A brand-new website that made a Crawley plumber ChatGPT’s first recommendation
How Gazelle Agency designed and built a 59-page WordPress website for Plumb Buster in four months, with a page for every plumbing job and every nearby town, 29 expert guides, and a phone number one tap away on every screen.
Built from nothing to Google and ChatGPT in four months
URL counts: the site’s XML sitemaps, 21 October 2026. Speed: PageSpeed lab test of the homepage, 21 October 2026. Search results: Google Search Console and ChatGPT, from our Plumb Buster SEO case study.
A trusted, family-run plumber with almost ten years in Crawley
Plumb Buster is an independent, family-run plumbing business on Drake Road in Crawley. For nearly ten years it has handled everything from dripping taps and blocked toilets to burst pipes and full bathroom refurbishments for homes and businesses across West Sussex and into Surrey.
Customers speak directly to the plumber who does the job, the phone is answered 24/7, and the business is rated 10/10 from 385 Checkatrade reviews. What it didn’t have was a website that showed any of this.
Starting from zero, in a crowded local market
Plumb Buster needed a brand-new website. There were no existing pages, no search history and no authority for Google to build on, and Crawley rivals already had well-established online profiles.
No online presence
A brand-new domain with nothing for Google or AI tools to read, rank or recommend.
Strong rivals
Local competitors already had established Google profiles with dozens or even hundreds of reviews.
Urgent visitors
Most plumbing enquiries are urgent: a burst pipe or a blocked toilet. People need to call within seconds of landing.
A wide service area
The business covers a dozen towns and neighbourhoods and 13 different services, and each needed its own page.
Four goals for the new website
Look established
A professional, confident design so a new website feels like a business with ten years behind it.
Get the call
A tap-to-call phone number in the header, the hero and the floating call button on every page.
Build a page system
Reusable templates for services, locations and guides, so the site could grow quickly and consistently.
Be found everywhere
Clean structure, rich structured data and fast loading for Google, answer engines and ChatGPT.
A bold, trustworthy look built on deep navy and safety yellow
We built the palette around the blue water drop in Plumb Buster’s logo, with a confident navy base and a bright yellow reserved for the actions that matter.
Typography
Montserrat bold for headings, for a strong, trade-ready look. Poppins for body copy, for clear reading on any screen.
Real-world imagery
Hero photos of plumbers and finished bathrooms, plus before-and-after shots, show the work instead of just describing it.
Yellow means act
Yellow is used only for buttons such as “Get a Quote” and the phone number, so the next step is always obvious.
Icon-led cards
Services, trust points and process steps sit in simple icon cards that are quick to scan on a phone.
Designed to answer “can you help me, and can I trust you?” in seconds
13 service pages that answer every question before the call
Every job has its own page built from one shared template. The Bath to Walk-in Shower Conversion page, now ChatGPT’s first recommendation for that job in Crawley, shows the approach.
| Section | What it does | On the bath-to-shower page |
|---|---|---|
| Hero | States the service and place, with a call button | “Bath to Walk-In Shower Conversion in Crawley, West Sussex” |
| Why switch | Sells the benefit with a before-and-after photo | Safety, easier cleaning and a more modern bathroom |
| Process | Removes uncertainty | 6 clear steps, from survey to clean-up |
| Options | Shows expertise and choice | Types of walk-in shower, plus accessible and mobility-friendly options |
| Cost | Answers the first question | “How much does a bath to walk-in shower conversion cost in Crawley?” |
| Why us & areas | Builds local trust | Reasons to choose Plumb Buster and the areas covered around Crawley |
| FAQs | Answers the last objections | 5 questions, also marked up as FAQPage schema |
| Closing CTA | Asks for the enquiry | “Get Your Free Bath to Walk-In Shower Conversion Quote in Crawley” |
The 13 services
- 24/7 Emergency Plumbing
- Bathroom Fitters
- Bath to Walk-in Shower Conversion
- Burst Pipe Repair
- Leak Detection
- Blocked Drain Clearance
- Toilet Repair
- Tap Repair & Replacement
- Overflow Repair
- Shower Repair & Installation
- Water Pressure Repair
- Kitchen Plumbing
- Commercial Plumbing
11 location pages for every town and neighbourhood
Each area Plumb Buster covers has its own page with a local H1, local copy and a list of nearby areas, so people searching “plumber in Horsham” or “plumber in Three Bridges” land on a page written for them.
The Horsham page, for example, covers the RH12 and RH13 postcodes and sets out six reasons local homeowners choose Plumb Buster, from 24/7 availability to fair, upfront pricing.
