Roundhouse
Brand Guide
The official reference for how Roundhouse Plumber Marketing looks, sounds, and sells. For the team, freelancers, vendors — and the AI tools that write in our voice. If it isn't in this guide, it isn't the brand.
We don't sell plumbers marketing. We diagnose it.Primary tagline
The mark
One primary lockup, used consistently. The logo lives on light paper backgrounds only until a reversed variant ships.
Do
- Use the primary lockup on Paper, white, or warm paper backgrounds
- Use the provided SVG at any size; PNG for tools that can't take SVG
- Keep clear space around the logo — at least the mark's height on all sides
- Source files live in the site repo at
roundhouse-plumber-marketing/public/
Don't
- Don't place the logo on navy or green sections until the reversed white variant is added
- Don't recolor, stretch, rotate, add shadows, or outline the logo
- Don't put the logo over photography or busy textures
- Don't recreate the logo in type — always use the asset files
Navy + green on warm paper
Two colors and their tints — no new colors, ever. Green is the accent: CTAs, thin rule lines, and stat callouts. Click any swatch to copy its hex.
Core palette
Supporting tints
Usage
| Element | Color | Notes |
|---|---|---|
| Page background | Paper #FAF9F5 | Warm, never pure white. Alternate with Warm Paper for rhythm. |
| Headings & body text | Navy #1B2B4A | Muted #4E535D for secondary text and captions. |
| CTAs, buttons, links | Green #17674C | Green Deep #0F4732 on hover. Green is earned — don't flood the page with it. |
| Stat callouts | Green #17674C | Green top-rules or numerals on light; Green Mist on dark. |
| Rules & dividers | Line #D6D1C2 | 1px hairlines. #E5DFCD for softer card borders. |
| Dark sections | Navy #1B2B4A | Alternate a few per page for rhythm; Navy Deep #121F39 for footers. |
| Emphasis on dark | Green Mist #E6F0EB | Eyebrows, key phrases, and stats on navy backgrounds. |
One family. Weight does the work.
Plus Jakarta Sans everywhere — free via Google Fonts, so no font files to license or self-host. Fallback stack: ui-sans-serif, system-ui, sans-serif.
600 · 40–64px
−0.025em · 1.08
600 · 28–40px
−0.02em · 1.15
600 · 18–22px
−0.01em · 1.3
400/500 · 16–18px
0em · 1.65
600 · 12px
+0.16em · 1.4
Do
- Use weight (400 → 500 → 600) for hierarchy, not new typefaces
- Tighten tracking on display sizes (−0.025em) and open it on eyebrows (+0.16em)
- Keep body text 16–18px with a 1.6+ line height
- Set eyebrows 12px, semibold, uppercase — the smallest size allowed
Don't
- Never set text smaller than 12px — anywhere, for any reason
- Don't introduce a second typeface, a script font, or a slab "trade" font
- Don't use 700+ weights for long passages — semibold is the ceiling for headings
- Don't center long body copy; center only short heroes and stat rows
A plain-spoken expert who respects the owner's time
Bottom line first. Proof before adjectives. The reader is an owner deciding from the cab of a truck between calls — write like you know that.
01 · Direct
Bottom line first, then support it. No wind-ups, no fluff, no burying the number in paragraph four.
02 · Diagnostic
Every claim starts from data — rankings, search volume, cost per lead. Numbers first, conclusions second.
03 · No-Hype
State facts and let the reader draw conclusions. Never overpromise. Tell the truth even when it costs the sale.
04 · Plain-Spoken
Trade language, not agency jargon. Professional, but we don't take ourselves too seriously.
What we say
- "We don't sell plumbers marketing — we diagnose it."
- "One decent water heater job a month covers the entry point."
- "We're month-to-month. If we stop earning it, you can walk."
- "Here's the screenshot — $35 a lead, from the ad account."
- "We'll tell you the truth about your market — including if you're not a fit."
What we avoid
- "We provide comprehensive digital marketing solutions."
- "Guaranteed #1 on Google" — or guaranteed anything.
- "Sign our 12-month contract" — the word "contract" is banned.
- "Synergy," "growth hacking," "secret sauce," and all agency jargon.
- "SEO beats ads" — we never pit one channel against another.
