Author Archives: Plumbing Webmasters

Local SEO for Plumbers | Tested & Proven Strategy Guide

Local SEO for plumbers is the most affordable way to generate plumbing leads in 2024.

However, there’s one important caveat: Local SEO is only effective when properly implemented.

I founded Plumbing Webmasters in 2013 and have worked on thousands of plumbing company websites since then.

My Local SEO strategy is based on concrete, proven data.

The Local SEO strategy I reveal in this guide has proven to work on 1,500+ websites over the past 11+ years.

My data-driven Local SEO strategy for plumbers reveals the following:

Why Local SEO only works for some plumbers
Local keywords homeowners use to find plumbers online
What kinds of local website pages generate leads
The relationship between user experience and local search rankings
Google Map 3-Pack strategies for local plumbers
The software local plumbers are using to build credibility
The importance of local directories for plumbers
How to spot Local SEO scams and disinformation
And more – all based on my 11+ years of direct, first-hand experience with plumbers.

Why Local SEO Only Works for Some Plumbers

I am Texas direct and Texas respectful, so I won’t lie to you; Local SEO only works for some plumbers.

In fact, 70% of plumbing companies are unhappy with their local SEO provider.

So what are the 30% of plumbers doing that they aren’t?

They use data-driven local SEO strategies proven to generate leads and ROI.

I wrote this guide to ensure that you have free access to these strategies.

Local Keywords Homeowners Use to Find Plumbers

Homeowners use thousands of keywords and keyword variations to find plumbers online.

You can use a tool called SEMRush to measure the estimated search volume of various terms.

Let’s take the term “plumbing services,” for example.

SEMRush estimates that United States residents search for this or related terms 320,720 times monthly.

Plumbing Services Search Volume (SEMRush)

The number of searches in your local service area depends on population and demand.

Below, I’ll categorize keyword types so plumbers can better understand what to target in their website content.

Service-Based Keywords

Service-based keywords contain your services, such as plumbing repair, toilet repair, slab leak repair, or water heater replacement.

They also include general terms like plumber, plumber near me, and plumbing company.

These terms fall under the category of commercial intent keywords, meaning those who search for them actively seek to schedule a service with a plumbing company.

Most of these keywords will show an estimated volume on keyword research tools like SEMRush, allowing you to gauge the relative popularity of various services.

Google uses geolocation to determine each searcher’s general location (provided they are not using a VPN to block their IP address).

As a result, a homeowner in Fort Worth, TX, who searches “plumbing repair” will receive a list of Fort Worth-based plumbing companies on their search results.

Location-Based Keywords

Location-based keywords contain a city within your service area (i.e. dallas plumber, houston plumbing company, etc.)

These terms are essential for local plumbing companies as they are frequently used by homeowners seeking plumbing services.

Like service-based keywords, these terms also fall under commercial intent queries, typically from individuals seeking to schedule a local service.

Depending on your city’s population, these keywords may or may not show an estimated search volume inside SEMRush.

Note: Just because a term does not show volume in keyword research tools does not mean nobody searches for it.

Some search users prefer to specify their precise location within a query to ensure the search engine understands their request.

Other times, the searcher may be searching from another location (at work or on vacation) and must ensure Google returns providers in the service area of their home’s location.

These nuances add more facets to local SEO strategy for plumbers.

Hidden Keywords

Most plumbing companies conclude their keyword strategy after targeting service and location-based terms, which is a big mistake.

Over 60% of converting website traffic comes from what are known as hidden keywords.

These terms don’t register a search volume in SEMRush and don’t appear as queries inside your Google Search Console reports.

Mostly, these terms are “long-tail” phrases like rannai tankless water heater installation sugar land tx.”

It’s critical to your local SEO strategy that you rank for these hidden terms on Google search results.

While it might seem like few people search for these queries, the conversion rates for those who do search for them are considerably higher than traditional terms.

Users who use specific context within their query know precisely what they are looking for and will choose the plumber who best demonstrates that they provide the solution.

Local Website Pages That Generate Leads

Homeowners seeking local plumbing services don’t want to read a novel; they want to establish trust with a local business and quickly contact them.

Landing pages that generate leads align with these needs by providing trust signals like reviews and photos and clear call-to-actions like a contact form and clickable phone number.

If you can achieve both things within your plumbing website page while ranking on top of Google search results, your stream of exclusive plumbing leads will be consistently excellent.

Pro Tip: The “trick” is ranking for the keywords researched in the previous step without sacrificing on-page conversions.

Local On-Page SEO

Implementing on-page SEO is how you get your plumbing website page ranking on local search results.

Some primary features of on-page SEO include:

Header Tags: H1s, H2s, & H3s
Keyword Placement: Insertions of top keywords for plumbers within different page elements
Meta Descriptions: 158 characters (928 pixels) shown beneath search results
Title Tags: SEO titles shown on search results and the browser
URL Structure: URLs displayed in the web address

Each landing page should target a group of keywords with a single user intent.

For example, plumber near me, plumber, plumbing company, and plumber dallas all share the same user intent and should all be targeted on a single page.

By targeting keywords with shared user intent on a single page, you avoid keyword cannibalization, which is a phenomenon that arises when multiple pages targeting the same keyword collectively dilute rankings.

Local User Experience and Search Rankings

After funneling homeowners to your site through organic search results, you must convert them at a high percentage.

The first step is establishing trust and credibility with unique photos of recent jobs and displaying reviews from verified local customers on 3rd party platforms like Google, Yelp, and Facebook.

The next step is encouraging the visitor to contact your business.

This occurs with calls to action or CTAs.

Examples of CTAs include:

Contact Forms
Clickable Phone Numbers
Opt-in Forms
Lead Magnets

In conversion rate optimization, the prominence of your CTAs can make or break success.

For example, red buttons with size 16 text increase conversions by 40%.

Implementing CRO onto your website pages maximizes the investment and impact of local SEO.

User Experience’s Impact on Local Search Rankings

Google’s recent Page Experience Update further cements its pledge to focus on users first and foremost.

You must keep the user’s needs first to achieve local SEO results in 2024.

There are various ways to enhance the user experience for your plumbing company, many of which deal with your primary website.

As plumbing companies serve a wide range of clients in terms of age and technical acumen, meeting everyone’s needs becomes an imperative aspect of local SEO.

Site Speed

Users expect sites to load in less than 3 seconds at the maximum, and that threshold will only decrease each year.

Your local plumbing website must load quickly, which requires a well-designed website and a technical SEO process.

You can test your website speed with various tools, like Google Pagespeed Insights, and address potential deterrents with plugins like WPRocket.

Pro Tip: Consider investing in a content delivery network (CDN) to speed up your website further.

Navigation

Your local website must serve a wide range of clients and be easy to navigate on all devices, from mobile to desktop.

Design elements like the navigation menu must cater to all users so they stay on your website as long as possible and invest in your services.

Mobile users, in particular, will grow frustrated with poor navigation and bounce from your website quickly.

Usability

With ADA compliance, websites are held to a higher standard, ensuring disabled users can use websites.

You must now consider things like text size, alt text, and voice recognition to meet the needs of all possible users.

WordPress plugins can help make your website compliant, but it’s also a good idea to consult with a professional web designer.

Google Map 3-Pack for Plumbers

As a plumbing company, nearly half of your Google leads will come from Google Local Map 3-Pack, which uses a separate algorithm.

Your Google Business Profile appears within Google’s 3-pack results for terms like plumber near me or plumber (your city).

Armed with this knowledge, every plumbing company should follow these essential Local SEO steps:

Claim Your Google Business Profile

Navigate to google.com/business and claim and verify your listing if you have not already done so.

You must create a new Google Business Profile for new plumbers or those without a listing.

This process will involve entering essential business information, such as your company name, address, phone number, and business category (plumber).

One step some plumbers forget is adding their business website URL into the website field.

This is a critical step because the Google Maps algorithm scans this website URL for brand information, keywords, and other SEO signals.

After setting up your profile, you must undergo a verification process, which Google completes through video, direct mail, or phone calls.

After Google verifies your listing, you become eligible to appear in the Local 3-Pack for Google search results, increasing visibility and lead generation for your plumbing company.

Publish Local Website Content to Improve Maps Ranking

In the previous step, I mentioned inserting your website URL into your Google Business Profile.

Since Google scans this URL as part of its local ranking algorithm, adding location-specific content to your website is essential.

