The Prince of Drains

A full redesign and redevelopment for a Melbourne plumbing, drain, and sewer company, rebuilt in WordPress with Elementor and written around conversion-focused design and copy, built to turn an urgent search into a booked call.

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Client

The Prince of Drains, a Melbourne plumbing, drain & sewer company

Role

Design & Development, including CRO design and copywriting

Scope

Full revamp, redesign through redevelopment

Built with

WordPress, Elementor, custom code

Year

2025

Live site

theprinceofdrains.com.au

Overview

The Prince of Drains is a Melbourne-based plumbing, drain, and sewer company, handling everything from emergency call-outs to trenchless sewer repairs across the city’s suburbs. Their old site wasn’t earning its keep for a business built on speed and trust: someone landing on it is usually mid-emergency, comparing options fast, and deciding in seconds who to call. This was a full revamp, the design and the build were both mine, from the first layout decisions through to the finished, working WordPress site.

The Challenge

A plumbing emergency is a stressful, time-pressured search. The site had to earn trust and get a visitor to call or book within the first few seconds, not just look good scrolling through it.

• Get visitors to act fast: call, book, or request a quote, without making them hunt for it
• Build trust quickly for a business people are inviting into their home during a crisis
• Cover a wide service range (plumbing, drains, sewers) without the site feeling cluttered
• Write copy that speaks to urgency without sounding pushy or generic

The Solution

01. Designed for urgency, not just polish

Every key page leads with a clear call to action, call now or request a free quote, with trust signals like 5-star reviews and licensed-and-insured badges placed high enough that visitors don’t have to scroll to find them.

02. Built in Elementor, structured to grow

Rebuilt in WordPress with Elementor, with the service categories (Plumbing, Drains, Sewers) structured so a new service or suburb page can be added without touching the core layout.

03. Copy written to convert, not just describe

Wrote the on-page copy myself around what actually gets someone to call during an emergency: speed, reliability, and no hidden costs, instead of generic plumbing-company language.

Before / After

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A Closer Look

The Results

A homepage built around one job: get the call

Every scroll stop reinforces a direct action, call now, request a free quote, book online, instead of making an anxious visitor dig for contact info.

Trust signals placed where they matter

5-star reviews, licensed-and-insured badges, and a written warranty sit high on the page, addressing the biggest hesitation (letting a stranger into your home) before it becomes an objection.

A structure that scales with the business

Services are broken into clear categories and subpages, so a new service or suburb page can be added later without redesigning the site around it.

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