Tag Archives: Content Quality

How a Content Writer Works: Insights From Blair Fawcett

What does it look like when a content writer plans out their newest website? Today, we’ll take a close look at their process as we interview Blair Fawcett, one of the skilled content writers at Plumbing Webmasters.

You can view the whole interview on YouTube, or explore our Content Marketing section for additional details about our services.

Introductions With Blair Fawcett

Madison: Hey guys! Welcome back to the Plumbing Webmasters Podcast. I’m Madison. Today, we’re going to shake things up a little bit. We’re going to be talking about content creation, but from the perspective of one of our content writers. We have Blair Fawcett with us today. She is one of our spunky content writers here at the Webmasters. I’m going to be interviewing her, asking her some questions about her process.

Blair: Yes, indeed. Very spunky!

Madison: Let’s go ahead and jump right in. Blair, can you tell us a little bit about what led up to working with the Webmasters?

Blair: Absolutely. I have a degree in Creative Writing from the University of North Texas. After I graduated, I became a teacher for a few years in the public school system. After that, I decided I really wanted to focus on journaling, writing, becoming a journalist. That’s where I found the Webmasters.

Madison: Cool! You caught the bug and you’ve been writing since you’ve been in grade school? That’s awesome. A lot of our content writers start with one different degree – anthropology I think was Shabnam’s (one of our other writers) – and they end up in a few years writing as a career. But I think it’s cool to see somebody who’s been writing her entire adult life.

The Content Writer Planning Process

Keyword Research and Placement

Madison: Why don’t we go ahead and get started on your writing process? Before we start big though, let’s go on a smaller scale. Let’s take a single service page, say “Water Heater Installation” or something like that. How would you start planning that page and what’s your process for working that page?

Blair: I’m so glad you asked! I focus on two different parts of the question. One: How do I optimize the page for SEO? The other: How do I make it where it’s really easy for the customer to read?

The first thing that I do to make sure that I’m optimizing for SEO is that I make sure the word count is correct, that the headers are aligned with the subject matter. I make sure that there’s a call to action, there’s a linked phone number so the customer always has easy access to the company. They know what the company does, so they can say “Okay. Clearly this company does…” What did you say?

Madison: Water heater installation.

Blair: So if I’m the customer and I say “You know what? I need a new water heater.” This is the company that popped up and they popped up because I had my page SEO optimized. That’s great.

Madison: Okay, so you’ve clearly done your keyword research and made sure that’s ingrained into the page itself.

Blair: Keyword research is so crucial for this aspect.

Writing Content for People

Madison: Now you said you had a second goal, which was making for an easier reading experience. How are you going about that?

Blair: So I do this thing called “Kiss it. Don’t kill it.” K.I.S.S it means “Keep it short and sweet.” K.I.L.L. it means “Keep it long and lengthy”.

Madison: That’s cute. Kiss it; don’t kill it. Nice.

Blair: What I do there, I make sure it’s direct. It’s to the point, and I also make sure that the customer has access to what’s going on in that page, as opposed to it’s just long/length/tedious sentences that are missing the point.

Courting Customers and Converting Leads

Madison: That’s so important! A natural reading experience makes for great reading for the [consumer], but it also feeds back into the conversion process of actually turning a prospect into a sale, which is what our clients want. So what sort of stuff are you doing to create that natural experience and to maximize that conversion process?

Blair: I think perspective is so important. I imagine two things. I imagine that I am the customer who’s looking for service (like I mentioned earlier), and I also imagine that I’m the company. What is the message that I want to convey from the company? I do one thing that is really important: I do a logical, an ethical, and emotional appeal.

Let’s say that I have a burst pipe in my home. I’m the customer, and I want a service. I’m going to look for something that’s logical, that makes sense to me. “Yes, I need a plumbing repair right now.” Ethical: “Okay, this company is insured, they have the right certifications. Those are important from an ethical standpoint.” Then finally, we have the pathos, which is emotional. I’ve actually had a burst pipe in my home, and it was terrible! I really feel for the customer there.

Madison: That’s so cool! So you’ve been able to take a lot of your own experience (both as a teach and as a homeowner) and feed that back into your writing. That’s great. You mentioned different sorts of appeals you can make: the ethical, the emotional, and the logical. That’s really feeding back into that natural reading experience. So many plumbing websites are missing that. They focus on the sale, sale, sale. “This is why our services are great…” but they don’t relate it back to the customer.

