Prestige Plumbing & Gas ACT x AIIMS Group Case Study
A new site.
Immediate
results.
Prestige Plumbing & Drainage ACT went live with a new conversion-first website. In the first five days, the enquiry quality improved, email leads jumped and booking rates lifted.
Built to convert, not just look good.
Prestige Plumbing & Drainage ACT is a Canberra-based plumbing and gas service. Like most trade businesses, growth lives or dies by inbound lead volume, speed of response and the quality of enquiry coming through the door.
The client
Prestige Plumbing & Drainage ACT handles emergency blocked drains, gas fitting, hot water systems, general plumbing and maintenance work across the ACT for residential and commercial clients.
The challenge
The old website was not built around conversion. It looked dated, created friction for mobile users and did not give enough confidence for customers to call or submit a form quickly.
Tracking context: Google Ads conversion tracking was not configured correctly at launch. This case study uses WildJar call tracking and direct email lead counts. Google Ads attribution should be reconciled once tracking is corrected.
The call data does not lie.
AIIMS compared the 30 days before launch against the first 7 days after launch. The booking rate improvement was immediate.
| Metric | Pre-Launch 30 Days | Post-Launch 7 Days | Change |
|---|---|---|---|
| Total Calls | 161 | 55 | Volume tracking |
| Answered Calls | 136 (84.5%) | 52 (94.5%) | +10.0pp |
| Qualified Leads | 93 (57.8%) | 32 (58.2%) | +0.4pp |
| Bookings Made | 48 (29.8%) | 20 (36.4%) | +6.6pp / +22% |
| First-Time Callers | 123 (76.4%) | 38 (69.1%) | High new caller volume |
| New Clients | 137 (85.1%) | 50 (90.9%) | +5.8pp |
From 8-10 leads to 18 in the same five-day window.
Before launch, Prestige was averaging 8 to 10 email enquiries per five-day period. In the first five days after launch, that number jumped to 18.
Average email leads per five-day period on the old website.
Email leads received since the new site went live, including 8 blocked drain enquiries.
Why blocked drains matter
Blocked drain enquiries are urgent, high-intent and commercially valuable. When 8 of 18 email leads are blocked drain enquiries, the service structure is doing the job it was designed to do.
A website built around one thing: the booking.
Every decision in the build, from structure to copy to form placement, was made to convert a visitor into a call or enquiry before they left the page.
Conversion-first architecture
Page structure and user flow designed to push visitors toward a call or form submission at every stage.
Service-led messaging
Emergency plumbing, blocked drains and high-value services were made clear, specific and easy to act on.
Lead capture forms
Friction-reduced enquiry forms with minimal fields, built for faster completion on mobile.
Trust signals
Licences, reviews, local ACT credentials and response messaging surfaced where customers need confidence.
Mobile-first build
Fast, thumb-friendly pages with tap-to-call priority across mobile devices.
WildJar call tracking
Call tracking integrated across traffic sources to measure real lead performance beyond forms.
The new site improved intent before the call happened.
The result was not only more enquiry volume. The post-launch calls were more likely to become bookings. That tells us the site was doing pre-sales work before the customer spoke to the team.
Clear service architecture, stronger calls to action, better mobile usability and higher trust all helped visitors self-select and enquire with more confidence.
The simple truth
A trade website is not a brochure. It is a sales asset. If it does not get people to call, submit and book, it is costing the business money every day.
Prestige Plumbing ACT case study FAQs.
What were the headline results?
The new website generated 18 email leads in the first five days, including 8 blocked drain enquiries. WildJar showed the booking rate lifted from 29.8% to 36.4%.
Was Google Ads data included?
No. Google Ads conversion tracking was not configured correctly at launch, so this case study relies on WildJar call tracking and direct email lead counts.
Why is the 22% booking uplift important?
It shows that the website did more than increase form submissions. It improved the quality and readiness of enquiries, helping more calls turn into booked jobs.
What did AIIMS change on the website?
AIIMS rebuilt the website around mobile-first conversion, service-led messaging, stronger trust signals, clearer calls to action and integrated call tracking.
Your website should be working this hard.
If your current website is not converting visitors into booked jobs, it is costing you money every single day.
Become a ChallengerCase study data sourced from WildJar call tracking and direct email leads. Post-launch period: 4 June 2026 to 9 June 2026. Pre-launch period: 3 May 2026 to 1 June 2026.