Author Archives: Plumbing Webmasters

HVAC SEO: How to Rank # 1

Learn about on-page optimization for HVAC websites
HVAC Technical SEO
Optimize your website for indexing and crawlability
Discover off-page techniques that rank your website
HVAC Content Marketing
Strengthen your website through content campaigns
Rank on Google Maps for location-specific keywords
HVAC Web Design
Convert relevant traffic with effective web design

What is HVAC SEO?

HVAC SEO is the process of optimizing your website and other digital properties for search engines like Google. The goal is to rank as high as possible for relevant keywords within your industry. Higher Google rankings lead to more clicks and with the right digital marketing strategy, more customers. SEO is an acronym for search engine optimization and has become one of the most profitable marketing ventures. Heating & cooling contractors can create a sustainable ROI with good SEO services.

Where to Buy HVAC SEO Services

You can buy HVAC SEO services from HVAC-Plumber SEO Webmasters by calling (877) 388-9884. Our monthly rate is $600 and includes a medley of services including on-page SEO, off-site SEO, local SEO, technical SEO, content marketing, and website design. If you’d instead buy HVAC SEO elsewhere, consider performing a Google search for “HVAC SEO services” or asking contractors from other niches about their marketing providers. In our experience, marketers that focus on a specific industry accomplish better results than a generalized provider. This video can help you decide whether HVAC-Plumber SEO Webmasters is the right fit for your company:

Grow Your Business.
Call Today: (877) 388-9884

On-Page SEO

On-Page SEO helps Google determine the purpose of your web page or blog post. You will learn about terms like title tag and meta description, which serve as the foundation of on-page SEO. Ultimately, on-page optimization properly categorizes your page and post for both Google to rank and search engine users to consume. Search engine users are dependent on Google to provide the most relevant results. With that in mind, Google’s goal is to keep users on their search engine instead of competitors like Bing and Yahoo. Their most effective method for doing so is providing the most relevant search results to keep users engaged, content, and satisfied.

On-Page SEO Screenshot

Off-Site SEO

Several ranking signals originate away from your page or post. With this in mind, on-page SEO can only increase your rankings so much. To rank #1 for competitive keywords, you must implement off-page SEO. Some examples of off-page or off-site SEO include link building, brand mentions, social media engagement, and reputation management. AC companies may ask the question: why does Google care about these signals? Well, they wouldn’t want to rank a page based on on-page optimization alone. Users are looking for the best overall result. Google knows that established brands with a positive reputation are more likely to deliver a satisfactory experience.

Off-Page SEO Screenshot

Local SEO

For many HVAC companies, local SEO will be the top lead generation source. Local consumers often search for trade services on mobile devices and select their choice through Google’s Local Map 3-Pack. Optimizing your web presence for Map placement is critical to your SEO campaign. There are multiple ways to increase your chances of showing up on the Map Pack. Some of them include review generation, local check-ins, and an optimized Google My Business listing. Google’s local algorithm considers three ranking factors: proximity, relevance, and prominence. Contractors have limited control over proximity but can tactically enhance other factors.

HVAC Local SEO Screenshot

Technical SEO

Google can’t rank your website at all without technical optimization. Technical SEO is the process of enabling Google and other search engines to crawl and index your website. Imagine creating a website with content, but having none of the pages show up on Google search results? That will happen to HVAC companies who fail to integrate a technical SEO strategy. Terms like sitemap and schema are foreign to many companies but are essential to rank #1. For example, each website should register with Google Search Console and submit their sitemap through the dashboard. This way, Google can crawl each page and adequately index them for search.

Technical SEO Screenshot

Content Marketing

Content and SEO are closely related. A page or post won’t rank well without well-written content. When Google first launched back in 1998, web pages with poorly written content could easily rank as long as they implemented on-page SEO. In the two decades since, Google has continually refined its algorithm to establish a higher standard for content and ensure users find relevant and informative information. Aside from content quality as a direct ranking factor, marketing content to other platforms is essential in an SEO strategy. For example, publishing an impressive blog post and embedding it into your email marketing campaigns can create link opportunities.

Content Marketing Screenshot

Web Design

Aside from impressing visitors and increasing conversion rates, HVAC websites are essential for search engine optimization. To rank #1 for heating & cooling keywords, a website must showcase good design and excellent user experience. Site speed is an increasingly important ranking factor, and consumers now expect every website to load instantaneously. Speed’s importance is magnified, with more users now searching through mobile devices. A structurally sound website with simple navigation allows users to browse freely and easily access their sought-out information. Google tracks behaviors of engaged users and considers it when ranking a page or post on search.

Website Design Screenshot
Posted: | Updated: Aug 27, 2020 | Categories: SEO

The $30,000 Plumbing Marketing Budget

A plumber’s marketing budget varies by location, goals, and philosophy. However, when it comes down to resource distribution, many plumbers are engaging in self-defeating behaviors. Spending $30,000 on paid ads is not smart when you understand the whole story of digital marketing. Reports suggest organic results get 75% of the clicks while paid ads get only 25%. So even though you think you’re ranking on top of Google, only 25% of the users are even going to consider clicking. That’s when you must re-think your marketing investments. Listen to today’s podcast to get a better understanding of where resources should be distributed for your company.

