Water on the floor. A drain that will not clear. No hot water before work. Someone searches for a plumber near them, opens your site, and decides in a few seconds whether they can call without guessing. Soft tool photos and a number buried under three menus do not count. They open the next firm that already says what to do next.
A plumber website is not a brochure for people who already know your van. It is the front desk when the pipe has already failed.
That first screen has to answer:
- What you do — emergency leaks and blocked drains, planned installs, or both — in the first sentence.
- The area you cover, named towns, not “we serve the region”.
- How to reach you now: a number that works on a phone, and whether you take messages when you are on a job.
- Hours, including evenings and weekends if you answer then — and what happens when you are closed.
- A little proof you are real — your name, the town, a job from this season, not a stock handshake.
You do not need a long story about every fitting. You need a page that lets a wet hallway finish the call without hunting.
If your current site still makes them hunt for that, write to hello@merkwell.com. Say what a first emergency call must answer on the first screen. We can put the desk where they can find it.