Tag Archives: Website Design

Am I Getting it Right? – A Web Design Talk With Jason Landry

Website design may feel like an artsy fartsy, technical world, but the best websites are always grounded in practicality. That’s doubly true for plumbing company websites, which serve the needs of visiting homeowners and commercial clients before the needs of the plumber. If you feel like your website still leaves something to be desired, there’s plenty of opportunities to start fresh.

Today, we’ll explore how to tackle web design the right way. No one knows how to craft a practical, revenue-driving website better than Jason Ingram, the Creative Director at Plumbing Webmasters! We recently sat down with him to answer some questions. Grab a pen and paper as you listen in, and make sure to check out our guide below too!

Key Takeaways for Plumbers

  • Keep your design goals simple. Focus on providing key details in an easy read.
  • Make sure calls to action (CTAs) are clearly visible, especially phone numbers.
  • Make an optimized page for every category and each individual service.
  • Use original images of your crew, staff, and/or family. Google knows stock photos.
  • Don’t sweat originality or visual fluff. Stick with practical and familiar design!

The Two Pillars of Web Design

People tend to overthink web design. It’s true, thousands of styles, colors, and widgets produce a fantastic array of diversity and branding. The core precepts of web design, on the other hand, keep things refreshingly simple. As Creative Director Jason Landry puts it, “Web design really boils down to two parts: information and presentation.

When it comes to creating a productive (profitable and popular) site, the best developers determine what sort of information the typical client needs and works hard to present it effectively.

This is where industry experience proves invaluable! In the case of the plumbing world, a designer who knows his sump pumps from his grinders can make all the difference. At the same time, you need a professional who can put themselves in the shoes of frantic homeowner or business owner and craft a website that meets their needs.

Providing the Right Information

Homeowners do not need a step by step manual of how install a well pump. Neither do they desire constant reminders of your plumbing team’s skills. In reality, your clients only require a handful of details from your website:

  • The exact services your company provides.
  • Your operating hours (including emergency services).
  • How to contact your business.
  • What to expect when they schedule a service call.
  • Whether or not their situation warrants calling your business.

If you’re popping up on search results, you won’t need to spend much time explaining qualifications for fixing their home’s pipes. While those prospects will certainly feel glad to know you’re qualified, you can easily communicate that with a simple license number and/or badges. Instead, think about the questions that clients are always asking. Spend time digging into those topics and providing helpful answers.

An Example of a Plumbing Service Page

Each of Your Services Should Have a Dedicated Page. Otherwise, Google Won’t Rank You For It!

Nailing the Presentation

Now, simply wadding up all those details into a ball of information and throwing it at your homepage will not produce the results you desire. Countless plumbers fall to the bullet service list trap, so we’ll just say this once:

Putting services into bullets, dumping them on the homepage, and calling it quits won’t work.

There are a handful of tools you’ll need to properly share the information your clients need most. First, get that office phone number and address big and bold at the top of your homepage! If a prospect decides to call your company, they should be able to instantly locate and click on your number.

Second, make sure every single one of your services has its own service page. A healthy serving of keywords will allow your business to earn a wider variety of listings, increasing your brand’s ability to generate leads. Group these pages under a handful of category pages, and house it all under your navigational menu.

Closing Thoughts on Design

Don’t sweat the visual details! Many plumbers think that pretty makes perfect, but visuals rarely drive revenue. The only exception is your photos. Take as many quality images of your team, staff, family, and projects as possible! Google knows the difference between a photo of your master plumber and the familiar face of a stock photo model from another country. It rewards optimized, original photos with better SEO status.

If you decide to hire a professional to design your site, remember that plumbing industry experience makes all the difference! Our team at Plumbing Webmasters would love to be your custom web design team. Our original content, smooth graphic design, and original coding make for fantastic results in local search results.

To learn more about our web design services, call us at (877) 388-9884!

Other Resources From Plumbing Webmasters

Related Articles and Podcasts
15 Amazing Plumbing Websites, With Features (Article)
Sunset West Plumber & Rooter | True Client Stories (Podcast)
All About Plumbing and Septic (Case Study)

Related Services
Web Design Services
– Google Optimization for Plumbing Webmasters
Local SEO for Plumbing Companies

Posted: | Updated: Mar 9, 2020 | Categories: Podcast

Plumber SEO Conference 2020

Plumbing SEO changes year after year. In fact, the industry shifts so much, we go to conferences to stay on top of all the latest news and practices! In this latest podcast, Jason and Nolen share some of the juicy tidbits they picked up from their latest SEO conference.

Look for key changes GMB management, online brand development, on-page optimization, and more! If your website has struggled to break into premium rankings, be sure to listen in.

Helpful Lessons for Plumbing Professionals

  • Keyword strategies must incorporate synonyme usage. Variety creates healthier optimization.
  • Remember the big four: Google, BBB, Facebook, & Yelp. You need reviews from all of them.
  • Continue to monitor your GMB account, including your Q&A section in the Knowledge Graph.
  • Keyword optimization and mobile friendly optimization are basic essentials.

What’s Changing in Search Marketing?

Let’s start by analyzing some of the key industry updates that your business will need to keep on top of. In 2020, your Google My Business account will become even more important to your success in local search. The search engine continues to add new functionalities to the listing service, including new ways for potential customers to interact with your company.

Thanks to the Knowledge Graph, people can check reviews, operating hours, location, and contact information without ever interacting with your website.

While that might seem like an intimidating prospect for some plumbing SEO professionals, these changes could mean great things for your business in 2020. For one, clients who direct search your name won’t need to dig through your site to find a phone number or determine if you provide emergency services. This increases the chance of people calling your business.

Showing Up in Google Maps Listings

In search marketing, visibility equals success. That’s especially true in the case of Google Maps listings, whose top ranks generate some of the most impressive traffic. Apart from the usually website optimization (more on that later), we’ve seen GMB play a larger role in these search listings. Since Google only awards this premium search real estate to dependable businesses (as best they can), it’s essential that your GMB data is continually checked and re-checked for accuracy.

Local Maps Listings

Local Maps Listings Earn Exceptional Traffic and Lead Generation.

Reviews also serve as a make or break criterium for Google Maps listings. Lately, Google has emphasized diversity in review sources as a healthy indication of trustworthiness. In other words, don’t put all your rating eggs in one basket! While there are hundreds of rating websites to choose from, start with these four:

  • Google Reviews
  • Facebook
  • Better Business Bureau
  • and Yelp

These four feedback sources are considered by many to be the most essential citations for plumbers. If you want even more plumbing SEO power from your client reviews, we’ve seen a rising trend in geotagging. That’s the tagging of reviews with GPS location data. It provides stronger evidence to Google’s search engine that you provide services in tagged locations, giving them more reason to rank your site over competitors.