Paid Ads Shouldn’t be Your Whole Budget

Google Ads, formerly Google AdWords remains a top choice for plumbers marketing online. Paid ads can work if properly executed, but generally speaking, they are more expensive than their results would merit. We had a client who came to us with a $30,000 marketing budget. Their only investment was paid advertising. They didn’t pay for organic SEO and didn’t rank for any good keywords. They weren’t paying for leads either or working on branded signals through social media and other channels. While this type of setup might seem tempting, the results will disappoint you. Let’s take a look at other marketing channels that can provide better ROI for plumbing pros.

Organic SEO

Since reports indicate organic clicks are 75% of all clicks, plumbers should go towards the majority. Most users are going to click on organic (either map pack or traditional links) over paid ads. Furthermore, consumers who click on organic are typically better prospects. They’ve done more research and have a better understanding of their plumbing needs. For this reason, all plumbers should invest some budget in organic SEO services. There’s limited downside to organic SEO aside from it taking a while to show up. The money you lose on PPC will outweigh any delay in returns from SEO campaigns that focus on organic clicks.

Web Design

A website budget is often overlooked in today’s microwave society. Converting traffic into leads relies on proper calls-to-action and lead magnets. It also depends on the aesthetics and user experience that the website projects. Plumbers should look into website design services that include schema markup and click-to-call functionality. Mobile users will have the option to click on phone numbers and be connected to your cell phone. Obsolete designs discourage lead generation and damage brand image. Not all marketing is based on immediate results. Long-term and scalable solutions are the ultimate separator for successful plumbers.

Branded Signals

The most overlooked aspect of SEO is branded signaling. Since it’s a somewhat vague term, many contractors don’t fully grasp what it means. Word of mouth was always a great marketing tool for contractors but the same concept has now been digitized. Google can detect brand signaling through a variety of sources including online review platforms, social media, and check-in technology from software like BrandREVU. Essentially, Google wants to validate your brad’s credibility. The strategy of “tricking” Google no longer works, and it’s not something plumbing pros should aspire to do anyway. Long-term investments help grow your business into a force.

Posted: | Updated: Jul 20, 2020 | Categories: Podcast

How Plumbing Content Evolves in 2020/2021

There’s plenty of misconceptions about content in the SEO industry. For one, the phrase “content is king” has been misused and misrepresented among the industry’s most arrogant and delusional participants. While content is very important for ranking on search engine results, the manner in which it’s outlined, written, and published is ultimately what determines its value. Word count alone no longer matters in plumbing SEO in 2020. What matters is user experience and the satisfaction of user intent.

Working With Google, Not Against it

Google wants to rank the best plumbers in a given area. Your job, our job (if you hire us) is to ensure that Google understands your credibility as a plumbing company. This is accomplished through different forms of content. Pages remain integral to ranking for various keywords, but text content alone is no longer enough to distinguish your website. New forms of content like jobsite check-ins are the most innovative way to rank in 2020 and moving towards 2021. Videos, images, and review widgets also help.

Targeting Various Keywords

Obviously, plumbers want to rank for the keyword term plumber near me. But you won’t rank for that keyword unless you established something known as topical authority. To do so, you need to understand the types of services you offer along with which keywords people search for when looking for them. You might think of services like pipe drain repair and water heater repair, for example. Each of these terms should have its own dedicated page of content so that Google can index each term on a page-level.

Enriching Content With Check-ins

Hiring a content writer to write about drain pipe repair seemed like a good idea 5 and 10 years ago. But today, that kind of content is formulaic and uninformed. The writer is unlikely to have hands-on experience with water heaters and therefore is incapable of providing the unique insights that readers are actually looking for. The answer to this problem is jobsite check-ins. If you use plumbing reputation management software like BrandRevu you can populate each page with check-ins from jobs that relate to the specific service. Not the content is enhanced by actual proof of service.

Enhancing UX & SEO With Internal Links

Menus help users navigate through the website, but for lesser visited pages, internal links are critical. For example, your water heater repair service page might make reference to drain pipes, in which case you’ll want to link to your drain pipe repair page. This helps the users navigate seamlessly throughout your content without having to consult with the menus and submenus each time. Furthermore, internal links strengthen pages on your website. You never want to have orphan pages which are pages that have no internal links pointing to it. Google may not find it because there is no crawl route towards it. Therefore, it won’t rank at all.

Content Projections for 2021

SEO changes every year, so you can expect some different trends to arise in 2021. When it comes specifically to content, expect Google to further prioritize value and intent over word count and length. Many users look for websites to solve a problem quickly, not to spend hours looking for a solution. Instead of writing 1500 word pages about plumbing repair, you can get your point across in less than 500 words. This assumes you provide social proof through jobsite check-ins and review widgets.

