Plumbing website structure
Essential pages every plumbing website needs
Google ranks pages, not businesses — so the structure of your website decides how many searches you can realistically appear for. This is a page-by-page blueprint for a UK plumbing website, with exactly what belongs on each one and why.
The recommended structure at a glance
Eleven core pages, each with a distinct job. Add location pages for the towns you want work in, and a small number of articles once the core is live.
Homepage
Positions the business and signposts everything else.
About
The human page — who you are and why you are trustworthy.
Services hub
Overview linking to each individual service page.
Emergency plumbing
Urgent, high-value traffic with its own messaging.
Boiler services
Repairs, servicing and installation — usually your best page.
Bathroom services
Visual, considered purchase with galleries and pricing.
Heating and drainage
Radiators, power flushing, blockages and leaks.
Areas covered
Your service footprint and links to town pages.
Gallery
Proof of work, captioned and organised by job type.
Reviews
Consolidated social proof near your contact options.
FAQs and Contact
Answers the last objections, then makes enquiring effortless.
The homepage
Treat the homepage as a signpost, not an essay. Its job is to confirm in five seconds that you are a real, qualified, local plumber who can help — and then send the visitor to the right page or the phone.
- Headline stating what you do and the area you cover
- Tappable phone number and enquiry button above the fold on mobile
- One immediate trust signal — Gas Safe number or star rating
- Service cards linking to each service page
- Three recent reviews with names
- A strip of real job photos
- Areas covered, with links to your town pages
- Short enquiry form near the bottom
The about page
The most-read page after the homepage, and the one most plumbers waste on generic filler. Customers are letting a stranger into their home; they read this page to decide whether that feels safe.
Write it as you would introduce yourself on the doorstep: your name, how long you have been plumbing, what you trained on, what kind of work you enjoy, and how you like to work with customers. Include a photograph of yourself and the van.
Want a second opinion on your current site? Send us the address and we'll tell you honestly what we'd change — no charge, no pressure.
Service pages
Each service page targets a distinct search with a distinct customer. Use the same structure for each so they are quick to write and consistent to read.
What every service page should contain
- An H1 naming the service and your area
- The problem in the customer's words, including symptoms
- What you do about it, step by step
- How long it typically takes
- Indicative pricing or a starting-from figure
- Two reviews from that type of job
- Photos of that specific work
- A clear enquiry button and phone number
Boiler services
Usually the most valuable page on a plumbing website. Split repair and installation if you can — the buyer is different. Mention brands you fit, warranty lengths, servicing plans and whether you offer finance.
Bathroom installation
A considered, visual purchase. Lead with a gallery, explain your process from design to completion, give a realistic timescale and a from price, and address the worry every customer has: how long will my bathroom be out of action.
Emergency plumbing
Different rules apply — the visitor is scanning, not reading. State hours, response time, covered postcodes and call-out charge in the first screen, with one enormous call button. Be honest about availability.
Heating, leaks and drainage
Practical pages covering radiators, power flushing, thermostats and controls, leak detection, and blocked drains. Keep them direct and price-transparent where you can.
Areas covered and location pages
An areas covered page lists the towns and postcodes you serve, so nobody has to guess. Then give a full page to each town you genuinely want more work in.
Those town pages need to be genuinely different from each other — the districts you cover, typical property and boiler types, jobs you have done there, response time from your base. Near-duplicate pages with only the town name swapped get filtered out of results.
You can see this approach in our own areas we cover section.
Gallery, reviews and FAQs
Gallery
Organise by job type rather than one long stream. Caption each photo with the job and the town — good captions help both the customer and local search. Before-and-after pairs are the strongest format.
Reviews
A consolidated page of your best reviews, ideally pulled live from Google, with a mix of job types. Repeat two or three of them on every service page rather than leaving them all here.
FAQs
Answer the questions that stall a booking: call-out charges, payment methods, guarantees, how quickly you respond, whether you cover their postcode, what happens if the job takes longer. Add FAQ schema so Google can display them.
The contact page
One job: make contacting you effortless. Every extra step loses a percentage of enquiries.
- Tappable phone number, large and first
- Short form: name, phone, postcode, job type, optional photo
- WhatsApp button
- Hours, including out-of-hours availability
- A map or plain description of your service area
- A response-time promise you can keep
Building it
If you are writing this yourself, work top to bottom: homepage, then your two highest-value service pages, then contact and areas, then the rest. A partial site with three strong pages beats an empty eleven-page skeleton.
If you would rather have it built, that is what we do — see our packages and our website design service, or read the full plumber website design guide first. When you are ready, tell us about your business and we will quote within 24 hours.
FAQ
Plumbing website page FAQs
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