Breaking Digital Language Barriers

With the release of Google’s BERT update still fresh in our minds, the search giant continues to advance towards a deeper algorithm understanding of human speech. With latent semantic indexing (LSI), keyword optimization has gone beyond the simple “3% focus keyword formula” – no more flooding pages with unnatural keyword volumes – to create a more human reading experience. Keywords still play a foundational role in SEO for plumbing. They determine how Google understands and ranks, but now professionals must take a different approach to writing content.

Keyword Synonyms for a Plumbing Term Search

Mix in Related Phrases and Synonyms of Your Focus Keyword for Better Content Performance.

It’s more essential than ever before that your content provides unique insights for would-be clients. Businesses can finally stop the ridiculous barrage of “plumbers near me”s and start presenting information in ways that people can easily digest. The most insightful content (usually) gets rewarded these days, not the most keyword redundant. Keyword spamming is a remnant of past plumbing SEO strategy, but it will hurt your results today.

What elements can you use to create more helpful resources for your customers?

  • Bullet points,
  • Keyword synonyms, 
  • Infographics,
  • Related (original) images, 
  • and Numbered lists.

Continue to produce keyword (and synonym) optimized content, but infuse all your expertise and problem solving skills into the mix! If consumers truly find your content valuable, your rankings will naturally rise and your broad excel.

The Question and Answer Section of a Plumbing Company's Knowledge Graph

Keeping Your Google My Business Updated, Including the Knowledge Graph Q&A, is Essential!

Final Words of Advice

Because Google My Business and the Knowledge Graph continue to draw in more eyeballs from the community, it’s important that you monitor these tools for information accuracy. If your company makes significant organizational changes, or if you start offering new services, make sure your GMB reflects the updates. Also, be on the lookout for consumers in your Questions & Answers section (halfway down the Knowledge Graph). This Q&A section is open to the community, meaning anyone can contribute questions and answers.

You don’t want a random stranger (or worse, a competitor) answering questions on your behalf. 

If you carefully manage these assets, your business can expect continued growth for your company brand. In the meantime, keep creating fresh content for your website filled with hot topics and questions from your target market. Even if you can only blog once a month, it’s worth the effort!

If your team doesn’t have the time, knowledge, or capacity to manage these online marketing activities, our team at Plumbing Webmasters can help. We provide custom website design, keyword-rich content, citation assistance, GMB support, and reputation management. Our clients continually earn premium rankings in local search, creating more traffic and better leads!

To learn more about our SEO for plumbers, contact us today at (877) 388-9884.

Additional Resources From Plumbing Webmasters

Podcasts and Articles
How to Expand Your Plumbing Business in 2020 (Article)
15 Amazing Plumbing Websites – With Features (Article)
Plumbing Marketing With No Money (Podcast)
– All About Plumbing and Septic (Case Study)

Related Services
Plumbing Web Design Services
Google Maps for Plumbers
Citation Sources for Plumbers

Posted: | Updated: Nov 25, 2019 | Categories: Podcast

How to Craft a 5-Star Website User Experience

Consumers are often driven by emotion, rather than logic. Even in the most crucial homeowner decisions, how we feel still influences the decision making process. That’s why professional web design, specifically the user experience, is so critical to a website’s overall effectiveness. Text walls and poor menu navigation may seem like minor annoyances to a business owner, but the frustration they create may cause would-be clients to take their business elsewhere!

That’s why we’re taking a look at smart website design for a pleasant, productive user experience. If your plumbing company has struggled with high bounce rates and other poor site metrics, be sure to read along.

Create a Journey: Site Navigation

The goal of navigation should be to connect your clients with the services they need the most, in as few steps as possible. Picture the end goal of each type of client and create a simple one or two click path there. The easiest way to accomplish this is with a navigational menu at the top of your page. You can also place related links throughout your content below.

Dropdown Menu for Simplified User Experience

A Dropdown Menu and Collection of Service Pages Make for a Faster User Experience.

Here’s a good rule of thumb. A new website visitor should be able to locate their desired service page and your associated number in under 60 seconds. Any longer, and there’s a good chance your target users will give up and try a competitor’s website. Under 30 seconds would be even better!

Most plumbing companies can break down their users into three camps: frantic homeowner (or business owner), intentional scanner, and mild-interest reader. You may recognize these as phases of the customer buying cycle. There’s a purchase time frame associated with each category. Scared homeowners in need of immediate service may take less than a minute between finding your search listing and calling your office. Intentional scanners are actively hunting for a solution, but they may look through multiple websites first. Finally, mild-interest readers merely browse for information. They’re more interested in pricing data, as well as planning insights for upcoming projects.

Choose Responsive Design

A Good Mobile User Experience

How Does Your Site Read on Mobile?

By now, you’ve probably noticed that most people prefer to browse on their phones. Responsible design (also known as mobile responsiveness) simply means that your website can adapt itself to fit into a user’s phone. Nothing disrupts a user experience like trying to pinch and side scroll through a desktop sized page! 

Thankfully, it’s remarkably easy to create a mobile friendly website.

WordPress alone offers thousands of templates already designed for mobile responsiveness. A professional web designer can also produce a site that fits inside the palm of your hand. Wondering whether or not your company website caters to the mobile user experience? Simply Google Search “Mobile Friendly Test” and use the search engine’s free testing tool!

Remember, mobile friendly sites are the norm now. Since responsive design tools have been readily available for over five years, Google won’t promote a site that only provides desktop viewing (at least on the first page of search results). By the way, if a marketing company tries to pass off responsive design as a new capability, they’re pulling your leg!

Frantic User

Helping the Frantic Homeowner

Think of your website from the point of view of a frantic homeowner trying to get help in an emergency. When every minute counts, there’s no time to waste carefully reading through your company bio. All an emergency plumbing client needs to see is:

  • 4-5 star ratings in local search
  • Your emergency plumbing service page
  • Your company phone number

Many frantic clients won’t even make it through all these steps, instead calling the first 4-5 star plumbing company they see straight from the local map pack! That’s even more reason to make sure your service pages have been properly optimized with the appropriate keywords and calls to action (CTAs). Your Google My Business account will also heavily impact your service page visibility.

Intentional Scanner

Catering to the Intentional “Scanner”

In this phase, consumers have started to consider the different options they have to tackle a plumbing project. When it comes to plumbing SEO, there’s usually a driving force behind these potential clients, such as a rising water bill or a suspicious leak in the yard. In other words, these people have real motivation to find a solution within a few days or weeks.

Bombarding your clients with sales pitches and confusing website navigation only sabotages this natural momentum. Instead, focus on creating easy to find paths between your homepage and service pages. There’s your navigation menu at the top, an easy way to connect to your services quickly. You should also take a little time to talk about your service categories on the homepage itself, then include links to your various solutions.