Quality over Quantity

Prior to Google’s latest evolution, quality content would often mistakenly be judged by word count. Long content does not translate to quality content. In fact, many long blog posts are painful to read and something that users just skim through until they find their desired answer. Ways to combat that are through TOC plugins that provide links to each header. This way, the user can simply click on the section they are interested in, without having to go through the whole page. For plumbers, 1500 word pages are uncommon anyway. The most important thing is that the website promotes quality and efficiency instead of long and drawn out quantity.

Posted: | Updated: Jul 9, 2020 | Categories: Podcast

Most People Buy HVAC – Plumbing SEO Magic

Some plumbers and HVAC contractors, we speak to believe that SEO is a magic trick. These people aren’t fools, they are just misinformed. There’s a point of view from people outside the industry that proper SEO requires some kind of magical formula. The truth is that SEO is very straightforward when done right. Furthermore, Google can’t be tricked in the way that it could be in the early 2000s. Stop trying to trick Google and focus on your users instead. If you track Google’s algorithm updates you know it’s their end goal to provide the best experience to searchers and to satisfy their queries or intent. Check out today’s plumbing SEO podcast to learn more:

Don’t Try to Trick Google

Trying to trick Google is a lonely road that ends with a penalty and potentially bankruptcy for your plumbing or HVAC business. It depends of course how reliant you are on organic traffic for leads, but it’s going to be very difficult to sustain success without any organic traffic. Aside from the possibility of a penalty, Google is away too smart to be tricked in 2020. Their algorithm updates have address every kind of shady tactic from link manipulation to low-quality content production. Steer clear at all costs.

Google Values Credible Brands

One of the primary reasons why Google can no longer be gamed by shady tactics is because they’ve increased the value of brand credibility. This value optimization allows Google to ignore tricks from SEO scammers who don’t work with credible brands. For example, a local plumber with no reviews or reputation can build thousands of inbound links, but never rank well. Why? Because Google knows that nobody cares about their brand. In fact, their brand may not even be legitimate in the first place. Google uses signals from 3rd party sources as well as their own search data to determine whether a brand is credible and engaging for local consumers.

Brands are Built Through Engagement

Building your HVAC or plumbing brand is a holistic process. Whether you have yard signs, newspaper ads, or simply a good reputation in local neighborhoods, you build your brand by performing great services. These offline behaviors are then translated online with the help of reputation management software like BrandRevu. It’s important that Google sees your reviews on your Google My Business listing along with other 3rd party platforms like Yelp, Facebook, and Better Business Bureau. As you build on your reputation, your SEO should improve even more than before. Responding to reviews is also a highly-suggested marketing technique going forward.

Check-ins Help with Branding

There’s some reputation management software for plumbers that supports local check-ins. Our favorites at HVAC – Plumber SEO Webmasters is BrandRevu. This software allows for local contractors to check-in at job sites and have those check-ins displayed on the appropriate page of the website. For example, you service a water heater in Dallas, TX, and take a picture of the tank. This picture, along with the other check-in information, is automatically populated on your water heater repair page. That’s the best SEO you can get. Forget about all this manipulative stuff and focus on actual work you do. Not only does Google prefer it but so do your website visitors.

Do Digital Signaling

We talked about reputation management software and how it can help build branding signals for Google and your prospective customers. There are other kinds of signals that can contribute to your success. Reviews, check-ins, social media activity, and YouTube videos are all effective signals for search engine optimization. Not every plumber or HVAC contractor is comfortable filming YouTube videos but think about how you can make your media unique through images. Websites with pictures of your team, equipment, and trucks almost always convert at a higher rate than stock photos. Responding to inquiries on Facebook and Twitter is another good signal. Listen to more plumbing SEO podcasts to learn about SEO tips.

Posted: | Updated: Jul 9, 2020 | Categories: Podcast

Why Inbound Linking is Dangerous for Plumbers & HVAC Contractors

Since the birth of SEO, link building has been one of the most polarizing topics. We know that links are an important ranking factor today, but that the quality of the link is now of much greater importance. When Google first launched, they could not distinguish a natural link from an unnatural one. With this in mind, SEO professionals used spam and schemes to get to a #1 ranking. Many plumbers think these tactics still work in 2020, but they’re very wrong. Google’s quality guidelines on links are quite clear. Furthermore, penalties are still being handed out, and Google has said publicly that paid links don’t help rankings because they are ignored. Check out today’s episode of the Plumbing SEO Podcast to learn more:

Understanding Google’s Guidelines

Google states “Any links intended to manipulate PageRank or a site’s ranking in Google search results may be considered part of a link scheme and a violation of Google’s Webmaster Guidelines.” They really couldn’t have been more clear about their stance on links. Still, plumbers tend to ignore their advice and argue that links do in fact help sites rank high. While links are certainly one of the factors search engines use to determine credibility, the search engine has gotten much better at properly valuing links. So while links that are gained naturally through brand recognition and quality content are helpful, any type of deliberate link building violates Google’s guidelines and should be avoided by plumbing and HVAC companies.

