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What Should a Plumbing Website Include?

By Ansh Singh · Updated November 8, 2026 · 9 min read

Short answer: A plumbing website should show your phone number on every page, a separate page for each main job (water heaters, drains, leaks, sewer lines), the towns you serve, your license number where your state has one, real reviews and emergency hours. It must also load fast and read well on a phone.

Key facts

Put a tappable phone number in the header of every page.
Give each main job its own page, and a page for each larger town you serve.
Put your license number in the footer where your state licenses plumbers.
Google says it uses the mobile version of a page for indexing and ranking.
Google calls a page good when main content loads within 2.5 seconds.
Our estimate: a small plumbing site needs about 8 to 15 pages.

A plumbing website is a small site that tells a homeowner three things: what you fix, where you work, and how to reach you now. Everything on the list below serves one of those three.

Why do plumbers need a site that works on a phone?

People often search for a plumber when something is wrong. A toilet is overflowing. The water heater is cold. They are standing in the kitchen with a phone in hand. If your number is hidden or your page jumps around while loading, they tap the next result.

Google also ranks sites by their phone version. It says it uses the mobile version of a page's content for indexing and ranking, and that the mobile version should carry the same main content, headings and titles as the desktop one (Google Search Central: Mobile-first indexing). A page that hides your service list on a phone can lose that text in Google's eyes.

The checklist

Use this table as a pass or fail test on your own site, on a phone.

Item	What good looks like	Done?
Phone number	In the header of every page, tappable
Emergency line or hours	Stated at the top, true, and matches your Google profile
Service pages	One page per main job
Town pages	A page for each larger town you serve
License number	In the footer of every page, where your state has licensing
Real reviews	A section with real customer reviews, linked to your Google profile
Your own photos	Real jobs and real crew, not one stock photo
Short quote form	Name, phone, job type, town
Insurance and warranty	Plain statement of what you carry and what you guarantee
About page	Who you are, how long you have worked, who answers the phone
Price guidance	A typical range or what affects price
Fast loading	Passes Google's speed checks on mobile
Text, not images of text	Every fact is real text on the page

The sections below explain the ones plumbers most often get wrong.

Which service pages does a plumber need?

Do not put every job in one list on the home page. Give each main job its own page. A homeowner searching "tankless water heater install" wants a page about that, not a page that mentions it in a bullet.

Start with the jobs that make you money. A typical plumbing company's list looks like this:

Water heater repair and replacement. Tank, tankless and what to expect on install day.
Drain cleaning. Clogged sinks, tubs and main lines, and what a camera inspection shows.
Leak detection and repair. Pipes, fixtures, slab leaks if you do them.
Sewer line repair and replacement. Camera inspection, repair or replacement options.
Repiping. When old pipes are replaced.
Fixtures. Toilets, faucets, disposals, sump pumps, if you do them.
Emergency plumbing. Burst pipes, backups, no water.

The US Bureau of Labor Statistics describes plumbers as workers who install and repair water, gas and other piping in homes and businesses, install fixtures such as bathtubs, toilets, dishwashers and water heaters, and clean drains and clear obstructions (BLS Occupational Outlook Handbook: Plumbers). That is a good starting point for which jobs deserve a page, but list only what you really do.

On each page, answer the questions a customer would ask on the phone. What is the problem? What causes it? What will you do when you arrive? How long does it take? When is it an emergency? What does it cost, or what changes the cost? Keep paragraphs short. Our plumber SEO guide shows how these pages fit together.

Should a plumbing site list prices?

A full price list is hard because jobs vary. But a range or a list of what drives the price is useful and builds trust. A customer who sees "A water heater swap takes a few hours, and price depends on the size, fuel type and whether the vent or gas line needs work" feels informed. One who sees nothing feels they are being set up.

If you give numbers, mark them as your own typical ranges, and keep them current. For a wider view, see our guide on whether plumbers should show prices on their website.

Where does the license number go?

Many states license plumbers, and customers look for the number. Put it in the footer of every page and on your About page. Rules differ, so check yours. A few examples:

In Texas, the State Board of Plumbing Examiners issues Responsible Master Plumber, Master and Journeyman licenses and runs a public license search (TSBPE).
In California, a contractor license is generally required when a job needs a building permit, uses additional workers, or costs $1,000 or more in labor and materials (CSLB).
In Illinois, the Department of Public Health licenses plumbers, and contractors must register with the state (IDPH).

