The secret is out: 55% of consumers discover small businesses on social media platforms like Facebook, Instagram, TikTok, and YouTube.
The behavior of the average consumer has shifted in recent years as homeowners spend more time scrolling through video shorts on the most popular platforms than they do working.
The problem for most plumbers is that they don’t have enough presence where their consumers spend most of their time.
Considering these factors, social media for plumbers has emerged as one of the most essential components of a successful digital marketing strategy in 2024.
I’m Nolen Walker – the founder of Plumbing Webmasters – a digital marketing agency I founded over ten years ago.
In the following guide, I’ll outline my cutting-edge plumbing social media marketing strategy, which thousands of local plumbers have used throughout my career.
This alone should encourage local plumbing companies to create a noteworthy presence on the platforms their consumers use daily.
The opportunity cost of not appearing on these people’s Facebook and Instagram feeds is significant and can result in competitors overtaking your service areas.
Google Rankings
Google’s algorithmic shift toward E-E-A-T increases the value of off-page signals like active social media profiles, which signal to Google and others that your brand is legitimate.
Google prefers to show plumbing companies established on other digital platforms (besides Google) to prevent SEO manipulation from giving users poor results.
Google has even introduced SERP features that feature social media content, especially from YouTube (which Google owns) and, in some cases, from Instagram, Facebook, and TikTok.
Customer Engagement
Your existing plumbing clients spend as much time on social media as your future ones, and they often look to engage with the services they utilize on these platforms.
It’s not uncommon for customers to direct message their plumbing company through a social media platform, asking for clarification about a service or an appointment.
Plumbers should also be aware of how social engagement may impact their reputation, as some customers may use these platforms to air grievances about a bad experience with the service.
Industry Influence
Plumbing companies that establish a social media presence can quickly expand their influence in the plumbing industry.
By showcasing testimonials from satisfied plumbing clients and engaging with present and future customers, local plumbers can heavily impact the perception of their brand.
Diversifying influence across multiple platforms, such as Google, Facebook, Instagram, and TikTok, can foster a stronger and more sustainable plumbing business.
Reaching Plumbing Customers Through Social Media
Organic Social Media Content
Plumbing companies can post on social media platforms for free, though the content reach will be limited, especially at the beginning.
Examples of organic social media content include customer reviews, infographics, short videos, and job photos.
Don’t be alarmed if your content gets limited engagement. It’s still sending positive brand signals to Google and other platforms.
Most importantly, your existing customers will take note of your activity and potentially share your posts with people in their community.
Paid Social Media Advertising
Paid Ads on social media significantly expand the reach of your plumbing company but require a legitimate budget and investment.
Considering this, plumbers should avoid running ads until they fully grasp the nuances of maximizing ROI and optimizing the cost per lead.
Meta ads, which handle advertisements on Facebook and Instagram, are widely regarded as the best social media advertising investment for local plumbers.
Meta platform ads can prioritize various goals, from brand awareness to direct lead capture, each of which may play a role in your digital advertising campaign.
Best Social Media Platforms for Plumbers
Facebook
Over 75% of American adults use Facebook, which makes it the best platform for plumbing companies to reach their consumers.
Facebook is unique from other social platforms in that it includes recommendations, essentially reviews of businesses.
As a result, your plumbing business page will include customer ratings, which are also part of your Bing knowledge panel results (when properly optimized).
Instagram
Almost 64% of U.S. adults use Instagram, and the platform’s popularity has continued to increase yearly.
Instagram is part of Meta, which also owns Facebook, meaning ads run on Facebook can also be run on the Instagram platform.
IG’s strict focus on visual content, such as videos, stories, reels, and images, makes it unique to Facebook.
YouTube
The second most utilized social platform by American adults is YouTube, with 65% engaging with it.
YouTube is a video platform, meaning content shared on YouTube will be either long-form videos or YouTube Shorts, up to 60-second video clips.
While video content once required a large budget to produce, modern smartphones allow almost any local plumbing company to film topical videos of their business.
TikTok
A little over 50% of U.S. adults use TikTok, which has emerged as one of the fastest-growing social media platforms.
What was once considered a platform reserved primarily for teenagers, TikTok’s relevance among adults has surprised many industry forecasters.
Regardless of the societal shifts that led us to this point, plumbing companies must now establish a presence on TikTok to be taken seriously as a brand.
X
Over 40% of American adults use X (formerly known as Twitter), though it’s not considered a must-be place for local plumbing companies as the content focuses more on breaking news.
Nevertheless, some of your customers may look to air their grievances about your plumbing staff on X, which is known for its argumentative tone from users.
Content shared on X is expected to emulate real-time posts, meaning cookie-cutter images or infographics will look more like spam on this app.
Linkedin
Roughly 31% of U.S. adults use LinkedIn, limiting its value within a social media marketing strategy for plumbers.
Creating a LinkedIn business page and a personal LinkedIn profile as the plumbing business owner still makes sense to send favorable brand signals to Google.
Your chances of generating plumbing leads through LinkedIn are slim to none, but that doesn’t negate its potential impact on your digital brand.
Pinterest
About 38% of American adults engage with Pinterest, which, like Instagram, is a strictly visual social media platform.
Much like LinkedIn, plumbers are highly unlikely to gain new customers through Pinterest, but sharing photos of plumbing jobs can generate positive brand signals in the online ecosystem.
Pinterest posts also allow plumbing companies to link back to their websites, which counts as a nofollow link in Google’s SEO algorithm.
Social Media Posts for Plumbing Businesses
Video Posts
Shorter consumer attention spans make video content the highest priority for plumbing social media posts.
Plumbers can create video tutorials or showcase videos of recent jobs to capture followers’ attention.
YouTube, Instagram, and TikTok are especially useful for video posts, as users tend to scroll through hundreds of short clips quickly.
Client Testimonials
Sharing client reviews and feedback is an effective use of social media posts on all platforms.
You can use a tool like Canva to create image files based on text reviews from Google, Yelp, and other credible review platforms and then share those on Instagram, Facebook, and Pinterest.
Evidence of other customers’ good experiences with your company can persuade homeowners to consider using your service.
Sometimes, you can secure video testimonials from your most loyal customers, which you can then share in video format across platforms like YouTube, TikTok, and Instagram.
Native Posts
The key to breaking through organic social media algorithms is to create posts native to each platform and blend in with their standard content.
For example, an Instagram post of your staff at a company activity is an excellent example of a native Instagram post.
Alternatively, a genuine breakdown of the different brands of showerheads for the average homeowner in your service area would make a great post on Facebook or X.
Promotional Posts
Once your plumbing company has generated enough followers and post engagement, you can sprinkle in timely promotional posts to leverage this visibility.
You must be careful not to post too many promotions or discounts on your social platforms (unless you do so with paid ads), as the algorithm will begin to throttle your organic visibility.
When you share promotional posts, make sure the CTA creates urgency for users, such as through limited-time offers, and provides unique value like a new service type.
Plumbing Social Media Ideas & Tips
Highlight Employees and Clients
If you struggle to find inspiration for social media content, start with your employees and loyal clients.
You can easily create images or videos around your top employees and customers with the help of tools like Canva and iMovie.
Plumbers who showcase real people in their social media content create a sense of community and trust with their followers.
Join Groups and Communities
One proactive way to leverage social media is to join groups and communities, like Facebook Groups, related to the plumbing industry or your service location.
When you post inside these groups, avoid promotional content and focus more on organic contributions, as these can lead to business in the long run.
Social media groups foster more intimate content than public posts and are comparable to Reddit and Nexdoor, in which the community holds posts to a higher standard.
Engage With Comments
Users who leave comments on your posts are more likely to reengage with future posts if you acknowledge them.
Considering this, try responding to users who leave comments under your videos, images, and posts, especially if their feedback is complimentary.
The one instance in which you want to avoid engagement is when people (or bots) leave negative or derogatory comments under your posts – a form of trolling or spamming.
Utilize Hashtags
Including hashtags in your posts is a way to increase your organic reach, especially when for new accounts.