The words that define the voice
Book a free 45-minute diagnostic and we'll pull your Maps rankings, your competitors' positions, and your market's real cost per lead — then tell you exactly what we'd do, whether you hire us or not.Voice sample — the standard every piece of copy is measured against
The established residential plumbing owner
The established owner of a residential plumbing company — running a team of techs and trucks, not just a van and a phone. Hands-on, growth-minded, and ready to treat marketing as a system rather than an expense. They wear every hat, trust their gut, are skeptical of marketing claims, want proof and ROI, and are always short on time — usually deciding from the cab of a truck between calls.
Before
- Unpredictable leads — the #1 barrier to growth
- Wasted spend with no way to tell what's working
- Invisible online while louder competitors take the jobs
- Burned by an agency that locked them in and never called back
- Can't plan hiring on "hopefully the phone rings"
After
- Consistent, high-quality leads month after month
- Clear ROI on every channel — numbers, not adjectives
- Top of the map, top of mind, top of their market
- Peace of mind and control of the business again
- Lead flow that supports the next tech and the next truck
What they want more than they say out loud: they say "I want more leads." They mean "I want to stop worrying about payroll and feel in control of my business again."
Primary goals
- Dominate local search
- Replace unpredictable referrals with steady leads
- See clear ROI on every channel
- Build lead flow that supports hiring the next tech and putting the next truck on the road
Who we do not serve
- Brand-new startups under $1M
- National chains
- Pure commercial or new-construction shops
- Owners chasing the cheapest option
What they've already tried — and why it failed
| What they tried | Why they tried it | Why it failed |
|---|---|---|
| Generic marketing agency | Wanted to delegate to pros | No trade specialization — generic campaigns that didn't convert |
| Shared-lead platforms | Pay-per-lead sounded low-risk | Same lead sold to four competitors; race to the bottom; no asset built |
| Cheap or DIY website | "We just need something up" | Doesn't rank, doesn't convert — a brochure, not a lead machine |
| DIY Google Ads / boosted posts | Keep control, save money | No tracking, wrong keywords, nothing attributable |
| Word-of-mouth only | Free, and it built the business | Doesn't scale, can't be scheduled — you can't hire against it |
Core objections — and the honest counters
What we say, everywhere we say it
Positioning
Roundhouse is the plumber-only marketing agency for established residential plumbing companies doing $1M–$5M a year. While generic agencies run the same playbook for every trade, every Roundhouse engagement starts with a diagnostic of the owner's actual market — Maps rankings, keyword positions, search volume, real cost-per-lead data — and prescribes only the channel mix the numbers support. Published pricing, month-to-month terms, and reporting on booked jobs, not clicks: we earn the renewal every month or the client walks.
Mission
Give established residential plumbing companies a marketing system as measurable and dependable as the work they do — diagnosed from real market data, priced in the open, and accountable for booked jobs every month.
The promise
We'll tell you the truth about your market before you spend a dollar, and show you exactly what every dollar produced after. If the numbers aren't moving, we adjust until they are — and you're never locked in while we do.
Approved taglines
We don't sell plumbers marketing. We diagnose it.
Diagnose. Prescribe. Deliver.
Top of the map. Top of mind. Top of your market.
Booked jobs are the goal. Everything else is a means.
The three uniques
Plumbers only
We only work with plumbers — every campaign starts from what already works in the trade.
Full transparency
Published pricing, month-to-month, and clear reporting on where every dollar goes and the ROI.
Diagnose before we prescribe
Every engagement starts with your market's real data — not a pitch.
The Roundhouse Blueprint
Diagnose
A free 45-minute Plumber Marketing Diagnostic: your Maps rankings, keyword positions, search volume, CPC data, and an ROI projection.
Prescribe
A straight recommendation on the right channel mix for your market, with real pricing and no pressure.
Deliver
We build and run the system done-for-you and report the numbers that matter every month.
The contrarian belief
Most agencies believe rankings and clicks are the goal. We believe booked jobs are the goal — rankings and clicks are just one means to that end.
The core offer, in plain English
Done-for-you plumber marketing — website, SEO, Google Ads, Meta ads, and LSAs — as packages from $1,000 to $2,600/mo, customized to the market, with full tracking, published pricing, and no long-term commitments. Month-to-month is the risk reversal.
The owner is the hero. We're the guide.
