Locked decisions · Aug 2026
Brand system & offer sheet for flushingtoilets.com
Hybrid lead marketplace for toilet and drain plumbing. Calm, competent brand. Deep launch in a few states. Plumbers pay a monthly territory fee plus pay-per-lead.
Product thesis
“Local help for toilet trouble — matched to licensed plumbers near you.”
- Consumer: city/state SEO + search + short lead form
- Plumber: Connect · Preferred · Exclusive hybrid tiers
- Launch deep: Texas, Florida, Arizona first
Brand identity
Names
- Product / site
- Flushing Toilets
- Domain
- flushingtoilets.com
- Partner program
- Flushing Toilets Partners
- Short consumer line
- Get local toilet help
- Legal disclaimer (UI)
- We connect you with independent local plumbers — we are not the plumbing company.
Positioning
Flushing Toilets is the toilet-problem specialist in local plumber lead gen — not a generic “all plumbing” dump. Narrow focus builds clearer SEO, higher intent leads, and a brand plumbers can understand in one sentence.
Taglines (approved set)
Primary
“Local plumbers for toilet trouble — fast.”
Consumer hero
“Clogged, running, or broken? Get a licensed plumber near you.”
Partner sales
“High-intent toilet leads in your cities — without the junk volume.”
Voice & vibe
Brand vibe
Harbor Trust
Calm, competent emergency service. Feels like a licensed local pro you’d actually call at 11pm — not a joke site, not a panic red ambulance, not generic SaaS purple.
Do
- Direct, specific, human
- Name the problem and the fix path
- State response expectations clearly
- Marketplace transparency always
- Short sentences under stress (mobile emergency)
Don’t
- ×Toilet humor as the hero message
- ×Fake “our techs are en route” if partners go
- ×Hype adjectives with no proof
- ×Scammy countdown timers / dark patterns
- ×Emoji-as-icon or cartoon plunger mascots as identity
Sample microcopy · consumer
Get help in your city
Tell us your ZIP and what’s wrong. We’ll match you with a licensed local plumber.
Sample microcopy · partner
Toilet-intent leads, not tire-kickers
Homeowners searching for clogged, running, or emergency toilet help in your cities. Pick Connect, Preferred, or Exclusive.
Apply to partnerColor system
Six core colors. Signal amber is reserved for primary actions so CTAs stay scannable. No purple, no rainbow gradients, no pure #000/#fff as the whole system.
Harbor
#0B3D4A
harborPrimary brand, headers, nav, trust blocks
Harbor Deep
#072C36
harbor-deepFooter, dark bands, high-contrast panels
Stream
#1A7A72
streamSecondary actions, links, success-adjacent UI
Signal
#D9921F
signalPrimary CTAs only — call, get help, apply
Foam
#F4F1EA
bg / foamPage background (warm, not sterile white)
Ink
#152028
fg / inkBody text, icons on light surfaces
Surfaces
Semantic
CTA stack
Typography
Display — Fraunces
Local help that shows up.
Headings, hero lines, price figures. Optical size friendly; slightly human without looking novelty.
Body — DM Sans
Forms, navigation, FAQs, and partner dashboard UI. Clean, highly legible at 14–16px on mobile — critical when someone’s floor is wet and they’re one-handed on a phone.
Weights: 400 body · 500 UI · 600 labels/buttons · 700 rare emphasis.
Display XL
Austin, TX
Display L
Clogged toilet
Body
Licensed plumbers near you.
Caption
Response goal
Offer sheet — hybrid model
Plumbers pay a monthly subscription for territory access and placement, plus pay-per-lead on real homeowner inquiries. Three named tiers.