What are “Natural” Links?

Natural links are those that are earned rather than built. So instead of begging your friend to link to you on their website, you earn the link naturally from your local Chamber of Commerce, who recognizes your plumbing company as a staple of the community. Links are intended to represent real-life connections. In other words, organizations that revere you in person can demonstrate that on their website. Conversely, unnatural links come from institutions that you are not affiliated with and have no good reason to link to you. Creating great content on your blog with independent research is another way to earn natural links since other websites will cite your blog post as a source, even if they don’t know you.

Can Plumbers Use Guest Posts to Build Links?

There’s been some confusion over the years about the validity of guest post links. Google has come out recently and re-stated that all guest post links should have the nofollow attribute, meaning they won’t pass full PageRank. So to be clear, guest post links are not the best method to get quality inbound links. After all, they’re unnatural because the person writing the post has the incentive to link to their own site, rather than to earn such a link in the natural manners we discussed previously. Any type of massive-scale guest post campaign you were running is not only worthless in regard to rankings, but it can also get you penalized by Google. Focus on branding your company offline and creating great content.

How to Rank Without Linking

Since link building is not a viable option for plumbers in 2020, the focus must shift to factors that adhere to Google’s quality guidelines. Engagement is one of the main factors Google looks at today. Whether it’s reviews, social signals, user-generated content, or simply click-through-rate (CTR), Google will take notice. The best way to increase engagement is by investing in review software for plumbers, such as BrandRevu. This software allows for jobsite check-ins so that plumbers can verify their presence in different service areas around their main city. These check-ins are populated onto the appropriate page (city page, service page, etc.) so that users can easily verify that you were in that city and performed that service.

Posted: | Updated: Jun 16, 2020 | Categories: Podcast

The Type of Plumber That Knows How to Market

When it comes down to the plumbing population, about 80% don’t take marketing seriously. These plumbers are satisfied with the status quo and don’t wish to grow their plumbing company and make more money. That leaves an additional 20% who aspire for a greater life, and business. These plumbers have made an important first step in the marketing process, which is a very personal one. It is the will to improve their lifestyle through digital marketing. They understand that without a deliberate intention to improve, nothing will ever change. With that being said, not every plumber within that ambitious 20% knows how to market. In fact, it’s only about 1 out of 100 of those ambitious plumbers that are running on all cylinders. Here’s what that type of plumber knows to do:

Organic SEO

Organic SEO is the best return for plumbers in 2020. Contractors with 15 trucks on the ground are dominating organic search results in their market. Not only do they show up on organic results for keywords like plumbing repair dallas tx but they also get plenty of searches of their brand name. Since they’ve been established in their community as a top plumber, people are seeing their yard signs, or hearing about them from neighbors and then searching them on Google. This is where reputation makes a major difference, which we will expand on more later.

Local SEO

For plumbers, in particular, Google’s Local 3-Pack is critical to lead generation. It is important that your business listing shows up for search queries like plumber near me and plumbing repair near me. The local SEO algorithm is separate from the organic one and is based specifically on proximity, relevance, and prominence. An effective SEO strategy is locally focused and involves optimizing GMB listings as well as company websites. Reviews are helpful to local SEO which we will expand on in our reputation management section for plumbing companies.

Reputation Management

We’ve already referenced reputation management twice, so it’s important to expand on the idea. Plumbers who succeed in 2020 have a positive reputation online. This is executed through review generation, specifically on Google and Facebook. Review software for plumbers like BrandRevu is the secret weapon to establishing credibility through reviews. The software sends SMS text reminders with review links to ensure the consumer can simply and effortlessly leave a glowing review of your service. The more reviews your listings accumulate, the greater your prominence score is and the better chance you have of ranking on the Local 3-Pack.

Web Design

Plumbers who succeed have an established website with proper design. We cannot stress enough that the best plumbing websites use schema markup, clean codebase, and user experience optimization. Site speed is a critical factor in 2020 and it is urgent that users can browse through your website efficiently. Call to actions through click-to-call functionality are equally important when it comes to web design. Mobile users should have the option to connect to your phone straight from theirs. Embedded contact forms that are mobile-friendly is also something to consider for new plumbing websites.

Content Marketing

Web design is great but without content, the site won’t make the impact it is intended to. Every plumbing website should have more than a Homepage, About us page and Contact us page. Plumbers with 15 trucks on the ground didn’t get there with a 3-page website. Instead, they had content written for each one of their services like water heater repair, toilet repair, garbage disposal repair, etc. Content is only effective when it is written uniquely and not copied from other sources. Google hates duplicate content and will not rank your pages if they flag it as scraped. It is important to use your content to internally link to other pages and help your visitors through a logical sales funnel.