The established residential plumbing company owner who wants steady, provable lead flow.
- External — inconsistent leads, wasted spend, no online visibility.
- Internal — burned before, overwhelmed by the tech, doubtful it can change.
- Philosophical — great plumbing companies shouldn't lose to louder competitors just because they don't understand digital.
- Empathy — We specialize exclusively in residential plumber marketing. We know what a water heater lead is worth, why the phone goes quiet in the fall, and what being burned by a generic agency feels like.
- Authority — Years focused only on the trades; clients from 1-truck startups to $50M+ operations; 216% YoY GBP call growth; $35 cost per lead on Facebook ads; a proven process backed by data.
- 1. Diagnose — free 45-minute Plumber Marketing Diagnostic.
- 2. Prescribe — the right channel mix for your market, real pricing, no pressure.
- 3. Deliver — done-for-you, with monthly reporting on the numbers that matter.
Book your free 45-minute Plumber Marketing Diagnostic.
Consistent high-quality leads month after month, clear ROI on every channel, peace of mind, and freedom to run the company. Top of the map, top of mind, top of your market.
Keep losing jobs to higher-ranked competitors, keep bleeding cash on marketing with no ROI, stay unable to plan hiring because leads are unpredictable — while the gap to the top of the map gets more expensive to close every year.
The villain
Generic agencies that don't understand the trade. Shared-lead platforms that rent plumbers their own customers. Digital obscurity. Vanity marketing with no ROI. Vendors who overpromise, lock you in, and underdeliver.
One ask, clearly made
Book your free 45-minute Plumber Marketing Diagnostic
The direct ask on every page. Free, specific, and worth the time even if they never hire us.
Run the ROI calculator
For researchers not ready to book — puts their own numbers in front of them.
Browse the results wall
Screenshots over adjectives — real dashboards, real cost per lead, real client messages.
CTA principles
| Principle | What it means | Example |
|---|---|---|
| Be specific | Name the time, the deliverable, and what they walk away with. | "45 minutes. Your Maps rankings, your competitors' positions, your market's real cost per lead." |
| Reduce friction | Free, no pressure, nothing to sign, month-to-month if they proceed. | "Whether you hire us or not." |
| Avoid hype | No "skyrocket," no "explode your leads," no urgency theater. | "We'll tell you what we'd do — including if you're not a fit." |
| Match the stage | Diagnostic for ready buyers; calculator and results wall for researchers. | Blog post → ROI calculator. Pricing page → book the diagnostic. |
The hard rules
Break one of these and it stops being Roundhouse. They apply to every channel — site copy, ads, emails, proposals, and anything an AI writes for us.
Never say "contract"
We're month-to-month — and we say so. It's the risk reversal, not a technicality.
Never guarantee rankings
No "#1 on Google," no "guaranteed leads." Those are the broken promises our clients stopped believing.
Never "we manage your LSAs"
We set up Local Services Ads and hand over the keys. Say exactly that.
Never pit channels against each other
SEO vs. ads is a false fight. The right mix is a diagnosis, not a slogan.
No vendor brand names
No software vendor names in client-facing copy. Describe what it does, not whose logo is on it.
No agency jargon
No synergy, growth hacking, or secret sauce. If it sounds like every other agency, cut it.
No unbackable stats
Every number must be screenshot-backable. Proof from the same channel you're talking about.
No mislabeled proof
Sister-trade results (like irrigation) are always labeled honestly — never passed off as plumbing.
No handshake stock photos
Imagery is proof artifacts: real dashboards, GBP graphs, site captures, client messages.
No new colors, no new fonts
Navy + green on warm paper. One type family — weight does the work.
No text under 12px
Anywhere. The eyebrow style (12px, 600, uppercase) is the floor.
Never hide pricing
Published pricing is a unique. It stays on the website — packages, ad spend, lead costs.
The brand, in one copy-paste
Everything above, concatenated into one structured plain-text block. Paste it into any AI tool as the single source of truth — or point an agent straight at brand.getroundhouse.com/brand.txt.
"You are my brand and messaging strategist. Below is my brand context. Treat it as the single source of truth. Match the voice exactly, speak only to this ideal client, lead with proof, and never use hype or fluff. [brand context] Now help me write: [request]."
AI agents: fetch https://brand.getroundhouse.com/brand.txt for this exact content.