As a plumbing contractor, your goal is to generate leads for your business. But not all plumbing leads are the same. For instance, a lead for a sewer line repair is far more valuable than a lead for a clogged drain repair. Despite this, clogged drains are far more common than broken sewer lines, and therefore the quantity of those leads is greater. So how should plumbers apply all of these concepts to their website, and leverage them for the highest possible revenue? By accessing the data and implementing it. Here’s the national average cost of plumbing repair services, by repair type:
Optimizing a web page for sewer line repair should be a priority, as long as the service is something your company is capable of performing successfully. The inclusion of this page within your site should not conflict with the page for clogged drain repair, which will be optimized exclusively. If properly designed and optimized, a plumbing website can draw organic traffic from Google search queries, and generate valuable leads. By having multiple service pages, each optimized for their specific niche, web traffic should be diverse which should translate to leads and revenue.
Creating a Site Structure
To effectively optimize individual service pages, the process must start with site structure. Every website created at Plumbing Webmasters is designed with a logical structure that includes top-level (parent) pages, and low-level (child pages). Not only does a logically sound structure facilitate a positive user experience, but it also appeals to search engine crawlers (the 2 things are not mutually exclusive). Here’s an example of a logical website structure for plumbing companies:
- Clogged Drain Repair
- Water Heater Repair
- Gas Pipe Repair
- Sewer Line Repair
Obviously, the structure will vary by company and depend on the services their business offers. Some plumbers focus on only residential plumbing in which case that would become the single top-level service page with a number of low-level pages underneath it. The About Us and Contact Us pages help the visitor learn more about your company, its philosophy, and in the case of Contact Us pages, how they can best get in contact with your business. In an ideal scenario, your contact info will be published throughout your site and its pages, and not be exclusive to the Contact Us page.
Optimizing Service Pages
Once a site structure is established, the next step is to optimize each service page. On-page SEO requires attention to detail and preparation. Part of preparing includes researching keywords that relate to the individual service. If it is clogged drain repair, some of the terms might include; clogged drain repair, clogged drain repair cost, clogged drain snake not working, etc. For sewer line repair pages, the terms might be; sewer line repair, sewer line repair cost, sewer line repair options, etc. After conducting research, it’s time to optimize the page, using these steps:
- Content Writing: Writing engaging, unique, and valuable content
- Keyword Placement: Placing the researched terms seamlessly within the content without overdoing it
- Link Building: Embedding helpful internal links to help the user navigate to other parts of your website
- Tag Optimization: Optimizing title, header, meta, and image tags with keywords
Old habits die hard, and one bad habit left over from the black-hat days of SEO is keyword stuffing. Websites historically have overused keywords within their content in hopes of earning a higher rating. This no longer works to the site’s advantage, and can actually hinder its ratings in some cases. Google prefers content that uses synonyms of words rather than duplicates. This preference stems from a prioritization of user experience, which is enhanced by the diversification of terms. Other black-hat optimization tactics to avoid include hidden links & text, and sneaky redirects. The team at Plumbing Webmasters will make sure your pages are optimal.
Producing Leads From Service Pages
Once a service page is optimized with plumber SEO, it’s time to maximize its lead generation potential. The best way to do this is through click-to-call functionality. With this method, phone numbers on the individual service pages appear as clickable links or buttons in which a mobile user can select and be immediately connected to your office phone line. When a prospective customer reaches this point, they become a clear-cut lead. Having read through the on-page content, and made the decision to click the phone number, they have demonstrated interest in your services. It is now your job as the plumber to close the deal. The consumer journey should look like this:
- Step 1: Google Search
- Step 2: Website Entrance (via search engine)
- Step 3: On-Page Reading
- Step 4: Call To Action (click-to-call)
None of the above is possible without on-page optimization which will be the determining factor and if and how well your page ranks on results. Since prospective customers often know their general problem, their search queries can be quite specific. This specificity makes the presence and optimization of individual service pages even more crucial. By diversifying service pages, all kinds of prospective customers are able to enter your website. If customer A searches for “i need faucet repair” and customer B searches for “problems with sewer line,” your website should appear viewable for both of them but at separate entry points.