For example, your service page about hydrojetting services should focus on services in your main service area.

Here is an example of a title tag for localized SEO content:

Hydrojetting Services in Fort Worth, TX | Nolen’s Plumbing LLC

The Google Maps algorithm will scan this title tag, giving your Google Business Profile a greater chance of appearing for “hydro jetting near me” within the Google Map 3-Pack.

Build Local Links

Link building on the local level is both more accessible and more organic than national link building.

As a local plumbing company, you want foundational citation links from popular directories like Yelp, Angi’ HomeAdvisor, and Better Business Bureau.

You should also pursue links from local organizations like your Chamber of Commerce.

In most cases, building these kinds of credible links will be enough to rank for your desired terms in your service area.

Pro Tip: You don’t need to pursue national links from major platforms to compete for local keywords.

Software Plumbers Use to Build Local Credibility

Google determines a plumbing website’s local credibility using an acronym, E-E-A-T.

E-E-A-T stands for expertise, experience, authoritativeness, and trustworthiness.

While E-E-A-T is not the name of one of Google’s internal ranking factors, it is used to instruct its search quality graders on identifying good websites from bad ones.

We don’t know the precise name of Google’s ranking factor (or series of them) that uses E-E-A-T principles, but we know the principles themselves.

Experience: How long has your plumbing company been in business?
Expertise: Which plumbing services, equipment, and brands have you successfully utilized?
Authoritativeness: Do your brand, logo, and social profiles have any following or recognition?
Trustworthiness: Have current or former customers expressed happiness with your services?

Even in cases where local plumbing companies check one or more of these boxes, it’s challenging to relay the information on your website in a way that Google understands.

That’s why more and more plumbers are investing in project showcase software like NearbyNow, DataPins, and CompanyCam.

Project Photos

In the age of AI-generated photos, 100% original images of your plumbing projects have gained even more value.

These unique photos instill trust in website visitors, something Google values.

However, uploading photos individually to your computer and then to your website is laborious.

That’s why software solutions that support project photos and their publication are becoming increasingly popular in the plumbing sector.

In the spirit of transparency, I should tell you that I invested millions of dollars in creating software that solves this problem.

Most of you have heard of DataPins, my software, which I recommend as the best choice.

Pro Tip: Demonstrating recent projects on your plumbing website is crucial, regardless of how you get there.

Review Requests

Reviews are critical to your online reputation, as most consumers trust them as much as personal recommendations.

Platforms like Google, Facebook, and Yelp can filter out spam and fake reviews, instilling trust that the feedback is legitimate.

Plumbers can increase reviews by using tools like DataPins, which automatically request reviews from recent clients who were satisfied with the services.

Pro Tip: Depending on your service area, hundreds or thousands of reviews may be required to compete on Google Maps rankings.

Review Plugins

Fake reviews were a problem before AI, and they’ve grown into a full-scale scam operation.

That’s why review plugins that pull authentic customer reviews from credible platforms like Google, Facebook, and Yelp have become more valuable.

The average website visitor will never trust a review screenshot, which can easily be generated through ChatGPT or Google Gemini.

Instead, they will require a review plugin directly linking to the Google Business Profile and other verified business listings from various platforms.

All my plumbing clients have this kind of plugin directly in their website’s footer.

The Importance of Local Directories for Plumbers

Local plumbing directories, called citations, have always been a part of local SEO strategy.

However, not all directories help rank your local websites.

One of the first services plumbing companies ask about from their Local SEO provider is directory citations, which are well-known in the plumbing community.

Some agencies will leverage this to sell you thousands of citations as part of your “strategy” while neglecting to explain that many citation sources are not helpful in ranking.

Below, I’ll explain which citations are helpful and how to leverage them to improve performance.

Indexing

An indexable directory listing is the minimum required to impact your company’s performance on Google search results.

Indexing simply means Google learned about the listing URL and made it eligible to rank.

Directories like Yelp, Angi’, and Facebook are almost always indexed, making them valuable citation sources.

Pro Tip: An easy way to check if your citation is currently indexed is to search Google with the following query: site: https://www.yelp.com/biz/plumbing-company-name (replace with your citation URL).

NAP Accuracy

For indexed citations, NAP accuracy is helpful.

NAP stands for name, address, and phone number, which should maintain consistency across your indexed listings.

While the consistency component is not as significant or a ranking factor as some experts claim, it does help establish brand consistency for your local business.

With this in mind, any changes to your essential contact information (i.e., your plumbing company moves to a new address) should be reflected in your listings.

Website URL

Most directories allow submissions to include a link to the business website URL, typically tagged as a nofollow link.

While nofollow links are less impactful than regular links, they still impact rankings and credibility.

Nofollow links are especially significant locally, where businesses are not competing with billionaire organizations for search rankings.

Pro Tip: Website URLs in directory listings ensure any referrals you receive from directory traffic will have access to your website, which can be converted into legitimate prospects.

How to Spot Local SEO Scams and Disinformation

Although 70% of plumbing companies are dissatisfied with their local SEO provider, only about 30% of those plumbers are actively seeking a new one.

This prompts them to search for agencies online and speak to their network about the best options for local SEO services.

Thousands of other plumbing companies are either happy with their provider (the 30%), have an in-house marketing team, or don’t invest anything in local SEO.

Outbound marketing agencies (you know, those annoying sales calls you get) aim to scam this group of consumers into changing their providers, firing their in-house team, or investing in local SEO for the first time.

Scams are achieved through disinformation, which is the intentional manipulation of consumers to create a desired outcome.

In this case, the outcome is signing a long-term agreement with the outbound local SEO agency.

Local SEO Scam Red Flags

Anytime you receive an unsolicited marketing call, it is a red flag.

Most of the time, these agencies are better at selling you their services than performing them.

Think about it: if an agency was good at local SEO, why would they need to harass you at work?

The reason is that they are a sales organization fronting as a local SEO company.

Be on the lookout for the following red flags:

Unsolicited Sales Calls
Local SEO Audits and Reports in your Email Inbox
Long-Term Agreements
Mandatory PPC Budget

Local SEO Disinformation from Influencers

The rise in social media engagement has made platforms like TikTok, Instagram, and YouTube breeding grounds for disinformation in the SEO industry.

Be wary of anyone calling themselves a local SEO guru. They may not have enough legitimate clients to support their claims.

Any person or organization encouraging plumbers to mass-produce blog posts is spreading disinformation.

Local plumbing websites must often delete most of their blog posts and not add more.

Other familiar narratives from misleading SEO influencers include buying links, using black-hat SEO, and joining courses or communities on Skool and other platforms.

If their messaging feels far-fetched and they seek your money through digital payment, avoiding their channel and advice is best.

Other Local SEO Factors for Plumbers

AI Local SEO Concepts for Plumbing Companies

Google’s AI overviews feature, which uses artificial intelligence to summarize the answer to a search query, is now live.

The feature has thus far received mixed reactions from users, many of whom prefer traditional search results.

Although AI may eventually change local SEO for plumbers, its impact on local search queries has been far less than that of national terms.

Also, it’s important to note that an AI-driven search experience does not make AI-generated content more appealing.

Google’s source data (the content it uses to summarize answers) is pulled from trusted sources who manually write content based on first-hand experience and expertise.

Learn more about AI and Local SEO below:

AI Overviews

Overviews are AI-generated blocks of texts that cite sources (like websites and organic search results) where it found its information.

Overviews highlight human-created content that demonstrates E-E-A-T in the subject matter related to the query.

As a result, plumbing companies must continue to focus on creating high-quality content.

Pro Tip: Local queries rarely trigger AI overviews, so this feature is not currently impacting local plumbers.

Google Perspectives

Google Perspectives is a multi-layered search filter highlighting human-generated content from social sources like YouTube Shorts, Reddit, and other discussion forums.

Plumbing companies can immediately leverage perspectives by creating short-form content, especially video content, through YouTube Shorts.

The idea of Perspectives won’t be limited to the search filter and will impact which search results appear in the traditional results.

The focus here, once again, is on first-hand experience.

With this in mind, your local website content should also focus on experience and YouTube Shorts.

The best way to automate the experience process on your website is to utilize DataPins.

Authentic Brand Buiding

Google’s recent algorithm updates are crafted to support authentic brands.

As a local plumber, networking with your local community and performing excellent services will improve your online search rankings.

