All About Plumbing and Septic is a hard-working business in Mills River, North Carolina.
Several years ago, they approached our digital marketing team about taking over their web design and search engine optimization (SEO).
This brand immediately stood out compared to most of our usual plumbing clients.
While dozens of fresh-faced startups approach our team yearly, All About Plumbing and Septic was already a fairly well-established business with over seven years of operation.
They also showed a keen awareness of certain online marketing principles, such as the power of client feedback.
Our Project Results
Analytics Traffic Results
Most local plumbing companies are happy with 500+ monthly website visitors. Today, this client enjoys over 2,000 visitors monthly.
Map Ranking
Ranking within the Map 3-Pack is a primary goal for local plumbers. All About Plumbing has secured the top map ranking for its primary keyword.
Organic Ranking
Pairing a top map ranking with the top organic position is ideal for plumbers seeking to maximize local leads.
As you can see below, this company now ranks #1 on organic and maps for their primary keyword.
Reviews
In the seven years leading up to their partnership with Plumbing Webmasters, this company had already accumulated over 700 reviews.
Today, they have more than 1,900 reviews on Google alone.
Marketing Objectives
Despite outstanding customer service and reputation management, All About Plumbing and Septic (AAPS) wasn’t getting the desired website traffic.
With its experience, AAPS management believed a stronger marketing strategy could earn it a page-one ranking in local search results.
Because of our history with plumbing contractors (and our premium Local SEO and reputation management software), they hired us to grow their traffic and expand their lead generation capabilities.
From the start, we faced a few clear challenges for this project:
- Preserve its branding assets and incorporate them into the overhauled website design.
- Better take advantage of its stellar reputation and ratings.
This superstar would expect serious results. Even with the intimidating prospect of taking on more experienced clients, our design and SEO teams quickly got to work.
Graphic Design Renovations
Existing branded assets actually make it easier to craft a new design theme for a new site.
For one, the color scheme is practically chosen ahead of time. It also lends recognition to the new site.
With that being said, our graphic design team immediately found some opportunities to improve the site’s conversion rates and navigation.
We started by cleaning up the space above the fold.
Because this space is responsible for client first impressions, the team worked hard to consolidate the various aspects while incorporating the branded assets.
The old design had contact information tucked away into the corner of the page, barely visible to potential customers.
Old Design
We found a more suitable position and enlarged the information to avoid missing it.
Finally, we updated the company logo and contact information to promote faster visitor comprehension of AAPS’ services.
Despite the sizeable amount of information our plumbing client needed to fit in the homepage landing area, we crafted a very efficient design.
New Design
Additional Design Updates
Streamlined Navigation
The original website homepage took a long-form approach to content. While the writers did a great job expressing their service value, the format placed a lot of pressure on the homepage to generate leads.
Instead of using the homepage to communicate all the services simultaneously, we installed shortened category blocks with links to dedicated service pages.
We’ll discuss those pages later, but the hyperlinked boxes made it much easier for site visitors to find information on their desired services.
Even without consulting the dropdown menu (which we also added), readers could now find their desired category within seconds of landing on the homepage.
We even added some enticing dollar-off coupons to encourage impulse calls.
Faster Reading
Time isn’t a luxury for everyone. Some readers must locate their desired service(s) quickly.
Our content writing team further consolidated the homepage by introducing a tabby system.
With it, readers could access the needed service category information while hiding content from unrelated categories.
Our teams love this formatting tool – we used it here, for instance- because it gives website visitors a more relaxed reading experience.
It simultaneously conserves much space, making the overall site feel tidier. This makes for an even stronger first impression of the site brand.
Upgraded Service Page Structure
One of the recurring problems that we see in company websites (especially with contractors) is a shortage of service pages.
A business with dozens of crucial services may only create pages for five.
In the case of AAPS, the old site relied on the homepage and just two service pages.
This limited the site’s ability to rank well for many essential keywords and created a more frustrating user experience.
Finally, the AAPS team wanted to start showcasing its newer heating and cooling services.
Expanding the service page structure was important so our client could achieve more local justifications on their Google Business Profile for more keyword rankings.
Simplified Service Navigation
Adding service pages can be risky, as going overboard and creating a scattered mess is always risky.
That’s why our team at Plumbing Webmasters relies on a sophisticated hierarchy (or tiered) system of pages, with primary categories at the top and more specific services at the bottom.
Again, this tiered structure makes it easier for readers to find their desired services.
It also strengthens your site’s ability to earn listings for those specific secondary keywords. These may generate less traffic than your primary category pages but have higher conversion potential.
With a small collection of well-crafted pages, we created a diversified keyword portfolio that steadily draws traffic to the AAPS website.
That conveniently leads to our case study’s results.
Six months after All About Plumbing and Septic revealed their renovated site to the world, their organic traffic results had already overtaken their direct, referred, social media, and paid search channels combined.
That’s a tremendous win for AAPS and a wonderful sign for their ongoing service growth.
Their heating and cooling services have successfully integrated the new site design, drawing even more results to the business.
Even their impressive collection of reviews has grown since the new site launch. It took seven years to earn 700 reviews.
Less than a year after the new site launched, that number has doubled to over 1400 reviews.
That feedback comes from a variety of sources:
- Google Reviews
- Facebook Business
- Yelp
- Better Business Bureau
- Angi’
- and More!
As they take advantage of our DataPins software check-ins and geotagged reviews, that client feedback will turn AAPS into an unstoppable brand.
We expect to see even stronger keyword performance and reputation growth as All About Plumbing and Septic continue to serve their community.