Finally, we come to the service pages, the last stop in the scanner’s journey before contacting your business. To really nail these pages, focus on a handful of objectives:

  • Reviewing the problem(s) that specific service solves.
  • Educating the reader on the typical service process (step by step).
  • Providing applicable images that showcase the service / product.
  • Providing a clear calls to action at the beginning and end of the pages.

Mild-Interest Reader

Courting Future Customers

These casual browsers aren’t interested in immediate plumbing service. Most visit your website for research purposes. From identifying ways to save on water costs to planning their next bathroom remodel, mild-interest readers crave professional, unique insight for their projects.

Unlike your other two user categories, mild-interest readers have a high chance of landing on your website through blog articles and other forms of content marketing. If you’ve been faithfully posting how-to guides on your company blog (as you should be), make sure to keep linking back to related service pages. This creates a natural introduction to your solutions, sowing seeds that will slowly grow over the coming months until the readers return as active shoppers.

Enrich With Beautiful Imagery

Nothing creates a more comfortable user experience than classy imagery! It’s easy for readers to lose themselves in a great wall of text, which makes a well-placed custom photo such a relief. By carefully spacing out your wording with original images, readers can better digest information and learn about your services.

Imagery Making the User Experience More Rewarding

When You’re Afraid of Information Overload, Try Using Images to Refresh Your Readers.

In addition to the clear spacing improvements that images produce, they also provide opportunities to enhance your keyword optimization. Captions, alt image attributes, and image titles contribute to each page’s keyword strategy. Images also help with challenging topics too difficult or time-consuming to explain through words.

How many images should you use per service page?

Try opening up a website in a desktop browser. Arrange your window so that it takes up half the screen, then start scrolling down. Ideally, you should see a new image every 1.5 – 2 screen lengths until you see the end of the page. When one disappears, another takes its place soon afterwards. You can stretch the gap between photos with text formatting (bullet lists, quote blocks, etc.).

Summing Up the User Experience

The ultimate website user experience directs people to their services in a timely manner and makes it easy to digest information, no matter what device they browse with. With responsive design, your business can pursue a much larger audience from your local community, and earn higher rankings as a result. Your navigational menu, pages structure, and linking tactics all form the natural path from homepage to call to action! Finally, a healthy supply of original imagery saves potential clients from the frustration of text walls.

If your plumbing company struggles with a poor user experience, our team at Plumbing Webmasters would be thrilled to consult with you! With an enthusiastic collection of web designers, content writers, and plumbing SEO specialists, there’s no online challenge we can’t overcome together. For your free consultation, contact us today at (877) 388-9884!

Posted: | Updated: Sep 24, 2019 | Categories: Web Design

How to Self-Audit Your Own Company Website

Finding traction in the online marketplace takes time, money, and patience. SEO for plumbers is a highly competitive environment, after all. There comes a point however, where prudent business owners should start wondering about the effectiveness of their current marketing strategy. Since the company website serves as the foundation for plumbing SEO, that’s where your diagnostic should begin.

Today, we’ll discuss the process of self-auditing your company website, the goal behind this action, and how you can utilize the research to enhance your search engine marketing results. If your team believes a brand new website design may be in the near future, pay especially close attention to our optimization guidelines! Let’s get started.

Example of Google Analytics for a Company Website

Taking Time to Regularly Examine Your Website is Always a Smart Idea!

Why Should You Self-Audit?

Audits create awareness. Business owners should be closely acquainted with the nature of their company website. Unless you outsource design and maintenance to a third party, no one will spot dropping performance faster than you. Plus, it’s cheaper to handle the initial work within the company. Self-audits aren’t about nitpicking minor problems or simply creating a list of everything wrong with your website.

The ultimate goal of self-auditing your company website is to…

  • Identify weaknesses that could be hindering performance and lead growth.
  • Discover opportunities for improvement in content quality, navigation, and user experience.
  • Forge a game-plan for ongoing site enhancement.

One important note before starting your audit: write down everything. Not only will this help you process information faster, it will also help during your planning phases later on. Again, website optimization takes time. There’s a good chance that you won’t be able to complete all your changes in one sitting. Keeping everything well-documented ensures that your hard work doesn’t go to waste!

Step #1: Analyze Your Website’s Performance

It’s easy to look at slowed lead development and automatically blame the company website. Starting with basic site analytics allows you to confirm whether your site is indeed to blame, or if the fault lies with another aspect of your team’s marketing. You’ll need 3 digital tools for this phase: Google Analytics, Google Search Console, and Ubersuggest (or a similar tool).

Search Console Examines a Company Website

Search Console Also Provides Useful Data for Those Looking to Rank Higher.

Again, we’re looking for weak areas of site performance. Think of this as a doctor’s visit for your website. Thankfully, these tools won’t cost you anything to use!

Google’s Free Tools: Analytics and Search Console

If you haven’t already, you’ll need to set up your Analytics account. Hopefully, you completed your registration when your site was first launched. Brand new businesses may need to wait until the platform gathers enough data on their company website. Make sure to go ahead and arrange your Search Console profile too!

For those experienced businesses with years of performance data, Analytics provides incredible reporting tools that make it easy to spot underperforming pages. Begin your analysis by opening the overview tab under Acquisition. You’ll need to expand your results to wider period of time; the platform automatically starts with the last 7 days. To draw any realistic conclusions from the data, you should at least widen the period to the last 3 months (or longer).

In the Acquisition tab, you’ll be examine a breakdown of your website traffic sources. You’ll also receive valuable metrics on user behavior, including…

  • Bounce Rate,
  • Average pages per user session,
  • and Average session duration.

Don’t be afraid if your bounce rate rests in the 60-70 percentile range! That’s a fairly normal spectrum for plumbing contractors and other service professionals. Higher percentages may indicate a problem with your site’s content or loading speed. Ideally, average pages per session should rest around 2. That means that your site users typically examine your services beyond the homepage. Deeper engagement (also indicated by longer session times) typically leads to stronger lead development. 

A Behavior Flow Chart on a Company Website

Examine Both the Origins and Destinations of Your Company Website Users!

If you’re a more visual thinker, try taking a look at the Behavior Flow chart in the Behavior section. This visually outlines user journeys from page to page. Select source to also see where the traffic originated from. While your looking at Google’s free tools, make sure to examine your site through Search Console too! This platform identifies many of the same behavioral traits as Analytics, but it does more to point out errors. Errors may arise in mobile optimization or in page coding. Either way, the console can help you locate problem spots in your website that could be bleeding traffic.

