Lagan Valley
Plumbing

The problem

Clanrye shows what the work looks like when it only has to be beautiful. Lagan Valley is the opposite test: a plumber that doesn't exist, built exactly the way a real one would need, where the only thing that matters is whether the phone rings.

The brief set the name, the tagline, a palette of deep teal and copper, and the things the business had to be known for: no call-out fee, Gas Safe registration, fixed prices, an emergency line, boilers and bathrooms.

The approach

The site is built to answer a worried homeowner's questions in the order they ask them. The headline stays calm and plain, “Plumbing & heating in Lisburn”, without promising arrival times, and the page moves straight into how a job works, what everything costs, and what the business covers.

Two decisions carry most of the weight. Prices are published on the page, because a visible price list does more for trust than any badge. And the site covers oil heating as well as gas, since Northern Ireland relies on oil far more than the rest of the UK and plenty of firms only handle gas. Ten pages cover emergencies, boilers, bathrooms, repairs, areas and past work, with a gallery that opens full-size.

The details

• A logo chosen by format. The first round of marks was six versions of one idea, each an icon in a rounded tile. The second round varied the format itself (wordmark, seal, enamel sign, free mark), and the river wordmark won: the name set in Archivo over a copper line that draws itself on load.
• No form to go unanswered. Every enquiry form was replaced with a call card. A plumber on a job answers a phone, not an inbox.
• A hero picked from real options. Several hero photographs were rendered in place and compared side by side, rather than swapped one at a time.
• Honest about what's invented. The business, reviews and prices are illustrative, a “concept site” strip sits in the header, and the phone number comes from the range Ofcom reserves for drama, so it can never reach a real person.