Instagram, TikTok, and X are known for hashtags, which can help your post appear in search results on these platforms.
While hashtags can help you reach more users, they only pay off if they match the topic of your content.
Don’t include irrelevant hashtags. Doing so will cause people to resent your posts, reducing their visibility over time.
Post Plumbing Memes
Posting plumbing memes on your social media account is one way to get your followers laughing and engaging with your content.
When followers associate your post with laughter, they are more likely to view your company favorably.
Although memes can increase your engagement metrics, avoid becoming known only for memes. You want the focus to remain on the concept of your plumbing company and brand.
Publish DIY Tutorials
Nothing helps earn the good graces of followers by sharing free value through DIY video tutorials.
As a plumbing professional, you understand how to show people with basic handy skills how to complete minor plumbing repairs and can do so through video format.
Stress the importance of hiring a professional plumber (like you) for dangerous or complicated plumbing issues.
Funnel Users to Your Website
While most social media platforms aim to keep users on their platforms (instead of moving to yours), there are ways to funnel users to your website.
Maybe you’ve recently added a new service page to your plumbing website. In that case, you can share an infographic post highlighting the service and include “find out more through the link in the bio” within the caption.
Now, users can navigate to your main profile and click the link in your bio, which will take them directly to your website.
Using the concepts outlined in this guide, local plumbers can leverage social media marketing to generate leads and expand brand awareness.
My agency, Plumbing Webmasters, helps local contractors maximize their online presence by building a digital brand.
Our services include social media marketing for plumbers, which is part of a broader digital marketing strategy to assist plumbers with consistently acquiring new customers.
The increasing popularity of social platforms like Instagram, Facebook, TikTok, and YouTube has required plumbers to take their social media strategies more seriously.
Plumbing companies can strengthen their digital brand and earn brand favorability by producing and sharing video content that appeals to homeowners and future customers.
Call my personal cell phone at (877) 388-9884 to discuss my detailed strategy for implementing social media for plumbers into your company’s online presence.
There are numerous exciting ways for local contractors to generate plumbing leads in 2024.
Plumbing is an essential service, meaning its demand can withstand almost any market conditions. As a result, homeowners will always seek access to a reliable plumber.
Plumbing impacts Americans ‘ everyday lives, whether it is a toilet, bathtub, shower, or sink.
Because the plumbing industry continues to grow at a faster rate than other home services, the opportunity is vast, and so is the competition.
I’m Nolen Walker, and I founded Plumbing Webmasters more than a decade ago. Since our opening, I’ve helped thousands of plumbers generate high-quality plumbing leads.
What are Plumbing Leads?
Plumbing leads are inquiries potential customers make to your business through various mediums, including phone calls, website form submissions, text messages, and emails.
Plumbing Lead Types
Numerous types of plumbing leads exist, including exclusive, shared, residential, and commercial. Your ideal inquiry may vary depending on your business type and sales structure.
Check out the types of plumbing leads below:
Shared Leads: Contact information forwarded to multiple plumbing companies by a 3rd party
Exclusive Leads. Contact information submitted directly to a plumbing company
Residential Leads: Inquiries made by residential homeowners
Commercial Leads: inquiries made by commercial business owners
Below, I’ll outline 25 proven ways to generate plumbing leads in 2024 based on my first-hand experience and expertise.
1) Local SEO
According to SEMRush, 46% of all search users are looking for a local business. As a result, most search marketing occurs on the regional level, especially for plumbers.
Claiming and verifying your Google Business Profile is the foundation of Local SEO for plumbers, but it expands beyond that to your website, citations, and reviews.
Helping Google and its users associate your company with your target service area is the key to unlocking local leads in 2024.
Local SEO Keyword Research
Keyword Targeting: Keyword research tools won’t pick up many local terms, so keyword targeting is more important than “research” at the regional level.
However, SEMRush’s location field allows you to estimate the volume of primary terms like “plumber” on a hyperlocal level.
Still, over half of all local clicks come from hidden terms or long-tail keywords, meaning your keyword strategy must expand beyond data from 3rd party research tools.
Google Business Profile
Claiming and verifying your company’s Google Business Profile allows you to rank on Google Maps and the Google Map 3-Pack.
Please make sure to upload your company logo and other unique photos and include your website URL and social media links.
Your business address plays a significant role in your local rankings on Google Maps, so a legitimate address close to the city’s center is ideal for visibility.
With that said, using a fake address, a virtual address, or a friend or employee’s address may trigger a profile suspension.
Local Website Optimization
Your website’s homepage should feature your business address and include your target city within its title tag, H1, and primary content.
Including your location on your website helps you rank in organic results for local queries and also helps your Google Business Profile rank higher in Google Maps results.
You can expand your visibility into other nearby cities with local landing pages or “city pages.” Be careful with how many city pages you produce, as creating too many similar pages can make them appear as “doorway pages,” which violate Google’s guidelines.
2) Organic SEO
A Google Business Profile is not sufficient for earning local leads online. Your company must also invest in an organic search presence through traditional on-page SEO and content.
While organic SEO has earned a bad reputation because of bad actors throughout the industry, it is a wise long-term investment when adequately implemented.
On-Page SEO
SEO fundamentals like title tags, header tags, URL slugs, and meta descriptions remain integral to ranking on Google.
Ensuring each website page targets an exclusive user intent is essential to providing Google and its users with what it seeks.
Common-sense changes to website pages can make the difference between a top-three Google ranking and a page-two ranking.
Technical SEO
Plumbing business owners shouldn’t be expected to understand the intricacies of technical SEO, but their agency should.
After all, nothing you do matters if Google and other search engines cannot crawl and index your website.
As a result, it’s essential to cover technical basics like XML sitemaps, canonical tags, SSL certificates, and Google Search Console submissions.
Off-Page SEO
Organic rankings rely not just on on-page signals but also on off-page signals. For example, citations and backlinks help distribute credibility to your plumbing domain.
As a local plumber, you want to be listed in all the major directories with a consistent business name, address, and phone number.
From there, it helps to build legitimate local links with credible and authoritative websites like plumbing suppliers, adjacent local businesses, and other topically relevant entities.
3) Google Ads
Paying to appear at the top of Google search results can quickly generate leads.
Pay-per-click or PPC campaigns through Google Ads are one of the most reliable paid advertising platforms for plumbers.
Plumbing companies can strategically deploy Google Ads campaigns to complement or jumpstart their broader digital marketing efforts.
Search Campaigns
While it could take months or even years to rank in the top 3 organically for your primary keyword, Google Ads search campaigns can instantly make you visible.
Of course, this “jumping in front of the line” comes with a considerable price tag, something you must weigh into your broader financial projections and cost-per-lead appetite.
Nevertheless, the opportunity to secure a top position for your chosen keyword term is a surefire way to attract nearby customers.
Local Service Ads
Local Service Ads (LSA), sometimes called Google Guaranteed, is a unique Google advertising opportunity for plumbers.
LSA ads appear above standard PPC ads at the top of search engine results. Unlike search ads, local service ads utilize a pay-per-lead model, which changes the ROI dynamics.
Google’s LSA system ensures your plumbing company only pays for qualified leads, though the expenses can still add up quickly as the lead qualification process increases the cost per lead.
Landing Page Optimization
Maximizing the impact of Google Ads relies on landing pages optimized for conversions.
For example, search campaigns that generate clicks to a specific page will only convert if that page includes a unique value proposition (UVP) and a user-friendly call-to-action (CTA).
Unlike pages optimized for SEO, PPC landing pages should prioritize quick actions to secure as many lead captures as possible.
As a result, plumbing company’s presence on social media is more critical today than ever in history.
While organic social media posts have limited reach for plumbing companies, investing in paid social media ads can break through to users scrolling through their social feeds.
Meta Ads
The Meta Ads platform consists of paid advertising campaigns for Facebook and Instagram and, when properly implemented, can yield the highest ROI of any social media advertising platform.
Meta offers various types of ad campaigns, from lead ads to image and video ads, each of which can be used within a plumbing advertising strategy.
