This is a sample report for a made-up business.
Northline Plumbing is not a real company. Your report follows the same layout, built from your own website, Google listing and mobile speed. It is free, and the preview needs no email.
Marketing audit
Northline Plumbing
northline-sample.example
Turn the same-day, upfront-price promise into one landing page for Google searches, and make it easy to call or book from a phone.
One landing page led by "Same-day plumber in Seattle. Price before we start.", with a tap-to-call button, a short callback form, three real reviews and the service area, used as the destination for Google search ads and the Google listing.
The services, years in business and promise already exist. What is missing is one page that leads with the promise and removes the reasons not to call. A new website would not change that.
This is what a customer sees when they search for a business like yours on Google, before they ever visit your website.
Location checked: Northline Plumbing. 1 location checked.
| Business | Google rating |
|---|---|
| Northline Plumbing (you) | 4.4★ · 21 reviews |
| Example Plumbing A | 4.8★ · 212 reviews |
| Example Plumbing B | 4.7★ · 138 reviews |
| Example Plumbing C | 4.6★ · 96 reviews |
Your listing: opening hours set, phone number added, 3 photos. Comparable businesses nearby have a median of 138 reviews.
In one Google Places search for “plumber Seattle WA”, your listing was result 9 of the places returned. This is a limited sample from one search, not a verified Google ranking, which varies by searcher, distance and query.
On a phone, Google's test showed your main content after 4.6s (under 2.5s is good; yours is rated “poor”). Slow pages lose people on phones before they ever see your phone number or booking button.
Email from northline-sample.example: sender record (SPF) found, spam-protection policy (DMARC) missing. Mail provider: Google Workspace. In plain terms, missing settings like these can send your emails to customers’ spam folders. Whoever manages your email or website can usually fix this quickly.
The same-day, upfront-price promise is buried in small text
/: Hero headline: "Seattle's Trusted Plumbers". The words "same-day service" and "upfront pricing" appear once, in a line of small text below the buttons.
/services: Service cards list "Water Heaters", "Drain Cleaning" and "Repairs" with no prices or response times.
Why it matters. Someone with a leaking pipe is choosing between three plumbers in a few minutes. The one that says "same-day, price before we start" in the first line gets the call. A generic headline gives them no reason to pick you.
What to do. Rewrite the hero headline around the promise, for example "Same-day plumbers in Seattle. Price before we start." Add a response-time line and a starting price to each service card.
The phone number is not tap-to-call on the service pages, and the only form has no time picker
/services: The phone number appears as plain text in the footer, with no tap-to-call link.
/contact: Form fields: "Name", "Email", "Message", button "Submit". There is no phone field and no way to choose a time.
Why it matters. Most plumbing searches happen on a phone. If the number is not tappable and the form does not ask for a phone number, a visitor has to copy a number or write a message and wait. Many will call the next plumber instead.
What to do. Make the number a tap-to-call link in the header of every page. Replace the form with Name, Phone, Address and "What is happening?", and a button reading "Get a call back within 30 minutes".
No customer reviews on the site, and the Google listing has far fewer than nearby competitors
/: No review quotes, star ratings or review badges appear on the page.
/about: Text mentions "over 15 years serving Seattle" but names no customers and links to no review site.
Why it matters. Plumbing is a trust purchase: a stranger comes into the home. Reviews are the fastest way to answer "can I trust them?" and Google uses them to decide who shows up first on the map.
What to do. Text every customer a review link within an hour of finishing the job. Put three real review quotes with first names and neighborhoods on the home page and each service page.
The site is slow on phones
/: The home page loads a full-screen video and 14 large images; 9 of the images have no description text.
Why it matters. Google measured the main content appearing after more than four seconds on a phone. Visitors on a mobile connection may leave before the page shows. Speed is one of several things that affect how visitors behave, and we cannot say how it affects your position on the map.
What to do. Replace the background video with a still image, resize the large images, and add short descriptions to every image.
Your plan
A landing page built around one offer
One audience, one offer, one button. Send search and ad traffic here instead of your home page. The brief is below.
Lead with "Same-day plumber in Seattle. Price before we start."
Put the tap-to-call button and the three reviews above the fold on a phone.
Get more Google reviews
People compare ratings and review counts before they compare anything else. Asking at the right moment is the cheapest marketing you can do.
