Northline Plumbing
Northline Plumbing Co. is a small, local plumbing company based in Charlotte, a team of three (the owner and two plumbers) with about four years in business.
They handle emergency plumbing, drain cleaning, water heater service, leak detection and repair, sewer work, and general residential plumbing, covering Charlotte and the surrounding areas: Matthews, Pineville, Mint Hill, Huntersville, Indian Trail, and Fort Mill, SC.
Before this project, there was no real website and no consistent branding, just a basic Google Business Profile, with most work coming from Google, referrals, and repeat customers.
Concept Project, Northline Plumbing Co. isn't a real company. There's no actual Mike, no real team in Charlotte. I wrote the brief myself, styled the way a real client handoff would read, and designed the site exactly as if it had landed in my inbox.
The point was proving I could take a project from a blank page, no existing brand, no direction to react to, all the way to a finished, professional site on my own judgment.
The Problem
Northline Plumbing Co. had no real presence online, just a bare Google Business Profile, no website, and no consistent branding across trucks, invoices, or anywhere else customers might see the name.
Every job came from referrals or people who'd used them before, because there was nothing online for a first-time searcher to actually find.
And with no site at all, there was no way to quickly answer the handful of things a stressed homeowner actually wants to know, can you help, do you cover my area, can I trust you, before deciding to call.
What did, and Why
Everything started with the branding, not the website. The brief was explicit about avoiding typical plumbing clichés, no cartoon wrenches, no water droplets, so the logo, color palette, and typography were built clean and considered.
The site itself opens with a hero that states clearly who they are and gives an obvious way to call, moves straight into services that name the specific problems they solve rather than a vague list, then backs that up immediately with a dedicated trust section, because a brand-new company with no history yet still needs a reason for a stranger to believe them.
Every decision was aimed at the same outcome: a company four years old and barely online looking and feeling established enough to trust on day one.
