3 Plumber Landing Pages Critiqued with Optimization Tips


Are you promoting your plumbing services online?

Your potential customers are searching for your business online. They want to give you their money. But the competition is high, so you have to make sure once they find your page, they’ll stop searching for a plumber and connect with your business.

In this article I’ll show you real-world examples of plumber landing pages that are just like yours. I’ll tell you exactly what I like about these pages and what I’d change in terms of landing page optimization for sales.

Before we delve into the examples, let’s quickly go over optimizing your landing page for conversions, and why it’s essential to include it in your online marketing strategy.

Your business already has at least one landing page.

If you have a website, you have a landing page.

A landing page is any webpage that is accessed by clicking on a link – via search engines, online advertising, social media, or any other source of web traffic.

When it comes to optimizing your landing page for conversions, things get a little more complex – numbers get involved. And by numbers I mean math. Sorry.

Conversions are exactly what they sound like – visitors to your site that have ‘converted’ into sales.

Let’s go over some basic numbers:

  • Your current website converts traffic at around 5% (meaning 5 out of every 100 people who visit your website are giving you a call or making an appointment).
  • Let’s say your plumbing website sees traffic of 300 people a week. Let’s say the average value of a repair is $115. This means your site is bringing in $1725 of revenue a week. You’re probably thinking, “Hey, that’s pretty good!” Well guess what? It could be a lot better.
  • Optimizing your landing page with one of the variables I’ll detail below can increase your conversion rates by up to 50% (meaning that out of every 100 people who visit your website, approximately 8 of them will now convert).
  • Your optimized page is now bringing in revenue of $2588 (an increase of $863 per week).

Over the course of the year that small change can bring in $45,000 of revenue. Are you thinking about what you would do with all that extra cash? Good.

Here are three examples of plumbing service landing pages equipped with critiques:

Roto Rooter

plumbing landing page
What I like:

The Unique Selling Point (USP): USPs are essential for landing pages because they are what set you apart from your competitors and actually encourage your leads to convert. Roto-Rooter is using their reliability and trust factor as a USP, “Vancouver Plumbers you’ve trusted for over 75 years.” This USP is straight to the point, as it should be.

Benefit List: The main benefits are clearly outlined on the page, below “Plumbing services in Vancouver that save you time, money headaches.” Below this they continue to explain why. Benefit lists remind people why they’re still on your page and not bouncing.

The contractor image: This adds personality to the page and makes it more relatable. It’s important for landing pages to have images to capture the attention of visitors.

The call-to-action button: The red call-to-action (CTA) button, “Schedule Service Online” stands out well against the generally blue and white landing page, and is positioned above-the-fold which is generally a good practice.

The phone number: The phone number of Roto-Rooter is next to the CTA button and contrasts similarly with the page. It’s important for phone numbers to be easily seen, especially for plumbers.

What I’d Change or Test:

Making the USP stand out more: You have to look for the USP – it blends into the dark blue on the left side. I would suggest testing a white font, or lighter color at the top. This would help this selling proposition stand out.

Changing the CTA text: “Schedule Service Online” doesn’t really call out to you (as a call-to-action should). I would recommend changing it to something that compliments the benefit list. Such as, “Get Affordable Help Fast!”

Too much text: Although the benefit list is great, it needs to be more succinct. Put the headings in bullet points, and the details on another page or in a lightbox to reduce clutter.  

Change the image of the guy: An image of the contractor is a great idea for a landing page. Although it is usually recommended that the picture doesn’t look like it’s from 1983. I would test a larger, more updated picture of the contractor. The photo of the contractor should stick out on the landing page, but not overwhelm it.

Bill Howe:

plumbing landing page
What I like:

The customer testimonial: This seems to be the focus of the page, as it is indented and italicized, which sets it apart visually from the rest of the page. Customer testimonials matter they are social proof: 70% of Americans say they look at a product or service’s testimonial or review before purchase.

