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!
Table of Contents
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.
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!
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 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:
Better Business Bureau
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.
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?
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.
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.
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.
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
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!
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.
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.
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.
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!
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.
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 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…
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.
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
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…
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
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.
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?
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!
Plumbing advertising produces 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 various promotional materials, including PPC ads, website banners, and Google Profile posts.
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.
Adequately targeted ad campaigns with an eye toward 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.
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.
Like 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.
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’s 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. Creating a channel for your brand and even posting video content can enhance your ability to advertise 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 and 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.
When they visit your domain, they store cookies in their browser (Chrome, Firefox, Safari, etc.) and follow them to their favorite social media platform. Pixel tracking improves conversion rates from around 3% to 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 websites. 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 promotion.
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.
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.
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 and blog posts, and service pages. Google lists its 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.
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 the 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.
11) Business Citations
Plumbers can list their business on several directories on 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 directories for plumbing companies.
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 through podcast or video.
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.
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