Case study: service pages for a family plumber
This case study is about service pages for a family plumbing firm of three people. Their website had a single page that listed every job they did, from dripping taps to new bathrooms. They wanted more boiler work and fewer small callouts, and they asked us how their website could help.
What we found #
The firm's map listing linked to the home page, and its main category was a broad one. The list of jobs on the website gave each service a line, so no page answered a question in depth. Their reviews were strong but rarely mentioned boilers, because they rarely asked boiler customers.
The service pages we wrote #
- Three service pages. Boiler servicing, boiler repair and bathroom fitting, the work the firm wants more of. Each page says what the job involves, how long it takes and who will come.
- The map listing. We set the main category to match boiler work and linked the listing to the boiler repair page, using our Google Business Profile checklist.
- Ratings. The firm now asks boiler customers for a rating on the day, with the method in our post on Google ratings.
Google's search engine optimisation starter guide recommends a page for each distinct topic. These three service pages follow that advice for a small trade.
What changed #
The owner says calls now open with the right question more often: "Can you look at my boiler?" rather than "Do you do boilers?" The firm keeps the old list of jobs as a short page linking to each service page.
About the author
Local search lead at Kestrel & Lime
Experience Has set up and repaired Google Business Profiles for clinics, trades and shops since the service was called Google My Business
Ravi looks after everything a nearby customer sees before they visit a client's website: the map listing, the reviews, the service pages. He writes the local search guides here, and he checks every case study that touches search.
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