Author Archives: Plumbing Webmasters

  • best seo agencies in fort worth
  • plumbing heating and air alliance member
  • contractors of america best digital agency

Commercial Plumbing Leads: The Ultimate Guide for (2023)

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 worth of internal data from our thousands of digital marketing clients.

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 in 2023. 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. In other cases, you may also want to travel to a city like Myrtle Beach for the SCALT Plumbing and HVAC Convention & Trade Show.

Build Relationships

Technicians willing to be an ambassador 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.


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 easily navigate to various pages.

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 in 2023.

Posted: | Updated: Nov 28, 2022 | Categories: Plumbing Leads
  • best seo agencies in fort worth
  • plumbing heating and air alliance member
  • contractors of america best digital agency

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.

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.

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.

Optimized On-Site Content

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.


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.

  • best seo agencies in fort worth
  • plumbing heating and air alliance member
  • contractors of america best digital agency

The (2023) 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.

Plumbing Website Video (Screenshot)

Key Takeaways

  • Video content improves SEO and conversions
  • YouTube is the top video platform for plumbing companies
  • 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 2023. 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.

Plumber On-The-Job 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 for 2023. 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. Of course, you’ll need to first upload the file directly to your YouTube channel in both cases. 


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.

Roto Rooter YouTube Embed (Screenshot)

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.

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.


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.

Roto Rooter Facebook Video (Screenshot)

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 will increase conversions by posting your videos directly on your Facebook page.


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.

Plumbing Instagram Reel (Screenshot)

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. 

Video SERP Results for Plumbing Query

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


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 in 2023.


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.

  • best seo agencies in fort worth
  • plumbing heating and air alliance member
  • contractors of america best digital agency

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.

Posted: | Updated: May 3, 2022 | Categories: Podcast
  • best seo agencies in fort worth
  • plumbing heating and air alliance member
  • contractors of america best digital agency

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 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.

Posted: | Updated: Apr 21, 2022 | Categories: Podcast
  • best seo agencies in fort worth
  • plumbing heating and air alliance member
  • contractors of america best digital agency

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 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 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 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.

Posted: | Updated: Mar 23, 2022 | Categories: Podcast
  • best seo agencies in fort worth
  • plumbing heating and air alliance member
  • contractors of america best digital agency

Is Plumber SEO B.S. in 2022? | The Plumbing SEO Podcast

Every year some hotshot marketer poses the question, is plumber SEO dead? It’s a clickbait question to garner attention. Here’s the truth: SEO ethics, skills, and competence are dead, but the practice is alive and well. At Plumbing Webmasters, we decided to ask a better question for today’s podcast episode, is SEO B.S.? 

SEO Sales Are B.S. in 2022

The sales routine of SEO marketers is B.S. in 2022. For example, most SEO companies call random businesses to identify urgent calls to action about their website. Maybe they highlight an ambiguous metric that causes the business owner to panic and fork over $2,000 per month for 12 months.

These people are horrific human beings and destroy the competence of the SEO industry. Since their services are awful, the business owner grows furious with the entire process and begins to resent SEO as an industry. And who can blame them? They’ve been screwed so many times that it’s perfectly reasonable.

Why Lead Generation Overtook SEO

Plumbers often seek out lead generation services rather than SEO in 2022. Who can blame them since most SEO providers are despicable human beings? The problem with lead generation services is that SEO creates the best leads, and without SEO or PPC, you’re not getting any leads.

The same is true of funneling services that fall into the same lead generation sales pitch. But your funnel is only as effective as your SEO or PPC process. So when a lead goes from your contact form to your plumbing CRM, that’s a fantastic feeling. But unfortunately, that action only takes place with good SEO or PPC.

PPC is one way to generate plumbing leads; however, SEO is still responsible for over 70% of searches. If you only invest in PPC, your business has little chance of surviving long-term. At Plumbing Webmasters, we are interested in long-term partnerships since they’re beneficial for both parties. Of course, such a philosophy requires ethics, which most marketing companies don’t have in 2022.

Google Map 3-Pack results are organic, which some plumbing companies don’t understand. Local SEO is part of SEO which is why your Google Business Profile is essential for good results. But you can’t only have a GBP and expect to rank either. Profiles with a high-quality website associated with the listing rank much higher, on average, in local results.

Plumber SEO is Not Dead

Plumbing SEO is still the most inexpensive method to grow your plumbing company in 2022. the tactics still work better than any other marketing venture, and the long-term impact is still greater than any other form of digital promotion. As a result, plumbing SEO is not dead in 2022. The key to SEO is finding the less than 1% of SEO providers who actually care about your business.

