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.
Their website had been online for more than fifteen years. It no longer reflected the quality of the work, didn't explain the services clearly, and wasn't set up in a way that helped people find the business through search.
I rebuilt the website on Squarespace with a clear structure, stronger messaging and SEO foundations built in from the start.
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 site had been built at a time when having any website was enough. By the time we started the project, that was no longer true.
The design looked dated, the service information was unclear, and the site gave potential customers very little reason to get in touch rather than move on to the next result.
The business itself had a strong local reputation, with good reviews and a solid base of returning customers. The website wasn't reflecting any of that. For a trades business where the website is often the first thing a new customer sees, that gap mattered.
There was also a Google Business Profile issue. The listing had lost access at some point and hadn't been properly managed. For a local service business, that's a significant visibility problem.
The Approach
Clear service structure
The rebuild started with the service structure. Matt Cassar carries out a range of domestic plumbing and heating work: gas central heating design and installation, boiler servicing and repairs, and bathroom design and fitting.
The previous site didn't explain any of this clearly. The new site is built around those services, so visitors understand quickly what the business does and search engines have clear, relevant content to work with.
Services page showing clear plumbing and heating services for Brighton homeowners.
Simple professional design
The design is deliberately straightforward. Most people searching for a plumber are on a mobile phone, often when something has already gone wrong.
The site needed to be easy to navigate on a small screen and make it obvious how to get in touch. It does both without anything getting in the way.
SEO foundations and Google Business Profile recovery
The Google Business Profile recovery was a separate but important part of the project.
Access was restored, the listing was updated with accurate business information and new photos, and a simple review strategy was put in place to support local visibility going forward.
SEO foundations were built into the site throughout: clear page hierarchy, keyword-aligned titles and descriptions, structured internal linking, and mobile-friendly pages.
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 site gives the business a clear, professional online presence that reflects the quality of the work and makes it straightforward for homeowners to understand the services and get in touch.
In the first weeks after launch, the business reported a noticeable increase in enquiries. It's too early to attribute that directly to search rankings, but the clearer structure and stronger calls to action are already converting visitors who previously would have moved on.
“We are so happy with the new site, it looks amazing and we’ve seen a big uplift in enquiries already!”
Matt Cassar
Need a website like this?
If your website no longer reflects the quality of your work, get in touch. I'll give you a straight answer about what's needed and whether I'm the right person to help.