The Plumbing Webmasters Plan

Looking to take your company to the next level in 2020 and 2021? Do you aspire to go from the 80% of plumbers who don’t care to the 20% who aspire to be great? How about becoming the 1% who dominates online through SEO, local mapping, and web design? You can be part of this exclusive club if you simply follow the Plumbing Webmasters marketing plan. For more podcasts, check out our series The Plumbing SEO Podcast wherever you download your podcasts and RSS feeds.

Posted: | Updated: Jun 16, 2020 | Categories: Podcast

Why Most Plumbing Lead Buyers are Bad at SEO

For plumbers, lead generation and SEO are often thought about as separate services but in reality, the two concepts are fundamentally connected. You’ve probably thought about how you can buy plumbing leads without having a website, content, GMB listing, or any kind of search engine optimization campaign. While you will find companies that sell leads, you are unlikely to find what you are really hoping for from these lead sellers. Having worked with hundreds and hundreds of plumbers across the United States, we’ve learned that not all leads are helpful to your business. In fact, our experience proves that only leads that become satisfied customers, and oftentimes; repeat customers are worth generating online. These exclusive leads help your business grow each month, year, and decade which is how to grow a sustainable plumbing business. On today’s podcast, we discuss what you really need to achieve that level of lead generation, both in the rest of 2020 and beyond.

Understanding Leads for Plumbers

There are two types of leads plumbers pay for: shared leads and exclusive leads. Shared leads are typically dirt cheap because they are unlikely to result in an actual customer. A shared lead is a digital equivalent of throwing a piece of meat into a pack of dogs. Not only is insulting to you as a plumber but it is highly unlikely to help your business grow and evolve into a successful company. On the other hand, exclusive leads are far superior because the person inquiring about the plumbing job will only talk to you. That doesn’t guarantee a sale, but it certainly gives you a better chance.

Shared Leads

Shared leads are given to multiple plumbers in the same service area who ultimately compete for the same customer. Leads like these are seldom worthwhile for plumbers who want to grow their business over time. Not only do they often fail to convert, but the few that do are even less likely to come back as a repeat customer. Because of the inherently low value of shared leads, they are often sold for much cheaper than exclusive leads.

Exclusive Leads

Exclusive leads are superior for plumbers because you aren’t forced to compete against other plumbers for the same customer. Exclusive leads are more likely to convert and also more likely to become repeat customers. The ROI of exclusive leads is higher than those of their shared counterparts which is why 3rd party services sell lead exclusivity at a higher rate. For plumbers serious about growing their company, these leads are more appealing.

SEO Produces “Super-Leads”

We’ve established that exclusive leads are better than shared leads but if the lead doesn’t originate from organic search engine optimization or some other form of inbound marketing, it lacks optimal long-term value. The best exclusive leads come from your wong digital marketing campaigns which means throughout your website, branding, content marketing, social media, etc. Any lead that invests in your business, rather than just a simple job is going to be more invested in your company. This manifests itself through reviews, repeat clients, and long-term and sustainable growth for plumbers. Let’s examine why SEO produces the best leads for plumbing contractors:

Branded Equity

As is the case with any purchase, the client who invests in the brand rather than product itself is more valuable. When a customer invests in a brand, they trust not just the individual product or in this case; service, but the ethic of the company itself. Establishing your company as a top plumber in a particular service area (s) is going to do wonders for your bottom line. These leads are easier to sell, easier to ask for reviews, and far more likely to use your service again in the future. Each of these things, when multiplied by the number of leads you receive, help maximize your business growth over the course of time.

The 5X Theory

Each sale you make with branded equity helps orchestrate what is known as the 5x theory. When you sell a customer through your own organic web presence, you double their value immediately. Because of their projected lifetime value to your company through actions like reviews, repeat purchases, and word of mouth recommendations, you are expected to get 5 times the value of a lead that came from a 3rd party seller. If each new customer you get falls under the 5x umbrella you will be lapping local competitors in several months of executing this strategy. All of it starts with implementing plumber SEO and then having the patience to see it through.

So Why Are Plumbers Bad at SEO?

Not all plumbers are bad at SEO, but the ones most infatuated with lead generation tend to be terrible at optimizing their web presence. Because they are all-consumed with the final result (the sale) they completely ignore the process of achieving it and the sustainability of their business. Living from job to job is not a good feeling for plumbing contractors, and living that lifestyle overtime is unsustainable or any small business owner. Your company will simply go under if you don’t start thinking long-term with how to streamline lead generation and extra the maximum value from each of your new customers.

Posted: | Updated: Jun 8, 2020 | Categories: Podcast

One Killer Strategy For Launching a Successful Plumbing Business

You don’t want to just start a business; you want to kill it. You crave lasting, deep success for your plumbing business. The world has enough mediocre performers out there. Why not create something fantastic?

Here at the Plumbing Webmasters, we’ve crafted a handy guide to launch your plumbing startup into the online marketplace with faster, more sustainable, and overall better results. It all revolves around one singular strategy: specialization.