Targeting is the key to efficient ad spending and ROI, and Meta’s Advantage+ targeting algorithm learns users’ behavior regarding your plumbing ad.
YouTube Ads
Nearly 60% of consumers consider YouTube Ads more relevant than TV ads. With this in mind, plumbers can advertise on YouTube to reach target customers.
YouTube offers various ad types, such as in-stream ads (skippable or non-skippable), bumper ads, shorts ads, and more.
For plumbers, the non-skippable in-stream ads can prove highly effective when combined with strategic targeting.
TikTok Ads
TikTok advertisers have the potential to reach over 1 billion adults monthly, creating an unforeseen opportunity for local plumbers.
The social platform was once populated mainly by younger people who were not yet homeowners, but the demographics have shifted in recent years.
While TikTok’s most popular content remains geared toward entertainment and social trends, “meeting people where they are” has never rung truer.
5) Email Marketing
Email marketing helps generate plumbing service leads based on simple math. About 88% of people check their email accounts daily, which makes it one of the few places where you can reach nearly all of your target customers.
The challenge with email marketing is getting people to subscribe to your email list and then open your emails.
You can generate more subscribers through paid advertising campaigns and email sign-up forms on your website.
To maximize your open rates, exceeding the industry average of about 25% requires personalization, list segmentation, and automation-based campaigns.
List Segmentation
Email marketing platforms like Aweber and Mailchimp allow list segmentation so that plumbers can segment subscribers by service type, home type, location, etc.
By segmenting subscribers, you can send target emails to each list, increasing open rates and engagement while reducing unsubscribed.
Personalization
Aweber and Mailchimp also allow for email personalization using shortcodes like (customer-name), which can be inserted into email templates.
Personalized emails are proven to increase open rates and avoid the pitfalls of “mass emails,” which are largely discarded by email users.
Addressing your customers by name can quickly foster a sense of customer care that is absent in generalized email copy.
Discounts
One way to increase open rates is to periodically offer subscribers something of value, like a discount on plumbing services.
By strategically including discount emails in your broader campaigns, you can keep subscribers engaged with your email schedule and build goodwill for future conversions.
Themed discounts typically perform best, especially when presented as a limited-time offer to encourage quick response.
6) Online Reviews and Reputation Management
About 99.9% of American consumers read online reviews before making a purchasing decision, such as hiring a local plumbing contractor.
Online reviews are one of the least expensive means of lead generation for local plumbers, as they can influence search engine visibility and conversion rates.
Google reviews are particularly impactful to lead generation as they can directly influence Google Maps rankings for plumbers.
Reputation management software with automated review requests can help increase your testimonials on platforms like Google, Yelp, and BBB.
Ensure your plumbing staff is trained to ask for reviews in person. This face-to-face or over-the-phone request can inspire your customers to act.
Once more customers use your services, your company will inevitably receive some negative reviews. An encouraging professional response will typically appease other consumers, weighing the pros and cons of the various testimonials.
7) Website Conversion Rate Optimization
A/B testing website pages can increase conversions by 30%. My agency, Plumbing Webmasters, has conducted these tests, so we have internal data that informs our website design practices.
Optimizing your plumbing website for conversion rate is an effective way to get more inquiries, as the number of visitors who call or submit a form will increase substantially.
While design is the main component of CRO, other factors, such as the website’s copywriting and narrative, also play a role.
Homeowners don’t want to read a boring novel about the intricacies of plumbing, but instead, what is the answer to the simple question: Is this plumbing company trustworthy?
Considering this, showcasing award badges, license numbers, and original photos can foster trust and increase conversions.
Of course, CTAs remain the most tangible factor in conversion rate, and red buttons have been shown to outperform other colors.
8) DataPins
Most plumbing websites feature cookie-cutter content, a quality that has only worsened with the emergence of AI-generated content.
This widespread issue has prompted Google’s algorithms to prioritize unique, people-first content that demonstrates experience, authority, and trust.
I spent millions developing a software tool called DataPins, which generates digital branded signals based on real plumbing jobs, including schema markup, geo-coordinates, mini-maps, job images, and job descriptions.
Each pin gets published to its corresponding website page, signaling fresh updates for each service and location with SEO-friendly signals.
Our clients who regularly use DataPins experience significant spikes in traffic, such as Steve’s WaterWorks Plumbing, which enjoyed a 122.6% increase in a 30-day span.
Pins are easy to create with the mobile web app and can be used by any plumber to generate more leads.
9) Social Media Marketing
Building a digital brand in 2024 requires a presence on social media platforms.
We mentioned social media ads earlier in this post as a method of generating plumbing leads, but a widespread marketing presence on the most popular social platforms also contributes to lead generation.
Social media profiles serve as a content hub for your business and a citation. For example, Facebook, Instagram, TikTok, and YouTube all leave space for your website URL.
Facebook even features a CTA that can prompt users to contact your business directly through their platform.
Other forms of social media marketing include posting videos, joining groups and engaging with followers.
Focusing on trending content types like Instagram Stories and Reels is an effective way to garner attention from homeowners seeking plumbing services.
10) E-E-A-T
For plumbers who believe SEO is dead, the concept of E-E-A-T should invigorate your quest for plumbing leads.
E-E-A-T is essentially the modern equivalent of SEO in that it’s what Google’s search quality raters look for when “grading” website pages.
Google’s algorithm favors websites that demonstrate experience, expertise, authoritativeness, and trustworthiness.
I spoke about how the DataPins software tool can insert E-E-A-T signals onto your plumbing website, and there are additional ways to showcase these qualities.
Award badges, review widgets, license numbers, and original photos are all examples of E-E-A-T.
Brand mentions, and backlinks can also contribute to E-E-A-T, so building a comprehensive digital brand for your plumbing business can pay major long-term dividends.
11) Local Directories
Industry experts have debated the value of local directories for plumbing lead generation.
As a long-time plumbing marketing agency owner, I can tell you that local directories are beneficial in generating leads.
First, local directories help send brand signals to search engines, which contribute to search visibility and potentially higher rankings.
Secondly, building general trust with your consumers is a great way to influence conversion rates.
While some directory listings are unnecessary (like those that Google doesn’t even bother to index), the well-known ones serve as valuable business citations.
In addition to Google Business Profile, Yelp, BBB, Angi’, HomeAdvisor, and Apple Maps are all great places to create citations.
12) Referral Programs
Creating a plumber referral program capitalizes on the most effective testimonial source, which is word of mouth.
Sure, most consumers check online reviews on platforms like Google, but recommendations from friends, family, and neighbors are even more influential.
As your digital marketing campaign generates new customers, you can use them to further expand your clientele through referrals.
Try offering incentives to existing customers using referral codes, which can yield significant returns.
Referrals also increase the ROI of other lead generation methods, such as local SEO and website CRO, as they expand the reach to those people’s inner circle.
The key to maintaining a successful referral program is customer service so that your customers feel validated for participating.
13) Retargeting
Most of your website visitors also spend time on social media platforms like Facebook and Instagram, which makes retargeting an intriguing way to generate more leads.
Installing a Meta pixel in your website code allows you to retarget visitors on Facebook and Instagram.
This way, someone who finds your website through SEO will then see your Facebook Ad.
Studies show that retargeted users are 8 times cheaperto reach per click than standard users.
In addition, the more a nearby homeowner sees your plumbing brand, the more likely they will recall it when a plumbing issue arises.
You can expand your plumbing business by driving down your cost per lead and focusing on consumers with clear interest.
This statistic highlights the emerging importance of video content on plumbing websites and, specifically, YouTube video content.
For one thing, consumers spend nearly 49 minutes on YouTube per day. Uploading videos on your plumbing YouTube channel can attract leads directly on the platform.
Also, Google owns YouTube, which means that YouTube videos are part of search engine results pages (SERPs).
A well-optimized YouTUbe video can rank directly on search results for plumbing-relead queries.
Considering all these factors, embedding YouTube videos onto your plumbing business website is an outstanding strategy for increasing engagement and attracting more customers.
15) Truck Wraps
A single plumbing truck wrap can garner up to 80,000 daily impressions, making it one of the most undervalued lead generation methods.
