Case study · Paws Plumbing, San Diego

The first screen went from branding to booked jobs.

Six months ago, a visitor on a phone scrolled through three full screens of branding before seeing a single service. Today the first screen shows the phone number, online booking, live water heater pricing, and 407 Google reviews. Same URLs, same rankings, zero downtime at launch.

92 → 28
network requests to load the homepage
395 → 19 KB
JavaScript shipped by the page
201 KB
images on first mobile load, down from 2.3 MB
36
pages in the new build, incl. 17 city pages

Measured August 6, 2026 against the February 12, 2026 archived homepage. Method at the bottom of the page.

Early conversion data

What visitors do now, per 1,000 visits

Raw lead counts follow traffic, so this table normalizes every contact action per 1,000 visits. Same measurement, same GA4 property, matched one-week windows on either side of launch.

Per 1,000 visitsBefore launchPost launchChange
Form submits9.015.7+75%
Tracked phone calls119.6143.8+20%
Total contacts128.6159.6+24%
Mobile, where the calls come from

First screens decide. Here is what each site spent them on.

Scroll inside each frame. The old mobile homepage led with a logo, a mascot, and a coupon. The new one leads with the two things a customer with a burst pipe actually wants: a call button and a booking form.

BEFORE · Feb 2026iPhone-width capture
Old Paws Plumbing mobile homepage, February 2026
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AFTER · Aug 2026iPhone-width capture
New Paws Plumbing mobile homepage, August 2026
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Above the fold

Actions, not decoration

Call button, online booking, and the water heater pricing tool sit in the first screen, with a persistent call bar pinned to the bottom of every page.

Proof up front

407 reviews and real people

The five-star Google rating, Google Guaranteed badge, and the actual Paws team photo replace stock art. Trust is shown, then claimed.

Weight

Built for cellular

Modern image formats, lazy loading, and one deferred booking script. A phone on LTE renders the page with about 201 KB of images instead of megabytes.

Desktop

From billboard to storefront

The old homepage was a static banner with a coupon. The new one works like a storefront: services ranked by urgency, published water heater pricing, verified reviews, and a booking section on every page.

BEFORE · Feb 20261440px capture
Old Paws Plumbing desktop homepage, February 2026
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AFTER · Aug 20261440px capture
New Paws Plumbing desktop homepage, August 2026
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Beyond the redesign

What the rebuild added

CapabilityBeforeAfter
Water heater pricingCall for a quote✓Self-serve configurator with real installed prices, quote and book online
Service area pages10 city pages✓17 city pages, each with local content and booking
Homework for homeownersGeneric blog archive✓Repair Guides hub that leads the blog, teaching the fixes worth trying before a service call
Lead captureForm plugin, tracked only partially✓Native form with email and SMS consent capture, every submission measured in GA4 and Google Ads
ImageryStock mascot art✓Real team photo plus a branded dog crew shot for every service
ReviewsStatic testimonial page✓Verified Google reviews only, quoted with names
Speed engineeringPage-builder output, 92 requests✓Hand-built theme, WebP images, lazy loading, 19 KB of JavaScript
How this was measured. The before capture is the pawsplumbing.com homepage as archived by the Internet Archive on February 12, 2026, rendered at identical viewport sizes to the after capture of the live site on August 6, 2026 (375px mobile, 1440px desktop). Request counts and asset weights are the sum of image, script, and stylesheet resources referenced by each page's HTML, fetched at their original URLs. Phone numbers differ between captures because the site uses dynamic call tracking numbers. Conversion figures come from the site's GA4 property: form submissions and call-tracking phone calls over matched one-week windows immediately before and after launch, with launch day itself excluded and each window normalized per 1,000 sessions. The launch preserved every existing URL; no redirects were required for existing pages, and rankings were unaffected by the design cutover.

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