What does a general web designer miss?
General agencies build good-looking sites. The trouble is what goes on them. Ask a generalist for a plumbing website and you tend to get one "Services" page listing fifteen jobs, a stock photo of a smiling man with a wrench, and a contact form buried at the bottom.
That site has nothing for Google to rank. Nobody searches "plumbing services". They search "boiler not firing up", "emergency plumber Ilford" or "unvented cylinder installation cost". Each of those needs its own page, written by someone who knows the work.
What does a specialist do differently?
| What matters | Generalist | Well Plumbed Websites |
|---|---|---|
| Service pages | One page listing everything | A page per job you want more of |
| Area pages | Usually none | Your towns, written individually |
| Trust signals | Generic "fully insured" | Gas Safe number, WaterSafe, MCS, genuine reviews |
| Rules | Unaware | Knows Gas Safe logo rules, Trading Standards guidance and the DMCC Act on reviews |
| Software | Contact form only | Enquiries routed to Commusoft, Tradify, Fergus and others where supported |
| Search data | Guesswork | Keyword research for plumbing and heating searches |
Why do the rules matter?
Gas work in Great Britain must be carried out by a Gas Safe registered business, under the Gas Safety (Installation and Use) Regulations 1998. Customers increasingly check. Trading Standards guidance says you should only show membership or approval logos you are entitled to use (Business Companion). And since April 2025 the DMCC Act 2024 bans fake reviews (CMS summary).
We know these rules and build with them in mind. You stay responsible for what your website says, but you will not be caught out by a designer who did not know they existed. Our guide to using the Gas Safe logo on your website explains more.
Does specialising help with AI search?
Yes. When a homeowner asks ChatGPT or Google's AI Overview for a reliable plumber in their town, the answer draws on websites that state clearly what the business does and where. Specialist, structured pages make that easy. See AI visibility for plumbers.
Frequently asked questions
Is a specialist more expensive than a general web designer?
Not necessarily. Our sole trader sites start from £1,200, which sits within normal UK agency pricing, and you are not paying for a designer to learn your trade on your time.
What does a generalist usually get wrong on a plumber website?
The usual mistakes are one page for every service, no area pages, no Gas Safe number near the call button, and copy that says nothing about the jobs you actually want.
Can a specialist still make my site look unique?
Yes. Every site is designed from scratch around your brand, van livery and services. Specialising changes what goes on the pages, not whether you look like everyone else.
Do you work with plumbers outside London and Essex?
Our area pages and local research cover London and Essex. We can build for plumbing firms elsewhere in the UK, but our local knowledge is strongest here.