My Emergency Plumber
My Emergency Plumber is a 24-hour emergency plumbing service operating across Manchester and Cheshire, built to serve customers during time-critical plumbing emergencies. Slow Knife Design was commissioned to design and structure a conversion-focused, mobile-first website that prioritises speed, clarity, and trust. The objective was to help users quickly understand the service, feel confident in the brand, and take immediate action when dealing with urgent plumbing issues. The website architecture was planned around real emergency search behaviour, with clear service hierarchy, strong location relevance, and prominent call-to-action placement. Trust signals such as reviews, response times, FAQs, and service explanations were strategically positioned to reduce friction and increase call conversions. Built using Framer, the site focuses on performance, responsiveness, and clean structure, ensuring fast load times and a consistent experience across devices. The result is a focused local service website designed to support SEO, GEO visibility, and high-intent lead generation.
Project scope and objectives
This project focused on rebuilding and repositioning My Emergency Plumber, a 24 hour emergency plumbing service operating across Manchester and Greater Manchester. The primary objective was to improve online visibility, local search performance, and lead generation while working within a very limited budget and strict platform constraints.
The existing website lacked clarity, local relevance, and search visibility. At the time of engagement, the business was ranking on page three of Google for core emergency plumber keywords and had minimal presence across Google Maps and local search results.
Platform limitations and technical approach
Due to budget restrictions, the website was rebuilt using WordPress with the free version of Elementor. This imposed limitations on layout flexibility, advanced features, and performance optimisation. To overcome this, we focused on fundamentals: clean structure, fast-loading sections, clear messaging, and high-intent content.
The entire build was delivered within a few days, prioritising effectiveness over complexity. Every section was intentionally designed to communicate trust, urgency, and location relevance for users actively searching for emergency plumbing services in Manchester.
SEO and GEO-focused content strategy
The website content was written and structured using high-intent emergency plumbing keywords, Manchester-specific search terms, and clear service definitions aligned with real user search behaviour. Headings, page hierarchy, and calls to action were optimised to support both organic search visibility and conversion clarity.
This approach allowed the website to compete in a highly competitive local niche despite technical and budget limitations.
