Case study · Concept build, not a client · 2026

Every plumber in Lexington promises the price. This one shows it.

A concept build for a family plumber in Lexington. Before designing anything, I read the eight plumbing sites a Lexington homeowner actually compares at 2 a.m., and counted what they say.

Business: Ridgeline Plumbing & Drain
Type: Residential plumber
Market: Lexington, KY

Open the live site Get a comparison for your business →

The Ridgeline homepage: a service van in a driveway at night, and $79 lit across the full width of the page.

1 · What the market says

Everyone said the same things.

Five of them promise upfront pricing. Not one shows a dollar amount. The only numbers on any page were coupon discounts.

8 Lexington plumbing sites, read September 2026: Mr. Rooter, Roto-Rooter, Clog Busterz, KYPD, Wildcat, PROfetick, Benjamin Franklin, Len The Plumber.

8 Lexington plumbing sites

Open 24/77 of 8
A star rating on the page6 of 8
“Upfront pricing”5 of 8
A licence number4 of 8
A satisfaction promise3 of 8
Coupons3 of 8
An actual price0 of 8

2 · What I built

Every part of the page is there for a reason.

1
The headline is the promise
Three rivals used their own name as the headline. This one says what the visitor gets: the price, first.
2
The price, at page width
$79 to come out, the same at 2 a.m. The number is the light source of the photograph, so it can’t be missed.
3
One tap to a person
No form between a wet floor and a dispatcher. The rivals’ forms ran from 5 to 12 fields.
4
“From” prices for six jobs
The six jobs people call about most, each with a number, so the call starts from a price.
5
The checklist, matched
A rating with a count and a licence number. The franchises all have them, so this site does too.
6
The number again at the end
Whoever scrolls to the bottom gets the phone number and the price one more time.