Listen closely as Nolen and Madison reveal how focusing your marketing efforts on one plumbing category can produce incredible revenue opportunities. Be sure to take notes and read the supporting guide below!

Takeaways for Plumbing Professionals

  • Specialization produces operational and marketing efficiencies.
  • It’s faster and easier to rank up in a plumbing specialty.
  • Specializing doesn’t mean you can’t offer other services later on.

Specializing for Success

“How can I be successful in plumbing?” That’s a question that Small Business Trends tried to tackle back in 2018. In their guide How to Start a Plumbing Business, Small Biz offers a few tidbits on building a long-term plan for triumph in the industry. Step number 3 (after getting certified and apprenticed) involves discovering your personal specialty.

Perhaps, you’ve discovered that the inner workings of residential water heaters naturally bend to your every whim. Maybe you’ve got a knack for repairing underground sewer lines without digging up the whole yard. Possibly, you’re the fastest pipe clog relief around.

Some plumbers might see specialization as a limiter on their ability to make money, but the opposite is often true. You can take a focused skill and use it as a launchpad for your startup. Now let’s zoom in on the benefits of specialization, then show you how to get started online (which was Small Biz’ step number 8, by the way).

Why Specialize as a Plumber?

Why do we recommend anything in these sort of guides? To make your life easier and/or more profitable. Multiple areas of your business can benefit from a specialized structure, so let’s break a few of them down here.

Operational Perks

The first benefits you’ll realize when it comes to specialization are operational. If you confine your portfolio of services to a particular subcategory of plumbing, that means fewer tools to purchase and fewer individuals to hire. That, in turn, leads to fewer service vehicles and fewer driving demands.

You could potentially earn as much or more revenue with three water heater specialists than you would with a generalized staff of five. Prospective customers will also view your brand and crew differently as a specialized group.

Reputational Perks

Any plumber can fix a leaky sink. Very few have what it takes to manage a slab leak repair project. Ask any homeowner if they would rather have a generalist or a specialist fixing the multi-thousand dollar ruptured pipe beneath their foundation. Ask them the same question for a busted water heater or a fractured sewer line.

When you become the specialist for a given plumbing sub-category, the choice suddenly becomes clear for homeowners. Plus, experts generally enjoy higher pricing ranges for the same projects!

Marketing Perks

Let’s face it, plumbing is a very competitive industry. If your prices, ratings, or uniform don’t meet a prospective customer’s demands, they have a dozen other alternatives available at the push of a button. Unless you operate in a smaller service area, breaking into the market is tough!

While generalist plumbers may be a dime a dozen, local specialists in your field are probably in the single digits. Medium to small sized towns may not even have a specialist in your particular focus. It’s much easier to stand out in the online marketing world when only a couple others are standing next to you.

The How of Plumbing Specialization

Now, we are specifically looking at how to market your specialized plumbing services in your service area. Once you’ve picked a field, it’s time to start laying the foundation for your company to build off of.

  • First, you’ll claim and/or purchase the digital assets you’ll need to mold your brand.
  • Next, you’ll start developing the content on your website to communicate who you are and what you do to prospective clients.
  • Finally. you’ll complete support activities as you go along to grow your reputation even more.

Phase 1: Lining Your Digital Ducks in a Row

Everything starts with your website, at least when it comes to earning plumbing leads online. You’ll need a domain name (web address) that sums up your specialty with your unique brand. Speaking of brands, make sure that your plumbing company’s legal name is easily distinguishable from typical industry terms. That will make it much easier to show up in local search results in the future.

While the visual and graphic elements of your brand (such as your logo) contribute to the identity of your company, your website’s content is just as important.

Phase 2: Building Relevance and Authority

You’ve spent years earning your certifications and learning the trade. Now it’s time to share that knowledge with the world. We’re not just talking about consulting with customers in the field. You’ve got to share it with prospects visiting your website too.

Build a healthy collection of pages dedicated to explaining (in layman’s terms) each of the critical services you provide. Explain how your team’s experience makes all the difference during an installation or repair project. Pepper in those specialized plumbing keywords into your paragraphs, headers, and picture captions. A lot of hard work and research flows into writing a website, but doing it right is worth the results!

Finally, spend a little time each month adding to the old company blog. Believe it or not, these blogs still provides some valuable juice for your local SEO. Of course, if you don’t have time for any of these activities, you can always hire a team to do it for you.

Phase 3: Supporting Your Continued Growth

Even your website needs a little help in kicking off your online marketing. If you really want to build a healthy brand, you’ll need three things:

  • Citations (local listings),
  • Reviews, and
  • Check-ins

Hundreds of businesses offer cheap listings for your company, but your specialized plumbing company should only require a handful. Yelp, the BBB, and Facebook are all great places to start. Listings add credibility to your website, and they provide more paths back towards your services. You may even receive the odd call here and there for immediate plumbing help!

