A Business Website Held Hostage
In the world of home services, a company’s website is often the first and most critical impression made on potential customers. For Davis & Sons Plumbing, a respected plumbing company serving Powder Springs and the greater Atlanta area, their digital presence became a cautionary tale.
Minimal Content, No Ownership, No Strategy
After three years with a previous marketing agency, Davis & Sons found themselves starting over from scratch because they didn’t own their website or any marketing material. The site was abruptly taken offline on the monthly renewal date. They never realized they were just “renting” their website. There was no access to content, no backups, no transfer rights. The existing website was a seven-page shell with only a generic service page with jump links instead of dedicated service pages. Each service was described in a short, vague snippet, not all services were listed, and there was no strategic content structure to support SEO or conversion.
The website used generic stock images that bore no resemblance to the real Davis & Sons Plumbing team, trucks, or work environment. The typography was inconsistent, with poor font sizing and layout that gave an unprofessional impression. Most concerning of all, there was nothing on the site to position Davis & Sons Plumbing as a clear choice over other providers in their service area. There was no differentiation, no clear message, and no story.
A Fast Response: Microsite Deployment
When Davis & Sons attempted to terminate their agreement with the agency, they were informed that the website would be shut down in 30 days and nothing was transferable. They would be left entirely without an online presence. Hughes Media was brought in during this emergency, and we had only days to get the company online before the next billing cycle from the previous agency.
Our immediate response was to launch a microsite, a rapid-deployment web presence that kept their domain active and accessible to customers. This temporary solution gave us the breathing room we needed to build something more permanent and strategic, without letting their business go dark. The microsite remained live for approximately three months while we built the new website.
Strategic Planning and Design in Figma
While we began the redesign, Hughes Media used AI-generated placeholder images to begin building page layouts in Figma. This allowed our design team to keep moving forward while we coordinated a full-day photo and video shoot. The client was given direct access to the Figma files and used the comment function to review and approve designs in phases.
We started with the homepage, then moved on to templated pages, including service categories and location-based pages. This phased approach kept the client involved and the production timeline on track, even with summer vacation delays.
Discovering the Differentiator: Remote Quotes
During discovery, we used the StoryBrand framework to learn what made Davis & Sons unique. One standout quality immediately rose to the top: they are the only plumbing company we’ve worked with in 25 years that provides quotes over the phone, through FaceTime, or by reviewing pictures sent by the customer. This single feature removes the number one friction point in the home service industry: scheduling an in-person estimate. </p
With Davis & Sons, customers no longer need to take time off work or rearrange their day just to get a quote. We built the new site around this differentiator with prominent calls to action and visual cues that reinforce how fast and convenient their quoting process is.
Operational Advantage: In-House Inventory and Cost Savings
We also discovered a major operational advantage: Davis & Sons owns a large commercial warehouse stocked with all the necessary parts and equipment to handle both residential and commercial jobs. This in-house inventory allows them to purchase materials in bulk, reducing costs and improving turnaround times. More importantly, they pass those savings on to residential customers.
We incorporated messaging throughout the site to explain their value-driven pricing model and included this information on all relevant service pages.
The Importance of Authenticity: Photo and Video Shoot Execution
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When it came time for the shoot, we captured drone footage of their trucks in action, team photos in the warehouse, and iPhone videos that could be used across the site and in social media campaigns.
These authentic assets replaced the AI-generated placeholders, creating a final product that was visually accurate, emotionally resonant, and clearly branded.
WordPress Development with Ethical Ownership
The new website was built on WordPress and configured to ensure 100% client ownership. Hughes Media includes a 60-day written notice policy in all contracts, which gives clients time to wrap up services and move their website to another agency or hosting provider if needed. All accounts, content, and files are client-owned and portable. This prevents the kind of dependency and control issues Davis & Sons experienced before partnering with us.
We built Davis & Sons a fully custom WordPress site, built from the ground up rather than on a page builder or templated theme. This approach takes more time and planning, but the payoff is substantial: faster load times, stronger security, and a longer lifecycle since the site runs on clean, efficient code. It’s also far easier to scale, optimize for SEO, and introduce new features without the limitations or bloat of prebuilt frameworks.
We implemented long-form content for each service area, ensured all services were fully listed and described, and built a comprehensive FAQ across pages to preemptively answer customer concerns. Technical SEO best practices were applied to every page, including optimized meta tags, internal linking structure, schema markup, and fast load times.
A Fully Branded, Client-Owned Website
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Today, Davis & Sons Plumbing has a website that reflects who they are: fast, affordable, responsive, and professional.
They now have:
- A fully branded website using real photography and video.
- Clear calls to action focused on remote quotes.
- SEO-optimized service and location pages.
- Transparent pricing narratives backed by operational advantages.
- Full ownership and portability of their digital assets.
Final Takeaway: What Home Service Business Owners Must Know
The most important takeaway from this experience is a message to all business owners:
Before signing a contract with a marketing or web agency, ask:
- Do I own my website and its contents if we part ways?
- What is the process for cancellation or transitioning to another provider?
- Will I have admin access and backups of my site and content?
At Hughes Media, we don’t believe in locking clients in. We believe in building assets they own, assets that perform, and partnerships that last because they work. If you’re a plumbing company or home service provider and want a website that actually represents your business, we’re here to help. Schedule a consultation today and let us show you the difference a strategic, ethical agency can make.
About the Author:
Deedra Hughes
Experienced President with a demonstrated history of working in the marketing and advertising industry. Skilled in Digital Strategy, Search Engine Optimization (SEO), Integrated Marketing, Advertising, and Pay Per Click (PPC). Strong business development professional with a Bachelor’s Degree focused in Communications from Ohio University.