Expanding brand recognition through truck wraps, print ads, and billboards also assists brand building.

You can further enhance your brand by investing resources in additional digital channels like podcasts and YouTube.

Below, I’ ’ll break down these brand-building concepts in greater detail.

Offline Networking

Becoming a genuine community member will be reflected in your search rankings going forward.

Attending community events like sports games and fundraisers will help you build your brand offline and online.

Service Excellence

From performing genuine plumbing services to attending to your customer needs, service quality is becoming more of an online ranking signal.

Reviews are the most tangible measure of service performance, but as we know, companies with the best review request software tend to generate more testimonials than companies without similar software.

However, Google is getting smarter every day, and providing excellent services is starting to translate more directly into rankings, even without reviews.

Brand Recognition

Showcasing your logo through truck wraps, billboards, and print ads may seem like old-school marketing, but these measures are tied directly to online rankings.

When people see your company logo offline and search for your company name on Google, it equates to a metric called “branded search.”

Google counts the number of times individuals search for various brand names per month, which signals the recognition of that company and brand.

Podcasting & YouTube

The digital channels that can directly impact your brand are podcasts and YouTube.

As more podcasters and influencers grow their personal brands and generate brand partnerships and equity, your plumbing company can leverage this trend to differentiate itself from competitors.

Consider starting a podcast and YouTube channel to discuss plumbing topics and demonstrate your expertise and experience.

Pro Tip: Don’t worry too much about views in the beginning, as the mere effort of sending out these digital brand signals is a plus for your local SEO.

Final Thoughts on Local SEO for Plumbers

Local SEO remains the most affordable and effective strategy for generating plumbing leads.

However, it only reaches its maximum potential when adequately implemented.

Based on my 11+ years of first-hand experience since founding Plumbing Webmasters in 2013 and optimizing thousands of professional plumbing websites, I’ve refined a data-driven Local SEO strategy that is proven to work on more than 1,500 websites.

Throughout the guide, I have detailed the essential elements of Local SEO for plumbers.

Why Local SEO works for some plumbers and not others
How to target local keywords to drive customers
Creating lead-generating local landing pages
Enhancing user experience for local residents
Investing in Google Map 3-Pack strategies
Using local software
Prioritizing local directories for SEO
Avoiding Local SEO scams and disinformation
Emerging Local SEO factors to anticipate

Since these methods are proven across thousands of websites and more than ten years of algorithm updates, there is no gray area regarding their effectiveness.

Contractors can use this Local SEO for plumbers guide to increase visibility, generate leads, and grow a sustainable business in 2024.

Top 9 Plumbing Marketing Agencies for 2024

Choosing a plumbing marketing agency can be overwhelming, especially when many options are presented to local plumbing companies throughout the United States.

Local plumbers may realize they need SEO, PPC, website design, reputation management, and other marketing services, but they lack the expertise to determine which agency can best provide them.

Although fit will ultimately determine the best agency for your marketing campaign, choosing from a list of the best plumbing marketing agencies is a great place to start.

The Importance of Marketing for Plumbing Companies

Knowing you need a marketing agency is the first step in acknowledging the importance of marketing for plumbing companies.

In today’s competitive landscape, plumbers without a marketing presence, particularly a digital one, are at a massive disadvantage from competitors.

A plumbing marketing agency will establish your online presence through search engine optimization, website design, Google Business Profile optimization, and content marketing.

Of course, each agency also offers various additional services that can be customized to your specific needs.

Best Plumbing Marketing Agencies of 2024

There is no one-size-sits-all approach when it comes to selecting the ideal agency.

Each will offer different strengths and weaknesses, and some plumbers will have a better rapport with some agencies than others.

However, when identifying the best plumbing marketing agency, the best place to start is by compiling a list of reputable agencies with a proven track record of results.

Based on these criteria, I list the 9 best plumbing marketing agencies of 2024 below:

1) Plumbing Webmasters

As Plumbing Webmasters, we pride ourselves on being the leading digital marketing agency for plumbers in the United States, a position we’ve held since 2013.

We rank our agency #1 on this list because we’ve consistently delivered results using a proven marketing strategy tested on 1,500+ websites over the past 15 years.

Our founder, Nolen Walker, worked with plumbers even before launching this agency, so the system has been developed for even longer than the agency’s existence.

Our SEO strategies have been instrumental in securing the top spot for this article on plumbing marketing agencies, a real-time case study of their effectiveness.

Founded: 2013

Founder and CEO: Nolen Walker

Key Clients: Spot-on Plumbing, All-Star Plumbing Heating and Air, Enco Plumbing

Estimated Pricing: $2,500 per month

2) Plumbing & HVAC SEO

Plumbing & HVAC SEO is a long-time agency with an excellent reputation in the industry.

Founded in 2010, this agency constantly produces results for local plumbers through website design, search engine optimization, and PPC advertising.

The agency’s founder, Josh Nelson, also owns Seven Figure Agency, which helps other agencies streamline their digital marketing agency operations.

This company focuses strictly on plumbing and HVAC contractors, giving them years of experience navigating the unique pain points of local plumbing contractors.

Founded: 2010

Founder and CEO: Josh Nelson

Key Clients: Drip Plumbing, CBS Plumbing Company, Cardinal Plumbing & Drain

Estimated Pricing: $2,500-$5,000 per month

3) Service Direct

Service Direct is a lead generation marketing company for local service businesses.

Founded back in 2006, the agency helps plumbers get more customers through a pay-per-lead model.

Their hyper-local targeting strategies pinpoint plumbing prospects in a defined service area.

Business owners can track inquiry recordings and adjust their price per lead based on their service areas to maximize ROI.

Founded: 2006

CEO: Brian Abernethy

Key Clients: PIC Home Pros, American Air, Appliance ON

Estimated Pricing: Pay Per Lead (varies by location)

4) Lemonade Stand

Lemonade Stand is a full-service digital marketing company that helps plumbers grow their business online.

Using strategies like web design, SEO, social media management, and content marketing, Lemonade Stand creates custom marketing strategies for each client.

The agency’s client-first approach fosters a good rapport with local plumbing companies.

Founded in 2012, the agency’s long tenure in the industry has allowed it to foster trust and credibility.

Founded: 2012

CEO: Greg Trimble

Key Clients: RighTime Home Services

Estimated Pricing: Custom / Unknown

5) On The Map Marketing

On The Map Marketing specializes in SEO, web design, and online advertising for plumbing companies.

Founded in 2009, OTMM has assisted countless plumbing companies with their digital marketing campaigns.

The focus on SEO-optimized websites that generate leads helps this agency stand out.

With a team of experts on staff and a long-standing in the industry, On The Map Marketing has fostered trust.

Founded: 2009

CEO: Kristaps Brencans

Key Clients: Go Pro Plumbing

Estimated Pricing: Custom / Unknown

6) Scorpion

Scorpion has been one of the most well-known marketing agencies for plumbers since 2001.

Their long history of assisting plumbers with SEO, PPC, and website design has made their brand synonymous with digital marketing.

The agency’s data-driven approach and software integrations make it an intriguing option for plumbers.

Having worked with thousands of contractors over a 20+ year tenure, Scorpion has built authority in the marketing space.

Founded: 2001

CEO: Rustin Kretz

Key Clients: Blazer Heating, Air & Plumbing, Midwestern Mechanical, Dignity Plumbing

Estimated Pricing: Custom / Unknown

7) Levergy

Levergy specializes in plumbing marketing through SEO, PPC, and website design.

Founded back in 2014, Levergy has fostered trust and credibility throughout the industry.

The agency is committed to client vision and customizes marketing plans to fit local plumbers’ unique needs.

Most importantly, Levergy employs skilled professionals to execute each marketing campaign correctly.

Founded: 2014

CEO: Ryan Redding

Key Clients: Air Waves Heating and Cooling, MVP Plumbing, True Blue Heating and Cooling

Estimated Pricing: Custom / Unknown

8) Valve + Meter

Valve + Meter is coined as a performance-based marketing agency that focuses on data.

The agency offers PPC, SEO, content marketing, and outbound lead generation services.

Their performance-based model intrigues contractors who only want to pay for direct results.

They utilize analytics and ongoing analysis to monitor and improve campaigns continually.

Founded: 2017

CEO: Marcia Barnes

Key Clients: Evergreen Heating & Cooling, RPM Machinery

Estimated Pricing: Custom / Performance-Based

9) Relentless Digital

Relentless Digital offers marketing services to HVAC, plumbing, and electrical companies.