An Outside Perspective: Ubersuggest

Want another convenient tool for examining website performance? Try Ubersuggest, a favorite of some our content writers at Plumbing Webmasters. Simply input your homepage URL into the search bar to produce insightful reports on page performance and keyword rankings. Below, we’ve plugged in our website so you can see how it works!

See which keywords your business ranks for! You may find that those lofty primary keywords (ex: “emergency plumber”) might be ranked as well as you want. Perhaps those dozens of secondary keywords are adding up to produce some real business for your plumbing contractors. Find out which pages are driving traffic for your website, and which need serious plumber SEO! 

Once you’ve analysed your website from the outside, you’ll be ready to start your interior examination.

Step #2: Assess Your Website’s Core Design

Example of a Great Mobile-Optimized Company Website

Clean Design is Essential for Mobile Search!

“But I’m no graphic designer!” you might say. Thankfully, most website designing platforms make it fairly simple to render changes to your structure. For now, don’t even worry about it! Simply focus on identifying which areas of your design need real improvements. We can begin with the most visible portion: above the fold.

According to consumer research, it takes the average site user approximately 0.05 seconds to form their first impression about your website (SWEOR). That split second is way too little time for a detailed read-through of your homepage. That means that visual elements are playing a heavy part in that initial “Wow!” or that tragic “Ew!”.

Start by examining your…

  • Company Logo
  • Color Scheme
  • Menu
  • Headers
  • Contact Information
  • and Call to Action (CTA)

Visuals: Color and Spacing

We don’t have to tell you have essential a professionally designed logo is for a business, but many companies shockingly choose color schemes that clash with their logos. This instantly puts a bad taste in a visitor’s mouth. Considering the high-stress, heavy-investment nature of plumbing solutions, such a negative first impression could result in an instant bounce from the website!

The best plumbing websites carefully blend a simplistic palette of colors that soothe the eyes and enhance the visibility of text. Even minimalist design can ease the user experience. Of course, there are other crucial aspects when it comes to helping users reach their desired destinations. Spacing out the elements of your homepage (Calls to action, contact details, logos, etc.) makes it easier for users to read and absorb information.

Navigation: Menus and Calls to Action

A Dropdown Menu Shows City Pages

Don’t Get to Greedy With Pages in the Dropdown Menu.

Dropdown menus are many things: concise, convenient, and simple. It’s no wonder both professional and amateur website designers love them! However, many DIYers make the mistake of cramming in as many pages into their menu as possible. When the menu drops, an extensive list blocks the entire screen and muddles the search experience. As your website grows over the years, there’s a good chance that additional services could start to overwhelm your menu.

How many service categories does your site currently have listed on the front page menu? At the Plumbing Webmasters, we generally recommend sticking with four or less to conserve space. Treat the menu as a finite space, and you’ll notice better interaction from you site users.

Finally, examine how well your site incorporates calls to action throughout each page. Ideally, there should be CTAs in the both the top and the bottom, even on seemingly unimportant pages. Most plumbers stick with phone call prompts, while others like to save space for email or messaging. Do your CTAs stand out from the rest of the page, or would the average user have a hard time seeing them? How well do they work on mobile devices? These are the questions you’ll want to ask during the self-audit of your company website.

Step #3: Investigate Your Website’s Page Content

Content comes into tight focus during the final phase of the self-audit. Content quality heavily impacts user engagement and conversion rates, but it also plays a role in your site’s overall visibility. That’s because keyword optimization ultimately makes or breaks a site’s rankings in search engines. We’ve already mentioned how Ubersuggest offers great opportunities for examining your keyword strategy’s effectiveness.

Because keyword strategy is a huge topic in it’s own right, be sure to check out our guide on the topic: “Plumbing Keywords to Target“. Some high-level guidelines for creating a balanced keyword plan…

  • Mix in long-tail keywords (such as city, state additions).
  • Don’t depend solely on primary keywords. Gather a bunch of secondaries to supplement traffic.
  • Avoid keyword stuffing. If it doesn’t sound natural, don’t include it.
  • Use keywords in non-text items (such as image attributes), plus headers.
An Ubersuggest Keyword Rankings Chart

Dozens of Small-Volume Secondary Keywords Add Up Over Time. Source: Ubersuggest

Formatting and Spacing

Natural text flow allows readers to peruse your content without getting overwhelmed or tired out too quickly. Giant “walls” of text discourage people and make it all too easy to lose one’s place. Formatting also plays a huge role in plumbing SEO, more than most contractors realize. For instance, Google typically awards featured snippets to businesses that present their richest content in bullet form. These prestigious listings enjoy more real estate in the front pages of search engine results.

The user experience is the most important reason for updating your content, but the SEO benefits are certainly exciting too! If you really want to knock your users’ socks off, include some pro-grade, original images in your pages to space out your text. These images offer even more places to sneak in your keywords.

Key Content-Related Questions for Your Self-Audit

  • Does the site effectively spread out text for relaxed reading?
  • Are the images classy enough for a professional site?
  • Have we effectively optimized the images?
  • Are pages overly crammed with keywords, or do they read naturally?
An Example of a Suggestive Call to Action

Don’t Forget to Open and Close Company Website Pages With a Call to Action!

Final Thoughts for Your Audit

Remember, change only comes when you make the change! If you perform a site audit but never make any updates, your traffic isn’t going to improve. Start by writing down every area of your website that needs improvement, then make a plan. Even if you have to have another employee or a third party perform the work for you, it’s worth making the effort!

In the meantime, our team at Plumbing Webmasters would love to help you create a fresh, heavily-optimized company website. Our experienced design and writing teams touch on over 200 points of SEO for plumbers! As a result our contractor clients earn fantastic rankings in local search, better site traffic, and more leads. We’d love to serve your business too.

Call and get a free consultation with one of our seasoned SEO professionals at (877) 388-9884!

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

The (2022) Plumbing Contractor Marketing Strategy Guide

Plumbing contractor marketing is all about strategy in 2022. There are plenty of marketing ideas to consider, but formulating a marketing plan will drive tangible results for your business. Whether it is advertising, email marketing, or SEO, promotion is essential to generating high-quality leads. Below, Plumbing Webmasters presents a strategy guide for 2022. Use these methods to grow your plumbing business and enjoy greater success than ever before.

Guide Cover for Plumbing Contractor Marketing Strategy

What is Plumbing Marketing?

Plumbing marketing is the promotion of your plumbing business through various methods like advertising, email marketing, and search engine optimization. Any task aimed to drive qualified leads for your plumbing services is a form of marketing. While most modern marketing is performed digitally, offline promotional methods like direct mail, print flyers, and networking are still effective, too.

How to Measure Plumbing Marketing

Plumbing contractors can measure marketing campaigns with financial metrics like return on marketing investment (ROMI) and customer acquisition cost (CAC). On a more granular level, plumbers can review digital metrics from Google Analytics and Google Search Console, including, monthly clicks, monthly unique visits, and monthly impressions.

