What a plumber's website actually needs

Not a blog. Not a mission statement. Six things, in order, and most plumber sites are missing four of them.

Search for a plumber in your town and open the first five sites. Count how many have the phone number visible without scrolling on a phone. Usually it's two.

Here's what a plumbing website needs, in the order a homeowner needs it.

1. The phone number, top right, every page

Half your visitors are standing in water. They're not reading. The number goes in the top corner, and on mobile it's a button that dials.

2. One line that says what you do and where

"Emergency plumber in Boise. On the way in 60 minutes." That's the headline. Not "Welcome to our website."

3. Your reviews, on the page

You have 200 five-star reviews on Google. Nobody's going to leave your site to go check. Put them on the page.

4. A page for every service

Water heaters. Drain cleaning. Repipes. Sump pumps. Each one is a different search, and Google can only rank you for a search if you have a page about it. One "Services" page with a bulleted list ranks for nothing.

5. The towns you cover

"Plumber in Meridian" is a different search than "plumber in Boise." List the towns. Link them.

6. Proof you're real

License number. Years in business. A photo of the actual truck and the actual crew. A homeowner is about to let a stranger into their house. Make it easy to trust you.

That's it. Nothing about your mission. Nothing about your passion for plumbing. Six things, and the phone rings.