The job: three offices, four counties, one site
Farrell Plumbing opened in Port Richey in 2013. Today it runs offices in Port Richey, Spring Hill and Palm Harbor, and its vans cover Pasco, Hernando, Pinellas and Citrus counties.
That is a hard shape for local search. Google weighs how close a business is to the person searching, so one office page cannot carry a homeowner in Spring Hill and another in Palm Harbor. Each town needed a page about that town. Each office needed its own spot on the map.
The owners had a second problem. They could not tell which ads were filling the vans. Their own words are further down this page.
What we built
We built gofarrellplumbing.com (opens in a new tab) on Astro, a static site framework, and host it on Netlify. The services, towns, prices and posts live in data files, and each page type comes from one template. Adding a town means writing about that town, not building a page by hand.
- 11 service pages, one for each job the shop wants more of, from whole-house repiping to septic.
- 12 service area pages in four counties, from Port Richey and Trinity to Weeki Wachee Gardens and Sugarmill Woods.
- 11 cost guides and a pricing hub, each built from completed Farrell jobs.
- A learning center that ties pricing, financing and the blog together, with a payment estimator.
- 23 blog posts about plumbing problems in Pasco and Hernando.
Cost guides built from finished jobs
This is the most distinctive part of the site. Each guide shows a price range, how many completed Farrell jobs were reviewed to set it, the months those jobs came from, and the date the guide was last checked.
A range with the sample behind it answers the price question before the phone rings. Each guide also says plainly that the range is a planning number, and that the customer approves a written price before work begins. See the live water heater installation cost guide (opens in a new tab), or the pricing hub (opens in a new tab) that lists every range.
Posts about Pasco and Hernando, not plumbing in general
The blog answers the questions that come up in these two counties. It covers when plumbing work needs a permit in Pasco and Hernando (opens in a new tab), how to tell a slab leak from a sinkhole (opens in a new tab), what fails the plumbing part of a four-point inspection (opens in a new tab) and what to do after a boil water notice.
Some posts are job stories from real towns, like a pinhole leak repipe in Trinity (opens in a new tab) and tree roots in a Hudson drain line (opens in a new tab). A post like that could not be pasted onto a plumber’s site in another state, and that is the point.
Design and speed
The look comes from the company, not a template. Rufus, the Farrell hound in the blue cap, stands next to the script Farrell logo. The pages set bold condensed headings in the logo’s own blue on a warm cream background.
- Brand blue#08439D
- Deep blue#0C326A
- Sky#1D77AD
- Light sky#7FC1DE
- Cream#FBFAF6
- Ink#0E1322
Speed comes from keeping it simple. The pages are static files on Netlify, with no page builder in the way.
Business Profiles and Local Services Ads
Each office has its own Google Business Profile, because the map pack shows the closest good match first. Each profile rings through its own tracking number, so a call from the Spring Hill listing never gets mixed up with one from Port Richey.
Local Services Ads run for the Port Richey and Spring Hill offices. These are the Google Verified ads above the map, and Google charges for each lead. We match every lead to a job in Housecall Pro and report each office on its own. That is how our Local Services Ads management works for every client.
