Essendon Plumbing Services — website discovery

Main contact: Richard Hickson — richard@essendonplumbingservices.com.au
Sign-off on the new site: Richard and Adam Di Florio, jointly.

Anything wrong there? Best mobile for Richard — for the quick questions that come up mid-build

Essendon Plumbing Services · 19 Catalina Drive, Tullamarine VIC 3043
03 9335 4755 (confirmed as the correct number)
“24/7, 365 days a year — we will always answer your call”

All correct Something needs changing

What needs changing? — leave blank if it’s all right Registered business name, as it appears on invoices Office hours, and how after-hours actually works What year did the business start? — we have three different answers on file: 1992, 1993, and “over 30 years” Is your public email address admin@ or info@? — the site says one, our records say the other

Your site swaps the displayed phone number for a tracking number through Google Tag Manager. That’s staying — we’ll carry it into the new build, and we have access to your Tag Manager so we’ll sort the technical side ourselves. Just two things only you would know:

Who holds the account for the call-tracking service? Are there other tracking numbers in use anywhere? — on the vans, invoices, print ads, Google Ads

We checked who shows up when someone searches “plumber” in Melbourne, Tullamarine and Essendon — both the map results and the normal results — and had a look at each of these: Back in 2024 you named Gallant, Titan, Expert, King & Sons and O’Shea, and said Gallant was the one you drew inspiration from. Titan has since left Melbourne.

Anyone on that list who isn’t really a competitor? Who’s missing? — especially anyone you lose quotes to who might not rank well Who do you actually lose work to, and why? — price, response time, already on a panel? Residential and commercial might be different lists Is Gallant still the one whose website you’d draw inspiration from? What do your best customers say is the reason they stay with you?

You already have a page for these

That’s all fourteen you have a page for today, listed exactly as they stand. Tick everything you actually do — whether any of them should be combined is our analysis to do, not a decision you need to make here.

You have no page for these — do you do them?

Anything we’ve missed?

1st priority 2nd priority

3rd priority Anything you’d rather do less of? Roughly what’s the residential / commercial split of your work?

Someone searching “Rinnai hot water repair” is further along than someone searching “hot water repair”. Brands can earn pages of their own — but only for brands you genuinely work with.

Hot water brands you install or service

Which one do you install most? Other brands you work with — tapware, toilets, drainage, gas appliances, pumps Are you an accredited, authorised or preferred installer or service agent for any brand? Any brand you’d rather not be associated with? Who are your main suppliers or trade partners?

Being upfront about price is unusual in this trade, and your hourly rates page is already one of the stronger pages on your site. Worth pushing further?

Full rates + “from” prices Hourly rates only, as now Ranges only Nothing published

Current call-out fee and hourly rate, if you’re happy to state them Do you offer fixed-price quoting? On what? Any payment or finance options? — some competitors offer Zip or similar Do you run any special offers, free quotes or consultations?

You have pages for 33 suburbs. These ones you don’t — including Tullamarine, where your depot is, and Craigieburn, where you’ve published four case studies with no suburb page to put them on.

Worth adding a page for?

Any others we should add? Which suburbs do you most want more work in, whether or not you get it now? Any current suburb pages you’d rather drop? Typical response time for an emergency call — a number is worth a lot on the page, but only if you can consistently hit it

These live in your shared folder, not in this form:

Team Member questions — Blank — one copy per person
Team Member questions — Example — so they can see what good looks like
Your shared folder — drop the completed ones back in here

Nobody has to write anything. If it’s easier — and for most tradespeople it is — they can just record their answers as a WhatsApp voice message and send it to Hilary. We’ll write it up and send it back for approval.

One extra thing that isn’t on the form and is worth adding for each person: the year they joined EPS. Tenure is one of the strongest trust signals in a trade.

Who’s handling this at your end? Roughly when do you think you’ll have them back?

Currently on the site: Adam Di Florio, Richard Hickson, David Craven, Michael Fleitas, Kasey Wood, Thomas O’Dwyer, Max Gleeson, Alexandra Lamborne, Joshua Alvarez, Riley Wallace, Ryan O’Dwyer, Troy Powell, Gwyneth Misson, George Karaglanis, Debbie Webster, Yerdis Goodwin — and Benji.