Truck wraps serve as mobile advertisements for your plumbing company, featuring your brand logo, phone number, and website (in most cases).
Almost every American city has a vehicle wrap design business to help plumbers wrap their trucks and benefit from these vast impressions.
Aside from expanding brand awareness, truck wraps serve the purpose of traditional advertising platforms like billboards and print ads by working on the consumers’ subconscious.
Wraps work while you drive and when you’re parked in a public space, constantly reminding nearby prospects of your business.
Your previous legwork of choosing a memorable brand name and domain name is rewarded with vehicle wraps.
16) Local Sponsorships
Sponsorships build local authority both offline and online. For example, when you sponsor a Little League team, the team will wear your brand logo on its uniforms and potentially link to your website.
You want to negotiate these considerations within the sponsorship opportunities as your goal is to gain exposure and expand brand awareness.
The visual component of your sponsorships can increase trust in your services and prompt parents to search for your brand name online, sending credible signals to Google.
The links from your sponsored organizations are also influential in Google’s local algorithm, as these partnerships are far more trustworthy than a random “guest post” on an unrelated blog.
I recommend prioritizing local links, such as those you acquire through sponsorship opportunities, over other link-building techniques that some SEO agencies promote.
In summary, local sponsorships have widespread benefits for your local plumbing business and can produce qualified leads.
Marketing at the city or state level is one thing, but infiltrating neighborhoods can be more challenging for plumbing companies.
NextDoor’s platform is the digital doorway to influencing specific neighborhoods throughout your service area.
Nextdoor offers paid advertising opportunities to local businesses as a hyperlocal neighborhood platform.
While the cost per lead is estimated to be higher than Meta, the conversion rate is often also greater.
Strategically running Nextdoor ads is an effective way to attract hyperlocal plumbing prospects.
18) Promotions \ Special Offers
Over 70% of consumers say promotions and special offers are among the top three factors in their purchasing decisions.
Plumbers can benefit from first-time customer discounts, which are proven to incentivize prospects on the fence.
Running promotions on your website or social media pages can energize consumers about your services.
Some companies use coupon codes for an entry point service, like a free consultation, to get new customers “in the door” and earn their repeat business in the future.
Plumbing companies can expand this further by providing membership benefits like waived emergency fees to capture long-term prospects.
Integrating these promotions with your border digital marketing strategy can benefit your company in various ways.
19) Business Networking
Connecting with other businesses can result in a new stream of qualified plumbing leads. Building your network can pay off whether you attend trade shows like Flow Expo or other business networking events.
While these relationships are B2B – business to business rather than B2C – business to consumer, the one thing most companies share is access to consumers through digital branding, marketing, and word-of-mouth.
For example, you partner with a local real estate agent who recommends your plumbing company to its clients. You can build similar relationships with other complimentary industry tradesmen, like foundation repair specialists.
For a more aggressive networking approach, consider hosting your own event and promoting it through your website, email list, social media posts, and anywhere else you can reach potential guests.
These events can help foster new business network opportunities while expanding your company’s brand awareness.
20) Lead Generation Services
Buying plumbing leads from a third-party service can help you attract new customers, though this method has some downsides.
For instance, most 3rd party lead sellers provide shared leads, which means the customer’s information is also given to competitors.
Like pay-per-click advertising, lead generation services cannot be your only lead source if you plan to run a sustainable and profitable plumbing company.
However, leveraging your purchased leads into reviews, testimonials, and brand recognition can help spur your long-term lead-generation strategies like organic SEO and brand building.
If you do sign up with a lead generation service make sure they document what constitutes a lead and whether they have a system for detecting spam or bots that emulate prospects.
21) Word-of-Mouth Marketing
An estimated 88% of consumerstrust word-of-mouth over any other marketing channel. Plumbing companies that can earn personal recommendations typically have a steady incoming stream of quality leads.
The challenge with word-of-mouth is ensuring it occurs at scale rather than merely in your close inner circle of friends and family.
For startup plumbing companies, initial word-of-mouth should be used for reviews, testimonials, and social proof as part of their broader digital marketing strategy.
When thinking more long-term, word-of-mouth at scale occurs when enough people in your service area learn about your company through advertising or organic marketing.
Once they have a good experience with your plumbing company, they are more likely to recommend it to others, which can happen in person or online.
22) Lead Magnets
Some studies have found that lead magnets can increase conversion by up to 785%, making them a surefire method for generating more leads.
If a plumbing website’s average conversion rate is roughly 4%, 96 out of every 100 visitors will leave the website without calling or submitting a contact form.
You can increase that conversion rate by offering lead magnets, which give a “middle option” for visitors who are not immediately ready for your services but are generally interested.
Examples of lead magnets are plumbing homeowner checklists or a homeowner plumbing quiz requiring the user to submit their email address or phone number in exchange for the content.
Once you have their contact information, you can gradually move them through a funnel so they can use your plumbing service when they are ready to choose a plumber.
23) CRMs
CRMs, or customer relationship management software, are tools widely used throughout the plumbing industry to organize existing customers, receive payments, and send out invoices.
Several modern CRMs include lead tracking analytics, which allows you to identify prospects’ sources by campaign types, such as email, flyer, or SEO.
These data points can inform your plumbing business on where to invest more marketing resources and increase lead volume.
For example, if you find that most of your best phone calls come from people who find you on Google Maps, you can invest more resources into ranking in the Google Map 3-Pack.
Some of the most popular CRMs for plumbers include ServiceTitan, Housecall Pro, and Jobber.
24) Artificial Intelligence / LLMO
AI has emerged as part of the national discourse in a way few predicted before 2024.
ChatGPT, Perplexity, Google Gemini, and other platforms have become part of homeowner’s regular online activity.
Optimizing your web presence to appear in answers from these platforms is a practice called Large Language Model Optimization or LLMO.
Large Language Models power tools like ChatGPT and Google Gemini to deliver answers based on training data and various online sources.
Google has started integrating AI overviews into its standard search results for plumbing-related queries, which appear above traditional search results.
This new SERP position gives plumbers an opportunity to capture new leads by appearing in these AI answers.
25) Hiring a Digital Marketing Agency
Hiring a digital marketing agency is a great way to get more plumbing leads. However, it’s critical that you choose the right provider.
Digital marketing agencies have generally lost the trust of plumbers because of overhyped services and overpromised results.
In addition, some agencies have misled plumbing companies about the efficacy of some “marketing tactics” like blogging, which violates Google’s Helpful Content Update.
The shaky foundation of the digital marketing industry makes signing up with one seem risky for plumbing companies.
However, the right digital marketing agency can implement all the most effective lead-generation methods in a comprehensive campaign that will outperform anything you can do alone.
Considering these variables, choosing a trusted digital marketing agency remains an excellent investment for plumbers.
How to Get Free Plumbing Leads
Startup plumbing companies often ask for ways to get free plumbing leads. I tell them the same thing: There are no genuine free leads.
While organic visibility on search engines can ultimately produce zero-dollar plumbing leads, the initial investment of building a digital brand worth that visibility costs money.
Word-of-mouth referrals from friends and family may also constitute “free leads,” though that is not a sustainable way to run a plumbing business.
Those jobs are only valuable if you can leverage them into a brand reinvestment through customer reviews and online reputation.
For newer plumbing contractors without a large budget, starting with the basics of a Google Business Profile and a one-page website can lay a solid foundation for future expansion.
Still, you will ultimately have to invest to get a return from quality leads.
Common Lead Generation Mistakes for Plumbers
After working directly with plumbing companies for over a decade, I can speak to the common mistakes plumbers make with lead generation.
It’s not always the plumber’s fault because sometimes their marketing company is investing in the wrong channels, but in many cases, it does come down to a business mindset.
Below, I’ll outline the most common lead generation mistakes I see from plumbers:
Gig Economy Mindset
Plumbing companies living “lead to lead” exist in the gig economy, preventing any business from scaling.
The business model cannot sustain itself when focusing on short-term lead acquisition rather than long-term lead abundance.