Their founder, Joshua Crouch, has over a decade of experience in the HVAC industry.

The agency focuses on website design, Google Business Prifle optimization, and Local Service Ads to drive new customers to plumbers.

Rooted in transparency and client success, Relentless Digital has garnered trust in the digital marketing landscape.

Founded: 2020

Founder and CEO: Joshua Crouch

Key Clients: Small Town Drain, Dial One Johnson, Champion Plumbing

Estimated Pricing: Custom / Unknown

Choosing The Best Marketing Company for Plumbers

Only 30% of business owners are happy with their plumbing marketing providers, which suggests most plumbers are making the wrong choice.

In vetting your potential agency, closely evaluate the following:

Pricing

Every plumbing contractor works within a budget.

That budget is sometimes significant for regional companies with dozens of technicians, and other times, it is relatively small.

Some plumbing marketing agencies list pricing on their website.

In contrast, others require plumbers to call in or fill out an online form that reveals your budget.

It may seem unfair that you have to display a budget before them.

Reviews

The fastest way to learn more about a marketing agency is to see what others say about them online.

The best places to go are Google Reviews, Facebook Recommendations, and sometimes Yelp. Steer clear of on-site testimonials, as those web admins can easily embellish them.

There’s no specific star rating that makes an agency the best option.

However, you can usually tell when the company has many upset clients.

For example, an aggregate star rating under 3.5 indicates that the company is unpopular.

Ultimately, use your best judgment with the help of review platforms.

For example, some plumbers want a big PPC advertising budget.

In contrast, others want to get their plumbing leads from Google Organic.

It always helps when an agency can separate itself with an uncommon feature.

Relationship

At the end of the day, your marketing agency will form a relationship with your plumbing business.

You have to ensure that it’s a positive relationship with mutual understanding.

You can only find this out by calling the agency owner and getting a rapport before buying.

Plumbing companies often make decisions solely based on reviews and pricing, and the relationship ends in disaster, resulting in termination and money loss.

You can prevent this by doing your due diligence and talking with the agency about your company.

Standard Plumbing Marketing Agency Services

It might seem like a simple concept, but your agency must provide the solutions you need for your plumbing company.

Maybe you already have a good website and only require SEO and Local SEO services to boost rankings.

Other companies may not have a website and require building one from scratch.

Website Design

Agencies often want to build a new website to work with their broader digital marketing strategy.

For example, it’s difficult to implement a WordPress-based SEO strategy on a Duda or Wix website.

Whether or not you want to change your website design may determine which agency you choose.

Search Engine Optimization

Search engine optimization or SEO can be a vague acronym that varies in meaning.

Some agencies consider SEO the process of filling in your title tags and meta descriptions, while others view it as mass-producing blog content to rank for national keywords.

Truthfully, SEO is about generating branded digital signals that help your customers find your business.

PPC Advertising

Pay-per-click advertising is where most plumbing companies run into trouble with their marketing agency.

It’s important to understand PPC pricing models, which may include Ad Spend and Ad management fees.

You should also avoid investing too much money into paid advertising, as it can quickly drain your budget.

Content Marketing

Over the last two years, Google has released algorithm updates that address standard agency practices regarding content.

The Helpful Content Update and the March 2024 Core Update both address content produced for search engines rather than people.

With this in mind, you should vet your potential agency’s content practices to ensure your website avoids an algorithmic disadvantage based on content mass-production.

Reputation Management

Reputation is a significant factor in promoting a modern plumbing company locally.

Most potential clients check reviews on multiple platforms before booking a plumbing service.

With this in mind, your agency must understand how to increase and automate review frequency while strengthing your reputation.

Final Thoughts

Successful plumbing companies understand the need for marketing but don’t always choose the right agency on the first try.

The list above narrows down your choices so you can select from a reputable group of providers with a proven track record of success.

Nevertheless, it’s essential to understand that there is no one-size-fits-all solution for plumbing marketing services.

Your ideal agency choice will likely depend on your budget, location, and marketing goals in 2024.

I encourage you to speak with the owner of each company before making a final decision.

In the spirit of reciprocity, I invite you to call my personal cell phone at (877) 388-9884 to discuss how Plumbing Webmasters separates itself from other plumbing marketing agencies.

Maximizing Success with User-Generated Content for Plumbers

User Generated Content for Plumbers (Blog Cover)

If you’re a plumber looking to make your mark in a competitive field, UGC or consumer-generated content could be your secret weapon.

User-generated content is usually more memorable than other media types.

It’s valuable because it offers a real and trustworthy evaluation of a plumber’s skills and the quality of their work.

Key Takeaway

In a time when people are wary of advertisements, UGC is a refreshing and genuine way to show your worth.

Are you curious about how to apply UGC to your plumbing business?

The following post is a guide to user-generated content for plumbers and shows you how to use customer testimonials, social proof, and product reviews to your advantage.

Be ready to be inspired by real-life examples.

Why Is User-Generated Content Effective for Plumbers?

Plumbing is all about trust since technicians go into customers’ homes to solve important problems.

UGC, like reviews and personal stories, helps build this trust by showing how reliable and high-quality your services are.

Picture this: you’re considering a plumber for your next home repair, and you stumble upon photos of their immaculate work, glowing testimonials, and even interactive before-and-after visual content, all shared by real users and influencers. This instills a level of trust that no ad or marketing strategy can match.

Also, plumbers can benefit immensely from UGC due to their localized operation sphere.

Positive customer testimonials on platforms like Google Business Profile act as localized endorsements, setting your product or service apart in a fiercely competitive scenario.

Establishing a dialogue with your clientele via UGC fosters a sense of brand community.

Clients who’ve had great experiences are generally inclined to share these instances with others, catalyzing valuable word-of-mouth referrals from social media platforms, a tool indispensable in the home services trade.

In addition, frequent content updates and user reviews may enhance your business’s ranking on search engines and brand awareness, thereby amplifying the visibility of your enterprise to audiences online.

Plumbing businesses that utilize user-generated content see a 26% increase in web traffic.

Now, let us explore how to effectively implement UGC content for brands tailored to plumbing.

Implementing User-Generated Content in the Plumbing Business

So, you see the value of user-generated content for your plumbing business.

But how do you go about implementing it in your marketing posts or campaign?

Below, Plumbing Webmasters dives into the most important principles for UGC.

1) Make Sure Your UGC is Original

Remember, carving out authentic UGC is key. It is not a novel concept, so standing out from the crowd is vital.

You can start by studying your competitors.

What’s their UGC game? How is the audience responding?

A Competitor Analysis Tool, such as SE Ranking, can help you delve deeper into your competitors, scrutinize their organic and ad traffic, and carve out a unique approach for your plumbing service.

2) Create a System to Collect UGC

Creating an efficient system to collect UGC is a must.

Also, remember to get permission to reuse creative content volunteered by UGC creators.

You can leverage your own data with a tool like DataPins, which allows you to showcase your recent work.

Encourage your customers to share their experience with your plumbing service on online platforms and social feeds — be it pictures, videos, or customer reviews.

3) Diversify The Source of Content Creators

Valuable content from different users can spark inspiration on the variety of plumbing issues a business can handle.

This can boost the business’s credibility, as potential customers can see their own plumbing problems reflected in these shared stories.

Each user has different social media habits and networks.

By encouraging diverse users’ creativity to share content, a plumbing business can reach different groups of customers across various platforms.

4) Encourage Users to Share UCG

To promote your UGC, aim to make it simple and worth it for your customers.

Think over your gamification plan: give them incentives, like discounts on the next services or entries into giveaways for free plumbing inspections, to inspire creator users to get involved.

Pro Tip: Make sure not to apply any of these strategies to customer reviews, however, as they violate the guidelines of the review platforms.

Always engage with every customer’s feedback by publicly thanking them and showcasing specific content on your website and social media platforms.

This strategy encourages more customers to share and fosters a sense of community around your social media marketing brand, further boosting trust and visibility.

5) Host UGC Competitions or Challenges

Challenges are effective in boosting interaction.

Opt for a theme linked to your services, which prompts users to join in.

An idea could be a “Greatest Plumbing Challenge” competition where UGC creator volunteers share tales and images about their toughest plumbing problems and their solutions.