Most plumbers comprehend the value behind reviews, but they don’t know how to harness them effectively. We’ve found that a smattering of reviews across different sources tends to earn more recognition from Google, rather than keeping all your eggs in one basket.

Last and least known among plumbers is the check-in. Utilizing a tool like BrandREVU, check-ins provide coordinates, tags, and pictures to showcase the fantastic work you perform throughout the community. This offers exceptionally high-quality evidence that your company is active and trusted. Use this tool consistently, and you’ll notice powerful ranking improvements in a matter of months.

In Conclusion

Specialization offers speed, focus, and simplicity to plumbing professionals looking to break into the industry. Not only can you cut down on the number of tools and personnel required for day to day work, you can potentially command a higher price average on each of your services.

On the marketing side, specializing also helps by limiting the number of competitors you face in local search results. Water heater experts, slab leak gurus, and hydrojetting aces tend to stand out against the herd, in the eyes of Google and consumers alike. With a proper website foundation and continued support, you can produce some astounding results in a relatively short period of time.

Need help getting the ball rolling on your digital marketing? A seasoned (one might even say specialized) plumbing SEO company can make all the difference! Give the Plumbing Webmasters a call anytime at (877) 388-9884 to learn more about your options.

Other Resources From Plumbing Webmasters

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Jobsite Check-ins: Your Local SEO Booster (Podcast)
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Posted: | Updated: Jun 5, 2020 | Categories: Podcast

Adapting Customer Service in Uncertain Times

It may not seem like it but this pandemic is an opportunity for you as a plumbing contractor to solidify the professional relationships you have with your current customers, make sure they become recurring customers, and even gain new customers. But it all starts with outstanding customer service. Believe it or not, you can exhibit stellar customer service as a plumber in these challenging times. 

And these times certainly are challenging for plumbers. Plumbing work usually entails moving around somewhat freely in the homes and businesses of your clients. But things are different now. People are skittish about having an outsider coming into their home and mince about the place. So in a sense, emphasizing customer service during COVID-19 has a lot to do with adapting. 

But why is customer service so important during this time? Doesn’t everyone understand that things are different and that they should lower expectations? Despite what many businesses are doing, now is a great time to show your customers that you really care and emphasize customer service.

The Benefits of Outstanding Customer Service During COVID-19

Demonstrating great customer service isn’t just about keeping your business afloat during COVID-19; it’s about making life-long customers. This is a perfect opportunity to show your customers that you are willing to go the extra mile for them when they need it the most.

If you are able to provide plumbing services in a manner that exceeds the expectations of the customer during this pandemic, they will remember you when this is all over with. They will also be that much more likely to refer you to their friends and family who are looking for a reliable plumber. 

The benefits of customer service stretch far beyond the here and now but it is a great time to “come to the rescue” of your customers and instill a lasting and positive perception of your services in their minds.

And customer service is a huge part of the plumbing industry. As marketing experts specializing in the plumbing trade, we see that the most successful contractors are the ones that make customer service a priority at all times. If you would like to find out how you can grow your plumbing contractor business both now and on into the future, contact us here at Plumbing Webmasters

Customer Service Tips for Plumbers

Hopefully, now you have an idea of the potential benefits of maintaining a high level of customer service during the pandemic. But how you maintain exemplary customer service in a time that is so challenging in so many ways? Here are just a few customer service tips you can put into practice right now:

Social Distancing

Keeping the recommended 6 feet away from people at all times can be challenging as a plumber. But if you show your customers that you are committed to it, you will win their favor. If you are working in someone’s home or place of business, let them know the area in which you will be working. If you need to move from area to area, make sure your customers know that you will be moving. You can call out to them before you move to give them a chance to maintain a proper distance. It may take more time and effort, but your customers will really appreciate it.

Stay Patient – As a plumber, you probably talk to multiple customers a day. And during these times COVID-19 dominates many conversations. Even though you may be sick and tired of talking about COVID-19, a little empathy goes a long way with your clients. Remain patient, lend an empathetic ear and try not to be short with your customers. Everyone is looking to vent a little these days and if you can be the plumber that can smile through tedious conversations, you will have won a recurring customer.

Don’t Forget About Yourself

You cannot give great customer service if you are not taking care of yourself. It can be hard not to stress during these uncertain times, but be sure you take some time for yourself. Whether it’s just lingering in your truck and taking a few deep breaths before talking to a customer or taking a half day to exercise and let off some steam, it’s important to get your mind right so you can better serve the customer.

Community Outreach

If at all possible, do some charitable work. Maybe a local church needs some plumbing work done. Even if it’s pro-bono, it is a great way to show people that you care and a great opportunity to network your services. You may even take some time to consider some of your elderly customers. Reach out to them and ask if they need anything on the weekend like a grocery drop off. Taking a couple of hours or even a half-day to help out around the community will make people take notice of your company.

