Located on Vancouver Island, Sovereign Plumbing is a small but full-service plumbing and heating provider. The previous website had some good qualities but lacked visual and emotional impact, leading to insufficient ability to convert viewers into customers. In designing the new site, we chose to highlight the human aspect of plumbing: when issues arise, it affects your life in a very real and immediate way. We wanted to convey that Sovereign understands this and is there to resolve these issues quickly and efficiently. We also wanted to emphasize the role that plumbers have in common renovation projects, in order to bring in greater revenue through kitchen and bathroom renovations.