The USP: “The Contractor Of The Year Winner” sets Bill Howe’s business apart from his competitors by showcasing an award. This also functions as a symbol of trust.

The Trust Symbol: Speaking of, there a few things on this landing page to vouch for their validity. Symbols of authority add professionalism and trustworthiness to landing pages. This page uses the PHCC logo to show their legitimacy, which ups their trust factor as a business.

The Personal Information Notice: Visitors to your page need to know you’re maintaining their privacy (especially nowadays). Adding the “We will never sell, share, or rent your personal information to anyone” is a small but vital part of the page.

List of “Our areas of expertise” on the sidebar: This list is comprehensive, yet easy to skim and find out if they can take care of your plumbing issue(s).


What I’d Change or Text:

The Customer Testimonial: It’s really important to have a trust factor such as this on their landing page, but it needs to be cut down by at least half, and ideally compliment their USP.

There’s a grammatical error in the testimonial (it vs “its”), and small things matter. Grammatical errors are no joke on landing pages. It makes the business appear unprofessional, sloppy and careless. Make sure to triple-check your copy for errors.

Crediting it to “Heather” instead of a more precise “Heather Johnson of San Fernando” causes the testimonial to lose credence. Be specific about who is vouching for your business.

The USP: A closer look at this USP’s description shows that Bill Howe won the award in 2011. This was 3 years ago, and bragging about it now may increase bounce rates, as it indicates that there’s little to brag about for the past 3 years. Also, it may suggest that the company is outdated.

The CTA: While it’s great that they have a CTA, it should have an actual purpose within their sales funnel. Taking people to your homepage only throws your potential customer off of the sales funnel track. I would suggest testing something more like, “Book an appointment now!”

Too much text: A lot of the text on the page needs to either disappear or be divided into easier ways to digest it. It can be broken up with more bullet points, bolded words and headings. I would cut the customer testimonial by at least half the size.

I’d recommend a toolbar at the top: While the list of areas of expertise on the right is good, a toolbar that categorizes what they do, allowing people to access exactly what they want easily might be better.


plumbing landing page
What I like:

The Layout: It’s simple, clean, professional. There is not too much text and it’s not too long, which are both common problems with landing pages. It’s straight and to the point – this is an effective format.

The Image of the Guy* :* This photo looks like it has been taken in the last decade, and is both warm and professional. He looks like an average guy, which is much better than the stock photos of models fixing sinks that I saw on a few landing pages.

The USP: It wraps up the benefits effectively and succinctly. “Fast. Reliable. Professional.”

The Customer Testimonials: Customer testimonials increase the trust that your landing page visitors have in your business. These customer testimonials are credited to real people in nearby locations, which makes them more believable and relatable.

The phone number: Is the main focus of the page, as it the biggest text. The red text on the white landing page creates good contrast.

The CTA button: Works well on the page. It’s a good size, red and embossed. It contrasts well and stands out effectively.

What I’d Change or Test:

Removing the menu at the top of the page: Landing pages exist to provide a focus for a certain point in your sales funnel. You don’t want to give visitors the easy option of doing anything but taking that specific action.

Test out lead generation: Since plumbers are the kings of repeat business, I would recommend testing an entry form, with text something along the lines of, “Don’t be stuck without a reliable plumber!” Try out an entry form with a name, email address and phone number.

Make the “24 Hr Emergency Response Team” a USP: Not every plumber has a 24 hour response team handy, this should be more prominently displayed as a Unique Selling Point.

Note: Overall, this was the best landing page of the three examples. It has a clear CTA, USP and is simplistic yet visually appealing. Great job, A-1 Drainage!


I hope you got a good idea of some changes you can implement for achieving a good landing page optimization to increase your conversions.

Remember to keep your page focused on differentiating yourself from your competitors, providing value, and making it clear which action(s) you want your visitor to take.

What do you think? Have you had success or failure trying out any of these optimization strategies? Let me know in the comments below.


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