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Plumber websites: get ready for frozen pipe season.

The first real deep freeze of the winter is one of the busiest stretches of the year for Chicago plumbers. The homeowner with water coming through the ceiling calls whoever is easiest to reach. Here's how to make that you.

I build websites for local trades around Chicago, and plumbing is one of the clearest cases of a website having one job: turn a panicked search into a phone call. Nobody with a burst pipe reads your About page. They want to know three things fast: do you fix this, do you come to my area, and can I reach you right now.

Picture the search

It's a January morning, the overnight low was below zero, and a homeowner in a Logan Square two-flat turns on the kitchen tap. Nothing comes out. An hour later there's water dripping in the basement. They search "frozen pipe plumber near me" or "burst pipe Logan Square." They tap a couple of results, and they call the first one that clearly says yes.

Your website gets about a minute to win that call.

1. Put emergency service at the top

From November through March, the top of your homepage should talk about winter problems: frozen pipes, burst pipes, no water, water heater failures. "Frozen and burst pipe repair in Logan Square, Avondale and Humboldt Park" tells a stressed homeowner they're in the right place. Switch it back in spring.

2. Make the phone number one tap, on every page

Your number should be a tap-to-call button at the top of every page and stay visible as the page scrolls on a phone. If it's in the footer, or part of an image, you're adding steps for someone standing in water. This is the most common problem I find on trade sites, and one of the fastest to fix.

3. Tell the truth about hours

If you answer at 2 a.m. and on weekends, say so plainly near the top. If you don't, say when you open and offer a callback form. Then make your Google Business Profile hours match exactly. A website that says "24/7" next to a profile that says "Closed" makes people move on to someone who looks sure.

4. Give each winter service its own section

"Frozen pipe thawing," "burst pipe repair," "water heater repair" and "sump pump service" are different searches. Give each one a short section or page that says what it is, what you do on the visit and how to book. Older Chicago homes, two-flats and greystones often have plumbing in exterior walls and crawl spaces that's prone to freezing. If you know those buildings, say so.

5. Add a short "what to do right now" box

A few plain safety steps help the homeowner and build trust before you arrive:

• Know where your main water shutoff is, and shut it off if a pipe has burst.
• Open the cabinet doors under sinks on outside walls so warm air reaches the pipes.
• Never use an open flame to thaw a pipe.
• Call us, and we'll tell you if it can wait until morning.

Keep it short and make sure every line is advice you'd give on the phone anyway.

6. List every neighborhood and town you cover

People search by place. Name your areas in plain text on the homepage and a service area page, and set the same areas on your Google Business Profile. If you only cover the North Side, say that too. It saves you calls you'd turn down anyway.

7. Show you're real and licensed

Plumbers in Illinois need a state license, and people want to know who's coming into their basement. State your license plainly, and show real photos of your trucks, team and finished work. Add your genuine Google reviews, especially winter ones that mention a fast response.

Your November checklist

• Switch the homepage headline and photo to winter emergencies.
• Check the tap-to-call button on your own phone, on every page.
• Write out your real after-hours policy and match it on Google.
• Add sections for frozen pipes, burst pipes and water heaters.
• List your neighborhoods and towns in plain text.
• Add a short "what to do right now" box.
• Upload five new real photos to the site and your Google profile.
• Test your quote form on your phone.

Most of this list overlaps with what heating companies need too. If you also do HVAC, my furnace season checklist covers that side.

If you'd rather have it done for you

If your site is hard to edit or still looks the way it did years ago, a rebuild may cost less than you think. My Local Growth package is $699 setup and $99 a month and includes the service and area pages most plumbers need. See how I build sites for trades on my contractor websites page.

Want a second look before the freeze? Book a free call and I'll go through your site and Google listing with you.

Common questions

When should a plumber update their website for winter?

By early November in the Chicago area. Frozen and burst pipe searches climb with the first hard freezes, so the homepage should already talk about winter emergencies by then.

Should I put safety tips on my plumbing website?

A few short, accurate steps, like finding the main shutoff and never thawing pipes with an open flame, help homeowners and show you know the job. Keep them to advice you'd give on the phone anyway.

Do plumbers need separate pages for each service?

It helps. Burst pipes, water heaters and sump pumps are different searches from people in different situations, so a clear page or section for each makes it easier for customers and Google to match you.

Keep reading

• Do I Need a Website If I Have a Google Business Profile?
• How to Get More Google Reviews Without Breaking the Rules

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