That’s why I discourage placing all your emphasis on short-term lead generation tactics like PPC and lead buying and promote long-term techniques like SEO and Google Maps.
Failure to Follow-Up
If it takes your office days or even weeks to follow up with a lead, they’ve probably already moved on to one of your competitors.
It’s essential to have a system to nurture leads and quickly respond to them in some fashion.
This may include CRM software and email or SMS automation to let the prospect know you value their inquiry.
Misinterpreting Lead Quality
Some plumbing companies try to get every possible lead – even for services their company does not provide.
This influx of bad leads can make attending to qualified prospects more challenging and create resentment toward people who feel misled by your content.
Qualified leads are homeowners who know their problem and that you can solve it. You should attract these prospects by creating suitable types of website pages, paid advertisements, and video content.
Next Steps for Plumbing Lead Generation
Over my decade-plus in the plumbing lead generation industry, I’ve witnessed each of these tactics succeed or fail, depending on the quality of the campaign and the service provider’s integrity.
I can assure you that plumbing leads are accessible to local companies that invest time, effort, and resources into building a digital brand.
Choosing the right plumbing domain name is essential to building a digital brand and generating qualified local leads.
As the founder and CEO of Plumbing Webmasters – a digital marketing agency for plumbers, I’ve helped thousands of companies select the ideal domain name for their plumbing websites.
Based on my first-hand experience and expertise, the best domain names are concise, topical, and branded.
Qualities of an Ideal Domain Name for Plumbers
Short and Concise
.com Domain Extension
Brand Relevant
Topically Relevant (Plumbing, Plumber, etc.)
Original (Not Trademarked)
Keep Your Domain Name Concise
An ideal character length for a plumbing domain name is between 6 and 15 characters. A concise domain name is simpler to recall, share, and promote on marketing materials like truck wraps.
Balancing conciseness with other factors like topic, brand, and location can significantly challenge plumbing business owners.
A good rule of thumb for local plumbers is to avoid going over the 20-character mark, as names of this length can lead to a loss of traffic due to their lack of user-friendliness.
Choose a .Com Domain Extension
The .com extension is the most popular, resulting in the fewest available names. However, just because your preferred .com is taken does not mean you should take the .net or .orgalternative.
Instead, you should choose the best available .com extension, as the .com evokes trust from internet users from a plumbing marketing perspective.
You are better off using your second or third name choice in a .com domain rather than settling for your first choice with a .net domain.
Select a Branded Domain Name
Your plumber domain name is part of your digital brand, which my agency has identified as the key to unlocking digital marketing success.
As a result, it is essential to fit some version of your company name within your URL. If you pick a name with zero references to your brand, you hurt your business in multiple ways.
First, other marketing channels will not correlate with your website, confusing potential customers. Secondly, website visitors are less likely to remember your brand if it is not in the domain.
Some companies make the mistake of choosing an exact-match domain like “miamiplumber.com,” thinking this will help them rank higher for the keyword and generate more customers.
Unfortunately, this strategy yields the opposite effect, as consumers cannot associate your brand with a unique name on SERPs and confuse your company with other local plumbers.
Prioritize a Topically Relevant Domain
While exact-match domain names rarely lead to sustained marketing success for plumbers, keywords within your domain name can provide an SEO advantage.
For marketing purposes, the keyword is more about the topic than the term itself. For example, it’s best to have plumber or plumbing in your domain name that is COMBINED WITH your unique brand identifier.
You can gain a further advantage by including your location within the name, but at some point, the name becomes too long to be worth that advantage.
With Location – jimbobsdenverplumbing.com
Without Location – jimbobsplumbingco.com
Weighing the pros and cons of these domain factors will lead you to the ideal domain name.
I personally recommend focusing more on your brand identifier (with the topic) than trying to shove your location into the name.
My agency helps plumbing companies build a sustainable digital brand, which is a long-term investment.
Ensure Originality and Avoid Trademarks
Originality is a critical component of branding in general. You would hate for your plumbing company to be confused with something else.
Additionally, if your domain name resembles a trendy brand, it will likely get buried in Google search results.
I’ve seen cases where Google confuses plumbing companies with nearby competitors because of similar names.
In the worst-case scenario, plumbers might accidentally purchase a trademarked domain name, which could result in legal action from another entity.
Before purchasing a domain name, you should search the trademark database from the United States Patent and Trademark Office.
Don’t overthink it; check all of the boxes and keep it simple. Remember, your domain name is part of your digital brand, so it should include your brand identifier and industry.
Follow these guidelines, and you will be on your way to creating the perfect plumber domain name.
Some hosting platforms provide alternative recommendations for unavailable domain names.
At Plumbing Webmasters, our web designers and SEO specialists help you craft the perfect domain name.
Today, most plumbers are bombarded with sales calls and cold emails from marketing professionals seeking their business.
In an era of mass communication, artificial intelligence, and constant social media consumption, understanding what your plumbing company needs from its marketing services is becoming increasingly challenging.
With this in mind, local plumbers must consider marketing statistics before making any decisions or investments in a marketing service or agency.
As the founder and CEO of Plumbing Webmasters – a digital marketing agency for plumbers, I’ve been working on campaigns for over ten years.
Throughout that time, I’ve been collecting internal data on campaigns while constantly adapting to algorithmic and technological advancements.
Check out some of the most applicable marketing statistics for plumbers below:
Local Marketing Statistics for Plumbers
Local marketing is essential for plumbers who serve homeowners within a defined service area.
Because nearly half of all searches are for local businesses or services like plumbers, appearing on Google’s Local Map 3-Pack, organic results, and AI Overviews for plumbing-related queries are crucial.
1) 42% of local queries result in map pack clicks
2) 70% of mobile searches for local businesses result in map pack clicks
3 Local 3-Pack listings receive a 44% CTR
3) 28% of local searches result in a transaction
5) 46% of Google searches are for local businesses or services (like plumbers)
Mobile Marketing Statistics for Plumbers
Most online searchers today use a mobile device that calls for local plumbers to appeal to them in that manner.
One way to achieve this is to prioritize a website design for mobile devices with easily clickable calls-to-action and simple navigation.
6) 51% of consumers have discovered a new business or product through mobile searches
7) In the United States, more searches are made on mobile devices than on desktop computers
8) 65% of mobile users look for the most relevant information, regardless of the source
9) 48% of consumers conduct their mobile research via a search engine
10) 30% of mobile searches are related to location
11) 87% of smartphone users use search engines at least once per day
Organic Marketing Statistics for Plumbers
Despite its decrease in popularity, organic SEO remains an essential part of a plumbing marketing campaign.
Despite the rise of social media and AI platforms and the emphasis on paid advertising, most traffic still comes through organic clicks.
12) SEO drives 300% more traffic than social media
13) 92% of searches containing “plumbing” and the city name yield Yelp results in the top 5
14) 50% of searches are either four words or more
15) 69.1% of Google clicks go to the top 5 organic results
16) 75% of search users never make it to the second page of results
17) The first organic result has a 37.7% higher click-through rate than the first ad result
18) 70.5% of American Google clicks go to organic results
Marketing Industry Statistics
Understanding what’s happening inside the marketing industry can help plumbers make informed decisions about what they are being told or “sold.”
For example, only 30% of plumbers are satisfied with their current SEO provider due to various factors, including a deteriorating public sentiment toward marketing agencies.
Furthermore, the emergence of ChatGPT and other AI platforms has inserted “FOMO,” or fear of missing out, into the collective psyche of plumbing contractors.
19) 70% of plumbers are unhappy with their SEO provider
20) Google has maintained a nearly 92% search engine market share
21) The SEO industry’s value is estimated at $77.6 billion.
22) The broader digital marketing and advertising industry is expected to reach $786.2 billion by 2026
Website Marketing Statistics
Plumbing companies have continued to invest in websites, sometimes at their peril.
For example, a simple website without optimization is better than nothing, but it won’t lead to new customers in the near term.
Similarly, over-optimizing your website or flooding it with mass-produced content like thin blog posts can harm your marketing efforts.