Connect
SharedAffordable entry for growing shops
Monthly
$149–$249
per city / metro
Per lead
$28–$48
shared with up to 2 other plumbers
- Listed on city & service pages
- Shared leads (max 3 recipients)
- License & insurance badge
- Lead dashboard + email/SMS alerts
- Basic territory: selected cities
Preferred
FeaturedTop placement + first look at leads
Monthly
$349–$599
per city / metro
Per lead
$42–$72
priority routing before Connect
- Everything in Connect
- Featured badge & top-of-list placement
- Priority lead routing (first 5 min exclusive)
- Profile photo, crew notes, response promise
- Monthly performance report
Exclusive
TerritoryOwn the zip or small city
Monthly
$799–$1,999
by market demand
Per lead
Included allotment
or discounted PPL after cap
- Everything in Preferred
- Sole or primary plumber in territory
- All matching leads in geo + services
- Included lead allotment (tiered by city)
- Custom landing blurb on city pages
- Quarterly territory review
Lead pricing modifiers
| Lead type | Modifier |
|---|---|
| Emergency / after-hours | +25–40% |
| Install / replacement quote | Base–high |
| Running toilet / minor | −15–25% |
| Sewer backup | +30–50% |
Operating rules (locked)
- License + insurance required before activation
- Connect: max 3 plumbers per lead; Preferred gets 5-minute exclusive window when both active
- Exclusive: one primary partner per zip (or small city); overflow only if they reject/miss SLA
- Invalid lead credit policy published (wrong number, not plumbing, duplicate <24h)
- TCPA consent captured on every consumer form before call/text
- Clear marketplace disclosure on every conversion page
Core services (V1 taxonomy)
Clogged toilet
/clogged-toilet · High intent
Running toilet
/running-toilet · Med intent
Toilet leak
/toilet-leak · High intent
Toilet install
/toilet-install · Med intent
Toilet replacement
/toilet-replacement · Med intent
Emergency plumber
/emergency-plumber · Critical intent
Sewer backup
/sewer-backup · Critical intent
Page map
Consumer site
SEO + conversion surface. Every city × service money page ends in the same short lead form.
/National hub: search, services, trust, how it works/servicesService index linking all problem types/services/{service}National service explainer + geo CTA/locationsBrowse states A–Z/locations/{state}State hub: top cities, statewide services/locations/{state}/{city}City hub: local intro, services, plumbers, form/locations/{state}/{city}/{service}Money page: city × service SEO + lead capture/searchStructured search results (city/zip + service)/get-helpShort multi-step lead form (primary conversion)/how-it-worksConsumer trust & process/reviewsAggregate reviews / social proof/guidesSEO content index/guides/{slug}Problem guides & cost articles/aboutCompany story, marketplace transparency/contactSupport for homeowners & partners/privacyPrivacy policy/termsTerms of use/tcpaConsent & communications policy
Partner / plumber
Sales pages public; dashboard behind auth after approval.
/for-plumbersSales landing: hybrid model pitch/for-plumbers/pricingPublic tier comparison/for-plumbers/applyPartner application (license upload)/partners/loginPartner auth/partnersDashboard home: leads, stats, territory/partners/leadsLead inbox + status + feedback/partners/territoryCities/zips & services covered/partners/billingSubscription + lead invoices/partners/profilePublic profile, hours, response SLA
URL conventions
- States:
/locations/texas - Cities:
/locations/texas/austin - Money:
/locations/texas/austin/clogged-toilet - Lowercase slugs, hyphens, no query-string SEO pages
Primary user journeys
Emergency homeowner
- 1Land on city or city×service page
- 2Tap Call or Get a plumber
- 3ZIP + problem + phone (≤4 fields)
- 4Matched → partner notified
Planner / non-urgent
- 1Search city or browse locations
- 2Compare service guides / FAQs
- 3Submit form with schedule window
- 4Preferred/Exclusive partner first
Plumber sales
- 1/for-plumbers → pricing
- 2Apply with license proof
- 3Pick cities + tier
- 4Go live → lead inbox
Launch plan
Phase 1 markets (deep)
Texas
/locations/texas- Houston
- Dallas
- Austin
- San Antonio
- Fort Worth
- El Paso
- Arlington
- Corpus Christi
- Plano
- Lubbock
+ more as we expand
Florida
/locations/florida- Jacksonville
- Miami
- Tampa
- Orlando
- St. Petersburg
- Hialeah
- Port St. Lucie
- Cape Coral
- Tallahassee
- Fort Lauderdale
+ more as we expand
Arizona
/locations/arizona- Phoenix
- Tucson
- Mesa
- Chandler
- Scottsdale
- Gilbert
- Glendale
- Tempe
- Peoria
- Surprise
+ more as we expand
For each city: hub page + all 7 service money pages. Target ≈ 30 cities × 7 services ≈ 210+ high-intent landing pages before national expansion.
Build order
- Consumer shell — home, search, lead form, trust
- Location engine — state/city/service templates
- Partner sales — for-plumbers + apply + tiers
- Partner dashboard — leads, billing stub, territory
- Content layer — guides + FAQs + schema
Decision log — locked
| Topic | Decision |
|---|---|
| Business model | Hybrid: monthly sub + PPL (Connect / Preferred / Exclusive) |
| Launch | Deep in TX, FL, AZ — not thin nationwide |
| Vibe | Harbor Trust — calm, competent, emergency-ready |
| Primary CTA color | Signal amber (#D9921F) on Foam backgrounds |
| Type | Fraunces (display) + DM Sans (UI/body) |
| Focus | Toilet & closely related drain/sewer problems — not full-service plumbing marketplace yet |