Getting a plumbing website built is one thing. Getting one that actually works for a growing business is another.
There is a lot of generic advice online about what a plumbing website should include. Most of it is written for a sole trader who wants to appear in local search results for “emergency plumber near me.” That’s fine if that’s your business. But if you now employ engineers, take on planned projects, or work with commercial clients, your website needs to do considerably more.
If you’d like the broader picture before working through the detail, our guide to creating an effective website for plumbers covers the key principles behind a site that generates real enquiries.
This checklist is written for plumbing businesses that have grown beyond the one-person stage. Use it to audit your existing site or to brief a web designer on what you need.
Homepage Checklist
- Company name and logo visible immediately, without scrolling
- A headline that communicates what you do and who for (not a generic tagline)
- Phone number in the top right corner, visible on every page
- Service area mentioned clearly - town, county, or radius
- Gas Safe registration number visible above the fold
- Key accreditations (Worcester Bosch, Vaillant, CIPHE, etc.) displayed as logos
- A clear primary call to action - “Request a quote,” “Book a call,” or “Get in touch”
- An overview of your core services with links to individual service pages
- Social proof - a testimonial, a review platform rating, or a client count
- Language that reflects your size - “our team,” “our engineers,” not “I”
Services Pages Checklist
Services pages (one page per service)
- A dedicated page for each core service (boiler installation, central heating, bathrooms, landlord certificates, commercial work, etc.)
- A clear explanation of what the service involves, written for the client not the trade
- Who the service is for - homeowners, landlords, commercial clients, or a combination
- What the process looks like - what happens from first contact to job completion
- Relevant accreditations mentioned on the page where applicable (Gas Safe on boiler pages, manufacturer approval where relevant)
- A call to action at the bottom of each page
- A relevant keyword in the page title and headings (e.g. “Boiler Installation in Berkshire”)
About / Team Page Checklist
- The story of the business - when it was founded, how it has grown, what drives the work
- The founder’s background and qualifications
- Your team - names, roles, and photographs. Even a small team page is far better than nothing.
- Your values or approach - what makes you different from any other plumbing company
- The areas you serve and any particular specialisms
- A link to your accreditations or a summary of your qualifications
Accreditations Checklist
- Gas Safe registration with your registration number (verifiable on the Gas Safe register)
- Manufacturer approvals displayed as official logos (Worcester Bosch Accredited Installer, Vaillant, etc.)
- Trade body memberships (CIPHE, APHC, etc.)
- Links to review platforms (Checkatrade, Google, Trustpilot) - not just copy-pasted quotes
- Any relevant insurance information (public liability cover amount) for commercial clients
Projects / Gallery Checklist
- Before-and-after photographs for installation and renovation work
- A brief description of each project: the brief, the challenge, what was installed
- The location (town level) - this helps with local SEO
- A range of project types that reflects the full scope of your work
- Photographs taken in good light - a phone camera is fine if the image is well-lit and in focus
Testimonials Checklist
- Specific testimonials that describe a particular job, not just generic praise
- The client’s name and, where possible, their location or property type
- Links to the original review on Checkatrade, Google, or Trustpilot
- A mixture of testimonial types - installation work, emergency callouts, maintenance contracts
- Recent reviews - keep these updated; a page full of reviews from five years ago raises questions
Contact Page Checklist
- Phone number (the primary CTA for most plumbing enquiries)
- Email address
- A contact form for out-of-hours enquiries
- Your service area clearly stated or shown on a map
- Expected response time - “We aim to respond within 2 hours during working hours”
- What happens next - do you call back, send a quote, arrange a site visit?
- Emergency contact information if you offer out-of-hours cover
Technical Checklist
- Mobile-responsive design - the site works correctly on phones and tablets
- Page load speed - images compressed, no slow-loading plugins
- SSL certificate (the padlock in the browser bar)
- Google Business Profile connected and up to date
- Each page has a unique title and meta description written for both search engines and human readers
- No broken links or missing images
How does your website measure up?
If this checklist has highlighted gaps in your current site, you’re not alone. Most plumbing company websites were built at a particular moment in the business’s development and haven’t been updated as the business has grown.
Once you’ve worked through this checklist, you’ll have a solid brief ready to go. The next step is finding the right person to bring it to life – read our guide on how to choose a web designer for your plumbing business to make sure you ask the right questions before committing.
We offer a free website review where we go through a checklist like this against your current site and give you a plain-English summary of what’s missing and what we’d recommend. No obligation, and no pressure to use us.