23) Nearly a quarter of all small business websites lack H1 tags
24) 96.55% of website pages don’t get any traffic
25) About 252,000 new websites are launched every day
26) 94% of users consider user-friendly navigation their top website priority
Google Marketing Statistics
Google remains the “big show” of plumbing marketing despite emerging rivals like ChatGPT, Bing, and Meta.
Google has adopted AI into its search landscape with AI Overviews, which should help it maintain its market share in the coming months.
Despite some negative press, most people still use Google to find local plumbing companies.
27) Google is responsible for nearly 64% of all website traffic
28) Google changes its algorithm an average of 6 times per day
29) Google processes about 99,000 search queries per second
30) The average user conducts 3.5 Google searches per day
AI Marketing Statistics
The most disruptive technology advancement to modern marketing is artificial intelligence (AI).
Large language models have powered tools like ChatGPT to capture the public attention and sentiment, prompting existing powerhouses like Google to fast-track its own LLM and AI models.
As a result, AI Ovierviews now appear on Google search results to compete with ChatGPT, Perplexity, and other AI platforms.
31) Google rolled out AI Overviews in May 2024
32) AI Overviews appear for an estimated 15% of searches
33) Less than 30% of small businesses use AI in their marketing strategy
34) The global AI market is estimated to reach $738.80 billion by 2030
How Marketing Statistics Impact Plumbing Companies
Marketing statistics help plumbers avoid false sales tactics and misinformation, resulting in better and more successful investments.
As for broader takeaways from these statistics, plumbers can notice that mobile search directly correlates with local business conversions.
Therefore, plumbers should have a functional mobile website to compete with online customers.
Plumbing companies must account for emerging marketing trends like AI, and partnering with the right digital marketing agency can help them face these challenges.
AI SEO is a relatively new phenomenon for local plumbers but one you must take seriously if you plan to maintain or increase your online lead generation in 2025.
I’m Nolen Walker, the founder of Plumbing Webmasters, and I’ve been crafting SEO campaigns for plumbers for over a decade.
Google AI overviews have shifted how consumers find information about plumbing companies online.
This new way of delivering search results followed the revolutionary technological emergence of artificial intelligence, popularized by the large language model web application, ChatGPT.
Because of these recent advancements, plumbers must expand their SEO strategies to include AI search engine optimization.
As the founder of Plumbing Webmasters – the top SEO agency for plumbers in the United States, I will help guide you through this new search engine terrain so your plumbing company can continue to thrive on Google search.
What is AI SEO for Plumbers?
AI SEO for plumbers involves optimizing web content to appear in artificial intelligence answers from Google AI Overviews, Gemini, ChatGPT, Perplexity, and other AI/LLM tools.
AI SEO aims for your plumbing company to show up in answers to these AI/LLM tools as their users ask questions.
How is AI SEO Different Than Traditional Search Optimization?
While traditional SEO efforts contribute to artificial intelligence optimization, AI tools use a different process for delivering answers than a standard search engine.
Unlike old-school search results, which use an algorithm to deliver website results based on on-page keyword relevance, links, and domain authority, AI tools use mentions across training data to prioritize results.
Furthermore, AI search results are less consistent than traditional search engines. For example, ten searches within an AI search tool might deliver ten different answer variations.
In contrast, a traditional search engine would generally deliver the same results repeatedly (until an algorithm update occurred).
AI Search Engines
One confusing aspect of AI’s emergence is distinguishing between a Large Language Model (LLM) and a search engine.
Tools like ChatGPT are technically “not search engines” even though users are asking it specific questions (including questions about local plumbers)
Meanwhile, Bing uses OpenAI’s GPT model (The LLM that powers ChatGPT) to deliver AI-driven search results.
Additionally, ChatGPT has launched a new search engine called SearchGPT on a limited basis (few people currently have access to it).
Google SGE (AI Overviews)
Google has branded the AI portion of its search results with several different names over a short span.
It was known as Bard, then SGE or Search Generative Experience, while most now refer to it simply as AI Overviews.
Users are growing increasingly accustomed to its results regardless of its official name.
Microsoft Bing with CoPilot
Like Google’s AI Overviews, Bing’s CoPilot delivers AI-driven answers to a standard Bing search query.
While Bing has failed to take many users away from Google, it receives enough usage for plumbers to be aware of.
Perplexity
Perplexity is both a search engine and an “AI tool” in that it cites sources based on search queries.
Plumbers want to appear in Perplexity’s AI answers but can also use it as a tool to help find relevant sources for external links.
SearchGPT
When SearchGPT launches to the general public, its impact will likely be greater than any search engine on this list (aside from Google).
ChatGPT already has significant brand recognition, and its development of a search engine will likely attract users after launch.
With this in mind, plumbing companies should focus on optimizing content for the future popularity of SearchGPT.
SEO Content and AI for Plumbing Companies
As Rand Fishkin cites “mentions across training data” as a prominent ranking factor for AI search results, it’s important to note that AI and Large Language Models (LLMs) are trained primarily by the internet (meaning web content).
With this in mind, it’s vital for local plumbers to refine their SEO content approach to maximize AI visibility.
My agency, Plumbing Webmasters, is on the cutting edge of this shift thanks to our SEO software tool, DataPins.
DataPins generates AI-friendly SEO content that AI tools can use for training data, resulting in local plumbing companies getting mentioned in AI answers.
AI Answer Examples for Local Plumbing Company
Take a look at this example of a local plumbing company in Waterford Township, Michigan.
This company used DataPins to detail the specific usage of a PVC pipe.
In another example, the company used DataPins to mention their use of a specific water heater brand, allowing them to show up in Google’s AI overviews.
These detailed examples train LLMs and AI tools to recognize local plumbing jobs for specific companies and brands, resulting in greater search engine visibility.
AI SEO Tools for Plumbers
Plumbing companies can use various AI tools like ChatGPT and Perplexity to assist with the AI process.
These tools can help create SEO content outlines, review content quality, and cite informative sources for external links.
However, when discussing AI tools for website SEO, plumbers should focus on DataPins.
ChatGPT
ChatGPT should not be used to generate your plumbing content without human oversight.
However, it can be used to generate SEO outlines, analyze content, and generate images.
The latest version of ChatGPT also cites sources from around the web, meaning it can be used to find valuable external links to include within your content.
Perplexity
Perplexity is a useful AI tool for SEO research and does a great job of citing sources that you can use for external links within your plumbing content.
While ChatGPT may have more extensive use cases, Perplexity is the best available AI tool for research and information gathering.
DataPins
DataPins is the most potent AI SEO tool for websites as it transforms recent plumbing jobs into AI-friendly SEO signals, allowing LLMs to train using specific job site information.
In my expert opinion, DataPins is the most powerful AI tool available to local plumbers.
The Future of Artificial Intelligence Search Engine Optimization
As local plumbers, we are merely in the beginning stages of AI search engine optimization.
The percentage of queries delivering AI overviews has fluctuated significantly throughout 2024, reaching a low of 7% in July but recently seeing an uptick in October.
Local queries generally have the lowest amount of AI overviews, which is of significant note to plumbers.
However, my agency has noticed more local queries delivering AI overviews recently.
With all that being said, plumbers must adjust to this new feature (and larger behavioral shift) without abandoning more traditional Local SEO concepts that remain integral to online success.
For example, plumbing companies must remain vigilant in their efforts to rank within Google’s Local Map 3-Pack while adding an AI and LLM strategy.
In other words, you are not replacing your existing Local SEO strategy but expanding it.
Final Thoughts on AI SEO for Plumbing Companies
While it’s clear that plumbers have entered a new frontier of search engine optimization with the emergence of AI search engines and tools, the optimization required to maximize visibility on these platforms remains murky.
My agency, Plumbing Webmasters, is on the cutting edge of this phenomenon.
Our software, DataPins, was engineered to simultaneously help plumbers rank well in AI and traditional search.
For plumbing companies seeking answers about the future of search and steps they can take to ensure visibility, Plumbing Webmasters can help.
You can call my personal cell phone at (877) 388-9884 to discuss how I can help your company rank with AI SEO.