Blending SEO With Natural Reading Experience

Madison: That’s something that many websites struggle with. How do you make sure that you have that balance with those SEO elements (and clearly displaying services) with that natural reading experience? Is that a struggle to balance those?

Blair: No! I actually have a really good team that works with me all the time. I have graphic designers that make sure the website layout is really clean, pristine, and nice. That all the buttons click where they’re supposed to go. Also, something that I personally do is make sure that all of the pictures that are associated with the services they match what exactly is going on in that page.

Here’s something that I love! Sometimes the companies will give us a whole bunch of pictures that we can work with.

Madison: Oh yes! Pictures are so nice when [clients] actually give them to us. We sometimes have to work with stock photos. We definitely don’t want to if we can avoid it. It’s okay, but if we can get those original photos…that’s fantastic.

Blair: It is. It’s authentic!

Non-Text Elements Crucial to Content Writers

Madison: Now, taking a tangent off that, you’ve mentioned that this is just one of many non-text elements. What other sort of non-text elements really feed into your process that are really important for the page?

Blair: Something that we do is incorporate Righteous Reviews…for the customers to have easy access to the reviews and then also have access to the services themselves. We have a really clean look. We really work with our [clients] to make sure that their plumbing website looks exactly the way they want their plumbing website to look like. We personalize it. We make it really stand out as a beacon of what that company’s message is and what they’re about.

Madison: Now is that from a graphical standpoint, or formatting? What sort of styling are you thinking of?

Blair: From my end as a content writer…I do a lot of research into the company. I see what they’re about. I see how long they’ve been around. Every single company is different. Whenever I work with a company, I make sure to incorporate those individual characteristics (those little details) are worked into the page as much as I can, while also continuing to have it SEO optimized and have all the easy reading.

TLDR, a Challenge for Content Writers

Madison: Speaking of reading, there’s a challenge that many content writers and businesses in general face today. There’s a saying that you’ll see on the internet:TLDR which stands for “Too Long; Didn’t Read.”

Blair: Ah! What a travesty!

Madison: So many people are crunched for time. Maybe they’re browsing for services while they’re at work or they’re at their pilates class, and they need to find information quickly. How do you deal with this challenge in a way that ensures that people actually get to the content that you want them to?

Blair: Madison! You’ve actually hit the heart of the issue. The best way to address that is to make sure that it is a pleasant reading experience. I never want my customers to feel like “Wow. I’ve gotten sold to.” I want them to feel like “Oh. This is informative. It’s telling me about this company. It’s telling me about the service.” That’s what a good website will do. That is what a good message will do.

Madison: Mmhmm. I think a lot of great websites, when you’re reading them it feels almost like a conversation that you’re having with a person, not somebody telling you “Okay, this is how X, Y, and Z goes.” It’s such a relatable experience, that it feels like you’re talking with a person.

Key Takeaways for Great Reading

Madison: What do you think are the most important elements in your content writing that are providing a great user experience for somebody that’s visiting the site (maybe for the first time)? They need services and they’re trying to get information.

Blair: I put in some imagery. I put in some metaphors; I put in some details…

Madison: There’s that creative writing for you!

Blair: Ya! Exactly…describe a burst pipe. “Ah! A burst pipe is in your home and that’s terrible.” That way everybody feels emotionally invested in the process.

Madison: So you’re scene setting?

Blair: Exactly. Scene setting; getting some imagery in there. Everyone likes a good metaphor.

Madison: So many plumbing websites when you read through them, they’re just so dry. I’m like “Ya, I know what plumbing is, but this doesn’t really relate to me.” But the way you’re describing it like a person can see the situation going on in the page. That’s really cool!

A Broader Point of View

Madison: Let’s blow up this perspective and look at it from a whole, cross-site view. How are you going to make sure, as a whole, that your content across the entire website is successful (cohesive, informative, not overlapping)? What are you going to do to try and ensure that?

Blair: Whenever you’re managing a really big website, you’ve got a lot of pages. You’ve got 60 pages that you’ve gotta make sure have a really similar message. That it all works together. To that end, on the front end [it’s about] all the research you do on the front end from the very get go. You’re going to reap the benefits of that as you go through the website and create the content.

Madison: That’s a good point. So you know ahead of time what all the services are so you’re not accidentally overlapping on content. And what else are you doing?

