A plumber's website has one job: to get the right customer to contact you, fast. Most people looking for a plumber aren't browsing for fun. Some have water coming through the ceiling. Others are planning a new bathroom and comparing three firms. Either way, they want answers within seconds.
Here are the ten things your website needs, in rough order of importance. If your site covers all ten, you're giving customers everything they need to choose you.
1. A headline that says what you do and where
The first thing a visitor sees should answer two questions: are you a plumber, and do you cover my area?
Good: "Plumber in Bolton – boilers, bathrooms and repairs. Gas Safe registered." Not so good: "Welcome to our website."
This line matters for Google too. Your trade and your town in the main heading, and in the page title, help Google show you to local customers.
2. Contact details on every page, ready to tap
Put your contact details at the top of every page, not hidden on a "Contact us" page. On mobiles, that means:
- A tap-to-call button if you take calls
- A WhatsApp or text option if you prefer messages
- An email or enquiry form link for non-urgent jobs
Around half of UK web traffic is on phones [1], and urgent local searches are often made on the move. If they have to pinch and zoom to find your number, they'll go back to Google and pick someone else.
3. Clear emergency information
If you do emergency call-outs, say so loudly, along with the times. If you don't, say that too. It saves you calls at 2am that you'd have to turn down anyway.
Useful details: - Emergency hours (e.g. "24/7" or "until 10pm, 7 days") - Whether there's a call-out charge - Typical response time in your area
Honesty here builds trust. A customer who knows the call-out fee up front has fewer surprises when the bill arrives.
4. Your services, one by one
Don't just write "all aspects of plumbing". Customers search for specific jobs, and so does Google. List your main services, ideally with a short section or page for each:
- Boiler installation, servicing and repairs
- Bathroom fitting
- Leak detection and burst pipes
- Blocked drains
- Radiators and power flushing
- Taps, toilets and showers
- Landlord gas safety checks and records (often still called CP12s). Landlords must have these done every year by a Gas Safe registered engineer [2]
A separate page for each big-ticket service (boilers, bathrooms) gives you a better chance of appearing when someone searches "boiler installation Bolton" rather than just "plumber".
5. Gas Safe and other accreditations
Anyone working on gas appliances for landlords must be Gas Safe registered [2], and householders are often told to check for it, so your Gas Safe registration is one of the most important things on your website. Show:
- Your Gas Safe registration number
- The Gas Safe logo, used only while you're registered and in line with Gas Safe Register's brand rules [3]
- Any manufacturer accreditations (e.g. approved installer for a boiler brand)
- Membership of trade bodies such as CIPHE [4], if you're a member
- Public liability insurance
Customers may check these. Making it easy for them shows you have nothing to hide.
6. The areas you cover
List the towns and villages you work in, by name. A customer in Horwich wants to see "Horwich" on your site, not just "the North West".
For example: "We cover Bolton, Horwich, Westhoughton, Blackrod, Farnworth, Chorley and surrounding areas."
A simple map helps too. Just don't list fifty towns you'd never actually drive to. Keep it honest.
7. Real photos of your work
Stock photos of a smiling model holding a spanner don't tell customers much about you. Your own photos, even taken on a phone, show your actual work:
- Before and after shots of bathrooms
- Neat boiler installations, with tidy pipework
- You or your team, in uniform, with the van
Take photos at the end of every job (with the customer's permission) and you'll have a gallery within a few months. Clean, well-lit shots of finished work make the strongest sales pitch you can have.
8. Reviews and testimonials
Most consumers read reviews when choosing a local business [5]. Add reviews to your website (with the customer's permission):
- A few short quotes on the homepage, with first name and town ("Sarah, Westhoughton")
- A link to your Google reviews
- Your rating from Checkatrade or similar, if you use them
A simple way to get reviews is to ask every customer straight after a job (Google's rules don't allow picking out only the happy ones [6]). Send a text or email with a direct link.
9. Prices, or at least how pricing works
You don't have to publish a full price list, as every job is different. But some pricing information helps customers decide to contact you:
- Hourly or day rate, or a minimum charge
- "From" prices for common jobs (e.g. "Boiler service from £X")
- How quotes work: free, by photo, or by visit?
Customers who already understand your pricing are better leads. They've ruled themselves in before they get in touch.
10. A simple way to ask for a quote
Finally, make it easy to request a quote without phoning. A short form with:
- Name
- Postcode or town
- What's the problem or job
- Option to upload a photo
- How they'd like to be contacted
Photos are a big help for plumbers. A picture of a leaking valve tells you more than a five-minute phone call, and you can reply in the evening once you're off the tools.
Bonus: the technical basics
Behind the scenes, your website should also:
- Load quickly on a phone
- Have a padlock (SSL) in the browser bar
- Be linked from your Google Business Profile, if you have one (see our guide to getting on Google Maps)
- Use the same business name, phone and email everywhere online
You don't need to understand how these work. You just need someone to make sure they're done.
Quick checklist
- [ ] Headline with your trade and town
- [ ] Tap-to-call or message buttons on every page
- [ ] Emergency hours and call-out info
- [ ] A section for each main service
- [ ] Gas Safe number and accreditations
- [ ] Named towns and areas covered
- [ ] Real photos of real jobs
- [ ] Reviews with names and towns
- [ ] Pricing guidance
- [ ] A quote form with photo upload
Want all ten without the hassle?
At Yesmo, we build websites for plumbers and other trades, and everything is done by email. Send us your business name, town, the services you offer and a link to any Facebook or Checkatrade page. We'll send you a proof with all ten points covered. Reply "yes" and you're live.
Starter websites are £549 (no VAT to add: prices are final), or £79 a month with no build fee upfront (your first £79 month is due at sign-up) (24-month minimum). See our prices and website design for plumbers.
Email hello@yesmo.co.uk to get your proof. No calls, no jargon.
Sources
Checked by web search on 13 Oct 2026. 1. StatCounter Global Stats, Desktop vs Mobile Market Share, United Kingdom: https://gs.statcounter.com/platform-market-share/desktop-mobile/united-kingdom 2. HSE, Gas safety: landlords and letting agents: https://www.hse.gov.uk/gas/domestic/faqlandlord.htm and gas safety check records: https://www.hse.gov.uk/gas/landlords/gassaferecord.htm 3. Gas Safe Register, benefits of registration (logo use): https://www.gassaferegister.co.uk/services/becoming-registered/benefits-of-registration/ 4. CIPHE, membership: https://www.ciphe.org.uk/professional/become-a-member/ 5. BrightLocal, Local Consumer Review Survey 2026 (US panel): https://www.brightlocal.com/research/local-consumer-review-survey/ 6. Google Business Profile Help, Tips to get more reviews: https://support.google.com/business/answer/3474122