Choosing a plumbing marketing agency can be overwhelming, especially when many options are presented to local plumbing companies throughout the United States.
Local plumbers may realize they need SEO, PPC, website design, reputation management, and other marketing services, but they lack the expertise to determine which agency can best provide them.
Although fit will ultimately determine the best agency for your marketing campaign, choosing from a list of the best plumbing marketing agencies is a great place to start.
The Importance of Marketing for Plumbing Companies
Knowing you need a marketing agency is the first step in acknowledging the importance of marketing for plumbing companies.
In today’s competitive landscape, plumbers without a marketing presence, particularly a digital one, are at a massive disadvantage from competitors.
A plumbing marketing agency will establish your online presence through search engine optimization, website design, Google Business Profile optimization, and content marketing.
Of course, each agency also offers various additional services that can be customized to your specific needs.
Best Plumbing Marketing Agencies of 2024
There is no one-size-sits-all approach when it comes to selecting the ideal agency.
Each will offer different strengths and weaknesses, and some plumbers will have a better rapport with some agencies than others.
However, when identifying the best plumbing marketing agency, the best place to start is by compiling a list of reputable agencies with a proven track record of results.
Based on these criteria, I list the 9 best plumbing marketing agencies of 2024 below:
1) Plumbing Webmasters
As Plumbing Webmasters, we pride ourselves on being the leading digital marketing agency for plumbers in the United States, a position we’ve held since 2013.
We rank our agency #1 on this list because we’ve consistently delivered results using a proven marketing strategy tested on 1,500+ websites over the past 15 years.
Our founder, Nolen Walker, worked with plumbers even before launching this agency, so the system has been developed for even longer than the agency’s existence.
Our SEO strategies have been instrumental in securing the top spot for this article on plumbing marketing agencies, a real-time case study of their effectiveness.
Plumbing & HVAC SEO is a long-time agency with an excellent reputation in the industry.
Founded in 2010, this agency constantly produces results for local plumbers through website design, search engine optimization, and PPC advertising.
The agency’s founder, Josh Nelson, also owns Seven Figure Agency, which helps other agencies streamline their digital marketing agency operations.
This company focuses strictly on plumbing and HVAC contractors, giving them years of experience navigating the unique pain points of local plumbing contractors.
Service Direct is a lead generation marketing company for local service businesses.
Founded back in 2006, the agency helps plumbers get more customers through a pay-per-lead model.
Their hyper-local targeting strategies pinpoint plumbing prospects in a defined service area.
Business owners can track inquiry recordings and adjust their price per lead based on their service areas to maximize ROI.
Founded: 2006
CEO: Brian Abernethy
Key Clients: PIC Home Pros, American Air, Appliance ON
Estimated Pricing: Pay Per Lead (varies by location)
4) Lemonade Stand
Lemonade Stand is a full-service digital marketing company that helps plumbers grow their business online.
Using strategies like web design, SEO, social media management, and content marketing, Lemonade Stand creates custom marketing strategies for each client.
The agency’s client-first approach fosters a good rapport with local plumbing companies.
Founded in 2012, the agency’s long tenure in the industry has allowed it to foster trust and credibility.
Founded: 2012
CEO: Greg Trimble
Key Clients: RighTime Home Services
Estimated Pricing: Custom / Unknown
5) On The Map Marketing
On The Map Marketing specializes in SEO, web design, and online advertising for plumbing companies.
Founded in 2009, OTMM has assisted countless plumbing companies with their digital marketing campaigns.
The focus on SEO-optimized websites that generate leads helps this agency stand out.
With a team of experts on staff and a long-standing in the industry, On The Map Marketing has fostered trust.
Founded: 2009
CEO: Kristaps Brencans
Key Clients: Go Pro Plumbing
Estimated Pricing: Custom / Unknown
6) Scorpion
Scorpion has been one of the most well-known marketing agencies for plumbers since 2001.
Their long history of assisting plumbers with SEO, PPC, and website design has made their brand synonymous with digital marketing.
The agency’s data-driven approach and software integrations make it an intriguing option for plumbers.
Having worked with thousands of contractors over a 20+ year tenure, Scorpion has built authority in the marketing space.
Relentless Digital offers marketing services to HVAC, plumbing, and electrical companies.
Their founder, Joshua Crouch, has over a decade of experience in the HVAC industry.
The agency focuses on website design, Google Business Prifle optimization, and Local Service Ads to drive new customers to plumbers.
Rooted in transparency and client success, Relentless Digital has garnered trust in the digital marketing landscape.
Founded: 2020
Founder and CEO: Joshua Crouch
Key Clients: Small Town Drain, Dial One Johnson, Champion Plumbing
Estimated Pricing: Custom / Unknown
Choosing The Best Marketing Company for Plumbers
Only 30% of business owners are happy with their plumbing marketing providers, which suggests most plumbers are making the wrong choice.
In vetting your potential agency, closely evaluate the following:
Pricing
Every plumbing contractor works within a budget.
That budget is sometimes significant for regional companies with dozens of technicians, and other times, it is relatively small.
Some plumbing marketing agencies list pricing on their website.
In contrast, others require plumbers to call in or fill out an online form that reveals your budget.
It may seem unfair that you have to display a budget before them.
Reviews
The fastest way to learn more about a marketing agency is to see what others say about them online.
The best places to go are Google Reviews, Facebook Recommendations, and sometimes Yelp. Steer clear of on-site testimonials, as those web admins can easily embellish them.
There’s no specific star rating that makes an agency the best option.
However, you can usually tell when the company has many upset clients.
For example, an aggregate star rating under 3.5 indicates that the company is unpopular.
Ultimately, use your best judgment with the help of review platforms.
For example, some plumbers want a big PPC advertising budget.
In contrast, others want to get their plumbing leads from Google Organic.
It always helps when an agency can separate itself with an uncommon feature.
Relationship
At the end of the day, your marketing agency will form a relationship with your plumbing business.
You have to ensure that it’s a positive relationship with mutual understanding.
You can only find this out by calling the agency owner and getting a rapport before buying.
Plumbing companies often make decisions solely based on reviews and pricing, and the relationship ends in disaster, resulting in termination and money loss.
You can prevent this by doing your due diligence and talking with the agency about your company.
Standard Plumbing Marketing Agency Services
It might seem like a simple concept, but your agency must provide the solutions you need for your plumbing company.
Maybe you already have a good website and only require SEO and Local SEO services to boost rankings.
Other companies may not have a website and require building one from scratch.
Website Design
Agencies often want to build a new website to work with their broader digital marketing strategy.
For example, it’s difficult to implement a WordPress-based SEO strategy on a Duda or Wix website.
Whether or not you want to change your website design may determine which agency you choose.
Search Engine Optimization
Search engine optimization or SEO can be a vague acronym that varies in meaning.
Some agencies consider SEO the process of filling in your title tags and meta descriptions, while others view it as mass-producing blog content to rank for national keywords.
Truthfully, SEO is about generating branded digital signals that help your customers find your business.
PPC Advertising
Pay-per-click advertising is where most plumbing companies run into trouble with their marketing agency.
It’s important to understand PPC pricing models, which may include Ad Spend and Ad management fees.
You should also avoid investing too much money into paid advertising, as it can quickly drain your budget.
Content Marketing
Over the last two years, Google has released algorithm updates that address standard agency practices regarding content.
With this in mind, you should vet your potential agency’s content practices to ensure your website avoids an algorithmic disadvantage based on content mass-production.
Reputation Management
Reputation is a significant factor in promoting a modern plumbing company locally.
Most potential clients check reviews on multiple platforms before booking a plumbing service.
With this in mind, your agency must understand how to increase and automate review frequency while strengthing your reputation.
Final Thoughts
Successful plumbing companies understand the need for marketing but don’t always choose the right agency on the first try.
The list above narrows down your choices so you can select from a reputable group of providers with a proven track record of success.
Nevertheless, it’s essential to understand that there is no one-size-fits-all solution for plumbing marketing services.
Your ideal agency choice will likely depend on your budget, location, and marketing goals in 2024.