Because marketing can entail everything from Search Engine Optimization (SEO) to Pay Per Click Advertising (PPC), the most informative metrics will depend on your unique campaign. In some cases, quantifiable metrics such as revenue or return on investment (ROI) can provide conclusive measurements. However, more granular studies will provide further context.

Executing a Plumbing Marketing Plan

To execute a marketing plan, plumbers need information, strategy, and resources. Without them, there’s no practical way to follow through or feel confident in the future process. Most contractors and companies are pressed for time and don’t think they have enough to allocate marketing resources properly.

Information

Businesses must gather information before developing a marketing plan. For instance, study target markets, consumers, and promotional methods as a starting place. Smartphones and WiFi have changed how consumers interact with businesses, and plumbers must adjust. Still, be aware of misleading information and ensure you are getting your data from a verified source.

Strategy

Reading about the cost of a plumbing website can provide ideas and even cost figures. Still, until you decide what you’re willing to pay for a website and how much ROI you expect it to generate, it isn’t all that valuable. Developing a strategy solves this problem. If through research, you can determine that you hope to make x amount of dollars through marketing this year, you can begin to formulate a plan that projects a favorable return on investment.

Resources

Planning and doing are two different things. Plumbers can have the best marketing success strategy but lack the resources to execute the plan. A single person cannot possibly perform all the actions that make up a promising marketing campaign, let alone a full-time business owner. Having access to a team of individuals with unique skill sets is the ideal scenario when promoting plumbing services.

At Plumbing Webmasters, our team meets those exact needs. Call it a sales pitch, but we intentionally built a webmasters’ team to provide the skilled labor required to execute a marketing plan in 2022.

Marketing Basics for Plumbers

Every form of promotion is marketing. Whether you buy billboard space on your local highway or build a branded company website and publish it online, you promote your plumbing services. Think about the times you’ve left business cards on the windshield of parked vehicles or left fliers in the mailboxes of nearby homes. That is marketing. Marketing happens even when you don’t realize it.

When you discuss your service with an acquaintance, think of it more like a friendly conversation, but make sure to “sell yourself” just in case you are marketing. Contrary to popular belief, marketing doesn’t have to be manipulative, but it certainly can confirm that same belief.

  1. 1. Any Promotion of Your Plumbing Service is a Form of Marketing
  2. 2. Marketing Includes Paid Advertising
  3. 3. Marketing Requires Neither Manipulation nor Ethics But Can Feature Either

Ways to Market Plumbing Services

At Plumbing Webmasters, our specialty is online marketing. There are many forms of promotion within the online marketing category, but offline promotion exists. The more traditional forms of advertising like print, billboards, and even radio/television are all conducted without the need for an internet connection. They also no longer work very well. Very few consumers find plumbers through offline channels in 2022.

Instead, they visit Google and search for nearby plumbing companies and often compare and contrast them based on customer reviews from their Google Business Profile, Facebook, or Yelp pages. They might also check platforms like Instagram and YouTube to further understand the brand and its trustworthiness. Take a look at some ways to market plumbing:

  • Billboard Ads
  • Business Cards
  • Content Marketing
  • Google Ads (PPC)
  • Print Advertising
  • Remarketing / Retargeting
  • Search Engine Optimization (SEO)
  • Social Media Ads
  • Social Media Marketing
  • Telemarketing (Cold Calling)
  • Television / Radio Spots
  • Truck Wraps

Inbound vs. Outbound Marketing

If you were to breakdown the list above, you could place every way to market within one of two general categories: inbound marketing and outbound marketing. An inbound strategy pulls potential customers into your services organically while an outbound strategy goes out and gets them. Most traditional forms of marketing (including advertising) are considered outbound. Newer methods, most famously, SEO, are categorized as an inbound promotion.

The main distinction between the two is that outbound marketing is both intrusive and interruptive, while inbound marketing is notably less so. Since outbound promotion relies on “going out to get” potential customers, it tends to require a more significant financial investment. The most common example of this is Google Ads (PPC), a modern form of outbound promotion and costs much more to execute than SEO, which is the contemporary face of inbound marketing.

Billboard Advertising

One old school promotional tactic that has been rendered obsolete by the onset of inbound marketing strategies, mainly digitally relevant, is billboard advertising. When drivers pass a billboard for your plumbing services, the likelihood of the ad being relevant to them at that time and place is shallow. Compare that to the relevance for someone who typed in “plumber near me” on their smartphone.

In the latter case, the person viewing your search result has already demonstrated a need for your services, which makes the relevance of the search result much greater. It so happens that the cost of securing that search result is also much lower than the price of the billboard, making it that much more advantageous from a marketing perspective.

Billboard Example

Business Cards

Although they are an old-school marketing tactic, business cards remain a worthwhile investment for plumbers, if for no other reason than their sheer cheapness. The investment in these paper-thin promotional materials is so minuscule that any benefit at all would make them “worth it.” There’s also a degree of personalization that business cards can extend.

After completing a plumbing service for a paying customer, leaving them with a card that lists your contact information and a reminder to review your service on Google or Facebook can increase callbacks, customer retention, and of course, reviews. So while business cards are unlikely to “bring in” customers, they can help retain and maximize the ones compiled through other marketing methods, such as search engine optimization (SEO).

Business Card Example

Content Marketing

One new-school form of promotion is content marketing. Whether it is a social media platform like YouTube or a search engine like Google, content is the internet’s lifeblood. Without content, Google could not exist; Facebook could not exist; YouTube could not exist, and so on. The opportunity present for plumbers is creating content assets and marketing them through all of these different channels.

An example of content marketing would be writing a highly informative blog post about common plumbing problems and sharing it on Facebook, LinkedIn, and Twitter. As word of this blog post spread via search engine and social media, it would begin to funnel visitors to your homepage while growing brand awareness. If it became secure on page one of Google, it would start to earn inbound links, improving its ranking even more naturally.

Example of Plumbing Blog Post

Google Ads (PPC)

PPC is the intersection between modern and traditional marketing. The concept itself is conventional, but its application is very contemporary. You might think of Google Ads in comparison to the billboard mentioned above example. The difference with ads on Google is that there is relevance that can be demonstrated and tracked. Google allows advertisements to target specific keywords, locations, and demographics.

This way, ads are revealed only to a group of people that are worth advertising to. You cannot apply this same tactic to a billboard campaign since plumbers could not possibly track everyone who sees it. While Google Ads are decidedly modern in their application, keep in mind that they are still a form of outbound marketing, which makes them both expensive and, in some cases, off-putting to consumers.

