Define the actual service area
List confirmed cities, neighborhoods, ZIP codes, counties, or a travel radius. If residential service, commercial work, drain projects, or water-heater installations have different boundaries, explain those differences only when they exist. Customers near an edge can be invited to call rather than being told they are definitely covered.
Use verifiable credentials
A license number and jurisdiction, insurance statement, certification, association membership, manufacturer authorization, or bonding claim should appear only after the business verifies it. Keep the wording precise and current. Do not convert a common industry expectation into a factual claim about a specific plumber.
Explain warranties with exact terms
If the company offers a workmanship warranty or passes through a manufacturer warranty, publish the duration, covered work, exclusions, claim process, and responsible party only as provided. “Guaranteed” language without an actual written policy can mislead customers about parts, labor, access, damage, and conditions outside the plumber’s control.
Show real work without inventing results
Approved photos can identify the project type, fixture or equipment, and visible scope. Captions should describe what was done, not claim savings, speed, lifespan, customer satisfaction, or performance unless that outcome is documented and approved. Real team, vehicle, and jobsite images are more useful than fabricated testimonials or unsupported statistics.