There’s a big difference between a website built for a plumber who works alone and a website built for a plumbing company with a team, a van fleet, and a range of services across a defined patch.
Most plumbing websites were built for the former. If your business has grown – if you now employ people, take on larger jobs, or work with commercial clients — your website needs to reflect that. A site that looks like a sole trader operation is costing you enquiries from the clients you most want to attract.
This guide covers what a plumbing company website should include, page by page. We’ve used our work with Hallmark Plumbing and Heating as a reference point throughout – a real example of a growing plumbing business that needed a website to match.
If you’d like to see what good looks like before getting into the detail, take a look at our five favourite plumbing websites and what they each do well.
Homepage
Your homepage has one job: to tell a visitor, within a few seconds, that they are in the right place. For a plumbing company, that means communicating clearly:
- Who you are and what you do
- Where you work
- What kind of jobs you take on
- How to contact you
For a growing business, the homepage also needs to signal that you are a company – not a one-person operation. That means using “we” not “I,” referencing your team, and making your key credentials (Gas Safe registration, any manufacturer approvals) visible without the visitor having to scroll.
A phone number in the top right corner of every page is not optional. It is the most important element on your website.
Services pages
One services page listing everything you do is rarely enough. A dedicated page for each service – boiler installation, central heating, bathroom fitting, landlord safety certificates, commercial maintenance – does two things:
- It gives each service enough space to be explained properly, with the information a potential client needs to make a decision.
- It gives Google a specific, relevant page to show when someone searches for that service in your area.
When we built the Hallmark website, we created individual service pages for each of their core offerings. Each page explains what the service involves, who it’s for, and what the process looks like. Those pages now rank for specific search terms that their previous site could never have targeted.
About and team page
The about page is the most underused page on most plumbing company websites. For a growing business, it is one of the most important.
When a facilities manager or property developer is considering giving a plumbing company a maintenance contract, they want to know who they are dealing with. A page that introduces the founder, explains the history of the business, and shows photographs of the team transforms a faceless website into a real company with real people behind it.
This is particularly important if you’ve moved on from emergency callout work and are targeting planned projects, commercial clients, or ongoing maintenance contracts. Those clients are making a considered decision. They want to know you.
Accreditations and trust signals
Your credentials should not be buried in a footer or hidden on an about page. For a plumbing company, they belong near the top of the homepage and on every services page.
The trust signals that matter most to clients:
- Gas Safe registration. Non-negotiable. The registration number should be visible and, where possible, link to the Gas Safe register so it can be verified.
- Manufacturer approvals. Worcester Bosch Accredited Installer, Vaillant Advance Installer, and similar approvals are meaningful differentiators. Display them prominently.
- Trade body memberships. CIPHE, APHC, or similar. These signal professionalism and commitment to the industry.
- Verified review platforms. A link to your Checkatrade, Trustpilot, or Google reviews profile, not just copy-pasted testimonials, shows you have nothing to hide.
Projects and gallery
A gallery page is often added as an afterthought. It shouldn’t be.
For a plumbing company taking on bathroom installations, heating system upgrades, or commercial fit-outs, photographs of completed work are one of the most persuasive things on your website. Before-and-after images are particularly effective – they show the quality of your work and help a client visualise what you could do for them.
The Hallmark website includes a projects page that was added after the initial launch. It has since become one of the most visited sections of the site. If you have the photographs, even taken on a phone, a projects page is worth building
Testimonials
Every plumbing website has testimonials. What separates effective testimonials from decoration is specificity and verifiability.
A testimonial that says “Great service, highly recommend” tells a visitor very little. A testimonial that describes the specific job, the problem that needed solving, and what made the experience stand out is far more persuasive.
Where possible, link testimonials to the platform where they were left, Google, Checkatrade, Trustpilot, so visitors can see the full, unedited review. This removes any doubt about authenticity.
Contact page
For a plumbing company, the contact page needs to do more than display a phone number and a form. Think about what a commercial client or larger domestic client needs to know before they make contact:
- Your service area (a map or a list of towns and postcodes you cover)
- Your typical response time or availability
- What happens after they submit an enquiry – how quickly will they hear back, and from whom?
- Whether you’re available for emergency work, planned work, or both
The more a potential client understands about how you work before they reach out, the more likely they are to do so. Uncertainty is a conversion killer.
A note on search engine optimisation
None of this works without people finding the site in the first place. Each page should be written with a specific search query in mind – not stuffed with keywords, but genuinely focused on the question a potential client might be asking.
For a plumbing company in Berkshire, that means pages targeting terms like “boiler installation Berkshire,” “Worcester Bosch approved installer Sandhurst,” or “commercial plumber Berkshire” — searches with real intent behind them, made by people who are looking to hire.
Not sure if your current website covers all of this?
If you want to go further, we’ve put together a plumbing website content checklist that covers every page and section in detail — useful whether you’re briefing a designer or auditing an existing site.
Once you have a clear picture of what your site needs, the next question is who should build it. Here’s how to choose a web designer for your plumbing business including what to look for, what to ask, and the warning signs worth taking seriously.
We offer a free 30-minute website review for plumbing businesses. We’ll look at your current site against this checklist and give you an honest assessment of what’s working, what isn’t, and what we’d recommend changing.