The Bureau of Labor Statistics notes that most states and some localities require plumbers to be licensed, and that requirements vary (BLS). Because some localities license on their own, local rules matter too. We cover this in do plumbers need a license number on their website.

What about reviews on the site?

Put a few real reviews on your home page and link to the rest on Google. Use the reviewer's name as they posted it, and never write or buy reviews. The Federal Trade Commission's rule on reviews bars writing or selling fake reviews and bars offering compensation tied to a positive sentiment. It lets courts set civil penalties for knowing violations (FTC: Consumer Reviews and Testimonials Rule Q&A).

Review count also helps you get found. In a 2026 study of 10 trades in 10 US cities, businesses named by ChatGPT or Google's AI Mode had a median of 444 Google reviews, against 192 for those not named (Zarla: AI Visibility Index (2026)). The site should send visitors to your Google profile so they can leave one. Our guide to getting your plumbing business on Google covers that side.

How should a plumbing site handle emergencies?

Plumbers get more urgent calls than most trades. A frozen pipe in a cold snap, a sewer backup on a weekend, a water heater that fails in the middle of the night. Your site should handle these without making someone read.

Put an "Emergency plumbing" button next to the phone number at the top of the page.
State your real hours. If you answer calls at night, say so. If you do not, say when you call back.
Add a short "What to do while you wait" box. For a burst pipe, that is shutting off the main valve. Keep it to a few lines. Only give advice you are sure is right.
Make sure a missed call gets a quick text back. See missed call text back for plumbers.

Do not claim 24/7 service if you do not offer it. A false claim leads to angry reviews.

Does the site need schema and technical settings?

Schema markup is code that tells search engines facts about a page in a standard format. For a plumber, the relevant type is "Plumber", which Schema.org defines as "A plumbing service" and files under LocalBusiness (Schema.org: Plumber). Google says LocalBusiness markup can tell it about business hours and other details, and the core type needs a name and an address (Google Search Central: LocalBusiness structured data). If you do not serve customers at your address, ask your site builder how they handle that, because Google's page does not cover service-area businesses.

Google also says there are no extra requirements or special markup needed to appear in AI Overviews or AI Mode. Standard good practice applies: allow crawling, keep important content in text, and make sure markup matches what is on the page (Google Search Central: AI features). So the checklist above is the AI checklist too.

Speed is the other setting to check. Google's Core Web Vitals call a page "good" when the main content loads in 2.5 seconds or less, the page responds to a tap in 200 milliseconds or less, and layout shift stays at 0.1 or below, measured at the 75th percentile of visits (web.dev: Web Vitals). Test your site on Google's PageSpeed Insights. Large photos are the usual cause of slow pages, so resize them before you upload.

What should you leave off?

Stock photos of smiling people in clean uniforms holding wrenches. Use real ones.
Long "welcome to our company" text that says nothing. Start with what you do and where.
A page that is only a slider of images with text baked in.
Pop-ups that cover the phone number.
Claims you cannot back up, such as "best plumber in the state".

Pick the order and start

If the site is already live, test it against the checklist on your phone, and fix in this order: phone number, service pages, towns, license, reviews, speed. If you are building one, read our guides on plumbing website cost and the best website builder for plumbers first. Contractors in general can use the hub list of what a contractor website should include.

If you would rather not build it yourself, you can see a free demo site made for plumbers.

Common questions

How many pages does a plumbing website need?

A small plumbing company can start with a home page, an about page, a contact page, one page for each main job and a page for each main town. In our estimate that is about 8 to 15 pages. Add more as you add services or towns.

Do I need a blog on my plumbing website?

No. A blog is optional. The service and town pages matter first. Once those are done, short articles that answer real customer questions can help, but only if they are accurate and written for your area.

Should my plumbing website show my address?

Only if customers come to you. If you work at customers' homes, Google tells you to remove your address from your Business Profile and list a service area. Your site can do the same, listing towns instead of a street address.

Does my website need a license number?

Not every state requires it, but customers look for it, and it builds trust. Where your state licenses plumbers, put your number in the footer. Check your state board for any advertising rules.

Sources

About the author

Ansh Singh runs Contractor Websites. He builds websites for electricians, plumbers, roofers and other home service trades, and writes the guides on this site. More about Ansh Singh.

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