6) Publish UGC on Your Website and Social Media

Plan how to display UGC campaigns on your website.

Consider sections like “Customer Stories” or a “Gallery” for project photos.

Add testimonials on service pages to highlight the success of your work.

The DataPins tool automatically adds a “pins” section to your website for job-based UGC.

The UGC should be appealing and easy to access.

Take a look at some examples:

Website: Add pins, reviews, and testimonials to your homepage and other pages. Service detail pages are great for before-and-after photos to reveal your work’s effectiveness.
Blog: Use blog posts for case studies or to share the story of major projects. Include customer photos and feedback for added credibility.
Social Media: Share selected UGC on your social channels like Instagram, Twitter (now X), TikTok, and Facebook, and link back to your site. This enhances your social media posts and brings more traffic to your website.
Email Newsletters: Feature customer stories or top testimonials in your emails to show off your work and motivate more customers to share their experiences.

7) Track Success

Finally, don’t forget to track the success of your UGC efforts.

This will help you refine your strategies and ensure that you’re moving in the right direction.

Outstanding User-Generated Content Examples

Hold on, we’re not done yet! What about notable examples of user-generated content?

They could come from various sources – employees, brand loyalists, and, most importantly, customers.

Let’s take a sneak peek at some mini UGC examples tailored for specific types of user feedback.

Employees

Employees are often an untapped resource for creating promotional content.

Just look at the treasure trove of gratitude plumbing workers leave on review sites (you can add them to your website, too):

Employee user generated content for plumbing company on Indeed

Source: Indeed

Imagine a short video clip of your plumbing team showcasing a completed project or sharing behind-the-scenes snaps of their day-to-day tasks.

Not only does this humanize your business, but it also provides strong visual proof of your work quality.

Sometimes, plumbing companies have extraordinary staff workers. Having them should definitely be exposed in your UGC marketing (yes, adding humor to your UGC is always a good idea):

Cat plumbers will always make, not break your UGC strategy

Source: Pipecraft Plumbing

Brand Loyalists

Brand loyalty can be boosted by unofficial ambassadors for your business.

Embrace the power of original content in text format, Instagram stories, customer reviews, blogs, social proof, etc.

They can share stories on how your plumbing services saved their day, left a lasting impression, or simply stood out in terms of promptness and professionalism.

These genuine shares can significantly influence your brand’s credibility.

Here’s an example of a potential brand loyalist that could bring new customers and employees to your business: How to get a plumbing apprenticeship – Gateway gives you a taste of on…

Although the previous video was shot by a brand, it feels very genuine and credible. Some purely user-generated video content will be less likely to show up your brand but more likely to tell a story tons of social media users would like to share.

And never forget about memes – here’s a pick of 33 plumber memes created by users you don’t want to miss.

Customers

Customers hold the key to authenticity in UGC through their experiences with your services. Turn customers into brand ambassadors; encourage them to share before-and-after photos, videos, or detailed reviews of your work.

This video is a perfect example of a customer review with a drip of storytelling: Brian Kelly’s Testimonial of Emerald Repipe.

The beauty of UGC is in trust and credibility. Each individual contribution helps to paint a unique and honest picture of your plumbing business.

Final Thoughts on User Generated Content

Content from UGC campaigns can give your plumbing business a strong online boost when it comes to reputation and engagement.

With a unique approach to your own content, your business can stand out from competitors and win the trust and loyalty of the target audience.

Consumers trust content shared by social media accounts and other 3rd party platforms more so than promotional material like paid advertisements; that’s why UGC fosters unlocking greater success for your plumbing business.

4 Awesome Instagram Live Tips for Plumbers in 2024

Plumbing Instagram Live Tips (Blog Cover)

Instagram Lives are a great way to get your target audience involved with your brand and create a brand-centered community. It’s a chance to interact with them in real time. This allows you to showcase your personality and create stronger connections.

What if you work in the plumbing industry? How can you use Instagram Live to generate leads and prospects?

With so many different ways to use Instagram Live, it can be hard to know where to start. Here are four Instagram Live tips to help you get started:

1. Plan Ahead

You need to prepare for your Instagram Live before you go, well, live. You want everything to go smoothly, after all.

Begin by listing topics you can discuss in the Live video. The topics should be relevant to your plumbing business and understandable for viewers. At the same time, they should raise awareness of your brand and the services you offer. That said, possible topics could be how you can fix leaky faucets or address low water pressure.

Then, decide the best Instagram Live time for you and your audience. If you do the Live while working, put in place a strategy for the recording procedure. Ensure adequate room around you for viewers to see the details when you’re fixing that faucet, for example.

Don’t forget to develop a marketing strategy to promote your Live video. You might consider creating a blog post or landing page to promote your Instagram Live. Or, reach out to local businesses who may want to sponsor your IG live video. We’ll talk more about promotional strategies later.

Also, develop a social media branding plan. You want to make your brand distinctive and stick in consumers’ minds. Create a logo and use specific colors, for example.

Finally, create plans you’ll implement in case something goes wrong. For instance, what do you do if you don’t know the answer to a question or if someone leaves offensive comments? The more specific your plan for this, the better.

2. Promote Your Live Session

You may have the best video content in the world. However, it won’t make any difference if no one knows about it. The same applies to your Live sessions. You have to promote them to get the most out of your Instagram Live.

There are several video strategies you can use. But, depending on your goals, size, and budget, these are the most important Instagram Live tips.

Post about your Live in the comments section of one of your viral videos related to plumbing.
Use hashtags such as #plumber, #plumbing, or #plumbingservice, and tag your location, city, state, or province. That will help you get more followers interested in plumbers in your location.
Invite influencers to join you for Live sessions. You can use social media platforms to reach out to them and ask if they are interested in attending.
Create a landing page on your website. Promote your Live on your social media profile, as @pbplumber does in his Instagram Stories:

Source

Likewise, collect email addresses to push notifications or invites to your next video session.

Create an ad that goes straight to your page with the link to watch the Live session.

Have a clear call to action encouraging people to watch your Live session. To gain more brand exposure, ideally, you should have many Instagram followers. So, find ways to increase your Instagram following. Some people buy Instagram followers, while others use referral marketing and other tactics. Some do a little bit of everything. Choose the strategies you can implement, given your resources.

3. Make Your Live Interactive

Interacting with your audience is one of the essential Instagram Live tips. It helps you create a positive, memorable brand experience for your audience.

Being yourself is the best way to interact with your audience during your Instagram Live. Be genuine, honest, and human so that viewers can relate to you personally.

You should also be willing to read their questions, concerns, and comments. Also, ask them questions about themselves or their experiences with plumbers. That is an excellent way to get customer feedback about your profession. That will also make them feel part of the conversation. They’ll be more likely to engage with your brand’s content going forward.

Don’t forget to answer their questions. You can also share stories about yourself.

Finally, try running Instagram Live for more than 10 minutes. That will give interested parties plenty of time to join. But ensure you have some information ready to loop through for the duration of your Live.

4. Follow Up

Following up after your video broadcast is important. If you follow up after an Instagram Live, you show your followers that you appreciate them and value their time.

You want to reach out to your audience in a personal way, not merely bombard them with service ads. So, after an Instagram Live, continue interacting with your audience. Make it a part of your content strategy in email and social media marketing.

There are several ways to go about it.

Share your favorite parts of the session in an Instagram Story or in other social media posts.
Respond to comments from viewers on your post. Even if it’s just a quick “Thanks so much!” or “I’m glad you liked it,” responding will show people you care about what they say.
Ask questions about something discussed or shared during the Live session.
Share a link to related content, like a blog post or video, and ask them if they want to check it out.

Consider sending out a survey via email or text message that asks more detailed questions about the experience: What did they like most/least? What topics would they like covered in future broadcasts?

In Closing

Instagram Live is a great way to share your story and connect with your followers. It’s an excellent tool for sales and marketing.

But getting started and getting people to engage with the Live video in real-time can be challenging.

The four tips above will help you get more from your Live video experience. Plan ahead and promote your Live. Don’t forget to make your Live interactive. Finally, follow up.

Follow these tips, and you’ll reap the best results. Good luck!

Commercial Plumbing Leads: The Ultimate Guide for (2024)

Commercial Plumbing Leads Blog Cover Showing Post Title and Image of Commercial Building

As a top lead generation agency for plumbers, Plumbing Webmasters has experience working with commercial plumbing companies throughout the U.S.

