Case study
Kiley Plumbing and Heating: a local search build for a master plumber.
Three decades of trade in MetroWest, and a website that had to do one job well — turn somebody searching for a plumber into somebody on the phone.
The situation
Kiley has been plumbing in Holliston since 1992 — a master plumber with three decades of MetroWest work behind him. The trade reputation was already there. What was missing was any way for that reputation to show up when somebody two towns over typed the word plumber into a phone.
Trade search is unforgiving in a specific way. The person searching has a problem right now, they are almost certainly on a handset, and they will call whoever answers first and looks legitimate. A site for that visitor cannot be a brochure. It has to load fast, prove the trade, and put the number within thumb reach on every screen.
What got built
A multi-page site structured around the two things local search actually rewards: what you do, and where you do it. Eleven services each get their own treatment rather than sharing one list — emergency service and repairs, water heaters, tankless water heaters, general home plumbing, gas lines and heating, water filtration and softening, drain cleaning and sewer, sump and well pumps, remodels and renovations, new construction, and commercial service.
A dedicated service areas section names the fifteen towns Kiley actually covers: Holliston, Natick, Sherborn, Millis, Medway, Framingham, Ashland, Hopkinton, Wayland, Weston, Dover, Medfield, Westborough, Southborough, and Upton. Naming them is the point — a page that says "MetroWest" competes with nothing, and a page that says Sherborn competes for Sherborn.
The rest of the navigation earns its place: financing, reviews, about, and contact. Online booking runs alongside the phone number, so a customer who does not want to call at 8pm can still put themselves on the calendar. Dispatch hours are stated up front as Monday to Saturday, 7am to 5pm, because an unanswered call is worse than a clear closing time.
How it is built
Static HTML from a small Node build, the same dependency-free model used across these builds. Nothing renders in the browser that could have been decided at build time, which is what keeps it quick on a weak signal in somebody's basement.
Google Business Profile work sits behind the site rather than on it. For a trade business the profile is often the first thing a customer sees and the last thing anyone maintains, so it was rebuilt alongside the pages instead of being left to drift.
Where it stands
The site is live at kileyplumbing.com with all eleven services, the fifteen service-area towns, financing, and reviews published, and booking wired up next to the number.
Twenty free minutes. Bring your worst website.
Or no website at all. A free 20-minute consult, a straight answer, and zero pressure either way.