- Crawley neighbourhoods: Tilgate, Southgate, Three Bridges, Furnace Green, Maidenbower and Broadfield
- Nearby towns: Crawley Down, East Grinstead, Horley, Horsham and Redhill
- Linked from the main Locations menu, so every page is one click from anywhere on the site
A 29-article library that answers what customers ask
Homeowners search for help before they search for a plumber. We built a library of guides in six topic categories, each ending with a route to call Plumb Buster.
What to do right now
- Burst pipe: what to do
- How to turn off your water supply
- When to call an emergency plumber
What will it cost?
- Plumber cost in Crawley (2026)
- Emergency plumber cost in Crawley
- Bathroom refurbishment cost in Crawley
What’s wrong with my…?
- Boiler not firing up
- Radiator cold at the bottom
- Low water pressure causes
Who should I trust?
- How to choose a plumber in Crawley
- Landlord plumbing responsibilities (UK)
- Winter plumbing checklist
Built for someone standing in a flooded kitchen with their phone
Plumbing emergencies happen on mobile, so every layout was designed for small screens first.
Big, bold headline
The promise and the phone number fill the first screen, with nothing to scroll past.
Floating call button
A yellow phone button stays in the corner of every page, so calling is always one tap away.
Clean navigation
A hamburger menu opens every service and location without crowding the screen.
Stable layout
A mobile layout shift of just 0.017, so buttons stay put while the page loads.
Search-ready from the code up
WordPress + Elementor
A flexible CMS the client can update, with global header and footer templates, reusable page templates and Google Site Kit connected.
Rich schema on every template
- Plumber & LocalBusiness
- Service, Offer & OfferCatalog
- FAQPage
- GeoCoordinates & OpeningHours
- Article & BlogPosting
Clean SEO foundations
- Service-and-place titles, e.g. “24/7 Emergency Plumber in Crawley | Plumb Buster”
- Unique meta descriptions with the phone number
- 3 XML sitemaps (pages, posts, categories)
- Open Graph images for sharing
One clear identity
- The same name, address, phone and email in the header and footer of every page
- Links to Google, Checkatrade, Facebook, Instagram and Pinterest
- 5 tap-to-call links on the homepage
Fast on desktop, stable everywhere
| Metric (homepage) | Desktop | Mobile | Google’s “good” threshold |
|---|---|---|---|
| Largest Contentful Paint | 1.3 s | 4.8 s | 2.5 s or less |
| First Contentful Paint | 0.9 s | 3.6 s | 1.8 s or less |
| Cumulative Layout Shift | 0.006 | 0.017 | 0.1 or less |
| Total Blocking Time | 138 ms | 119 ms | 200 ms or less |
PageSpeed lab test, 21 October 2026. Mobile tests simulate a slow 4G connection. Bringing mobile load times down is our next priority (see “What’s next”).
Four months, four phases
Launch with the highest-value pages
The new site went live with the core pages and the biggest-earning services first: Burst Pipe Repair, Bathroom Fitters and Bath to Walk-in Shower Conversion.
Trust and emergency content
Added the 24/7 emergency plumbing page and the first local guides on choosing a plumber and common Crawley plumbing problems.
Local expansion
Rolled out the first neighbourhood pages, Southgate and Three Bridges, and the Kitchen Plumbing page.
Full build-out
Completed the remaining service and location pages, published 25 question-led guides in six categories, and refreshed every core page, including new Maidenbower and Broadfield pages.
Dates are taken from each page’s publish and last-modified dates in the XML sitemaps.
A new website that’s already winning work
With the website in place, our SEO, AEO and GEO work had a solid foundation. Within four months of launch:
Google Search Console (28 days to 20 October 2026) and ChatGPT tests on 20 October 2026. Full details in our Plumb Buster SEO case study.
What this project shows for new trade websites
1. A new site can compete fast
With the right structure, a brand-new domain was recommended by ChatGPT within four months.
2. One page per job and town
Dedicated service and location pages give Google and AI a clear answer for every search.
3. Specific facts get repeated
ChatGPT described Plumb Buster using facts taken straight from its bath-to-shower page.
4. Make calling effortless
For urgent trades, a phone number in the hero and a floating call button matter more than any form.
Making a strong site even stronger
Mobile speed
Trimming about 57 KB of unused CSS and an unnecessary redirect to bring mobile LCP under 2.5 seconds.
WhatsApp button
Adding WhatsApp so customers can send a photo of the problem instead of describing it on the phone.
Live reviews
Showing the 385 Checkatrade reviews as real customer quotes on service pages.
Project gallery
More before-and-after photos of real Crawley bathrooms and repairs.
Want a website that gets your phone ringing?
Gazelle Agency designs and builds fast, search-ready websites for UK trades and service businesses.
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