Simpson Plumbing
& Heating

The problem

Andy Simpson works out of Moira Road in Lisburn, holds five stars from thirty-two Google reviews, and already pays for the domain simpson-plumbing.co.uk. What that domain showed was a parked holding page, and the website field on his Google listing was empty.

Everything a site needs was already there: the reputation, the photographs, the address, the name. It was just spread across Facebook and Google, with nothing of his own to point at.

The approach

Nine pages built entirely out of his own material. The headline, “Heating, hot water and bathrooms, fitted neatly”, comes from what his reviewers keep saying: he arrives when he said he would, he explains the fault, and he leaves the house clean.

Oil leads the site. Northern Ireland heats with oil far more than the rest of the UK, and the work Andy is known for is oil boilers, underfloor loops and unvented cylinders, with bathrooms and everyday plumbing behind them. Contact is a call card and WhatsApp rather than a form, because a plumber on a job answers a phone.

The details

• A claims audit, written down. Every statement on the site is listed in the project notes as verified or not, with its source. The rating, hours, address and phone number came straight off his Google listing; anything that merely sounded true, his surname included, is flagged for him to confirm before launch.
• Nothing claimed that he hasn't got. No OFTEC, no Gas Safe, no guarantee, no years in business, and no account of how he prices a job. Those are the claims that do real damage when they turn out to be wrong, so they go on only once he says so.
• His photographs, his logo. Every image is one of Andy's own jobs, from his Facebook page and twenty-two originals he supplied. The logo is his existing mark, cut out of the one flat file that existed. No stock photography anywhere on the site.
• The empty field that costs the most. His Google listing carries no website link at all. For a local trade that one blank costs more than any amount of design can win back, so filling it sits at the top of the launch list.