Plumber Near Me Google Ads

Print Advertising

Local newspaper ads, or even ads in the Yellow Pages, were once enough to generate high-quality plumbing leads. Those days are long gone, and print ads no longer carry much weight to prospective clients. There’s more than one reason for this phenomenon, but the most obvious one is relatively straightforward; nobody reads print anymore. Ok, so “nobody” is an exaggeration, but the decrease in print viewership from the late ’90s is astronomical.

Most newspapers have transitioned to digital formats as their flagship distribution channel, and that is, of course, because their readers will only show up online. Being mentioned in a newspaper article still holds value in 2022, but only if it’s digitally published, and preferably with a link back to your website. Inbound links serve as endorsements in Google’s algorithm.

Pile of Newspapers

Remarketing / Retargeting

If one marketing method can be considered both inbound and outbound, it would be remarketing, aka retargeting. Remarketing is the process of advertising services to someone who has already demonstrated interest in your service in one way or another. Most times, this interest is made clear through website visitation, but users can also complete other defined events, such as watching a branded YouTube video.

If someone browses your website or watches your video, their interest in your ad is theoretically more significant than someone who has not. Advertisements can retarget these users using browser cookie tracking. The numbers back up retargeting as a promotional method by showing significant increases in conversion rate to groups who have shown prior interest in the service. The previous interest of the consumer was inbound while your promotional targeting of them is outbound.

Browser Cookie Settings

Search Engine Optimization (SEO)

SEO is the most effective marketing strategy for plumbers in 2022. It checks all the boxes discussed on this page. It is a form of inbound promotion; consumers reach it at their most preferred source (Google), incredibly cost-efficient. Furthermore, it can be easily tracked, monitored, and analyzed at all times. While paid advertising methods like Google Ads (PPC) require a real-time investment for a short-term return, SEO is a concept that necessitates a much lesser investment to secure a long-term business asset.

Once search results appear on Google, they can become an ongoing lead generator for years to come and cost you very little as a plumbing company compared to other forms of promotion. Google is a constantly evolving search engine, so SEO is always subject to minor changes.

Organic Results for Plumber Boulder CO

Social Media Ads

You now know about Google Ads, but were you aware that social media platforms like Facebook, Instagram, and YouTube also offer ad space? Displaying ads on social media has become an increasingly popular promotional method. Facebook, the top social network, has minimized the impact of organic posts from local businesses, including plumbing contractors.

Since an organic Facebook post on your business page will no longer reach any of your followers, advertising becomes the logical solution. Ads, of course, can be expensive, but sometimes the investment is worth the trade. Facebook ads can yield considerable ROI if adequately constructed, managed, and tracked throughout their lifespan. The process is not dissimilar to the analysis of a Google Ads campaign, and the goal is identical.

Facebook Ad Example

Social Media Marketing

Ads are not the only way to promote through social networks. Organic posts on Instagram, LinkedIn, Twitter, and YouTube remain meaningful assets for plumbers. While they may not directly generate leads, they can help grow brand awareness and even influence local SEO by sending signals to Google. Even if it effectively as a business listing, a presence on social media boosts authority and lets Google and its users know that you are a legitimate business and have taken the time to connect with your potential customers through social media.

One way to utilize LinkedIn, for example, is to share blog posts published on your website. Content sharing helps distribute on-page content to external sources, which helps SEO as a general principle. Sharing original photos and videos is also beneficial to plumbers.

Plumbing Facebook Marketing Example

Telemarketing (Cold Calling)

Remember the days of smashing your Motorola to pieces with a baseball bat? Ok, so maybe you don’t, but that isn’t so far-fetched to consider when telemarketers harass you in your home. There was always a negative connotation associated with cold calls, but consumers are more aware of their tricks in 2022 than ever before. As a result, the few times telemarketing did work have dwindled to an even less likely occurrence.

So imagine calling random strangers in your service area to see if they have a broken pipe in their kitchen. Here’s a tip; if they do, they have already searched Google and found the plumber of their choice to rectify the issue. They don’t need you, and they don’t want your phone call. They might even block your number on their iPhone or Android device and make a note of your utter disgracefulness.

Incoming Phone Call

Television / Radio Spots

In 2022, the crazy plumber that comes on a commercial when watching the local news is doing two things; embarrassing himself and wasting money. Flashback to 1999, and he’s only embarrassing himself. But today, there’s no longer an incentive to do so. For that matter, TV spots and radio spots reach a much narrower audience than they did 20 years ago.

The cost of advertising on either medium remains higher than it’s worth, and a commercial’s production is not doing plumbers any favors. Uploading a self-made video to YouTube using only your iPhone device has an excellent chance of ROI than does a TV spot. Like with other types of old-school promotion discussed on this page, TV and radio ads are a form of outbound marketing and reach a pool of viewers or listeners who will find them mostly irrelevant.

Plumber TV Spot

Truck Wraps

Draping your truck in a sized-fit and mobile promotional sticker is not a horrible idea, even in 2022. Although it is undoubtedly a form of outbound marketing and is not trackable in the way SEO or social media marketing is, it can still provide ROI to plumbing companies. What makes it different than a billboard, you ask? For one, it costs less money to implement. Secondly, once it’s a part of your truck, it becomes a permanent business asset.

With a billboard or TV spot, you are paying an ongoing fee to keep the word out. The truck or car wrap can show your company logo, contact information, website URL, and whatever else you choose to promote. Again, it can be a worthwhile investment because it is a one time cost with a lifetime of opportunity to return. There is no fixed fee, and it can help brand your business.

Truck Wrap Example

Benefits of Marketing for Plumbing Companies

A plumber benefits from promotion in many ways. Assuming you develop and implement the best strategies, marketing can drive your business to the top of your market. The key is to take the time to create a plan based on research and to invest in the labor required to apply it successfully.

Brand Awareness

Building a brand can seem like “fluff” from a plumber’s standpoint, but branding is essential for several reasons and is a product of effective marketing. Brands are built on recognition first and foremost, but trust ultimately sustains them. Google has shown time, and again that trust is one of its most influential search ranking factors.

By building a brand through digital platforms (business listings, social media, website), you legitimize your plumbing company with a strong and expansive web presence. When people complain about Google favoring brands, they are bickering about the trust those companies have built through Google and the individuals who utilize its search engine. Sure, is it hard to build more confidence than a conglomerate? Yes. But remember, local results get priority for plumbers.

Off Site Citation Example

Lead Generation

Plumbing marketing exists to generate leads. It cannot be any more simple than that. Leads are potential customers who connect with your business in one way or another. Both an email inquiry and a phone call are examples. Leads vary in quality, and services that are promising “lead generation for plumbers” may fail to produce serious prospects. Sometimes they offer shared leads, which implies those same customers are given to other plumbers in your area, making them less likely to convert into a sale.

