Something is leaking. This site is built for that minute.
Concept project. Self-initiated work for a fictional brand, not a client engagement.
The brief
Flowstate Plumbing is an imagined local plumber. Good at the work. Quick to arrive. Well liked by the customers it has.
Its imagined website is slow, crowded and hard to use on a phone. The people who need a plumber most are leaving before they find the number.
The challenge
Nobody browses for a plumber. There's water on the floor and a phone in one hand.
That person calls the first company that looks trustworthy and makes it easy. The site gets a few seconds to do both.
The site answers three questions before anything else. Do you cover my area? Can you come today? Can I trust you in my home? Then it puts the phone number where a thumb already is.
Direction
White, deep teal and a copper accent. A rounded, friendly typeface. Photography is close and human: calm rooms, clean water, tidy work.
It looks bright and capable. Nothing about it says emergency. The visitor is stressed enough already.
- White#FFFFFF
- Deep teal#0C5C66
- Copper#C4703A
A service-area finder confirms coverage from a postal or ZIP code. Services are a short, plain list. A pricing guide and a response-time promise set expectations before anyone picks up the phone. Pages are short on purpose.
Key features
- 01Tap-to-call on every page
- 02A short Book a visit form
- 03A service-area finder
- 04A plain list of services
- 05A pricing guide
- 06A response-time promise
- 07A reviews section
Sample content. Reviews, prices and guarantees shown in this concept are fictional.
Motion
Quick and light. Buttons respond at once. Panels open without delay. Nobody in a hurry waits for an animation to finish.
Call now is fixed to the bottom of the screen from the first second. The number is real text, so one tap dials it. Pages are built light, to load on a weak signal. Basements rarely have a good one.
For a real plumber, we would track:
- Calls started from the site
- Visits booked through the form
- Time from landing to first action
- Service-area checks, and how many lead to a call or booking
- The share of mobile visitors who act
- Page load time on mobile
- Inquiries outside business hours