Who has left? Who has joined? — name and role is plenty for now Who is Benji? — listed with a photo and nothing else. If it’s the office dog, say so — people love that Anyone who’d rather not be named or photographed on the website?

Do you want apprentices named on the site?

Yes, name them No Ask each of them

You employ female plumbers, and you have a page about it. Keep it?

Keep and improve it Keep as is Drop it

Can a customer request a female plumber when booking? — and if not, would you offer it? Nobody in your market does Do you tell the customer who’s coming before the job? — name, or name and photo

Several of your competitors publish a licence number or an ABN on their site. You publish neither — while doing gas work, which is exactly where Google applies the highest standard of proof.

We already have your ABN on file: 62 111 291 144 — it just needs a yes.

That’s correct Not correct

If not, what is it? Plumbing licence / VBA registration number — the one thing on this whole form we can’t find out ourselves Which licence classes do you hold as a business? Happy for licence numbers to be published on the site?

Yes Business only, not individuals Rather not

Our records list Master Plumbers Australia, the Victorian Building Authority and Master Builders Victoria — but only the Master Plumbers logo appears on your site, and no membership number for any of them.

Master Plumbers membership number VBA and Master Builders registration numbers Any other memberships or accreditations? Public liability insurance — insurer and cover amount Any awards or recognition worth naming? — with the year and who gave it Any documents you’d want available to download? — SWMS, safety policy, capability statement

Commercial clients you’re able to name publicly Any client we must not name? Anyone who’d give a fresh testimonial or a short case study?

Your site says you sponsor 10 children through The Smith Family, and that for every new licensed plumber you employ you sponsor another. That’s the best community content on your site and it’s barely visible.

Is the “10 children” figure still current? Any other charities or community organisations you support? Any local sponsorships? — sporting clubs, schools, community events Any apprenticeship or training programmes you run?

The logo stays as it is. What we need is the original artwork rather than a copy pulled off the website — ideally .ai, .eps or .svg, plus a high-resolution PNG.

Please drop them into your shared folder. If you have a brand style guide, that too.

Added to the shared folder? Or tell us who’d have them Is the 24/7 clock in your logo something you’d like carried through the design, or kept to the logo itself? Anything about the current site’s look you actively want to keep?

Any trade — plumbing, electrical, building, landscaping. It doesn’t need to be a competitor, and you don’t need a reason. Seeing three sites you like tells us more in five minutes than an hour of describing it would.

1 2 3 Anything you actively dislike the look of? — often more useful than the likes If someone described your business in three words, what would you want them to be?

Already sorted: your Google Business Profile, Analytics, Search Console and Tag Manager, and your WP Engine hosting. Nothing needed from you on any of those.

The domain is with Crazy Domains, under admin@totaltrademanagement.com.au.

Is that still the right contact for the domain, and who is it?

Nothing to action here yet. When we get to launch it won’t mean handing over your account — Crazy Domains lets you delegate a domain to another customer without sharing any login: Domain Manager → Administration → Assign New → Existing Customer → enter our Customer ID SeddonDigital. Their step-by-step guide is here. We’ll remind you closer to the time.

78% of people who start one of your forms finish it. That’s a good number and we don’t want to break it — so we need to understand the whole path, not just the form.

Walk us through what happens after a form is submitted. — where does it land, who sees it, what do they do, how quickly, and what does the customer hear back? And after an online booking — is that a different path? What runs the online booking, and what runs your job management? Does the customer get an automatic email or SMS? — or just the on-screen thank you? Is anything about the current form or booking flow annoying you? Anything you’d like it to do that it doesn’t? — photo upload of the problem, callback request, quote request How do you ask for Google reviews at the moment? Anything else connected to the website we should know about? — CRM, SMS, review platform, accounting

What would make you say, in twelve months, that this was worth doing? What are the questions customers ask you over and over? — these become the FAQs, and they’re what AI assistants quote Anything we haven’t asked that we should have? Anything you’d rather talk through than type?

Essendon Plumbing Services — the things only you can tell us

How this works

01The business

02Services

03Service areas

04The team

05Credentials

06Look and feel

07Access and admin

That’s everything