Plumber websites built for the 2am call

It's 11:40pm. There's water coming through a kitchen ceiling. Someone types four words into a phone and calls the first number that looks like it will actually pick up.

That's the entire decision. Not your years in business, not your certifications, not how nice your logo is. Whether you look like someone who will answer and turn up.

So a plumber's site is built differently to anyone else's. Your number is the biggest thing on the screen and it's tappable before anything loads below it. There's no carousel to sit through and no video that eats the first three seconds. The two questions a panicking homeowner has — are you open, and how fast can you get here — are answered above the fold in plain words.

Then underneath, the work that wins the searches nobody's fighting over. Separate pages for water heater replacement, drain cleaning, repiping, slab leaks and sewer line repair, because a homeowner searching "water heater replacement Los Angeles" is a different person with a different budget to one searching "emergency plumber near me", and one page can't win both.

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