Coyne's Plumbing
A Gas Safe plumbing and heating business in Milton Keynes. Website, CRM and search, built single-handed and still looked after by me.
Where it started
Plumbing gets searched for at the moment something breaks. Someone has no hot water, they search on a phone, and the job goes to whoever appears first and looks legitimate enough to let into the house. There is no browsing and no shortlist.
So the brief was narrow: be in that list, look trustworthy in the three seconds someone gives you, and make ringing the easiest thing on the page.
A page for each job, not one page listing everything
Most trade sites have a single services page with a bulleted list. That page competes for nothing, because nobody searches for "plumbing services". They search for the thing that has gone wrong.
So there is a page for each one, written around how a customer describes the problem rather than how a trade describes it:
- Boiler breakdowns and repairs, and no heating or hot water.
- Boiler servicing and boiler installations.
- Gas safety certificates (CP12) and central heating repairs.
- Power flushing, gas cooker and hob installation.
- Emergency plumbing, leaks and burst pipes, blocked drains.
- Bathroom installations, taps and showers.
Built for the phone, because that is where the panic is
- The number is the most prominent thing on every page, and a sticky call and WhatsApp bar follows you down it.
- WhatsApp so a customer can send a photo of the leak rather than describe it.
- A quote form that asks the job type as a set of buttons, plus a postcode, so it takes under a minute on a phone.
- Gas Safe registration shown up front, which is the first thing a careful homeowner checks.
- Real photographs of actual jobs rather than stock images of smiling engineers.
- Pages for the towns covered: Milton Keynes, Newport Pagnell, Bletchley, Wolverton and Olney.
The system behind it
Enquiries land in a CRM rather than in an inbox alongside everything else, so a job can be worked through in order instead of scrolling back through email to find the address.
The search work
Page structure and copy built around local and emergency search intent, the technical side, site speed and mobile. The site is on Next.js rather than WordPress, which is most of why it loads as quickly as it does, and speed is something Google measures directly.
It also has the things a business site is supposed to have and often does not: a privacy policy, terms, and a cookie notice that actually asks.
Where it is now
Live, and I still handle changes to it.
Want something like this?
The numbers above are Pakistan and UAE, because that is where I am. WhatsApp costs you nothing to message from the UK and it is the fastest way to reach me: I reply within a day, and I answer these myself.