Farrel’s site runs to seventy pages, and every one of them had to earn its place.
He answers plumbing and electrical calls across south east London and north west Kent, and this is the largest thing I have built for anybody.
Plumbing and electrics, answered on the same number.
London City Plumbers takes plumbing work and electrical work across south east London and north west Kent, so Bexley, Bromley, Croydon, Dartford, Gravesend and the districts between them. Somebody with a leak coming through near a socket has two problems at once, and Farrel’s selling point is that one firm deals with both on one number, which is why that is the first thing his homepage says.
Carrying two trades on one site is harder than it looks. Lean too far into the plumbing and the electrical work reads like something bolted on last year, then split them evenly across every page and the firm stops sounding like one firm. Six service pages hold that balance, so neither trade ends up as a line in the footer.
Why fifty-eight district pages instead of one page listing towns.
The usual approach is one areas page carrying thirty place names in small grey type near the bottom, written for nobody in particular. The person searching is standing in one district, usually at an awkward hour, typing the job and the name of where they are, and what they want next is a page that names their district back to them rather than a list to scan for their own town.
So every postcode district he genuinely covers got a page of its own, fifty-eight of them, with the Areas hub above them as the one place the whole patch is visible at once. That hub is the page to open if you would rather test this than take my word for it.
The risk at that size is fifty-eight copies of the same paragraph with the place name swapped, which a reader spots immediately and a search engine works out eventually. The rule I built to was that a district page with nothing true to say about that district did not go up.
Why it was worth building at that size for him.
Farrel has his own 4.7 from 186 Google reviews, off his own jobs and nothing to do with me. That is why seventy pages made sense for him rather than being an expensive way of looking busy. Getting a stranger onto a district page only counts if what they read next gives them a reason to ring, so his review count sits on the site where it can be checked against Google.
What this page cannot tell you yet.
There is no ranking data on it. Positions move depending on which street the person searching is standing in, so a flattering screenshot proves little while leaving out everything underneath it, and the site has not been live long enough for me to show a stretch of movement worth reading. I would sooner write that than crop a graph.
An enquiry count is not something I can hand you either. The only advertising figures anywhere on this site came out of one flooring client’s ad account, and Farrel is not that client. There is nothing from him quoted on this page either, because I do not have his words written down anywhere I can check them against, and a paraphrase of what a client might have said is not a review.
What is here to be judged is the build, which is the part I am answerable for. Open a district page, then a service page, then the hub, and see whether they read like somebody understood the trade first.
Go and count them.
The whole thing is open at londoncityplumbers.co.uk, loading when I last checked on 8 August 2026. If your patch runs to more than a couple of towns, send me the places you would take a job in tomorrow and I will tell you how many pages that honestly needs, which for most firms is far fewer than fifty-eight.