The best kinds of leads are exclusive, meaning the prospect is inquiring only about your services in the email or phone call. SEO produces the highest quality leads (exclusives), which is another reason why it’s so valuable. Advertising, digital or otherwise, is also designed to generate leads.

HomeAdvisor Lead Center Screenshot

Return on Investment (ROI)

The goal of plumbing companies is to make money. It’s not rocket science. You, as a plumber, must make more than you spend. This simple equation is known as ROI, which is short for Return on Investment. The revenue must significantly exceed the expenses to succeed in business. When adequately executed, marketing will yield an ROI, and sometimes one that is so significant, it changes the trajectory of your life.

SEO is one of the most powerful tools on earth because it can help plumbers earn money without spending too much of it. It can get you a larger home, a more appealing car, and a better education for your children. No, it does not guarantee you any of those things, but it gives you a chance, which is usually enough to justify the investment in the first place. But plumbers must decide for themselves.

Google ROI Screenshot

Defining an Audience

No one can fully explain marketing without discussing the importance of a target audience. Sure, promotion in itself can reach anyone, anywhere, anytime. But as we discussed with some of the specific methods, that is not always the best course of action. It makes far more sense from both a practical and financial standpoint to promote services to a defined subgroup of people. Who belongs to this subgroup is determined by you as a plumber and us as your marketing adviser.

Demographics

Age, education level, lifestyle, profession, relationship status, residence status. These are each an example of a demographic. Plumbing contractors might find one or more of these quite helpful when defining their target audience. Let’s take residence, for example. For individuals who own and live in homes (homeowners), plumbing services are highly relevant. After all, they, as a homeowner, are responsible for the plumbing.

Now let’s compare that to people who rent homes or apartments. These people are not liable for plumbing maintenance. So, by and large, they aren’t on the lookout for your services. As you might imagine, it’s cost-effective to promote services only to homeowners and not home renters.

Facebook Insights Screenshot
Facebook IQ Audiences Screenshot

Medium

Reaching a prospective customer requires some vehicle, and we don’t mean your plumbing truck. We are alluding to the medium or channel through which the prospect learns of your services. We’ve detailed options and which of them we believe are the most effective in 2022.

In our opinion, Google is the number one medium through which to reach a potential client, and the data backs this up. With this in mind, SEO becomes a clear-cut choice for plumbing marketing. Keep in mind that companies are not limited to only one channel. You can reach prospects on both Google and social media, for example. You can even use a truck wrap and also use Google Ads. There’s plenty of flexibility.

Google Autosuggest: I Need a Plumber

Radius

As a plumber with ambition, your service radius might be “optimistic,” to put it kindly. Contractors’ truth is that they should not market services to locations they cannot serve efficiently. If it takes you 2 hours to deploy a truck to an area you market, it can compromise your business.

Not only are you spending on fuel it takes to get there and back, but you are providing a substandard service and one that a company with a closer radius could easily outperform. Focusing on a radius that you can serve optimally will improve your performance and likely help your company build a superior reputation, including online reviews on Google and Facebook.

Radius Example Google Maps

Tracking Marketing Data

We identified measurement as one of the three core elements of marketing. But before you can measure, you must track data. There must be a large enough sample of data to make a measurement worthwhile. Several tools exist that can help plumbers track their marketing data in 2022.

Facebook Insights

Facebook Page Insights is the platform’s native analytics tool that tracks the behaviors of users who visit or interact with your page or posts. Page Insights is the most potent native social media tracking tool available online. As we noted before, Facebook no longer a network on which to reach consumers organically.

To bring people closer together, they changed the algorithm to return the focus to human interactions rather than business or brand to human. That’s not great news for plumbers, but Facebook Insights remains a useful tool to track Facebook users’ behavior.

Facebook Page Insights Screenshot

Google Analytics

Google Analytics is the number one tracking tool available online. And why shouldn’t it be? After all, it tracks data using the best source we possibly have, Google itself. Analytics can track data from both SEO and paid advertising campaigns. Although they don’t reveal every bit of information, for example, you can’t see all of the terms people search for to enter your website.

They expose enough to give plumbing companies a good idea bout where improvements are necessary and where their successes originate. To install Google Analytics on a website, all you need to do is embed the code within the HTML. If you don’t know how to do this yourself, contact a local website designer or programmer.

Google Analytics Sign Up Screenshot

HubSpot Marketing

HubSpot Marketing is a marketing analytics software that tracks data from all of your different promotional channels. Unlike Facebook Audience Insights or Google Analytics, HubSpot Marketing can organize information from multiple sources into a single unified dashboard. It empowers plumbers to analyze their data from a broader view.

While HubSpot Marketing helps track data as it flows in, its utility is even more impactful than that. The ultimate goal of this tool is to increase website conversion rates for businesses. There are other kinds of software like HS that exist on the web, but most independent evaluators rank it as the most prominent marketing analytics software available as of 2022.

Hubspot Inbound Marketing Software

Plumbing Marketing Services

Many contractors have a fundamental question about marketing, is there someone who can do it for me? The answer is yes. Plumbing Webmasters markets plumbers all across the United States of America and helps them reach their business goals each year. Our process is not complicated. We have a team of 15 skilled webmasters who perform the skilled labor required for an effective marketing campaign. We handle everything from design (custom websites) to plumbing SEO services. Here’s a full breakdown:

Content

Our content team includes professional writers, trained regularly in the latest SEO practices and whose work is verified by an on-staff editor. There is a saying in the SEO industry; content is king. That’s because Google has publicly stated its affinity for quality content and cites it as the most critical factor in a page’s value.

We produce highly relevant content that is original, relevant, and unique. Each piece of content published on Plumbing Webmasters’ designed websites passes Copyscape to confirm its uniqueness and avoid duplicate content issues. Our writers are knowledgeable about plumbing services and write content for your consumers. We never engage in black-hat content tricks like keyword stuffing. We are a white-hat SEO company.

Content from Plumbing Website

Design (Custom Websites)

Our website design team includes professionals with experience in marketing for plumbers. Each site built by our staff is custom-made and optimized for search. But most importantly, it is designed with clean code and schema markup. There is a direct relationship between SEO and custom design. When HTML code is clean, CSS style sheets are advanced, and schema markup microdata is incorporated, the sky’s the limit for plumbing websites.

Visual appeal is also a consideration under the Plumbing Webmasters design team’s watchful eye. Although the presentation does not reveal the code behind it, having an aesthetically pleasing display can increase conversion rates on a plumbing company website. A practical design integrates your company logo and color scheme.

