Matt Cassar Plumbing & Heating – Website Rebuild Case Study
Matt Cassar Plumbing & Heating is a Brighton-based plumbing and heating company serving homeowners across Brighton, Hove and the surrounding Sussex area.
The business had an existing website, but it was more than 15 years old and no longer reflected the quality of the work or how customers search for services today.
The site lacked clear structure, performed poorly in search, and did little to explain the services offered.
I rebuilt the website on Squarespace with a clear structure, improved messaging and solid SEO foundations designed specifically for a local service business.
The completed website can be viewed here: Matt Cassar Plumbing & Heating
Homepage of the rebuilt Matt Cassar Plumbing & Heating website designed for local search and customer enquiries.
Project Summary
Client: Matt Cassar Plumbing & Heating
Location: Brighton
Industry: Plumbing & Heating
Platform: Squarespace
Project: Website rebuild
Additional work: Google Business Profile recovery and optimisation, SEO foundations
The Challenge
The original website had been online for many years but had gradually become outdated.
Key issues included:
An outdated design that did not reflect the professionalism of the business
Unclear service information for potential customers
Poor visibility in search results
Weak SEO foundations and page structure
For a local trades business, a website often acts as the first point of contact for new customers.
It needs to clearly explain services, build trust quickly, and make it easy for visitors to get in touch.
The existing site was not supporting those goals.
About the Client
Matt Cassar Plumbing & Heating is a Brighton-based plumbing and heating company providing services to homeowners across Brighton and surrounding areas.
The business carries out a range of domestic plumbing and heating work, from gas central heating design and installation, boiler servicing and repairs and bathroom design and fitting.
The company has built a strong local reputation through reliable work and positive customer reviews.
The Approach
Clear service structure
The rebuild introduced a clearer structure designed around the services the business provides.
A central services page explains the main types of work carried out, including gas central heating design and installation, boiler servicing and repairs, and bathroom design and fitting.
This helps visitors quickly understand what the business offers while providing search engines with clearer information about the services available.
Services page showing clear plumbing and heating services for Brighton homeowners.
Simple professional design
The design prioritises clarity and usability rather than visual complexity.
The layout focuses on:
Clear headings
Readable text
Simple navigation
Visible contact options
Most people searching for a plumber are using a mobile phone, often when they need help quickly. The site was designed to work particularly well on smaller screens.
SEO foundations
The rebuild also focused on establishing strong SEO fundamentals.
This included:
Clear page hierarchy
Keyword-aligned page titles and descriptions
Structured internal linking
Fast, mobile-optimised pages on Squarespace
Alongside the website rebuild, I also helped optimise the company’s Google Business Profile.
The listing had previously lost access, which was recovered and updated. Improvements included clearer business information, new photos and guidance on a simple review strategy to support local visibility.
About section introducing Matt Cassar and the next generation of the family plumbing business.
You can also see a similar approach in this construction website rebuild case study
The Result
The new website gives this Brighton plumbing business a clearer online presence, making it easier for homeowners to understand the services offered and get in touch.
In the first weeks after launch, the business reported a noticeable increase in enquiries. While it’s too early to attribute this directly to search rankings, the clearer structure and stronger calls to action are already helping convert visitors into customers.
The site now:
Clearly explains the services offered
Provides a straightforward path for customers to get in touch
Supports local search visibility
Works effectively on mobile devices
For local service businesses, a well-structured website often makes a significant difference to how easily potential customers can understand and contact the business.
This project followed the same structured approach I use across all builds.
“We are so happy with the new site, it looks amazing and we’ve seen a big uplift in enquiries already!”
Matt Cassar
Why websites matter for local trades businesses
Local service businesses such as plumbers, electricians and tree surgeons rely heavily on trust and visibility.
When homeowners search online, they often compare several businesses quickly.
A clear website helps them understand what services are offered and whether the business appears professional and reliable.
For many trades businesses, a well-structured website also supports their Google Business Profile by reinforcing service information and local relevance.
This project is a typical example of the website rebuild and refresh work I carry out for local service businesses.
Need a website like this?
If your website no longer reflects the quality of your work, a clear rebuild can make it easier for customers to understand your services and get in touch.