Clear Messaging in Website Content

Blair: Something else that I’m doing is that I’m making sure to review and convey the company’s message in a succinct way. Again, I’m making sure that… “You know what? This company really advertises trenchless plumbing repairs. Let’s make sure that message is clear, and let’s hyperlink back to it.” Because if there’s a related service, let’s hop back there. Let’s make it really easy for the customer to have access to these different pages in this big website. It’s a great undertaking to create a website, and with that comes a lot of responsibility.

Madison: Oh ya! I know from experience that process can take weeks to go through, maybe even a month depending on the size of the site. A lot of formatting, a lot of navigational structure is going in. The graphic design team is helping with that, and of course we have people like Amberlynn [our top editor] who are going in and editing it and making sure the message is consistent. There’s so much going in.

Key Takeaways for Plumbers

Madison: Now Blair. Let’s say that up to this point nobody was listening whatsoever. What would you say to plumbers if you had one thing you wanted them to take away from our discussion? What advice would you give to them?

Blair: I would say “Hi! How are you?” Dear plumbing friends, a well-designed website can work wonders for your company’s image. A really good website can tell the customers who you are in a clear way. Your website is your first point of contact with a lot of your new customers, and some of your old customers. By getting a good website, you’re putting a good foot forward on the internet and in real life.

Madison: And you’re balancing that SEO with natural reading experience so that people can not only find you, but choose you as well. Thanks for coming in, Blair. We’ll see what we’re gonna talk about next time. In the meantime, thank you so much for listening in plumbers. We’ll see you next time.

Blair: Thank you!

Related Pages From Plumbing Webmasters

For More Research:
How to Craft a 5-Star Website User Experience (Article)
Brown Friday: Rockstar Plumber (Podcast)
How Plumbers Should React to the Google BERT Update (Article)

Services From Plumbing Webmasters:
Custom WordPress Plumbing Websites
Plumbing Leads
– Plumbing Content Management

Posted: | Updated: Feb 19, 2020 | Categories: Podcast

Being Social On Google | The Plumbing SEO Podcast

Plumbing contractors often underestimate the value of personalized design. With all the trucks, fancy equipment, slogans, advertisements, and websites out there, it’s easy to forget that the most important brand asset for your company…is you. Your face (and your employees’ faces) play a huge role in website performance and local SEO!

In this interconnected age, now’s not the time to be shy. Now’s the time for high quality photography with big smiling faces. You’ll be amazed just how big an impact the human touch will make for your business! In today’s podcast, Jason and Nolen share why personalization creates stronger connection with both your customers and Google!

Key Lessons for Plumbing Professionals

  • Content goes beyond text. Even your page photos are considered content.
  • Personalized photos create a deeper reserve of trust in your brand.
  • Both Google and people can spot stock photos, and they don’t perform as well as custom.

Original Website Images Matter!

We all know how a well-timed shot can make us feel so strongly, but photography also serves as a more social medium. It brings us together and allows us to empathise. In business, the right image can make or break a sale, especially in a home-centered industry like plumbing. SEO for plumbers relies heavily on image optimization. This isn’t rocket science, or even highly technical SEO.

Frankly, it’s easy to stand out from the crowd when so few companies take the time to produce original photos!

Building Stronger Connections and Listings

But why bother?” you might ask. What does original imagery have to do with search engine optimization? After all, digital marketers aren’t in the business of enhancing your website simply so it looks really fresh (that’s a bonus). We have to drive measurable key performance indicators like page views and conversions. The answer is simple: high quality, optimized imagery can greatly increase your volume of search traffic and average time on page. They also increase the likelihood of someone calling your business. Does more business revenue sound worth it to you?

Expect these sort of benefits when you add personalized photos to your plumbing website.

  • Immediately stronger connections with visitors
  • Longer time on pages (deeper engagement)
  • More page views per visit
  • Stronger plumbing keyword performance (more on this later)
  • Better conversion rates, meaning more calls
A Plumber Stands for a Personal Photo

Captions are Perfect for Short, Emphasized Tips.

Crafting the Perfect Images

Obviously, performance-driving photography doesn’t just appear by itself! You can simply drop them into your pages either. There are two key parts to getting the most out of your website imagery.

Get Personal

Tip #1: Take More Photos (With Employees in Them)

Don’t get us wrong: we’re all about photos of pipes and busted sewer lines. However, we (and your clients) would rather see the smiling faces of your friendly employees. So the next time you stop to take a photo of a newly installed sink, get yourself in the photo and take a selfie! It’s worth it.