Plumbing Company Web Design Example

Mapping

There’s a saying in marketing, “put yourself on the map,” and it’s never been more literal than in 2022. Today, “the map” in its most literal sense is Google Maps. Search queries are adjusted based on the searcher’s geo-location concerning the search result. Local SERPs yield a group of results known as the Local Map Pack, which is 3 Google Maps listings that are most relevant to the user, based primarily on their location. Google Maps links with Google Business Profile to show the aggregate star rating of a plumbing company.

When Plumbing Webmasters conducts mapping services, we verify your Google Business Profile’s location and optimize it for local search. We also go to great lengths to ensure that you optimize your Google Business Profile, including the presence of favorable reviews that we help you generate with DataPins software.

Local Map Pack Screenshot

Reputation Management

Part of the promotion is reputation. How can a plumber most effectively market himself without a solid reputation? For many plumbers, reputation starts with becoming known in their local community. Establishing a name can be challenging enough on its own, but maintaining a favorable perception is even more difficult. The first step in gaining notoriety is to install DataPins software from Plumbing Webmasters. It makes the process of leaving reviews more convenient for customers. They can visit your website and directly submit feedback to Google or Facebook without ever having to leave your site.

Additionally, the software sends text reminders with links so that customers don’t forget to do it while at home. To maintain a positive reputation, try to do a great job on services and always monitor review platforms for any negativity. If it exists, respond professionally and request its removal if it is unfounded.

Reviews Widget Screenshot

Optimization

The objective of SEO is to optimize every aspect of your plumbing company’s web presence. Some mistakenly believe SEO is explicitly reserved and only for a website. That is not the case. SEO expands far beyond your main website — although it helps to have one as a central hub. Business directories, external domains, and social media pages are examples of web properties that encompass SEO on a larger scale.

There was a time when a website was the only viable destination for a prospective client, but that is no longer the case. Google can no longer grade websites exclusive from other factors, including but not limited to, citation sources, and social media signals. Inbound links remain an SEO factor whether Google chooses to dismiss it or not. Sites with quality links generally outperform those without them.

Google SERP Screenshot Third Coast Plumbing
Grow Your Business.
Call Today: (877) 388-9884
Posted: | Updated: Jan 7, 2022 | Categories: Marketing

Schema & Its Influence on SEO for Plumbers (Podcast)

Schema markup is a boring & technical concept that could put most plumbers to sleep. But once they realize what it can do for their SEO and subsequent business success, they awaken rather quickly. Of course, the tricky part is getting plumbers to buy into the idea that a microdata tag language within HTML coding can directly impact their bottom line. 

But bear with us because we’ve tested schema for plumbers extensively over our decade-long management of plumbing contractors’ digital presences and have experienced nothing but an enhancement, success, and competitive advantage. But the technical vocabulary can be tedious, even for web designers.

What is Schema Markup?

Schema is an extra layer of code inserted into web page HTML, labeling pieces of data according to relevance. Schema tells Google what things are. For example:

  1. The name of your company
  2. Which image is your logo
  3. Your company phone #
  4. Yous business address
  5. And much more

What Google Sees

If you use Google’s Chrome browser to surf the web, you can click CTRL+U to bring up the source code. It might look like gibberish to you, mainly if you’ve never studied programming or back-end website design, but it is something that Google’s web crawlers intimately understand. Furthermore, it is how websites communicate with Google, which, as you might imagine, can heavily influence the perceived value of a website and its ultimate position on Google rankings. 

So don’t mistake a lack of understanding for lack of importance. Google perceives that code, and that’s what matters. At the same time, most people focus on the front-end of a website (the visual component), but it is far less relevant to organic SEO than the source code. So think of Google crawlers when performing any technical SEO task, which ultimately contributes to higher rankings.

Attractive Websites With Horrific Code Base

It’s natural for the average internet user to focus on the presentation of a website and not its back-end source code. But what if they never see the front-end presentation? Because that’s what happens to thousands and thousands of sites every year. They are buried on search rankings and fail ever to exhibit their good presentation to the masses. 

An appealing website can help with conversion rates, closing the deal, and keeping visitors on the site longer (decreasing bounce rate), but it can’t get them there initially. Unfortunately, it’s not uncommon for aesthetically pleasing websites to have a putrid code base that directly impacts business sales. All because of a pathetically atrocious code base behind a nice-looking visual.

Semantic Markup vs. Schema Code

Before schema code was an absolute powerhouse in web design communities, semantic markup was the original version. It still holds value to this day, albeit on a less specific scale. Semantic markup helped Google parcel web elements on a page. For example, it would tell Google this is the header, the body text, the sidebar, the footer, etc. 

Of course, this is important for Google to understand, but schema takes it to a whole other level. For instance, schema can say that a business address, company logo, etc. The two methods don’t conflict with one another, but instead, the schema is the natural progression of semantic markups’ original intention. Plumbers should take full advantage of this evolution when designing their company website. In addition, it can have a direct influence on Google’s rank positions.

  • Semantic Markup: Divides web elements into basic categories
  • Schema Markup: Denotes specific information within semantic categories

What if My Plumbing Website Already Has Schema?

In our experience, 99% of plumbing websites use template websites before investing in our services. Unfortunately, the lack of success from these websites drives them to pursue a new marketing campaign. But sometimes, these template websites do have schema code. So why does it fail? Because having schema can range from 1-2 schema code blocks to hundreds of thousands. 

So while your template website might have fundamental schema code, it does not have the advanced code that Google values. It might tell search engines basic business information, but to compete for the top rankings, you’ll need much more detailed information than that. One great example of advanced schema is aggregate star review ratings which show the 5-star rating of your business. Plumbing Webmasters tracks about 100 types of schema code on a standard client.

Why Does Schema Matter for SEO?

The more Google understands about a website, the more effectively it can market it to consumers. Furthermore, the more revealing a website is about its contents, the more Google can trust that it’s worthy of being ranked on SERPs. Another factor regarding schema & SEO for plumbers is the SERP presentation. We mentioned the appeal of the aggregate star review rating. 

When this becomes an extension of your website result on Google SERPs, the click-through rate increases exponentially. Schema helps your site earn trust from Google and effectively markets your services to relevant consumers. In addition, it encourages superior user behavior metrics, which, as we know, are very important for ranking positions. To sum up, schema’s relation to SEO, consider these:

  • Enhanced SERP Presentation: Users are more likely to click on results with enhanced features
  • Improved Trust: When Google understands your data, it is more likely to trust it when positioning its ranking
  • Increased Relevance: When Google knows the specifics of your site, it can market it to relevant users

Schema markup aims to help Google parcel data and effectively promote your website to relevant users. Because of its heavy influence over SEO, it deserves significant attention and resource allocation. We cannot stress enough the importance of this factor for plumbing SEO. With professional designers on staff, we can help you take your web coding to the next level in 2021.

Posted: | Updated: Aug 20, 2021 | Categories: Podcast