A fast, conversion-focused website for a sole trader plumber that needed to look professional, generate local enquiries, and work perfectly on mobile.
- 3 new jobs directly attributed to website enquiries within 6 weeks
- Google ranking moved from page 4 to page 1 for 'plumber [area]'
- Mobile bounce rate dropped by 40%
The Brief
Tom runs Ridgeway Plumbing — a sole trader covering South West London. He was getting referrals but losing jobs to competitors with more professional-looking websites. His existing site was built on a free builder template five years ago. It wasn’t mobile-friendly, it loaded slowly, and it didn’t rank locally.
The brief: a website that would make him look as professional as his work actually is, generate enquiries, and perform well in local Google search.
The Approach
Small trades businesses live or die on local trust. The design strategy was built around three conversion pillars:
- Immediate credibility signals — professional photography (we provided direction for a phone shoot), clear service list, accreditation badges.
- Friction removal — click-to-call in the header, WhatsApp link, simple contact form. Three ways to get in touch, all accessible within one tap.
- Local SEO foundation — proper semantic HTML, structured data for local business, location-specific page titles and meta descriptions, Google Business Profile integration.
Performance targets: Lighthouse 95+ performance. The previous site loaded in 8+ seconds on mobile. The new one hits under 1.5 seconds.
The Result
Within six weeks of launch:
- 3 new jobs directly attributed to website enquiries
- Google ranking moved from page 4 to page 1 for “plumber [area]”
- Mobile bounce rate dropped by 40%
The logo was also redesigned as part of the project — a confident wordmark with a tool-inspired “R” letterform that works at any size.
“I’d been putting off getting a proper website for two years. Jus Creative made it easy and I actually love what we ended up with.” — Tom R., Ridgeway Plumbing