The challenge
What we delivered
One tradesman against the directories
Oleksandr is a plumber in Kyiv with seventeen years behind him. He works alone: call-outs, repairs, heating and water systems, a guarantee on the work.
The top of “plumber Kyiv” belongs to directories that list hundreds of tradesmen. We did not try to beat them. We built a site that wins where people actually look for a plumber — in their own district, for their own fault.
The first screen answers three questions at once: who, where, and how soon.
The reasoning
“Plumber Kyiv” is an auction won by whoever buys the ads or has a hundred tradesmen in a database. A single plumber has no place in it. But the same customer more often types something else: “unblock a drain in Troieshchyna”, “replace a mixer tap Podil”, “plumber Pozniaky”.
Each of those queries is small on its own. Together they are exactly the audience that is already nearby and already has the fault. The site is built for them: not one page about everything, but a grid where every pair of service and place has its own address.
Services named the way the fault is
Every service carries the name a resident would use, not the one on the invoice: “weak water pressure at the tap”, “blocked stack”, “the cistern is leaking”. Each card has a photo, one sentence on what will be done, and a call button. No “leave a request and we will get back to you”.
A district is a page in its own right
A district page is not the home page with a name swapped in. It has its own neighbourhoods, its own list of services, its own guidance on how long the call-out takes. Holosiivskyi and Troieshchyna mean different distances and different housing stock, and the text takes that into account.
Ten districts and ninety-five neighbourhoods — from Pozniaky and Osokorky to Borshchahivka and Berezniaky.
Prices before the call
In plumbing, price is the main reason not to pick up the phone. So the table of indicative prices sits in the open: not “from 300 ₴”, but a range for each job. It does not replace an inspection, but it removes the fear of being quoted anything at all.
A knowledge base, not a blog about the company
Thirty-seven articles, and not one of them about how much we love our craft. Which pipes suit a flat, what plumbing work costs in Kyiv, what to do before the plumber arrives when something is leaking. Each links to the service it concerns and carries the author’s name — the same Oleksandr who turns up.
How it was done
Under the hood
Platform
WordPress on a bespoke theme: three page templates, fields instead of markup, no page builder anywhere. Adding a service or a district needs no developer.
For search
Local-business structured data, clean transliterated URLs, internal linking between services, districts and articles.
Contact
A call-out form, phone, Viber and Telegram as floating buttons. The request lands where the plumber will see it straight away.
What changed
In place of a single brochure site with a list of services there is now a grid of 348 addresses, each answering a specific question from a specific person in a specific district. The site does not try to beat the directories head-on — it takes the queries where a large catalogue has no advantage.
And separately: prices, guarantee and the tradesman’s name are all in the open. In a market where half the listings are anonymous, that alone sets it apart.