We also regularly speak to general plumbers looking to expand into commercial and get more commercial plumbing leads.

Commercial leads for plumbers are particularly attractive because they are higher-ticket jobs.

Also, once you connect with a commercial client, you might be in line for a slew of lucrative plumbing jobs in a short period.

You can learn more about those general concepts in our article about free plumbing leads.

On the flip side, making these initial connections is difficult because commercial clients typically stay with their current provider for decades.

There are various tactics plumbers can use to increase commercial lead generation, and the following guide will outline the most effective methods.

Our strategies are based on more than a decade’s worth of internal data from our thousands of digital marketing clients.

Table of Contents

Reputation Management

Reputation is critical for converting any plumbing job, particularly commercial jobs.

Commercial clients value reliability and credibility, which is why they will do their homework after initially learning about your company.

As a result, it’s essential to optimize your online reputation.

Review and Reputation Management Graphic

Google Reviews

Google reviews are the most visible representation of your company’s reputation.

When someone searches for your company name on Google, your Google Business Profile will appear (if you have one) along with the accompanying Google reviews.

Facebook Recommendations

Your Facebook business page is generally among the first organic results for searchers looking for your company. As a result, it’s crucial to have positive feedback about your plumbing company.

Aside from Google, Facebook recommendations are one of the most trusted feedback sources.

Other Review Sources

While some prospects will feel comfortable after viewing your Google and Facebook reviews, others will scour the web for more feedback about your company.

Other platforms that could influence consumer behavior include Better Business Bureau, Nextdoor HomeAdvisor, and Angi.

Search Engine Optimization

Although commercial clients may find their plumbing company from other sources, maintaining visibility on Google is one of the best ways to get their attention.

Achieving sustainable Google visibility requires SEO for plumbers.

Below, we will outline the SEO pillars for commercial plumbing.

Local SEO

Local SEO is critical because it allows your Google Business Profile to rank in the local Map 3-Pack for terms like “commercial plumber near me,” which will drive qualified prospects to your profile and website.

The best way to improve your Local SEO is by using a software tool called DataPins.

On-Page SEO

Most people need to learn about Local SEO because it still requires strong on-page SEO for your company website.

You need more than just a Google Business Profile to rank on the Google Maps 3-Pack.

Instead, you must create and optimize a service page for commercial plumbing.

On-page SEO also helps generate organic commercial plumbing leads.

Link Building

The other aspect of SEO is link building, which includes citations and natural links to your homepage or informational content.

Creating data-driven blog posts is an excellent way to achieve natural links.

In addition, submitting citations to various directories builds nofollow links to your site.

Business Networking

Unlike residential plumbing leads, 90% of which come from organic search, commercial plumbing leads may require more business networking.

Commercial clients often choose their company based on personal recommendations or acquaintances. Check out some strategies to expand your network.

Attend Trade Shows

One way to expand your business network is to attend plumbing-related trade shows.

Depending on your location, you might have a trade show nearby, like the ACCO / PHCC Ohio Convention & Expo or the AHR Expo.

You may also want to travel to a city like Pomana, CA, for the 2025 Flow Expo.

Build Relationships

Technicians willing to be ambassadors for your plumbing brand can increase the potency of word-of-mouth in your region.

Of course, the first step is performing great plumbing jobs for existing clients.

Next, you can start to build relationships and earn recommendations.

You never know which contact will introduce you to a commercial plumbing client.

Engage on Linkedin

One untapped strategy for acquiring commercial plumbing leads is LinkedIn activity and engagement.

First, create a personal page on LinkedIn and a business page.

You can then link your personal page to your LinkedIn page.

Furthermore, you can join various plumbing-related LinkedIn groups.

Invest in Your Website

Now that we’ve established that trust is a vital consideration for commercial plumbing clients, it’s time to stress the importance of a high-quality plumbing website.

Not only should your website be optimized for SEO and Local SEO, but it should also professionally represent your brand.

Take a look at some of the qualities of commercial plumbing websites.

Personalization

As you try to build trust, showcasing your company’s personality becomes critical.

Unfortunately, many plumbing websites use stock photos from around the web, discouraging prospects from using their services.

So, instead, you want to fill your website with unique images of you, your staff, and your company.

It is especially critical to describe yourself on the About Us page and detail why you are qualified to handle commercial plumbing jobs.

Neglecting to personalize your website will almost certainly decrease lead volume over time.

User Experience

Obviously, your website’s content represents your company, but did you know that the technical experience of its users also reflects on your brand?

For example, poor navigation and slow loading speed prompt users to associate these negative qualities with your plumbing company.

As a result, it’s crucial to invest in technical optimization for your plumbing website.

Your site should present an ideal user experience across all device types, especially mobile devices.

Furthermore, your site should load quickly and allow users to navigate to various pages easily.

Final Thoughts on Commercial Plumbing Leads

Generating commercial plumbing leads requires a different strategy than residential leads.

However, expanding your business into commercial is attainable when you use the correct techniques.

Plumbing Webmasters has served thousands of plumbing clients over the past decade.

We can help you achieve your goals while getting more commercial plumbing customers.

Should Plumbers Use AI Content on Their Business Website?

AI Content for Plumbers (Blog Cover) Showing Blog Title and Picture of Laptop

As the top Plumber Marketing Agency in the U.S, plumbing companies often ask us about AI content and its effectiveness in ranking websites. Google’s August 2022 Helpful Content Update warns explicitly against using AI-generated content. Furthermore, a subsequent October Spam update seemed to target AI-generated content further.

Despite these warnings and apparent algorithmic follow-throughs, Google’s Danny Sullivan pushed back against the notion that AI-generated content is precisely the problem.

We haven't said AI content is bad. We've said, pretty clearly, content written primarily for search engines rather than humans is the issue. That's what we're focused on. If someone fires up 100 humans to write content just to rank, or fires up a spinner, or a AI, same issue…

— Danny Sullivan (@dannysullivan) November 7, 2022

At Plumbing Webmasters, we believe in producing the highest-quality human-generated content for our clients. As a result, we recommend not using AI content generation tools for your plumbing company website.

While there are measures you can take to refine AI-generated content to deliver your message adequately, it’s unlikely to reach the quality level of content produced entirely by humans.

Table of Contents

What is “AI” Content?

AI content is text generated through content automation tools like Jasper. AI. There are several other tools similar to Jasper which range from horrible quality to mediocre quality. These tools produce text through natural language processing (NLP) and natural language generation (NLG).

Why Plumbers Use AI Content

Some plumbers utilize AI content tools to expedite their content generation process. For example, using a tool like Jasper, plumbing companies can create dozens of website pages in half the time it would take to handwrite them.

The Danger of AI Content Generation for Plumbers

The introduction notes that sites using AI content have been targeted in recent Google algorithm updates. While some industry experts believe this to be a correlation, not equaling causation, there’s enough anecdotal evidence to make plumbers think twice before utilizing these tools.

Losing rankings on your plumbing website can decrease organic traffic, resulting in a loss of lead volume. The goal of organic SEO is to maintain sustainable rankings and drive consistent streams of traffic to your website. As a result, it’s better to invest in handwritten plumbing content written by industry experts.

How to Detect AI-Generated Content

If you suspect your marketing agency is using AI-generated content on your company website, try testing the content with tools like GPT-2 output detector or AI Content Detector. Be cognizant that these tools are not 100% accurate and may occasionally produce false positives or negatives.

Still, they can give you a general idea of whether your website content was produced with AI-generation tools.

Handwritten content from industry experts should outperform AI-generated content 100% of the time.

Unique Content Alternatives for Plumbing Companies

While AI-generated content is terrible, the traditional and stale way of producing plumbing content also falls short. Unfortunately, the latest algorithm updates still hit websites using handwritten content if their text sounded generic, uninspired, and regurgitated.

DataPins

Google values unique content that offers insights that only you can provide. As a plumbing professional, proof of work is the best way to showcase your unique expertise. The DataPins tool allows you to create pins for each completed job. Pins come with geo-coordinates, images, captions, schema markup, and auto-publish to the corresponding page.

Research / Studies

One thing AI cannot produce is original data. For example, suppose you create content assets with data about anything related to the plumbing industry. In that case, you are sure to stand out from competitors. Furthermore, these content assets often receive the most natural links from other websites, strengthening your domain authority.

