IA Library · Trades and call-out services · Worked example · a test brief, not a real business
An emergency plumber’s site plan
A pattern is reasoning, not a template: the same pattern and one brief make one project’s plan.
Whose brief: An Aesthetary test brief: a written test case, not a real business. No business is shown.
“We’re a family plumbing and heating firm in Leeds, Gas Safe registered, mostly boiler repairs and emergency leaks. Half our calls are people with wate…”
Rules for this field (what a plumber must show, such as a registration) will add requirements to existing sections once they are approved. None are applied here.
1
The brief, read
“We’re a family plumbing and heating firm in Leeds, Gas Safe registered, mostly boiler repairs and emergency leaks. Half our calls are people with water coming through the ceiling at 11pm. I want the phone number impossible to miss, our fixed call-out price up front, and reviews showing we turn up when we say.”
Test brief- How soon do people usually need you? Right now, it’s an emergency “water coming through the ceiling at 11pm”
- What should a ready visitor do? Phone us “the phone number impossible to miss”
- How many distinct services or offers? 2 to 6 “mostly boiler repairs and emergency leaks”
- What proof do you actually have? Registrations, licenses, memberships, Reviews or ratings “Gas Safe registered” and “reviews showing we turn up”
- Do you have real local content for each area you cover (jobs done there, the person based there)? No, just the list of areas Decided, not stated: one city named and no local content per area, so no area pages (Google treats thin per-town pages as spam)
2
Project decisions
- Service pages Two, one per job the brief names: boiler repair and emergency leak repair. No “All services” page. brief
- Prices The fixed call-out price sits beside the call button (the action’s terms). Job prices are unanswered, so each service page says what the price depends on. brief; NN/g on showing sample prices
- Always-there call Required on every page, with the hours it is answered. How it looks is a design decision. brief (11pm calls)
- Reviews From a named platform, with count and date. To supply; nothing is invented. brief
- Area pages None. The brief names one city and no local content per area. Google’s policy on thin per-town pages
Still open
- Do clients care which engineer comes? (The brief’s “we turn up when we say” suggests naming who turns up.)
- Are job prices published, “from”, or by quote?
- Which towns around Leeds are covered?
- How many languages? (Not stated, so not assumed.)
- Is messaging a second route? The pattern suggests it; the brief only asks for the phone.
3
The project’s site plan, as it leaves IA
Project IA file · 0.2
Trades and call-out services
Worked example: a test brief, not a real business · 2026-10-06 · pattern maturity: reasoned, not built
From the Strategy brief
- How soon do people usually need you?Right now, it’s an emergency
- What should a ready visitor do?Phone us
- How many distinct services or offers?2 to 6
- What proof do you actually have?Registrations, licenses, memberships, Reviews or ratings
- Do you have real local content for each area you cover (jobs done there, the person based there)?No, just the list of areas
- Can you publish prices?unanswered
- Do clients care which person they get?unanswered
- How many languages?unanswered
Primary action
Phone
Reach the business by phone, now
Build decides (likely tel)
Second route: Message (WhatsApp, Viber, SMS)
On every page
- Always-there call or book required
- Language switch required depends
Pages, in order · modules in reading order
Home
/
- What this is orient · explain1 required slot
- Main action act1 required slot
- Where we work orient · reassure1 required slot
- Proof prove · reassure0 required slots
- Services explain · explore1 required slot
- What happens next explain · reassure1 required slot
- Who you’ll deal with reassure · prove depends2 required slots
- What clients say prove1 required slot
One page per service × each service
/services/{service}
- Item summary orient · explain2 required slots
- Prices reassure · explain depends2 required slots
- What happens next explain · reassure1 required slot
- Who you’ll deal with reassure · prove depends2 required slots
- Proof prove · reassure0 required slots
- What clients say prove1 required slot
- Questions people ask reassure optional1 required slot
- Main action act1 required slot
About and people depends
/about
- Who you’ll deal with reassure · prove2 required slots
- Proof prove · reassure0 required slots
- Main action act depends1 required slot
Entities
- service Boiler repair · Emergency leak repair
- area Leeds (towns covered: to supply)
Project decisions
- Service pages Two, one per job the brief names: boiler repair and emergency leak repair. No “All services” page. brief
- Prices The fixed call-out price sits beside the call button (the action’s terms). Job prices are unanswered, so each service page says what the price depends on. brief; NN/g on showing sample prices
- Always-there call Required on every page, with the hours it is answered. How it looks is a design decision. brief (11pm calls)
- Reviews From a named platform, with count and date. To supply; nothing is invented. brief
- Area pages None. The brief names one city and no local content per area. Google’s policy on thin per-town pages
Left out, and why
Home: Pricesleft out because the answer to “How many distinct services or offers?” is “2 to 6”page: All servicesleft out because the answer to “How many distinct services or offers?” is “2 to 6”page: One page per arealeft out because the answer to “Do you have real local content for each area you cover (jobs done there, the person based there)?” is “No, just the list of areas”page: Pricesleft out because the answer to “How many distinct services or offers?” is “2 to 6”page: Finished jobsleft out because the answer to “What proof do you actually have?” is “Registrations, licences, memberships, Reviews or ratings”page: Quote or bookingleft out because the answer to “What should a ready visitor do?” is “Phone us”
Open questions
- Can you publish prices?
- Do clients care which person they get?
- How many languages?
- Do clients care which engineer comes? (The brief’s “we turn up when we say” suggests naming who turns up.)
- Are job prices published, “from”, or by quote?
- Which towns around Leeds are covered?
- How many languages? (Not stated, so not assumed.)
- Is messaging a second route? The pattern suggests it; the brief only asks for the phone.
- Whether builders belong here or in Portfolio (see Boundary cases).
- Whether the B2B variant (hauliers, contractors who quote) holds.
- Whether a per-area page with real local content (jobs done there, the local engineer) is worth having.
- No trades site has been built from this or tested with visitors.
Design reads Read pages[] in order and modules[] in order: that is the hierarchy. jobs[] say what each module must achieve; status "depends" means unresolved, not optional. Look, type, imagery and Elements are Design’s; nothing here prescribes them.
Build reads Make one route per page (one per entity where one_per is set), modules in the given order, every slot with need "required" filled before ship. Implement each action so it achieves its intent on this project’s platform. Do not read why as an instruction.
QA checks Check that each included module does its jobs, required slots are filled with real content, left_out items stayed out, and the primary action leads where its label says.
4
The project’s pages
On a phone · Reachable at every scroll position, one thumb away (a fixed bar is one way; Design decides).
On a phone · Moves up: “do you cover me?” is answered before anything else.
On a phone · Shrinks to one line, detail one tap away.
Home On a phone · Reachable at every scroll position, one thumb away (a fixed bar is one way; Design decides).
On a phone · Moves up: “do you cover me?” is answered before anything else.
On a phone · Shrinks to one line, detail one tap away.
Phone Service page: Boiler repair, one of the two the brief names. 5
Checked against five real sites
The structure was compared with five public UK plumbing and heating sites (structure only; no site is named or reproduced). All five put the phone first and name their people; four give each service its own page.