase Your Conversion Rate With Form Fields In Your Plumbing Website Design

Wrapping up

Creating a high-converting plumbing website can be challenging. It takes time, effort, and some research to create a website that appeals to your audience and increases your conversion rates. However, it is essential to remember that it is a process. A website is never “finished” and should be treated like an ever-evolving website that is constantly improving and testing. The more effort you put into creating a website from scratch, the more successful it will be. Don’t have the extra hours in your week to learn web design, development and the hundreds of other factors that go into creating a website? We would love to help! Drop our team a message below, and we will reach out and walk you through how easy and quickly you can have your new website for your plumbing business.

Get A Quote For Your Plumbing Website Design And Development


How much does plumbing website design cost?

If you have a small local plumbing business with only a few services and want a simple website designed to collect leads, you can budget around $1500-$3000. This will include everything you need in a neat and presentable website.

Suppose you have a large plumbing business or are planning on expanding your current business and need a more customised solution (One that includes plumbing services bookings and advanced Customer Relationship Manager tools). In that case, you should budget anywhere from $3000-$7000+. A high-converting and software-infused website is an investment and can save you time and money in the long run, especially with a booking platform.

The web design cost also goes up if you need a web designer to produce the sales copy or text content on the page. This involves a deep dive into competitors, analytics and more to discover what will convert the most visitors to leads and then to paying clients for your plumbing business. 

How long does it take to design and build a plumbing website?

This depends on the complexity and size of the website, but on average, it takes approximately 4-8 weeks to build a plumbing business website from start to finish. This may vary depending on the content and design style.

Should you update your plumbing website design?

The average redesign period for your website should be about once every three years. This allows your website to stay up to date with the constantly changing website environment. If you don’t update your website frequently, it will start to look stale and become a liability instead of an asset. Visitors may get the wrong perception of your brand and will instantly go to a website that looks more modern and updated. 

Is your website responsive? This is a great test to see if you need to update your plumbing website. All modern websites adjust in size and functionality based on the screen they are on, for example, a phone, computer or tablet screen. This allows the websites to be more user-friendly, convert at a higher rate and look good. It is also a Google requirement for websites that want to be on the first pages of search results. A non-responsive website will cost you more in lost leads and exposure than it would cost to get it updated.

Is your current website bringing you enough leads and sales? As outlined in the above paragraphs, you should always keep an eye on your key performance indicators. One of those is conversion rate; if your website has many visitors, but no one is converting into leads or sales, it may be time for an update. Many factors affect a website's conversion rate, including competition, demand and offers, but a well-designed website will still be a competitive tool.

Is website design important for a plumbing business?

There are plenty of reasons why website design is essential for plumbing businesses. One of the main reasons is that a well-designed and modern website will add credibility to your business. In today’s highly competitive world, you will most likely have other service providers that are similar to you. To stand out, you need a high-converting website. It allows you to get more leads, builds your brand and authority, and cements you as the number-one service provider in your area. 

Without a website, people may question your legitimacy as a business. From our personal experience and the stories that clients have told us, having a great website instantly puts you above the rest, whether it is a homeowner looking for a quick plumbing fix or a business owner looking for a new service provider. Having a website that conveys your brand and offers instantly will lead to higher-paying clients and more of them.

Your website can also serve as a 24/7 salesperson. It’s easy to add updates and special offers and outline your services in detail so you can spend more time on the phone organising the job and getting paid.

How do you get your plumbing website in front of people?

One of the most cost-effective ways to promote your plumbing website online is SEO or Search Engine Optimisation. This is the process of getting your website to rank on Google and show up on the first page when people search for things like “Plumbers Near Me.”

If you have a local plumbing business, you can do local SEO or get professional help. One of the most important aspects of SEO is the User Experience on your website. Creating a beautiful and fast-loading website with all the tips and tricks will make it much easier to outrank your competition. 

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