The Challenge
K. Liddell Plumbing & Heating is a local trades business with the kind of reputation that usually grows by word of mouth: trusted, experienced, and known in the area — but without a digital presence that reflected that standard. The brief was to create a website that felt credible immediately, converted well on mobile, and made it easy for customers to act when they needed help.
That is especially important in this category. A visitor is often not browsing leisurely — they are dealing with a leak, a boiler issue, or a job they want quoted quickly. The site needed to feel trustworthy within seconds and remove friction rather than add to it.
Creative Direction
The visual direction leans into authority and clarity. A deep navy foundation gives the site more confidence than the average template-led trades website, while bright blue accents draw attention to the actions that matter most: call now, explore services, and start an enquiry.
The structure is intentionally built around reassurance. Credentials, coverage, trust signals, testimonials, and service clarity are surfaced early so the user can decide quickly that they are in the right place. The coverage map is not just decoration — it answers a practical pre-enquiry question that local service businesses hear constantly.
What Was Built
The frontend is a full mobile-first brochure and lead-generation site, but the most useful work happens underneath that surface.
Alongside the core pages — hero, services, testimonials, FAQs, coverage, and contact — the project includes a purpose-built chatbot experience that can answer common questions, triage urgent situations, handle emergency escalation, and collect booking details conversationally rather than pushing every visitor into a static form.
The site also supports quote and enquiry capture, live review handling, coverage validation, and a clear emergency call path that stays visible throughout the experience. It is designed around the real behaviour of customers using trades websites, especially on phones and often outside standard working hours.
Technical Layer
The AI assistant is backed by a structured automation flow rather than a simple chat wrapper. It handles emergency routing, gas-safety exceptions, WhatsApp escalation, booking validation, email confirmations, and optional SMS notification to the business owner.
That means the project is not just a good-looking local business site. It is a conversion system with logic behind it — built to reduce missed leads, improve response quality, and make the business feel more responsive without needing a custom app.
Why It Works
The strongest part of the project is the balance between polish and practicality. It feels considered enough to build trust, but still approachable enough for a local trades audience. Every major decision — the hierarchy, the trust signals, the call-first framing, the chatbot flow, the coverage map — is tied back to the customer journey rather than visual style alone.
