One truck, one plumber. Together, they can support a budding community, save hundreds of thousands for local homeowners, and offer much-needed relief during the most exhausting plumbing emergencies.
But what if you could turn that truck and plumbing professional into one additional vehicle and plumber every year?
Sunset West Plumbing & Rooter of Los Angeles does just that.
Project Results
Traffic
Sunset West’s traffic improved by 55.6% over a 12-month period, resulting in 3,300 website visitors.
Map Pack Visibility
Sunset West began ranking prominently in the Google Map 3-pack for major words throughout West Los Angeles, including plumber, plumbing repair, company, and services.
Organic Visibility
Sunset West’s website also ascended to the top position in traditional organic rankings for specialty services in West Los Angeles like faucet repair, sprinkler repair, toilet repair, bathtub and shower repair.
Backstory
Jimmy Papik approached our plumbing SEO company with enthusiastically high hopes for his business.
As with many forward-thinking plumber services, Jimmy had the drive and willingness to grow his business online but lacked the professional expertise and experience.
However, with careful planning, professional work from our team, and very dedicated investment from Sunset West Plumbing & Rooter, we produced outstanding long-term growth for the company’s revenue stream and brand.
Challenges for Sunset West
Los Angeles. As one of the most populated cities in the US, the City of Angels can be a real struggle to compete in, let alone earn top placements.
Given the scope of the project and the nature of organic search engine optimization, we knew that growing a mature channel of plumbing leads could take years.
Our team needed to develop an exceptionally high-performance optimization strategy to crack the competition’s hold on top search results.
Of course, that strategy would need a user-friendly website to springboard off of, plus local citations.
Sunset West Plumbing & Rooter had little online tenure (despite the company’s real-world experience), which meant our SEO work was starting from scratch.
Our Digital Marketing Strategy
There are no worthwhile shortcuts to organic SEO, especially if you crave sustainable growth. There’s no secret switch to make Google rank up your brand.
That said, top local listings are typically driven by website optimization.
That’s where we started with Sunset West Plumbing & Rooter.
Initial Site Architecture
The best-performing websites focus on extreme practicality, user-friendliness, and value. In other words, they try to provide informative (helpful) content that’s easy for visitors to digest.
So, we kept things refreshingly simple with Jimmy’s website.
Site architecture started with the homepage and spread to top-level service category pages.
- Residential Plumbing
- Plumbing Repair
- Preventative Maintenance
Each top-level category housed a slew of specialized service pages beneath them, making it easier for people to search by category for their required solution.
We ensured every page contained clear calls to action at the top, midsection, and bottom to drive more calls.
This makes it remarkably easier for people to locate the company’s phone number, regardless of what device they use.
Sunset West had plenty of original photographs for us to infuse into the site.
Google (and visitors) can easily tell unique, original photos from stock images, and they reward them with a little more SEO “juice” when ranking factors are considered.
We optimized these with captions, titles, and alt text for the visually challenged.
Even these seemingly minor details can make a difference on an aggregate site scale.
Value-Driving Content Strategy
Before moving on to more keyword details, it’s worth noting that we took considerable time to produce helpful, informative pages for incoming visitors.
As homeowners and renters ourselves, we know just how much of a difference a well-written website can make in finding solutions for life’s most aggravating problems.
So, our content-writing team focused on communicating with an encouraging, empathetic, and authoritative voice.
As you’ll see in the Analytics section later, this produced a fantastic average visit time (an important performance metric for many service companies).
More importantly, it encouraged more homeowners and commercial prospects to call Jimmy and his team.
Every page received unique content and a keyword optimization strategy, producing a wider variety of terms for which the plumbing company could rank.
This diversified content approach is essential for plumbers new to the online marketing community.
Why? Because they deliver short-term results while long-term branding steadily gains ground.
We all know the top industry keywords that capture the most search volume.
These competitive phrases are the hardest to rank at national or metropolitan levels.
While we embedded these within the site, we also pursued a very large number of secondary keywords.
Think of these as longer related phrases, synonyms, and location-based terms.
These are much easier to rank for.
Despite the low search volume attached to each individual phrase, Sunset West’s cumulative volume allows It to draw in steady streams of leads for healthy, short-term growth.
Local Optimization Activities
So many plumbers unwittingly stumble into a much larger competition pool than they must.
That’s because plumbers don’t realize what it takes to optimize locally.
We designed several tools within the Sunset West website to capture rankings in local searches.
For instance, we optimized each page with city/state long-tail keywords to better connect the site to the Los Angeles community.
We also embedded our review software in the website to give Jimmy’s team check-in and automatic review request functionality.
The geotagging feature allows prospective clients and Google to see real-world activity, such as what services Sunset West provides and even the specific communities where the services occur.
Our team also managed the optimization of SWPR’s Google My Business profile. This listing provides Google and customers with key location and service information about your company.
It’s a foundation element of local SEO, making it extremely difficult to appear locally if you don’t have it claimed and verified correctly. If you aren’t familiar with Google My Business, check out our page on the listing tool.
Client Involvement: The Clincher
We’ve worked with hundreds of businesses over the years. Jimmy’s team’s exceptional dedication, involvement, and eagerness are worth noting.
They continued to monitor their online presence, ask questions, seek out new opportunities, and adapt over the years.
Jimmy’s team wholeheartedly worked to utilize their website and other online assets effectively.
Final Thoughts
Sunset West Plumbing & Rooter has an extremely healthy balance of new and returning customers visiting its website.
Their online brand is flourishing just as much as their physical team. Years of steady growth like these are worth fighting for.
Jimmy Papik’s dedication to online marketing and exceptional service help his company thrive, which makes our team at Plumbing Webmasters very happy.