You have far fewer Google reviews than the plumbers near you. More recent reviews can help people choose you, though Google does not say how reviews affect map position and other factors count too.
Send the text right after the job, while the work is fresh, to every customer you served. Do not screen who gets asked.
- In your Google listing, copy your review link ("Get more reviews").
- Ask every eligible customer within a day of their visit or purchase, while it is fresh. Do not pick and choose who to ask. A text gets more replies than an email.
- Send one ask and one reminder three days later. No more than that.
- Reply to every review, good or bad, within two days.
- Do not offer discounts or gifts for reviews, and do not only ask customers you expect to be happy. Google can remove reviews and penalize listings for both.
Hey Maria, thanks for choosing Northline today. Would you share your experience in a quick Google review, good or bad? It takes a minute and helps neighbors choose: [review link]
Make your site load faster on phones
Slow pages lose visitors before they read a word. Most of the gain usually comes from a short list of fixes.
Google's mobile test showed the main content after 4.6 seconds; under 2.5 is good.
Start with the home page video and the 14 large images.
- Compress and resize images. Photos are the biggest cause of slow pages.
- Use modern image formats (WebP or AVIF) and load images below the first screen only when scrolled to.
- Remove plugins and scripts you do not use: sliders, old chat widgets, extra trackers.
- Turn on caching, and use hosting with a content delivery network if yours does not.
- Re-test at pagespeed.web.dev after each change so you know which one helped.
Your landing page brief
A landing page is one page built to get a single action, such as a call or a booking. It is not your whole website. This is the plan for yours.
Audience: Seattle homeowners with an urgent plumbing problem such as a leak, a clog or no hot water, who want it fixed today at a fair price.
Offer: Same-day service, with the price quoted before any work starts and no charge for the quote.
Headline options:
- Same-Day Plumbers in Seattle. Price Before We Start.
- Leak, Clog or No Hot Water? We Can Be There Today.
Proof to show:
- 15 years serving Seattle
- Licensed, bonded and insured
- Three real reviews with first names and neighborhoods
- The neighborhoods you serve
Main button: Call now / Get a call back within 30 minutes
How to find new customers
Google Business Profile and local search
People who need a plumber today search on a phone and pick from the map results. A complete, well-reviewed listing puts you in front of them at the moment they are choosing.
Start with: This week, add your hours, service area, photos of finished jobs and a "same-day service" description to the listing.
Google search ads
Emergency plumbing is bought on a search, and a single job is worth hundreds of dollars. Ads on "plumber near me" and "water heater replacement Seattle" reach people ready to call.
Start with: Once the landing page is live, run a small search campaign limited to your service area and track every call.
Customer referrals
A plumber is a trust purchase, and landlords and property managers send repeat work to people they know.
Start with: Call your five best repeat customers and ask each to introduce you to one landlord or neighbor.
Text message follow-up
A short text after each job is the cheapest way to get the reviews that help the listing and the ads.
Start with: Send every customer a text with your Google review link within an hour of finishing the job.
Google Business Profile and local search + Google search ads + Text message follow-up
First, fix the listing and collect reviews by text. Then send ad clicks to the new landing page. Each job that comes in adds another review, which makes the next ad click and the next map result more likely to turn into a call.
Skip for now
- Facebook and Instagram ads. Social ads reach people who are not looking for a plumber today, so most of the spend would go to the wrong audience.
- Helpful content that ranks on Google. Articles take months to rank and your customers search at the moment of the problem. Do this after the listing and ads are working.
Next steps
- Make the phone number tap-to-call on every page and replace the contact form with a short callback form.
- Start asking every customer for a Google review by text, and put three of them on the site.
- Compress the home page images and remove the background video.
- Track calls and form requests so you can see which searches bring real jobs.
How to know it's working
- Phone calls from the site and the Google listing, counting calls over 60 seconds
- Callback form requests
- Booked jobs that came from a call or form, asked at the end of each call
- Cost per booked job by search term, once ads are running
Do you need a new website?
A landing page, not a new site. The site already has service pages, a phone number, an about page and a contact form. It needs one page built around the offer and fixes to the existing pages, not a rebuild.
Not sure what a term means? Read the plain-words guide.
What we couldn't see from your site alone
- Call volume, ad spend, rankings and conversion rates cannot be seen from the website alone.
- We could not tell whether the business already runs ads or has a call-tracking number.
- Prices, service area and licence details beyond what the site states were not checked.
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