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Following key strategies to increase your plumbing company's online presence results in more leads and prevents your hard-earned plumbing revenue from going down the drain.
Make your plumbing website easy to find, because potential customers searching online for plumbing contractors need to find you quickly.
Data shows 97 percent of people learn about a local company online more than anywhere else. If your company doesn't rank near the top, potential customers may never find you, because 75 percent of people never click “next” for the second page of search results.
In the plumbing industry, search engine optimization (SEO) boosts your plumbing website's visibility and helps it rank higher in online search results. Plumber SEO strategy enables your plumbing business to reach the top spot in search rankings and is an effective part of digital marketing.
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Plumber SEO Basics
Plumbing SEO deploys the internet marketing strategy of optimizing your company's plumbing website, so when someone performs a Google search for plumbing services, your web page ranks near the top in organic traffic.
In Google searches, organic search results rank by a complex algorithm, but a local plumbing company can achieve the same online presence of a larger company by employing a smart plumber SEO campaign strategy.
This allows someone searching for plumbing services—such as "water leak" or "water heater repair"—to immediately find and click on your company's webpage.
Choose relevant keywords by understanding what potential customers search for, and use the right keywords throughout your plumbing web design.
Search engines such as Google or Bing use keywords to determine the relevance of web pages to a search. Using the right plumbing keywords for your company enhances your search rankings. Relevant keywords should be used in headers, copy, and in HTML computer codes on your website.
For example, if you own a plumbing company in Atlanta, relevant keywords for plumbing services could include “Atlanta plumbing,” “Plumbing in Atlanta,” “Atlanta plumbers," or "Atlanta water leak."
Keyword research helps determine the best words or phrases to benefit your website visitors and your plumbing company's web pages. SEO experts suggest creating separate web pages if you want your website to rank on the first page for multiple keywords.
Some companies choose to conduct an SEO audit for hard data on how well plumbing keywords rank on their websites. If developing a marketing strategy seems beyond your scope, many marketing agencies offer SEO services.
Offering fresh, quality content on your business page makes it more rank-worthy. Plumber SEO isn't about stuffing keywords throughout your web pages, but providing high-quality, useful content with strategically incorporated keywords.
Utilize blogs, seasonal plumbing tips, FAQS, master plumber advice or even YouTube videos to provide new, high-quality content in your plumbing website design. These content areas make a great fit for longer keyword phrases, which can help rank your page in organic search engine results.
Content marketing companies specializing in SEO suggest posting unique content on several web pages to rank for multiple keywords, because web pages, not websites, rank in search engine results.
HTML stands for Hypertext Markup Language, and defines your plumbing company's website content so it can be properly displayed in a browser.
Search engines and web crawlers look for updated content, and you want your plumbing company's webpage to stand out. Use plumbing SEO keywords in your website’s URL and other HTML elements, such as title tags, meta descriptions, and header tags.
HTML is no longer reserved for the realm of webmasters. Using relevant keywords, even in the smallest HTML elements, improves your online visibility and helps your webpage's click-through rate.
Maintain a fast and user-friendly website, so potential customers can get the information they need. Customers most likely need to call your plumbing company because of an emergency, such as a leaky toilet, dripping faucet, or broken water heater.
Statistics show site speed matters, as one in four visitors abandon a website if it takes more than four seconds to load.
Plumbing websites should be well designed with important information placed near the top. This includes your plumbing company's phone number, hours, and geographical service area.
Catchy advertising slogans and other marketing strategies keep your website easy to use and remember. Consider offering specials or discounts to new customers or providing maintenance memberships to retain loyal customers.
These days, everyone carries a Smartphone. If you're not optimizing your webpages for mobile, you're missing out, since 64 percent of searches for plumbing services take place on mobile devices.
When a potential customer searches for a local plumber, ensure your website ranks high and the design allows for mobile use. Structure your plumbing business' website so mobile users can easily find what they need.
If your web page requires a mobile user to zoom in to read text or click a button, it needs more work to become user-friendly. Use Google's mobile-friendly test to check your plumbing company's mobile performance.
Since 87 percent of homeowners find a professional by searching online, local SEO needs to be part of your small business marketing strategy.
To make sure your local business shows up in local searches, as well as local maps, business owners should ensure Google My Business pages list accurate company information. This also allows potential customers to make a phone call directly from their website search.
Costs vary for Google Local Services ads (formerly called Google Adwords), but you only pay when a customer contacts your plumbing business through the ad.
Tommy Mello, The Home Service Expert and owner of A1 Garage Door Services, a $30 million-plus home services business, suggests focusing on Google for online advertising. He advises spending at least half of your online marketing dollars on SEO, Pay-Per-Click (PPC) digital ads, Google My Business, Google Local Services, and getting more positive customer reviews.
Backlinks, a component of off-site plumbing SEO, essentially provides more credibility for your company.
List your company's business profile on directory or review sites such as Yelp, Yellow Pages, HomeAdvisor or Angie’s List, so people have a better chance to see your plumbing company through search engine rankings.
Link building, or the process of other websites linking to yours, gives your plumbing business credibility and can help increase your online presence.
Many plumbing businesses connect with their customers on social media. Besides being a great way to share videos and seasonal tips, an active social media presence can enhance your plumbing SEO strategy by providing linking opportunities.
Choosing the right social media platform, whether Facebook, Instagram, Twitter, or YouTube, means you can connect with your customers and cross-promote content. As a bonus, people can share your content, which helps with plumbing lead generation.
As with any marketing strategy, measuring results determines effectiveness.
Analyze your plumbing company's website to see where it needs improvement. An effective website enhances the user experience and conversion rates.
Key metrics include number of visitors, how long visitors remain on your webpage, bounce rate, and average page views per visit.
One analytic resource, Google Analytics, offers in-depth information about your website traffic. Analyzing website traffic metrics can help you understand what your customers want, and provides data to improve your plumbing website.
Cloud-Based Marketing Software
No matter which plumber SEO or plumbing marketing strategies your company chooses to use, measure the effectiveness of your methods.
Manage plumber marketing campaigns with ServiceTitan’s Marketing Pro. This allows your company to send targeted email campaigns and directly track ROI so you can measure performance.
Boost your bottom line with ServiceTitan’s cloud-based plumbing software to streamline your company’s efficiency and improve customer service.
Choosing the right plumbing business strategies and plumbing marketing ideas enhances your website, helps you gain the top spot in organic searches, and drives lead generation, so your business continues to grow.
ServiceTitan Plumbing Software
ServiceTitan is a comprehensive plumbing business software solution built specifically to help service companies streamline their operations, boost revenue, and achieve growth. Our award-winning, cloud-based platform is trusted by more than 100,000+ contractors across the country.