So many businesses spend dozens of hours uploading their latest team photos to Instagram and Facebook and never put them on their website. Gather all your team together and empower them to take selfies after a job well-done. Better yet, hire a professional photographer to get pictures of your plumbers, office staff, your family, and even your trucks!

Optimize

Tip #2: Optimize Your Image Attributes

Did you know that your images can be optimized for stronger keyword performance? At Plumbing Webmasters, we’ve found that three key elements provide great SEO power for your page. Obviously, captions work very well for communicating quick facts. Since personal images create very focused attention, captions are often the best places to restate key points. 

Alt image captions also contribute to your keyword strategy. Finally, be sure to input an Image Title Attribute. This causes the little box of text to appear whenever the mouse hovers over an image. If you like, you can even embed a link into your image that directs your visitors to another service page.

Personal is Powerful

We can’t overstate just how powerful personalized images can be in both regular listings and local search results! Not only do they offer amazing results for your website KPIs, they also create deeper trust with your target audience. Remember, personal is powerful!

If your plumbing company has struggled to make headway in online search marketing, our team at Plumbing Webmasters would love to help. Not only do our design experts know how to create high-performance websites for growing businesses, they understand the value of imagery in SEO for plumbers. For a free consultation, call our team today at (877) 388-9884.

Additional Resources From Plumbing Webmasters

Articles and Podcasts
Best On-Page SEO Tips for Plumbing Websites (Article)
How to Take Social Media Marketing For Plumbing to the Next Level (Article)
Website Layout Tips for Plumbers (Podcast)

Related Webmasters Services
Google My Business for Plumbers
Custom WordPress Plumbing Websites
Website Structure for Plumbing Contractors

Posted: | Updated: Dec 13, 2019 | Categories: Podcast

13 (Useful + Innovative) Plumbing Advertising Ideas for 2022

What is Plumbing Advertising?

Plumbing advertising is the production of advertisements for commercial or residential plumbing services or products. An ad is a promotional notice or announcement in a public forum. In 2022, advertising can encompass a wide array of promotional materials, including PPC ads, website banners, and Google Profile posts. 

Plumbing Advertising Ideas

1) Google Ads

Once known as Google AdWords, the now named Google Ads is still one of the most effective ways to advertise your plumbing business online. Because it can be expensive and requires a level of expertise to maximize correctly, some have grown frustrated with it as a platform. Still, adequately targeted ad campaigns with an eye towards demographics, budgeting, and ROI can help plumbers win big with Google Ads. Depending on what city you are looking to target for plumbing jobs, Google Ads may be less expensive than you think. In any case, make sure you hire a Google Ads certified manager.

Google Search Plumbing Ads

2) Facebook Ads

An estimated 63% of American adults use Facebook. With so many users online, the $10,000 businesses spend on ads each year makes sense. While plumbers shouldn’t spend nearly that much, strategic Facebook advertising can produce substantial ROI in 2022. Similar to Google Ads, competent Facebook advertising results in significant gains for plumbers. Partnering with an advertising expert can help separate your company from competitors who are generally throwing stuff at the wall to see what sticks.  

Facebook Mobile View
News Feed Ads are the Most Popular Style on Facebook Mobile.

3) YouTube Ads

Like Google and Facebook Ads, YouTube ads can target specific demographics. As the number one platform for streaming video, YouTube is unsurprisingly a highly frequented domain. Investing in plumbing ads on YouTube can ensure that video watchers in your target area see your company promotions on relevant videos. While the ROI is typically less significant than that gained through Facebook and Google, it is still enough to pursue the venture with open eyes. What can enhance your ability to advertise on YouTube is by creating a video channel for your brand and even posting video content. 

Display Ad on YouTube

4) NextDoor Ads

NextDoor is a popular community platform for neighbors to discuss service providers, among other things. Infiltrating a community-based social scene can pay dividends for plumbers. NextDoor offers simple advertising measures to select specific neighborhoods. The platform provides ad building tools along with an Insights Dashboard to help plumbers and their marketing teams track performance in 2022.

5) Facebook Pixel Tracking

Americans spend more time on Facebook than they do eating. Most U.S. residents check Facebook 15 times per day on average. Facebook pixel tracking allows your website to advertise to users who’ve already visited your site as they browse Facebook. Cookies are stored in their browser (Chrome, Firefox, Safari, etc.) when they visit your domain and follow them to their favorite social media platform. Pixel tracking typically improves conversion rates from around 3% to about 15%. Best of all, pixel tracking is relatively inexpensive but highly effective.

