How to Get More Leads for Your Plumbing Business
You can fix just about anything. Broken water lines, leaking faucets, stopped up drains? Your plumbing company can handle it! But, in terms of plumbing marketing strategies, you don’t have a clue where to begin.
All you know is that your phone isn’t ringing as often as you’d like. The plumbing leads aren’t rolling in the way you expected they would.
As technology changes, so does the way potential plumbing customers look for professionals. Plumbing businesses can no longer rely on word of mouth or other forms of traditional advertising. In order for plumbing companies to thrive in today’s market, they must master their trade while standing out against the competition online.
According to Google, there are over 300,000 searches a month for the term “plumber”. So, if you aren’t getting the plumbing leads that you need to stay afloat, it’s because your plumbing business doesn’t have a digital plumbing marketing strategy.
In this post, we’ll go over what you need to create a successful plumbing marketing plan. We’ll cover: what your plumbing website needs to be successful, local SEO for plumbers, paid advertising, social media marketing, directory listings, and more!
Digital Marketing to Grow Your Plumbing Company
Plumbing marketing can result in more plumbing and HVAC leads and more booked appointments, both of which lead to increased revenue for your plumbing business.
We’ll go over which aspects of plumber marketing you can accomplish in house and what internet marketing strategies are best hired out.
Plumbing Website Optimization
First, you’ll want to start with your plumbing website. Your site will be the foundation on which all of your online marketing efforts are built. Regardless of which form of internet marketing you choose to incorporate into your marketing budget, all potential customers will be directed to your plumbing website.
Your plumbing website will be the first interaction that potential customers have with your plumbing business. However, having a one-page plumbing site that ranks lower than other local businesses isn’t much help to get new plumbing leads.
In order for your plumbing or HVAC website to rank on search engines and turn plumbing leads into paying clients, it needs to be fast, easy to navigate, mobile friendly, and optimized for search engines.
- Fast loading: Most consumers expect for a website to load within 3 seconds. For every second that your website takes to load, your bounce rate (the rate at which your audience leaves your site and goes to another website) increases tenfold. Google takes a site’s bounce rate into consideration when ranking sites. So, not only is having a fast website important for keeping potential customers on your website but it’s also imperative to ranking well on search engines. You can check your website speed to see how it’s doing.
- Easy to navigate: Your plumbing staff offers exceptional customer service in person. So, shouldn’t your website do the same? With the amount of competition that both large and small businesses face, you mustn’t underestimate a searcher’s ability to simply move on to your competitor. All plumbing websites should have clear navigation, content that answers their questions, and an easy way to contact you.
- Mobile-friendly: 60% of searches for plumbing services start on a mobile device. Most prospective customers are not going to fire up their laptop to find a local plumber. Furthermore, Google also gives preference to websites that are optimized for mobile, as it does provide a better customer experience.
- Optimized for search engines: What’s the point of having a website if your prospective customers can’t see it? This is where search engine optimization comes in. We will dive into this a little later!
Plumbing SEO for Local Businesses
One of the best long term plumbing marketing strategies is SEO, or search engine optimization.
In order for your website to initiate and continue plumbing lead generation, your potential and existing customers need to be able to quickly find your website online. This is where SEO for HVAC and plumbers comes in.
What is SEO for Plumbers?
It’s the process of helping your web pages show up higher in the search results page.
So, when someone within your service area searches for the plumbing services that your plumbing business offers, you want your website to show up first. However, since you’re here, we’re going to assume it doesn’t. Search engine optimization can help.
93% of every online experience begins with a search engine, and 47% of searchers select one of the first three listings on the search engine result page.
If this is true, then why doesn’t every plumbing company invest in plumbing SEO services?
Optimizing for Google search is a long-term plumbing marketing investment. It takes time for this type of marketing for plumbers to start showing results. However, once your website begins to gain traction, the results should grow exponentially, over time.
This means your site will consistently attract more new customers as time goes on. You won’t have to pay every time that a searcher lands on your page. All of the traffic that you receive from your SEO services is completely organic.
Content Marketing Strategy for Boosting Plumbing Services Pages
The key to a successful organic digital marketing strategy is having a solid content marketing plan.
In order for your content to reach potential plumbing customers in your area, you’ll need to invest a decent amount of time into keyword research.
You see, you’ll need to answer questions that your audience is searching for online. Many plumbing companies believe that they can simply answer the same questions that they receive over the phone. This isn’t the case, most of the time.
The plumbing industry is competitive.