Tracking Your Website’s Performance
To consistently refine your website, you must measure its performance via Google Analytics. This free tool empowers companies to track the source of their traffic, and how frequently individual pages are producing clicks and leads. If data indicates that a certain page on your website has a high bounce rate, it’s likely that the page in question is lacking something, or perhaps attracts visitation under misleading pretenses. In some cases, low-performance pages are a commentary on the service itself, which might lack significant interest within your company’s local service area. Using Google Analytics, plumbers should track the following:
- Bounce Rates: The rates at which users are exiting the website, and its individual pages
- Events / Actions: How often users complete the desired call to action, which is called an event on GA
- Individual Pages: How frequently users enter the website via a particular page
- Traffic Sources: From which sources web users are entering your website
Since Google Analytics is a free tool, every plumbing website should have the tracking code within its HTML. Analyzing data produced from the tracking can be complicated for novices, and oftentimes requires professional assistance. Furthermore, the data itself is only as valuable as its subsequent implementation. Learning that a particular service page has an exceedingly high bounce rate only matters if the issue is fixed. With this in mind, GA can be a dynamic tool for plumbing websites, and one that empowers plumbers to consistently improve their marketing campaigns.
Web Page Improvement Processes
Plumbers must use the data produced through GA to improve individual service pages. If the page for water heater repair is performing poorly, and the page for clogged drain repair is performing well, deep dives into the data can shed light as to why. For instance, is the lack of performance based on a lack of visitors to the page? Or is it stemming from page visits that are not amounting to leads? If it’s the latter, comparing and contrasting that page from the higher-performing one can help identify characteristics it lacks. Sometimes the disparity is more a commentary on the price differences in the service. Process for improvement should include:
- Calls To Action: Ensuring the consumers’ journey to completing the call to action is optimized
- Content Rewrites: Rewriting content to be more engaging, unique, and valuable
- Graphic Design: Evaluating the visual appeal of the page(s), particularly the graphics
- On-Page Optimization: Refining the SEO practices used on one or more service pages
To construct a high-performance plumbing website, a diverse skill set is required. Professional designers can make the site visually appealing and ensure that technical optimization is completed, including site speed testing, coding parameters, etc. Content marketers strategize the site’s page structure and ensuing content. Finally, SEO experts handle the on and off-page optimization for the website, along with its individual service pages. Finding a company that provides all of these skills and understands how to implement them cohesively can be challenging, not just for plumbers, but for any small business. With that said, knowing what you are looking for is a great first step.
Plumbing Webmasters Services
If any of the above concepts seem foreign to you as a plumber, you’re not alone. Running a full-time plumbing business can be stressful and time-consuming, and that’s without worrying about digital marketing. For these reasons, Plumbing Webmasters was founded to assist plumbing companies in maximizing their marketing reach through digital means. As a company that designs custom websites on behalf of plumbers, and optimizes them with individual service pages, we provide the ultimate internet marketing experience. Since we focus specifically on your niche, our data supports your goals, and your goals only. We offer the following:
- Content Marketing: The production of engaging, unique, and valuable content
- Local Mapping: The establishment of plumbing companies’ location on Google Maps
- Search Engine Optimization: The optimization of plumbing websites for Google search results
- Website Design: The creation of custom plumbing websites that represent each client’s brand
We’ve been designing custom websites for plumbers for years, and hope that your company will be the next to join our team. We craft SEO-friendly content to go along with a cohesive and logical page structure, complete with service pages for individual service types. Our goal for clients is to increase their search visibility on Google SERPs and to encourage lead generation. With years of marketing experience and the accumulated data that has resulted from it, we have a unique advantage over other marketers who service all kinds of industries.