6) Google Remarketing Ads

Like Facebook, Google allows advertisers to track and then follow visitors off their website. Remarketing ads from Google are the same fundamental concept as Facebook pixel tracking and are even less expensive. Why? Because Google doesn’t charge a fee until the remarketed ad gets clicked on. Remarketed ads appear on all kinds of platforms in Google’s display network. It could be anything from Accuweather to a tutorial blog post. Let’s say that a potential customer thinks they can fix the plumbing job themself, but then finds your ad on the how-to manual. They might reconsider.

7) Search Engine Optimization

Plumbers often think of SEO as separate from advertising methods like PPC. While search engine optimization is a vastly different strategy, its ultimate goal is promotional. Ranking on organic search results is an advertising form that requires expertise and know-how. Plumber SEO provides tremendous long-term results for plumbing companies and costs far less than a PPC campaign.

The Webmasters Showing Up as a Top SEO Service Company
It’s Smart to Examine Multiple Top Companies, Including Their Reviews, Pricing, and Included Services.

8) Plumbing Websites

Nothing provides better long-term promotion than plumbing websites. Web design is essential for conversion and personalization since campaigns don’t end until a visitor converts into a customer. Design goes a long way towards making that happen. From a clean codebase and pertinent calls to action, design elements can close the deal on behalf of plumbing companies. Web design also ties in with SEO to help generate more leads, which makes it even more potent from an advertising standpoint. Aesthetics are a big part of trust-building, so make sure your website is visually appealing.

Website Service Page Example

9) Content Marketing

Promoting plumbing services is not possible without quality content. Plumbers can market content on a multitude of different platforms and in various mediums. For example, videos are content but so are blog posts and service pages. Google lists their quality guidelines and calls for unique, valuable, and engaging content to separate your website from others. Prospective clients are not looking for a novel about pipe repair, but they would like to know the specifics about why your services are worth something to them and how they display proper convenience. 

Quality content is engaging, unique, and valuable.
Visual aesthetics can improve your content quality.

10) Google Business Profile (Local Map Pack)

Your Google Business Profile is your most important citation and essentially serves as your Google homepage. It is as close to as valuable as your primary website as any other branded web entity. For this reason, the GBP listing should be completely optimized. Be sure to include original images, Google posts, and Q & A sections with informative answers. Don’t forget about hours of operation. When customers leave reviews, be sure to respond to these reviews and do so professionally. Potential clients will want to see that you take a complaint seriously.

Plumber Google My Business Listing

11) Business Citations

Plumbers can list their business on several directories throughout the internet. These listings are known as NAP citations and should include important information like company name, address, and phone number. Google scans this info in the aggregate, meaning consistency and uniformity are essential. Sure, you can also get calls off of these listings, but their real impact for promotion is that they collectively drive up your brand recognition and improve search rank. Yelp, HomeAdvisor, and Angie’s List are three of the most important for plumbing companies.

Off Site Citation Example

12) Podcasts

Plumbers can advertise through podcast episodes. You might think of podcasting as something for celebrities, but that is not the case. Many “regular” people start podcasts and generate a significant following. The reality is that consumers want to be able to relate to the podcast host. People interested in plumbing will be interested in episodes about specific plumbing services. These podcasts can also improve your web presence, social media signals, and overall SEO. Scope inspections make for an excellent topic to discuss, either through podcast or video.

Alternative Review Signals Plumbing Podcast Cover

 13) Local Services Ads

Local Services Ads allow plumbers to advertise on Google’s Local Map Pack, separately from the organic algorithm. LSAs are pay per lead instead of pay per click, meaning plumbers don’t get charged for each click. In addition to local search results, LSA ads also command voice searches. Any plumber hoping to invest in Local Services Ads must sign up for Google Guaranteed which performs background and insurance checks.

Best Advertising for Plumbers

At HVAC-Plumber SEO Webmasters, creating an effective plumber ad is what we do best. With decades worth of experience and data, our system helps create high-quality plumbing leads for contractors throughout the United States. Our in-house Local SEO software helps plumbers manage their reputation and rank throughout multiple cities in their service areas. We hope to work with your plumbing company in 2022 and beyond.

Posted: | Updated: Jan 24, 2022 | Categories: Advertising