Case Study: Sunset West Plumbing & Rooter

🖥️ Initial Site Architecture

The best-performing websites focus on extreme practicality, user-friendliness, and value. In other words, they try to provide informative (helpful) content that’s easy for visitors to digest. So, we kept things refreshingly simple with Jimmy’s website.

Site architecture started with the homepage and spread to top-level service category pages.

• Residential Plumbing
• Plumbing Repair
• Preventative Maintenance

Each top-level category housed a slew of specialized service pages beneath it, making it easier for people to search by category for their required solution. We ensured every page contained clear calls to action at the top, midsection, and bottom to drive more calls. This makes it remarkably easier for people to locate the company’s phone number, regardless of what device they use.

Sunset West had plenty of original photographs for us to infuse into the site. Visitors can tell original photos from stock images, and real job photos give both customers and Google a clearer picture of the business. We optimized these with captions, titles, and alt text for visually impaired visitors. Even these seemingly minor details can make a difference on an aggregate site scale.

📄 Value-Driving Content Strategy

Before moving on to more keyword details, it’s worth noting that we took considerable time to produce helpful, informative pages for incoming visitors. As homeowners and renters ourselves, we know just how much of a difference a well-written website can make in finding solutions for life’s most aggravating problems. So, our content-writing team focused on communicating with an encouraging, empathetic, and authoritative voice.

This produced a strong average visit time (an important performance metric for many service companies). More importantly, it encouraged more homeowners and commercial prospects to call Jimmy and his team.

Every page received unique content and a keyword optimization strategy, producing a wider variety of terms for which the plumbing company could rank. This diversified content approach is essential for plumbers new to the online marketing community. Why? Because it delivers short-term results while long-term branding steadily gains ground.

We all know the top industry keywords that capture the most search volume. These competitive phrases are the hardest to rank for at national or metropolitan levels. While we embedded these within the site, we also pursued a very large number of secondary keywords. Think of these as longer related phrases, synonyms, and location-based terms.

These are much easier to rank for. Despite the low search volume attached to each individual phrase, Sunset West’s cumulative volume allows it to draw in steady streams of leads for healthy, short-term growth.

📌 Local Optimization Activities

So many plumbers unwittingly stumble into a much larger competition pool than they must. That’s because plumbers don’t realize what it takes to optimize locally. We designed several tools within the Sunset West website to capture rankings in local searches.

For instance, we optimized each page with city/state long-tail keywords to better connect the site to the Los Angeles community. We also embedded our DataPins software in the website to give Jimmy’s team check-in and automatic review request functionality. The geotagging feature allows prospective clients and Google to see real-world activity, such as what services Sunset West provides and even the specific communities where the services occur.

Our team also managed the optimization of Sunset West’s Google Business Profile. This listing provides Google and customers with key location and service information about your company. It’s a foundation element of local SEO, making it extremely difficult to appear locally if you don’t have it claimed and verified correctly.

🤝 Client Involvement: The Clincher

We’ve worked with thousands of businesses over the years. The exceptional dedication, involvement, and eagerness of Jimmy’s team are worth noting. They continued to monitor their online presence, ask questions, seek out new opportunities, and adapt over the years.

Jimmy’s team wholeheartedly worked to utilize their website and other online assets effectively.