Many plumbing contractors have already invested their marketing resources into plumbing advertising online. Digital marketing agencies, like Digital Logic, can use keyword research tools and planners to see exactly how your potential plumbing customers are searching.
We offer strategic solutions to grow your plumbing business, based on real-time data. We have a team of Google certified account managers with an extensive knowledge of how the plumbing industry works. We know how to utilize your plumbing marketing budget to get the most bang for your buck.
Put simply, this area of marketing for plumbers needs to be left to the SEO experts.
While we do recommend hiring a plumbing marketing agency to optimize your website, we do understand that every small business owner cannot afford to pay an outside marketing company, even if they know they need the marketing services the company offers.
How You Can Get More Online Traffic to Your Plumbing Website Using Your Google Business Page
If you don’t have the funds to invest in quality organic plumbing marketing services, there are a few things you can do on your own to help reach local customers online.
Have you ever searched for a local business only to find that the Google listing doesn’t have the address, hours of operation, or even a phone number to call? More than likely, this stems from a lack of Google My Business management.
In order to help your plumbing business stand out online, you’ll want to claim and mange your Google My Business page. Claiming and managing your Google Business page increases the odds of showing up on Google’s Local Pack, Google Maps, Local Finder, etc.
Small business owners who aren’t ready to invest in plumber marketing yet should make sure that their Google Business page is fully optimized in order to see results.
In order to fully optimize your plumbing company’s Google Business, you must:
- have a consistent NAP (business name, address, and phone number) across all other directories (even the ones that you didn’t set up yourself). If one directory lists your address as 123 Street and another as 123 St., this makes your account look fishy to Google.
- ensure all business locations have Google Business Listings
- add your plumbing company’s business categories, service offerings, business description, hours of operation
- have a good amount of 5 star reviews
- post regularly (at least once a week)
Once you’ve got your Google Business listing set up, you can encourage your existing customers to leave online reviews. This will help attract customers over time.
Google My Business is one of the most effective free marketing tools for local SEO. If you can’t financially swing any of our other plumbing marketing ideas, at least give this one a try!
Invest in Paid Advertising for Fast Plumbing Leads
If your plumbing business needs new customers NOW, then you’ll want to invest in Google Ads.
Pay per click advertising, or PPC, allows any plumbing company to be found on the first page of the Google search results.
Unlike traditional forms of advertising, which can be annoying and intrusive, this form of online plumber marketing only shows up when someone in your local area searches for the plumbing services that your business offers.
Many types of PPC ads exist. If you want to invest in the best and most effective form of paid online advertising, you should take advantage of Google Local Service Ads.
Google Local Service Ads for Plumbers
Like PPC advertising, local services ads are pay per lead. This means that you will only pay when someone calls.
What makes local services ads for plumbers different from regular PPC ads?
With local service ads, you only pay for verified leads. Google will refund you for any unqualified leads that your marketing campaign generates.
At Digital Logic, depending on the region, our plumbing clients get verified leads at an average cost of $12-$27 per lead.
Our HVAC PPC experts are Google certified and well versed in marketing for plumbers. We know how to get the most out of your marketing spend.
Take Advantage of Social Media Pages and Directory Listing
Social Media for Plumbers
You can engage with your plumbing company’s existing customer base, while building your plumbing brand online using a social media marketing campaign.
In terms of social media marketing, some businesses do really well and some don’t. Unfortunately, most people are not going to turn to Facebook or Instagram to find a local plumbing service.
But, you can use those social media posts to create organic backlinks to your website. To do this, you’ll essentially create social media posts that showcase your service offerings. On each post, you’ll want to include a link back to your website that most closely relates to your post.
While this won’t create an influx of new customers, it does show your local community that you are available, while slightly encouraging Google that your site is reputable.
Another underutilized free plumber marketing tool is directory listings. If you haven’t done so already, you’ll want to claim and optimize the following online directory profiles for your plumbing business:
- Angi (formerly Angie’s List)
- eLocal Plumbers
- Yellow Pages
Hire a Professional Plumber Marketing Agency
While you can choose to devise a digital marketing strategy for your plumbing business on your own, you’ll see a much better return on investment if you hire a trusted digital marketing company with plumbing industry experience to provide HVAC marketing services.
At Digital Logic, we’re completely transparent in our billing process and give our clients honest feedback. We have an excellent client retention rate and choose not to operate with strict contracts. If your plumbing company isn’t ranking number one in the search results or if your business simply needs more business, give us a call. We’d be happy to help!