Plumbing Webmasters turns down customers we can’t help, which most SEO providers never consider. Instead, they rope them into long-term contracts that leave them with an unpayable bill. For startup plumbers, consider going to Angi and HomeAdvisor before you invest in SEO services.

Posted: | Updated: May 10, 2022 | Categories: Podcast
  • best seo agencies in fort worth
  • plumbing heating and air alliance member
  • contractors of america best digital agency

Most Plumber Digital Marketing Agencies Are B.S. (Podcast)

At Plumbing Webmasters, every new client we speak with has been screwed by a digital marketing company at some point in their careers. Unfortunately, while there are a few good digital marketing agencies for plumbers, most web companies are horrible. In today’s The Plumbing SEO podcast episode, Nolen and Jason breakdown why most agencies are B.S.

Why Plumbing Marketing Companies Are B.S.

Most marketing companies are B.S. for the same reasons. They are companies run by salespeople with no SEO knowledge who manipulate the plumber into a long-term contract. Then, once they rope in the plumbing contractor, they perform horrific SEO work and spend money on PPC.

Sales Organizations

The worst type of marketing agency is a sales organization. They are great at sales, i.e., manipulation, but horrible at digital marketing. For example, they have no clue how SEO works or why it works in the first place. Still, they use jargon to create urgency for consumers and rope them into a 12-month agreement for an obscene monthly retainer—sales works…for the salesperson.

Long-Term Agreements

The B.S. of marketing agencies is noticeable in their payment structure. If the agency charges a multi-month agreement for setup, they will probably screw you service-wise. At Plumbing Webmasters, we only charge a nominal setup fee along with month-to-month agreements, so the plumber maintains flexibility and leverage. 

Unfortunately, the marketer has all the power with most agencies because of unfair long-term contracts.

Slap On Marketing

We recently did a podcast about slap-on marketing for plumbers, which details how most agencies operate. They might provide you with a WordPress theme template used by thousands of other websites. From there, they will publish spun content and throw on some subpar stock images, and claim to have optimized your website. Of course, none of this drives results for local plumbers in 2022, making it complete B.S.

Shiny Tactics

Since most internet marketing companies are sales organizations, they care more about appearance than results. Shiny features that may appear attractive don’t actually drive results. Most agencies invest in these tasks to manipulate their clients into choosing the services. A plumber doesn’t know what they don’t know, so they try to do their best.

Reporting / Liasons

SEO reports are a popular tool for sales organizations because they create a facade of progress that may or may not exist. They distribute these reports through account managers who are primarily babysitters for the agencies’ clients. They send out reports that highlight worthless metrics and throw their clients of the scent of B.S.

Non-Transparent Billing

Any kind of bundle agency will merge SEO and PPC fees together as one. This is entirely dishonest since the billing looks misleading and fails to demonstrate where your funds are allocated. Some agencies pump all your funds into PPC with Google Ads and then perform nothing on the SEO end. As a result, your organic search results are suppressed.

Bottom Line for Plumbing Contractors

Don’t fall for standard B.S. agency sales, as they will end up hurting your company. Unfortunately, most plumbing companies have already been screwed by at least one web company. However, if you learn more about the value of SEO and other digital marketing tasks, you can more easily fend off salesmanship in 2022.

Posted: | Updated: Mar 7, 2022 | Categories: Podcast
  • best seo agencies in fort worth
  • plumbing heating and air alliance member
  • contractors of america best digital agency

Slap On Plumber Marketing | The Plumbing SEO Podcast

The industry can be tough to navigate when it comes to plumbing contractor marketing. Plumbers are constantly bombarded with calls from marketing agencies offering new shiny objects in the form of white-label features. But unfortunately, marketing is about salesmanship in many respects, which is bad for the plumber.

In today’s The Plumbing SEO Podcast, Nolen and Jason discuss slap on plumber marketing, which looks behind the curtain at how modern salespeople present the marketing process to local plumbing companies.

Marketing Sales Pitches for Plumbing Companies

The marketing industry is a challenge for plumbers because salespeople frame the marketing process that takes away from the process. An example of this is when a salesperson talks about features from white-label software. This salesperson might offer something like “pins,” but it really doesn’t help your plumbing website rank for any keywords.

The Upsell

Digital marketing services can range from $500 to $10,000 per month, so it’s key to understand what you’re paying for. Some agencies may upsell features unworthy of your investment, like slap-on marketing features that provide no tangible benefits. Companies that educate themselves about digital marketing can avoid such upsales and focus on ROI.

The Dog & Pony Show

Using a lot of big words does not mean the services works. For example, many plumbing marketing agencies will put on a dog and pony show with reporting, audits, and metrics that mean absolutely nothing. Once you start paying $1,100 per month, or more, you will grow frustrated quickly. Unfortunately, these shows don’t evolve into tangible actions that help your company.

