YOU DON'T KNOW WHAT TO WRITE ON YOUR WEBSITE. THAT'S NORMAL. HERE'S A CHEAT SHEET.
The #1 reason plumbers don't have a website isn't money. It's "I have no idea what to say." Here's exactly what to write on every page.
"I wouldn't even know what to put on there."
We hear this more than anything else.
More than "it's too expensive." More than "I don't have time." More than "I don't need one."
The #1 thing stopping plumbers from getting a website is not knowing what to say.
And honestly? That makes total sense. You're a plumber, not a copywriter. You fix pipes, not paragraphs.
So here's your cheat sheet. What to write on every page. Copy and paste if you want. We won't judge.
Your Homepage
Keep it simple. Answer three questions:
What do you do? "Licensed plumber serving [Your City] and surrounding areas."
Why should they call you? "24/7 availability. Licensed and insured. 200+ five-star reviews."
How do they contact you? Giant phone number. Contact form. Both.
That's your entire homepage in three sentences. Everything else is bonus.
Your Services Page
List every service you offer. One per section.
For each service, write 2-3 sentences:
What it is. "We install, repair, and replace water heaters of all types."
When they need it. "If your water heater is more than 10 years old, making strange noises, or producing rusty water, it's time."
What to do next. "Call us for a free estimate. We can usually install same-day."
Don't overthink this. You explain these services to customers every day. Write it the way you'd say it.
Your About Page
Nobody cares about your company history. Sorry.
They care about three things:
Are you legit? "Licensed, insured, and bonded. License #12345."
Are you experienced? "15 years and 3,000+ jobs in the [City] area."
Are you a real person? A photo of you. Or your team. Real people, not stock photos.
Write it in first person. "I started this company because..." is 100x better than "Founded in 2010, ABC Plumbing is committed to excellence in..."
Nobody talks like that. Don't write like that.
Your Contact Page
Phone number (big). Email address. Service area (list the cities). Hours of operation. Contact form (name, phone, email, message).
Optional: your physical address, a Google Map.
That's it. Don't make people hunt for how to reach you.
Your Reviews Page
Grab your best 10-15 Google reviews and paste them on this page.
Real names. Real quotes. Star ratings if you can.
This page exists so that when someone is on the fence about calling you, they can see a wall of proof that you're the real deal.
Service Area Pages (Bonus, But Powerful)
If you serve multiple cities, create a page for each one.
"Plumber in Scottsdale" "Plumber in Tempe" "Plumber in Mesa"
Each page should mention the city name multiple times, list the services you offer there, and have a call-to-action. (Our service area pages SEO guide explains how to do this without looking spammy.)
These pages rank on Google for "[city] plumber" searches. More pages = more cities you rank in = more calls.
The Secret Nobody Tells You
Here's the thing about website copy for plumbers.
It doesn't need to be clever. It doesn't need to be poetic. It doesn't need to win a writing award.
It needs to be clear.
Say what you do. Say where you do it. Say why they should trust you. Make it easy to call.
That's it. Clear beats clever every single time. If you want proven formulas for writing copy that actually converts, our post on 5 copywriting formulas for plumbing websites gives you templates you can use right now. For more on what makes visitors pick up the phone, read about the 7 objections homeowners have before calling. And when it comes to writing your Google Business Profile description, keep it just as clear and direct.
And if you still don't want to write a single word? That's fine. We write all the copy for every website we build. You answer a few questions, we turn your answers into a full website. You just approve it.
Book a free audit and we'll show you what a professionally written plumbing website looks like for your specific business.