Plumber Dan
A local reputation this good deserved a website that could keep up.
Plumber Dan came to us for marketing support with a website that had been pulled together during Covid and had long since outgrown its job. We started with a marketing playbook, then rebuilt the website around what the business had become: a trusted local team handling far more than plumbing, with a reputation customers were already happy to shout about.
Visit Plumber Dan
Serious about the work. Refreshingly human everywhere else.
Plumber Dan · Whanganui
Artura’s role
Marketing playbook, positioning and messaging, website strategy, customer journey, copywriting, design and Squarespace build
Creative partner
Alanah Brown Photography — photography
Website
The trust was already there. The digital experience needed to catch up.
Look beyond the old website
The previous website had been created quickly during Covid to get something useful online. It did that job, but it no longer reflected the size of the team, the full service range or the strength of the reputation Plumber Dan had built across Whanganui.
Start with the playbook
Before rebuilding anything, we developed a marketing playbook that clarified the audience, customer journey, service offer and proof points. It gave the team a clearer story to use across the website and future marketing.
Show the whole team
Most people knew the business for plumbing, but the team also handled drainage, gas fitting, building work, wood fires and full renovations. The new website needed to make that wider capability immediately clear.
Keep the personality
Plumber Dan had never behaved like a polished corporate trade company, and we did not want the website to make them sound like one. The finished site keeps the practical information clear while leaving plenty of room for the humour, ducks and local character.
The plumbing is serious. The marketing does not have to be boring.
A clearer marketing story before a single page was designed.
The playbook helped us separate what customers already knew from what the business needed them to understand next. That meant the website could be built around real customer decisions rather than a long list of everything the team happened to do.
01
One trusted team
Position Plumber Dan as the team customers can call for the whole job, rather than sending people searching for separate plumbers, drainlayers, gasfitters and builders.
02
Local proof first
Bring the reviews, community involvement, team experience and long-standing local reputation forward instead of hiding the most convincing reasons to trust the business.
03
Make getting help easy
Give customers obvious routes to call, request a quote or find the right service, particularly when they arrive stressed and simply need to know someone can sort the problem.
04
Sound like the team
Keep the writing clear, useful and genuinely friendly. No generic trade promises, corporate filler or language that would never come out of the team’s mouths.
The website did not need to invent credibility. It needed to make the existing proof impossible to miss.
Established locally
Nearly two decades of serving homeowners, businesses and organisations across Whanganui.
People on the team
Plumbers, drainlayers, builders, project support and an office team working together under one local name.
Emergency availability
Clear access to help when plumbing problems refuse to respect normal office hours.
Local reputation
One of the area’s most-reviewed trade teams, with customer feedback doing much of the convincing for us.
One website for everything the team can sort.
The new site gives every major service a clear place while keeping the overall message simple: customers do not need to coordinate five different trades themselves. They can make one call and let the Plumber Dan team handle the moving parts.
Everything your home needs, handled by one team.
Plumbing, drainage, gas fitting, building work, wood fires and bathroom renovations, with one trusted Whanganui team behind the whole job.
Explore the website
We were never going to iron out the fun bits.
The duck, the events and the humour are not random extras sitting beside the business. They are part of why Plumber Dan feels local, memorable and approachable in a category customers often contact when something has already gone wrong.
That gave us permission to have some fun with the website without compromising clarity. The result still answers practical questions quickly, but it sounds and feels like the people customers will actually meet.
A very capable trade team, with absolutely no interest in becoming boring.
Great reputation, but the website still looks like a rushed lockdown project?
We help established local businesses turn everything customers already love about them into a clearer marketing story and a website that is finally pulling its weight.
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