Final Thoughts on AI-Generated Content for Plumbers

AI content for plumbers is probably a bad idea in 2023. Recent algorithms have warned against using AI content on your website, and subsequent studies have found a measurable correlation.

While some in the industry push back against the notion that AI is driving these traffic drops, there’s enough evidence to dissuade business-minded plumbers from relying on AI content-generation tools.

Still, ditching AI software is insufficient to ensure high-quality content for your plumbing company website. You still must focus on original and unique content that produces insightful value for your target consumers. Examples of this include using DataPins and creating data-driven content assets that reveal unique insights about your industry.

The (2024) Guide to Video Marketing for Plumbing Contractors

Video Marketing for Plumbing Contractors (Blog Cover)

Video marketing for plumbing contractors is essential for lead generation and brand awareness. Consumers choose plumbing companies based on trust, reputation, and perceived expertise. In today’s digital marketing landscape, video is your best medium for showcasing those qualities.

Getting new customers online requires an extensive brand presence across multiple platforms. First, Plumbers want to appear on Google search results, including the Local Map 3-Pack.

However, to stand out from competitors, plumbers should create profiles on YouTube, Instagram, Facebook, and other visual-driven platforms.

Key Takeaways

Video content improves SEO and conversions

YouTube is the top video platform for plumbers

Embed YouTube videos on your website for best results

Producing Plumbing Video Content

If you have a smartphone, you have an opportunity to create plumbing video content in 2024. Almost all modern phone models have video recording features, and most come with video editing software. As a result, there’s no excuse for plumbing companies not to record video.

On-The-Job Videos

One of the best times to record a video is when you are on the job. If future customers can see your team in action, they develop trust.

Of course, you should be mindful of sensitive information regarding your existing clients. You don’t want to reveal their personal information.

Equipment Videos

Plumbers know the best tools for the job, and recording videos with your latest equipment is a good idea. You might even record yourself at the hardware store searching for new plumbing tools.

Some contractors might even feel compelled to make an equipment comparison vlog (video blog).

Staff Videos

Showcasing your staff is vital to building consumers’ trust and establishing your brand. Everyone from the secretary to the new technician is worthy of an on-screen appearance.

Make sure to keep the mood light to foster positive feelings from viewers and future customers.

Editing Plumbing Video Content

Once you have the raw video recordings, you must edit your video for publication. Nobody wants to see unedited footage of your various recordings.

Instead, you should treat video content like marketing material and ensure it is appropriately edited before the public views it.

Consolidating Your Video

People have short attention spans, so cut out bland and unnecessary fluff. Most video editing software has features for transitions so that your sudden shifts from one part of a video to another look professional.

Remember, focus on parts of the video that will create engagement.

Branding Your Video

As part of the editing process, you’ll want to brand your video with a logo overlay on the bottom right of your screen. Most video editing software makes this easy for editors.

You may also want to feature an intro and end screen showing your logo, address, and phone number.

Exporting Your Video

Once you’re happy with your cut, export the video as an MP4 file. You’ll need this video file to upload to most platforms like YouTube and Facebook.

Make sure you name the video file with keywords and lowercase letters—for example, plumbing-repair-job-dallas.mp4.

Best Plumbing Video Editing Software

iMovie (free for iPhone / Mac users)

PowerDirector (free for Android / PC users)

Openshot (for Mac Users)

VideoPad (for PC Users)

Canva (web-based video editing)

Sharing Video Content for Plumbers

Now that you have your MP4 file, it’s time to share your video content online. The best places to share your video are YouTube and on your website via YouTube embed.

In both cases, you’ll need to first upload the file directly to your YouTube channel.

YouTube

Make sure you create a YouTube channel for your plumbing company if you don’t already have one. A YouTube channel connects to your Gmail account, so you’ll need one of those if you don’t currently have one.

Once you make a channel or log in to your existing one, select the “create” button to upload your MP4 file.

YouTube will then prompt you to enter a title, description, thumbnail, tags, and more.

For best results, use a keyword-rich YouTube title and upload a visually appealing thumbnail image. Next, use keyword-relevant tags and write a 300-500-word description for your video.

YouTube is the second largest search engine after Google, which makes it an untapped marketing channel for plumbers.

Website (YouTube Embed)

It’s critical to embed videos on your website to increase conversion rates. While most website providers allow you to upload videos directly to your site, it’s better to use a YouTube embed feature.

When YouTube hosts your video, you save space on your website server.

Furthermore, YouTube videos are eligible to rank on Google SERPs, creating more SEO opportunities and brand synergy among your website and channel.

If you have a WordPress website, YouTube embeds are very simple. Select the “YouTube” block in the WordPress editor and place it wherever you want throughout your content.

Plumbing Video Website Embeds (Screenshot)

If you use something besides WordPress, you can copy the embed code from your YouTube link and paste it as HTML within your content.

Facebook

While Facebook is less important than the two platforms listed above, sharing videos on your Facebook business page is still helpful. In this case, you can upload the MP4 file directly to Facebook rather than sharing the YouTube embed.

In addition, since Facebook hosts the video file, it won’t bog down your website.

Although Facebook business pages don’t get much organic reach, users who search for your business page before hiring want to see visual content.

You can increase conversions by posting your videos directly on your Facebook page.

Instagram

Instagram has two primary video options (stories and reels). However, your video clips are limited to 60 seconds. As a result, Instagram is good for sharing clips of your longer videos that foster user engagement.

Remember that IG stories disappear after 24 hours, so if you’re looking for a more long-term benefit, utilize Instagram reels.

Source: MechanicallyIncleyend

Benefits of Video Marketing for Plumbers

Video marketing helps plumbers primarily through SEO and conversions.

Every time you introduce high-quality content to the web and optimize it for search, you have a chance to acquire new traffic and customers. Video content is no different than regular text content in that respect.

YouTube videos can rank on YouTube search and Google searches, potentially doubling their reach to future plumbing consumers.

SEO

YouTube videos regularly rank on Google search results, especially for how-to queries. In addition, embedded YouTube videos often appear on SERPs as a SERP enhancement for your ranking website page.

Since Google owns YouTube, the SEO synergy between the two platforms is evident. Plumbing companies can take advantage of this.

Conversions

Videos increase conversion rates by an estimated 86%, making them critical to any plumbing marketing strategy. Users value trust, expertise, and familiarity when choosing their next plumber, and video helps foster those perceptions.

So, there’s no downside to producing high-quality videos for your plumbing company.

Final Thoughts

Video marketing for plumbing contractors is integral in the modern digital marketing landscape. Today’s consumers value visual content that fosters trust, expertise, and brand awareness.

Perhaps most importantly, video content can be distributed across multiple marketing channels, including YouTube, company websites, and Facebook.

Ultimately, plumbing video content is a no-brainer for successful business owners.

Willie’s Gold and The Plumber Who Spammed Too Much (Podcast)

SEO spam is a big problem for plumbing companies. For most plumbers, they fight spam from competitors who use black-hat SEO in an attempt to manipulate Google’s algorithm. Some plumbers, however, are the ones utilizing the spam.

In the following podcast, Nolen and Jason discuss the trap of SEO spam for plumbing companies.

What is SEO Spam for Plumbers?

SEO spam is the intentional practice of engaging in black-hat SEO practices that provide no value to users. SEO spam includes:

Mass-producing city pages.
Claiming Google My Business listings with fake addresses.
Publishing low-quality blog posts to acquire links.

Why Some Plumbers Spam

Some plumbing contractors spam because they have a mindset problem. But unfortunately, their misguided philosophy expands beyond SEO and into their overall business operation most of the time. They believe their ticket to success is manipulation, which leaves them on a hamster wheel.

They have a mindset problem
They run a lousy business operation
They want to skip steps to sustainable success

SEO Spam Examples for Plumbers

Google has a baseline expectation for local plumbing company websites. For example, most plumbing websites have about ten pages in Google’s index. In many cases, this can be too low, but it’s certainly not spam. Let’s look at some spam examples for SEO for plumbing companies.

Content Mass-Produciton

Since most local plumbers have 10-page websites, a website with 500+ pages will set off algorithmic alarms. Why would a local plumber need 500 pages? The only reason is spam. No local plumber will service that many cities or have that much to write about in blog posts.

Google My Business Spam

A typical spam tactic is to create fake GMB listings or use fake addresses within a secondary GMB listing. Sterling Sky recently published an article about the state of spam-fighting for GMB listings, and it paints a bleak picture. Still, engaging in GMB spam can get your listing permanently banned.

