Case study · Webflow + care plan
Northline Plumbing: a site that sounds like the crew in the van.
A family-run plumbing and heating company in Oakland and Macomb counties, stuck with a template that looked like every other plumber in metro Detroit. Four weeks from brief to launch; on a care plan since.
- Industry
- Home services
- Scope
- 8 pages + service-area CMS
- Timeline
- 4 weeks
- After launch
- Care plan
The brief
Stop looking like a template.
Dana and her two sons have run Northline for 19 years. Their old site had a blue wrench logo, a stock photo of a stranger's hand on a pipe, and no way to ask for a quote without picking up the phone. Customers were finding them through word of mouth and then bouncing off the website.
The brief we signed off on: look like a real local company people already trust, make requesting a quote a 60-second job, and rank for the towns they actually serve.
The AI draft
What the draft got right, and what got cut.
- An 8-page sitemap with one page per service area
- A two-step quote form instead of a long contact page
- Trust row: licensed, insured, 24-hour emergency
- A hero headline that could have belonged to any plumber in America
- Three generic 'Why choose us' icon cards
- Stock imagery in place of the actual crew
The designer's pass
Real crew, real van, one plain promise.
We drove out to the shop and shot the team in front of the van in an afternoon. The headline became something Dana actually says on the phone: "Plumbing done right, the first time." Type got heavier and squarer to match the trucks; the orange came from the company's existing vinyl decals, not a palette generator.
Service-area pages were written one at a time, each with the towns, the neighborhoods, and the jobs the crew does most there. That is the part a template can't fake and the part search engines reward.
The build
Built in Webflow, run on a care plan.
- Webflow CMS collection for service areas, so new towns are a form fill, not a rebuild
- Quote form routed to the office email and a shared phone, with an auto-reply in Dana's voice
- Click-to-call everywhere on mobile, where 70% of their traffic comes from
- Redirects from every old URL, Search Console set up, local business schema added
- Care plan: monthly seasonal edits (furnace season, sump season), hosting, monitoring
"We'd been burned by a template that looked like every other plumber in metro Detroit. Four weeks later we had a site that sounds like us, and the phone started ringing more."
- Quote requests up 38% versus the same quarter last year
- Ranking on page one for 'plumber' in four of five target towns
- Dana edits seasonal promos herself; we handle the rest
Want a site that sounds like your business?
Tell us about it. A package, a price and a start date come back within one business day.