The Urgency Instigator

The worse part of getting hosed by a marketing salesperson is when they create false urgency about your website or online presence. For example, they might show you competitor metrics out of context to get your blood boiling in these cases. However, since these salespeople don’t have the resources to actually help you close the gap, they only provide slap-on solutions.

Slap-On Marketing Examples

So what are some examples of slap-on marketing? Sometimes it’s easier to look at real-world instances so you can prevent these sales pitches from working on your company in 2022. Take a look at some prime examples of slap-on plumbing marketing below:

Heat Maps

Heat maps are relatively worthless unless they show up on your service and city pages with captions. For example, DataPins is a powerful local SEO tool because it disperses pins to the most relevant pages for SEO purposes. Unfortunately, other forms of heat maps barely do anything for your business.

Blog Posts

Most plumbing company blog posts are worse than worthless because they hurt your overall website authority. By publishing hundreds of 500-word blog posts that fail to target keywords, you are polluting Google’s index and telling search engines that you produce bad content regularly. 

As a result, your crawl budget may lower, and you may lose ranking on your service pages.

Website Templates

If your website comes from a stock template, you can rest assured the agency loves slap-on marketing. Stock templates are prevalent throughout the web because they’re dirt cheap, and agencies can scale them across hundreds of clients. 

Unfortunately, Google knows that these templates appear on thousands of websites, marking your website as completely non-unique.

Posted: | Updated: Mar 4, 2022 | Categories: Podcast
  • best seo agencies in fort worth
  • plumbing heating and air alliance member
  • contractors of america best digital agency

Strong Plumbing Brand = High Conversion Rates (Podcast)

Strong brand signals increase conversions for plumbing companies in 2022. If you’ve ever wondered why SEO works for some people and does not work for others, the answer is in the brand. A well-known plumbing company with a branded presence typically dominates online and grows its business over time.

In today’s The Plumbing SEO podcast episode, Nolen and Jason dive into the importance of branding for conversion rates. You can watch the video version of the podcast below:

What is a Plumbing Brand?

A plumbing brand is an intangible concept rooted in consumers’ perception of a company, product, or individual. In laypeople’s terms, it’s how people feel about your plumbing company. 

If they don’t feel anything at all, that’s a problem. If they feel disgusted, that’s a problem. The goal is to make them associate credibility, trust, and competence with your brand, making them feel positive emotions.

What are Brand Signals?

The literal definition of a brand has existed for centuries. However, the digital landscape has expanded what a brand means for plumbers. In Google’s eyes, brand signals help construct the hierarchy of plumbing companies and influence their rankings, conversions, and appeal.

Company Website

Your plumbing company website is one of the most crucial brand signals. By publishing a high-quality website, your plumbing bsuiness is showcasing a digital business card to the world. In addition, your website sends clear signals to Google about your brand with proper coding and SEO.

Google Business Profile

Your Google Business Profile is another extension of your brand. In this case, it is directly affiliated with Google itself. As you know, Google shows GBP listings on the Local Map 3-Pack, which appear for the majority of local searches. An optimized GBP works wonders for brand signaling.

3rd-Party Reviews

Reviews from credible platforms like Google, Yelp, Facebook, and others serve as critical brand signals for plumbers. Getting reviews on these networks allows customers to research your company quickly and for Google to assign legitimacy to your business. 

Of course, positive reviews are most valuable, but accumulating feedback, in general, is a brand signal.

When a customer searches for your brand name on Google, they demonstrate prior knowledge of its existence. For example, they may have heard about your company from a friend or seen the name mentioned on Nextdoor or another community network. 

They may have seen your ad on Facebook or another platform in some cases. It doesn’t matter how they came to learn of your company, only that they took action. Once Google registers that lots of people are searching directly for your brand name, they will assign more value to your online entity. 

Social Media Activity

A social media presence is another valuable brand signal for plumbers. YouTube is especially effective if you produce videos of your staff and even self-made commercials. Embedding YouTube videos on your website and other social platforms further expands its brand signal value. Other popular social networks include Facebook, Instagram, and Twitter.

Brands Impact on Conversions

Consumer psychology always gravitates towards trust and comfort. Your potential clients are ready to spend money on plumbing services, and they want to get it right the first time. By establishing your brand using some of the strategies listed above, you can become that credible customer brand. 

Remember that offline actions like in-person greetings, fundraiser events, and performing excellent services contribute to your brand. Your offline activities will manifest themselves online as well, in the form of customer reviews. If you understand the synergy of a plumbing brand, you have a great chance to dominate your local market in 2022.

Posted: | Updated: Mar 3, 2022 | Categories: Podcast