Service Area Expansion

Plumbing companies that try to expand their service area too far will suffer the consequences. Google wants to rank local plumbing companies, not national ones.

If you try to rank in cities, you cannot even service; you only confuse the algorithm and limit your clicks. On the other hand, you will get more traffic if you hone in on your primary service areas online.

The Better SEO Option for Plumbing Companies

Spam is a temporary benefit, at best. Plumbing companies that engage in spam typically have a subpar operations lacking sustainable profits. You can make more money by doing proper SEO marketing with white-hat strategies. Let’s consider some of the white-hat SEO strategies:

Legitimate Business Address

Instead of trying to slip a PO Box or virtual office through Google’s algorithm, invest in a legitimate business address in a prime area. Investing in a good address sets you up for long-term success.

Instead of waiting for an inevitable listing suspension, you can build a long-term brand.

Legitimate Local Website

A legitimate local plumbing website won’t have 500 pages filled with spammed city pages and thin content. Instead, it will fall within the acceptable range of local contractor websites.

A service page for each of your offerings will typically result in 10-20 pages. For blog posts, you should only publish high-quality content assets. Similarly, city pages should be limited to your actual service area.

Sustainable Organic Rankings

One misguided thought among some plumbers is that you need hundreds of pages to get good organic click volume. Focusing on quality over quantity ensures you get more clicks to fewer pages. Furthermore, quality helps you build long-term rankings that Google trusts to keep in its index.

The same is true of Local Map 3-Pack rankings, which are also technically organic. A legitimate business listing will stay in Google’s map rankings long-term rather than facing an inevitable suspension. Avoiding suspension assures you keep your accumulated customer reviews.

The Bottom Line About Plumber SEO Spam

Do white-hat SEO with proven tactics if you want to create a sustainable plumbing brand. Avoid black-hat SEO and spam that derails your online marketing campaign and overall business model. Spam is temporary, at best, and will ultimately cause the demise of your plumbing business.

You can navigate the online marketing space with long-term gains by investing in white-hat SEO strategies. While competitors try every new trick for short-term wins, you rely on the consistency of legitimate SEO strategies. You can learn more by contacting Plumbing Webmasters today.

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Do You Want to Buy Leads or Build a Brand? (Podcast Episode)

At HVAC-Plumber SEO Webmasters, we understand how to generate plumbing leads for companies. However, some contractors prefer to buy plumbing leads from 3rd-party vendors, which shall remain nameless.

In today’s The Plumbing SEO Podcast, Nolen and Jason discuss this topic: Do you want to buy leads or build a brand?

Should Plumbers Buy Leads or Build a Brand in 2022?

Everyone can agree that plumbing companies want more customers. The disagreement is about how to get them. Many plumbers resort to buying leads from 3rd parties. While there’s nothing wrong with this strategy, it limits your ability to generate affordable and sustainable leads over time.

Buying Plumbing Leads

When you buy leads from a lead seller, you rely on their brand for your business. In addition, most of these companies sell shared leads which means that another plumber in your service area receives the same contact info.

Furthermore, when plumbers buy these leads, the customer remembers the lead seller more than your plumbing company. So next time they require a plumbing service, they will probably call the lead seller before your business.

Building a Plumbing Brand

Building a plumbing brand generates exclusive leads for your company in the long term. The reason why most companies neglect to develop a brand is that it’s difficult. Building a brand requires an investment in marketing and a shift in your business mindset.

The goal of branding is the same as buying leads. However, when you create branded entities like a website and Google Business Profile, you generate consistent and high-quality leads for your business. These leads lower your cost per acquisition while increasing your closing rate and repeat customer rate.

Security vs. Gig Economy for Plumbing Companies

The difference between buying leads and building a brand stems from a philosophical distinction. Plumbers who live day-to-day in the gig economy will be stuck in the cycle for the remainder of their careers.

However, plumbing companies with a business mindset will establish security and credibility and enjoy a better lifestyle away from the workplace. There’s nothing wrong with either option. The choice is yours.

How to Build a Plumbing Company Brand

You can build your plumbing company brand through marketing efforts like SEO, website design, and social media marketing. The easiest way to launch your brand is to claim and optimize your Google Business Profile. A Google listing is entirely free and can help bring in new customers.

SEO

SEO is the process of ranking on Google search results with your website and business listing. Ranking on these platforms generates free clicks. Of course, you still have to invest time and money into your SEO campaign and website, but the ROI is much higher than Google Ads or Pay Per Click.

Website Design

SEO drives traffic to your website, but you must convert that traffic into leads. The best way is through conversion rate optimization. Include unique photos of your owners, team, staff, and trucks so that potential customers feel good about your company.

Also, add calls-to-action with contact forms and clickable phone numbers. Remember, a strong plumbing website design turns your organic traffic into prospective customers.

Social Media Marketing

Social media marketing rarely directly generates leads for your business. However, establishing a presence on Facebook, Instagram, and YouTube builds credibility and increases conversion rates. Therefore, think of social media marketing as a part of your reputation management strategy.

Customers are most likely to invest in services they can trust. So, aside from the reputation benefit, sharing content on social media is an excellent way to build links back to your website. It also helps Google understand the legitimacy of your business.

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The Plumber Marketing Mindset (Podcast Episode)

The most successful plumbers have a marketing-driven mindset. At Plumbing Webmasters, Nolen Walker knows this first-hand. Not just because he’s worked with thousands of plumbing companies over the past decade, but because he once ran a home service business himself.

In today’s The Plumbing SEO Podcast, Nolen and Jason discuss the importance of a plumber marketing mindset in 2022. Enjoy the episode below:

Principles of The Plumber Marketing Mindset

We hear about mindsets in business, athletics, and other competitive forums. But how do plumbers get into the right attitude? The truth is that many plumbing contractors already have the marketing mindset required to succeed in business. As a result, these plumbers invest in marketing heavily.

Marketing Foundation

A plumber with the right marketing mindset understands that marketing is the foundation of their business. Yes, it’s crucial to perform excellent services for clients, but that alone won’t make your company succeed. Instead, contractors must make marketing the foundation of their business.

Forward Thinking

Marketing in 2022 looks different than in years prior. Today, SEO for plumbers is the best way to achieve marketing success. SEO produces the highest ROI for plumbing companies, and it’s not even close. Getting listed on the Yellow Pages is not going to make a difference anymore.

Multi-Channel Minded

Even though we just criticized an old-school marketing tactic, we also highly encourage marketing diversification. For example, SEO is great, but it works better when you perform other promotional activities. For example, consider getting a truck wrap and running advertisements on Nextdoor.

Respect for Expertise

Plumbing companies that have ever faced legal troubles wouldn’t try to educate their attorney on the nuances of the law. The same should be valid for your marketing agency. Respecting the marketer’s expertise is key to success for plumbers. But, of course, some marketers are dishonest, which makes the selection process critical.

Long-Term Vision

Plumbers who view marketing as a lead-by-lead struggle will never find true success. Going for leads only puts your company in the gig economy and limits your ability to grow long-term. Instead, investing in your own branded entities for SEO, like a website, domain name, and Google Business Profile, are vital to achieving sustainable success online.

Best Marketing Channels for Plumbers in 2022

Once you enter the right mindset, you should focus on the specifics like marketing channels. When you invest in marketing, you’ll find that the answers become clear, especially with the help of a top agency. Take a look at some of the best marketing channels for plumbers.

Google

Google is the best marketing channel for plumbers, and it’s not even close. Plumbing companies can use SEO and PPC to acquire leads from Google. In addition, plumbers can rank their website, Google Business Profile, YouTube videos, and social media profiles on Google SERPs.

Nextdoor

Nextdoor is an untapped marketing platform for plumbing companies. Running ads on Nextdoor, a neighborhood community site, allows plumbers to infiltrate communities that once relied on traditional word of mouth. Digital word of mouth is highly valuable for plumbers in 2022.

Facebook

Facebook remains an important marketing channel for plumbers because of its multi-faceted application. For example, Facebook serves as a social media platform, a business citation, and an ads platform. Facebook ads for plumbers can yield positive results, and generating positive feedback through recommendations helps with conversions.

Thanks for joining us for The Plumber Marketing Mindset. Remember to subscribe to The Plumbing SEO podcast on Spotify and Apple.