01The leak and the bathroom: two visitors, one page
A plumber's site gets two kinds of visitors, and they want opposite things. The first has water on the floor right now, is on a phone, and will call the first number that looks like it will be answered. The second is planning a bathroom refit or a boiler replacement, will compare three firms over a week, and wants to see finished work and get a sense of the price. A page built only for the second reads as slow to the first. So open the home page for the first visitor: the number, the area, and the hours when someone really picks up. Put the longer material for the second visitor below it, on the service pages.
- Top of the home page: the number, the area, and when someone really answers
- Write 24/7 only if a person picks up at night; otherwise give honest hours
- Planned work gets its own pages further down, with photos and detail
02The number is the conversion
For a plumber, the conversion is a phone call, not a completed form or a newsletter signup. Make the number a tap-to-call link in the header, visible on a phone without scrolling, and repeat it after every section. Put a WhatsApp button next to it: a photo of the pipe under the sink tells you more than three minutes of description, and some customers would rather write than call. Keep a short form for people who want neither, and ask only for name, phone, area and what went wrong. Every extra field can be a customer who rang the next firm instead. Then answer, or say when you call back, because a tap that ends in a ringing phone is a wasted visit.
- A tap-to-call number in the header and after every section
- A WhatsApp button, so customers can send a photo of the problem
- A short form: name, phone, area, what went wrong
- A promise you keep: you answer, or you say when you will call back
03Service area and service pages: what to list, what to leave out
Say where you work, in the names customers use: the city and the districts or towns you really reach in a sensible time. A customer at the edge of your area should not find out on the phone that you do not go there. Then list the jobs people actually search for, one short page each: a leaking pipe or tap, a blocked drain, a boiler or water heater, a bathroom installation, radiators. Every page says what you do, what you do not do, how you quote and the number to call. Leave out the 40-item list of everything a plumber could do, and the near-identical page per district with only the name swapped. A customer spots those at once.
- The city and the districts or towns you really reach
- One short page per job people search for: leaks, blocked drains, boilers, bathrooms
- On each page: what you do, what you do not do, how you quote, the number
- No 40-item service list and no copy-paste page per district
04Photos, quotes and reviews: what makes a stranger let you in
A stranger is about to let you into their home. Real before and after photos of your own jobs do more here than stock images of smiling men in overalls: the pipework, the tiling, the finished joint, taken with the customer's permission and with no address visible. On price, be honest about what can be quoted from a distance. Many jobs cannot be priced until someone sees them, so say that, and say what happens next: you ask for photos, you visit, you give a written figure before you start. Where a job really has a fixed price, state it. Reviews do the last part of the persuading, so show a few real ones and ask for one after every job.
- Your own before and after photos, with permission and no address visible
- Say how you quote: photos first, a visit, a written figure before you start
- Prices on the page only for jobs that really have a fixed price
- A few real reviews, and a request for one after every job
05Where PROOF48 is the wrong choice for a plumber
A website does not pick up the phone, and ours does not either. The 48-hour site can carry your number, a WhatsApp button, a contact form and a map, but nobody on our side answers the calls. A standalone WhatsApp or voice assistant is a separate custom build, priced on request, and it is not part of the website. We are also the wrong choice if you want an online store for fittings with a cart and checkout (2,500 to 4,500 EUR, its own timeline), a custom booking system, a site in more than two languages, or if the job photos do not exist yet, because work waiting on photography gets its own timeline too. A site that needs more than about five pages gets its own timeline and quote, it is not the 48-hour offer. And if you are booked solid from referrals, a new site may not be your problem this year.
- Calls and WhatsApp replies are not part of the website; a standalone assistant is a separate custom build
- A store with cart and checkout is 2,500 to 4,500 EUR, with its own timeline
- More than two languages, or photos that do not exist yet, change the timeline
- Booked solid from referrals: you may not need a new site this year
Not a plumbing firm, and what carries over
None of our eight written-up builds is a plumbing firm. The closest is SCP Shine & Style, a salon in Sector 3, Bucharest, a service business whose site has to turn visits into bookings. It has a page per service with its own copy and media, a booking flow pointing at the salon's live booking platform, and a landmarks line for local search around Dristor and Titan. We do not publish its booking counts, because we do not measure them. Separately, our home page lists Instalator București, described there as a 24/7 plumber lead-gen site with a four-step quote form that fills in 30 seconds, a one-tap call button and a WhatsApp button at the bottom. It is not a /work case study, and we state no results for it.
See the build: SCP Shine & StyleQuestions, answered
How many pages does a plumber's website need?
Up to about five can do the job: a home page, one or two service pages, an areas page, and a page with your photos, reviews and contact details. That size fits the 48-hour offer.
Should I put prices on my plumbing website?
Only for jobs that really have a fixed price. For the rest, explain how you quote: photos first, a visit if needed, and a written figure before work starts.
Can I write 24/7 on the site?
Only if a real person answers at night. A customer with a leak who rings a number that is not answered will try the next firm, so honest hours beat a promise you cannot keep.
What does it cost, and when do I pay?
500 to 2,500 EUR for a website, confirmed before we build. There is no deposit: you pay after the preview, and the code, domain, hosting account and content are yours.
Where PROOF48 fits
A plumber's site works when the leak visitor finds a tap-to-call number, a WhatsApp button and an honest area within seconds, and the planning visitor finds service pages, real photos and a clear way of quoting. PROOF48 builds that in 48 hours for 500 to 2,500 EUR, paid after the preview, and says plainly that it does not answer your calls.
Cosmin Tiu · Founder, PROOF48
Cosmin has worked in online marketing and software development since 2018, and has built with AI every day since January 2023. He still writes code from scratch daily, in Python, React, Rust and C#. PROOF48 ships business websites in 48 hours and invoices afterwards, so every opinion on this blog was paid for in real builds, not in theory.