What’s more powerful than a name? Your plumbing company name not only establishes your identify to potential clients, it communicates who you are to search engines as well. That’s why originality, clarity, and conciseness are so crucial when it comes to choosing your brand name!
In our latest discussion with Jason and Nolen, they’ll explore some simple guidelines on choosing a brand identify that’s optimized for search. Following these guidelines could be the difference between steady traffic and none at all! Be sure to listen in if you’re rebranding or kicking off a new plumbing business!
Helpful Tips on Naming Your Business
- Pick a name that’s very memorable!
- Generic names do not rank well in local search.
- Avoid using your city in the name.
- If you have an interesting personal name, consider using it for your company.
Purple Monkey Plumbing
What do you say: is “Purple Monkey Plumbing” an effective company name? Believe it or not, your answer says a lot about how much you understand local search marketing! We’ll reveal this name’s effectiveness at the end of this short blog. Before we get there, let’s run over a few facts about your company name.
The Purpose of Your Company Name
No, it’s not just to sound cool! Your company name helps people identify your services and stand out from other businesses. Think of the dozens of contractors that operate in your city alone. In broader metropolitan areas, your business could be competing against hundreds of other trained professionals.
When a local homeowner’s water heater breaks down and needs repairs, will they remember your brand name?
Despite the size and prevalence of the search engine, even Google can have a challenging time telling businesses apart! Your company name allows the hardworking Google Search algorithm to separate your brand from other nearby players. Choose wrong however, and your website may never receive the traffic you need to earn leads.
How to Pick a Company Name
There are two key qualities your brand name needs to succeed in local search: distinctiveness and memorability. While there are a host of other traits that could aid your other marketing activities, these two qualities are non-negotiable. What do these two terms mean?
First, a company name should stand out from the crowd. We hate to say it, but “5 Star Plumbing” isn’t going to be easy to remember (for consumers or Google). Steer clear of generic terminology that could get your brand confused with another professional’s! A memorable company name also increases the likelihood of past clients searching for your brand directly in search. Direct searches enjoy a higher chance of converting into actual sales.
The Classic Naming Mistake
Ten years ago, it was common practice to take a common search term, such as “Plumbing Company in Dallas, TX” and adopt it for your business name. This practice was enormously successful, so everyone and their grandmother started choosing generic names for their plumbing companies. Then Google stepped in with an algorithm update. Countless professionals started dropping off the map.
Today, choosing an (Insert City) Plumber company name makes it almost impossible for people to find your business. Even if someone searched your name directly, Google would think the consumer was looking for a list of plumbers in your service area. Your business profile won’t even show up!
Bottom line: stay away from generic brand names, even if they are optimized for your city.
Other Important Steps for Your Business
Once you’ve decided on a quality company name, there are still a few steps to take to start ranking in local search. First, you’ll need to register a domain that closely matches your new name. If you plan on expanding your business into other cities / states, make sure you don’t pick a domain with a location prefix.
Make sure that you own the domain, not the registrar. Too many plumbing companies have gotten screwed over by their host when their registration expired. Just play it safe and make sure you buy the name!
Next, you’ll need to register the company name and domain with Google My Business (GMB). Google will provide a verification method for you to complete, then your plumbing company will be eligible to start ranking in local search. Fill out as much of the information as possible. The physical address for your company should be exactly the same as the one you registered with Yelp, the BBB, etc.
Need Help With Your Branding?
By the way, yes! Purple Monkey Plumbing could be a very successful company name.
At Plumbing Webmasters, we support hundreds of professionals from around the country with professional web design, brand development, and organic SEO solutions. If you’ve been looking for a seasoned digital marketing team to partner with, we’d be thrilled to talk with you! Call us anytime at (877) 388-9884 for a free consultation.