Emphasize Safety 

Last but certainly not least; make sure your customers know that you emphasize safety. This entails not only letting your customers know that you are taking safety measures before rendering a service, but following through while you are actually rendering the service. Update your website to reflect the safety precautions you and your team are taking to prevent the spread of COVID-19. Equip yourself and your team with masks and gloves when they are on the job too.

Plumbing is an Opportunity

Finally, try to view plumbing as an opportunity to make life-long customers. Think about it: plumbing is an essential service. Pandemic or no pandemic, people need help when they have a frozen pipe or a flooding kitchen. They will call you but it is up to you to make sure they keep calling you. And the way to do that is to provide excellent, consistent customer service.

Get in Touch

For more ways to grow your business in these uncertain times, get in touch with us here at Plumbing Webmasters.

Posted: | Updated: Apr 30, 2020 | Categories: Podcast

Jobsite Check-ins: Your Local SEO Booster

People don’t realize how much information Google requires to deliver qualified search results to consumers. The tech giant examines hundreds, sometimes thousands of businesses within your service area alone. Some of them provide plumbing solutions, while some only claim to. The plumbing professionals earning the highest ranks in local search are those that provide the most evidence of their activity.

In a way, all search results are driven by evidence.

Reviews, custom websites, and other plumbing SEO assets serve as proof to Google that your business is active and trustworthy. Today, we’re going to talk about a relatively new form of evidence that contributes heavily towards local SEO rankings, traffic, and leads. We’re going to talk about check-ins!

Key Learning Points for Plumbers

  • Check-ins are only as effective as your company is consistent in using them.
  • Check-ins won’t replace reviews, but they heavily influence SEO results.
  • It’s a team effort! Train other team members to perform check-ins as needed.

What is a Jobsite Check-in?

A check-in is a type of post to Google that shares your location and what you’re doing.

To help you understand the concept, try visualizing your community on the Google Map. Countless businesses and neighborhoods dot the landscape as you scroll from end to end of your service area. You can even see your home office address. However, what doesn’t show on that map are the countless locations where you’ve repaired toilets, installed brand new water heaters, and performed extensive pipe replacements.

As we remind many professionals over the years, Google is not omniscient. It only knows what people tell it. In fact, the search engine only works as well as it does because hundreds of millions of people continually upload information for it to dig into.

Check-ins provide Google with accurate, current, and useful data about your company’s activities. They’re your way of saying “Here I am! This is the work I’m providing. We are serving this community.” When you check into a location, it drops a pin on the Google Map. Keep this up, and pretty soon Google will see evidence of your team’s hard work across your entire service area.

A Local Map Pack for Sewer Repair Services

Map Packs Like These are One of the Ultimate Goals of Checking In.

What Benefits Do Check-ins Offer?

Higher rankings, greater volumes of traffic for your website, and (most importantly) leads.

Very, very few businesses utilize jobsite check-ins in their digital marketing strategy. When Google has more detailed information about your company, the search engine is more likely to recommend your business over similar services with less information. Ever since Google’s Local Search Update of Q4 2019, local search rankings have grown more fluid. With the right optimization, plumbers who previously struggled to rank can now earn premium map pack listings for exceptional traffic boosts.

We’ve seen check-ins allow brand new plumbing companies to capture these positions in a matter of months. That represents an astounding marketing success, producing qualified plumbing leads in a very short period of time. Whether you run a seasoned company or a brand new service, check-ins can greatly benefit your business!

What Check-ins Look Like

While solutions and methods vary, this is what a typical check-in might look like. It starts with pulling out your phone at the very end of a job. You snap a picture of the water heater (or toilet, etc) you just installed. You go to a special website, pull up a form, and fill out information about the project. You tap “check-in” and BOOM! You’ve just performed a check-in.

The best solutions upload check-ins directly onto your website. Regular website updates are healthy for SEO purposes, encouraging Google’s crawlers to revisit your site more frequently. If your check-ins offer geo-location data and information directly related to your services, that’s SEO gold for your website!

Tips for Getting the Most Out of Check-ins

Frequency and accuracy are keys to success when it comes to check-ins. Ideally, you want to earn those little pins all over the map of your service area, for each of your services. That means that your business needs to check-in consistently to get the most SEO improvement out of the activity. That may mean adding 3 minutes onto the end of each job, but the results are worth it!

By the time your competitors finally get on board with check-ins in a couple years from now, you’ll already have hundreds of pins across the map.

If possible, choose a check-in solution that lets you upload fresh pictures on to your website. Customers and Google alike appreciate fresh images, and it looks nice on your site. All you have to do consistently snag photos at the end of each job. Just imagine your clients seeing projects closely related to their plumbing needs as they browse through your website!

From Plumbing Webmasters

If check-ins still seem like an entirely foreign (but exciting) concept, don’t worry. Our team at the Plumbing Webmasters is here to answer your questions! Learn more about jobsite check-ins, and your options for incorporating them into your marketing strategy. Call our team today at (877) 388-9884 today.

Posted: | Updated: Apr 27, 2020 | Categories: Podcast