An emergency plumbing page that answers "how much" and "how fast" first

Spec project. The business, the brief, and every detail about them are invented. Nobody paid for this work or ran it.

The brief

Pike & Daughters Plumbing is a family-run plumber in Tulsa, Oklahoma. They want more calls from search ads and organic results for urgent jobs. Facts supplied in the (invented) brief:

14 years in business, licensed and insured in Oklahoma
A person answers the phone 24 hours a day
60-minute arrival window for emergencies
$79 diagnostic fee, taken off the bill if they do the repair
Flat price in writing before work starts
$45 after-hours fee after 8 p.m. and on Sundays
Two-year warranty on workmanship
4.9 stars from 600+ Google reviews

Who it's for

Someone who just searched "emergency plumber Tulsa" with water on the floor. They have three questions: how fast, how much, and can I trust you. They'll call the first page that answers all three.

The copy

Burst pipe? A licensed Tulsa plumber can be at your door in 60 minutes.

Pike & Daughters answers the phone 24 hours a day. You get a flat price in writing before we touch anything, and the $79 diagnostic fee comes off your bill if we do the repair.

Call (918) 555-0142Request a callback

Licensed and insured in Oklahoma. 4.9 stars from 600+ Google reviews.

You've got water on the floor and six tabs open.

Every plumber in the search results says fast, affordable, and reliable. Hardly any of them say what it costs or when they'll show up. So you call three, leave two voicemails, and keep mopping.

What happens when you call

A person picks up, day or night, and asks what's going on.
You get a 60-minute arrival window, and a text when the plumber is on the way.
The plumber finds the problem and gives you a flat price in writing. You decide before any work starts.
We fix it and clean up. The work is covered for two years.

Questions people ask before they call

How much will it cost?: It depends on the repair, and we can't quote honestly until we've seen it. Here's what we can promise: the diagnostic is $79, you get the full price in writing before work starts, and that price doesn't change halfway through the job.
Do you charge more at night or on weekends?: Yes. After 8 p.m. and on Sundays there's a $45 after-hours fee. We'll tell you on the phone before we send anyone.
What if I only want a quote?: Then you pay the $79 diagnostic and keep the written quote. Get a second opinion if you like. Plenty of our customers did.
Are you licensed?: Yes. Oklahoma plumbing contractor license #000000, and fully insured.

The leak won't wait until Monday.

Call (918) 555-0142 and we'll give you an arrival time before you hang up.

Call (918) 555-0142

Why I wrote it this way

The search tells you what the page has to do. Someone typing "emergency plumber" wants speed and a price, so the headline carries the arrival time and the subhead carries the cost. The proof line under the button handles trust. Everything below the fold is for the person who still isn't sure.

I put the after-hours fee in plain sight on purpose. Hiding a $45 charge until the invoice might win the job, but it loses the review, and for a local plumber the reviews are worth more.

The questions section is written answer first, which also gives the page a chance at the "People also ask" box for those queries.