I encourage you to speak with the owner of each company before making a final decision.
In the spirit of reciprocity, I invite you to call my personal cell phone at (877) 388-9884 to discuss how Plumbing Webmasters separates itself from other plumbing marketing agencies.
If you’re a plumber looking to make your mark in a competitive field, UGC or consumer-generated content could be your secret weapon.
User-generated content is usually more memorable than other media types.
It’s valuable because it offers a real and trustworthy evaluation of a plumber’s skills and the quality of their work.
Key Takeaway
In a time when people are wary of advertisements, UGC is a refreshing and genuine way to show your worth.
Are you curious about how to apply UGC to your plumbing business?
The following post is a guide to user-generated content for plumbers and shows you how to use customer testimonials, social proof, and product reviews to your advantage.
Be ready to be inspired by real-life examples.
Why Is User-Generated Content Effective for Plumbers?
Plumbing is all about trust since technicians go into customers’ homes to solve important problems.
UGC, like reviews and personal stories, helps build this trust by showing how reliable and high-quality your services are.
Picture this: you’re considering a plumber for your next home repair, and you stumble upon photos of their immaculate work, glowing testimonials, and even interactive before-and-after visual content, all shared by real users and influencers. This instills a level of trust that no ad or marketing strategy can match.
Also, plumbers can benefit immensely from UGC due to their localized operation sphere.
Positive customer testimonials on platforms like Google Business Profile act as localized endorsements, setting your product or service apart in a fiercely competitive scenario.
Establishing a dialogue with your clientele via UGC fosters a sense of brand community.
Clients who’ve had great experiences are generally inclined to share these instances with others, catalyzing valuable word-of-mouth referrals from social media platforms, a tool indispensable in the home services trade.
In addition, frequent content updates and user reviews may enhance your business’s ranking on search engines and brand awareness, thereby amplifying the visibility of your enterprise to audiences online.
Now, let us explore how to effectively implement UGC content for brands tailored to plumbing.
Implementing User-Generated Content in the Plumbing Business
So, you see the value of user-generated content for your plumbing business.
But how do you go about implementing it in your marketing posts or campaign?
Below, Plumbing Webmasters dives into the most important principles for UGC.
1) Make Sure Your UGC is Original
Remember, carving out authentic UGC is key. It is not a novel concept, so standing out from the crowd is vital.
You can start by studying your competitors.
What’s their UGC game? How is the audience responding?
A Competitor Analysis Tool, such as SE Ranking, can help you delve deeper into your competitors, scrutinize their organic and ad traffic, and carve out a unique approach for your plumbing service.
2) Create a System to Collect UGC
Creating an efficient system to collect UGC is a must.
Also, remember to get permission to reuse creative content volunteered by UGC creators.
You can leverage your own data with a tool like DataPins, which allows you to showcase your recent work.
Encourage your customers to share their experience with your plumbing service on online platforms and social feeds — be it pictures, videos, or customer reviews.
3) Diversify The Source of Content Creators
Valuable content from different users can spark inspiration on the variety of plumbing issues a business can handle.
This can boost the business’s credibility, as potential customers can see their own plumbing problems reflected in these shared stories.
Each user has different social media habits and networks.
By encouraging diverse users’ creativity to share content, a plumbing business can reach different groups of customers across various platforms.
4) Encourage Users to Share UCG
To promote your UGC, aim to make it simple and worth it for your customers.
Think over your gamification plan: give them incentives, like discounts on the next services or entries into giveaways for free plumbing inspections, to inspire creator users to get involved.
Pro Tip: Make sure not to apply any of these strategies to customer reviews, however, as they violate the guidelines of the review platforms.
Always engage with every customer’s feedback by publicly thanking them and showcasing specific content on your website and social media platforms.
This strategy encourages more customers to share and fosters a sense of community around your social media marketing brand, further boosting trust and visibility.
5) Host UGC Competitions or Challenges
Challenges are effective in boosting interaction.
Opt for a theme linked to your services, which prompts users to join in.
An idea could be a “Greatest Plumbing Challenge” competition where UGC creator volunteers share tales and images about their toughest plumbing problems and their solutions.
6) Publish UGC on Your Website and Social Media
Plan how to display UGC campaigns on your website.
Consider sections like “Customer Stories” or a “Gallery” for project photos.
Add testimonials on service pages to highlight the success of your work.
The DataPins tool automatically adds a “pins” section to your website for job-based UGC.
The UGC should be appealing and easy to access.
Take a look at some examples:
Website: Add pins, reviews, and testimonials to your homepage and other pages. Service detail pages are great for before-and-after photos to reveal your work’s effectiveness.
Blog: Use blog posts for case studies or to share the story of major projects. Include customer photos and feedback for added credibility.
Social Media: Share selected UGC on your social channels like Instagram, Twitter (now X), TikTok, and Facebook, and link back to your site. This enhances your social media posts and brings more traffic to your website.
Email Newsletters: Feature customer stories or top testimonials in your emails to show off your work and motivate more customers to share their experiences.
7) Track Success
Finally, don’t forget to track the success of your UGC efforts.
This will help you refine your strategies and ensure that you’re moving in the right direction.
Outstanding User-Generated Content Examples
Hold on, we’re not done yet! What about notable examples of user-generated content?
They could come from various sources – employees, brand loyalists, and, most importantly, customers.
Let’s take a sneak peek at some mini UGC examples tailored for specific types of user feedback.
Employees
Employees are often an untapped resource for creating promotional content.
Just look at the treasure trove of gratitude plumbing workers leave on review sites (you can add them to your website, too):
Imagine a short video clip of your plumbing team showcasing a completed project or sharing behind-the-scenes snaps of their day-to-day tasks.
Not only does this humanize your business, but it also provides strong visual proof of your work quality.
Sometimes, plumbing companies have extraordinary staff workers. Having them should definitely be exposed in your UGC marketing (yes, adding humor to your UGC is always a good idea):
Brand loyalty can be boosted by unofficial ambassadors for your business.
Embrace the power of original content in text format, Instagram stories, customer reviews, blogs, social proof, etc.
They can share stories on how your plumbing services saved their day, left a lasting impression, or simply stood out in terms of promptness and professionalism.
These genuine shares can significantly influence your brand’s credibility.
Although the previous video was shot by a brand, it feels very genuine and credible. Some purely user-generated video content will be less likely to show up your brand but more likely to tell a story tons of social media users would like to share.
And never forget about memes – here’s a pick of 33 plumber memes created by users you don’t want to miss.
Customers
Customers hold the key to authenticity in UGC through their experiences with your services. Turn customers into brand ambassadors; encourage them to share before-and-after photos, videos, or detailed reviews of your work.
The beauty of UGC is in trust and credibility. Each individual contribution helps to paint a unique and honest picture of your plumbing business.
Final Thoughts on User Generated Content
Content from UGC campaigns can give your plumbing business a strong online boost when it comes to reputation and engagement.
With a unique approach to your own content, your business can stand out from competitors and win the trust and loyalty of the target audience.
Consumers trust content shared by social media accounts and other 3rd party platforms more so than promotional material like paid advertisements; that’s why UGC fosters unlocking greater success for your plumbing business.
Local SEO for plumbers is the most affordable way to generate plumbing leads in 2024.
However, there’s one important caveat: Local SEO is only effective when properly implemented.
I founded Plumbing Webmasters in 2013 and have worked on thousands of plumbing company websites since then.
My Local SEO strategy is based on concrete, proven data.
The Local SEO strategy I reveal in this guide has proven to work on 1,500+ websites over the past 11+ years.
My data-driven Local SEO strategy for plumbers reveals the following:
Why Local SEO only works for some plumbers
Local keywords homeowners use to find plumbers online
What kinds of local website pages generate leads
The relationship between user experience and local search rankings
Google Map 3-Pack strategies for local plumbers
The software local plumbers are using to build credibility
The importance of local directories for plumbers
How to spot Local SEO scams and disinformation
And more – all based on my 11+ years of direct, first-hand experience with plumbers.
Why Local SEO Only Works for Some Plumbers
I am Texas direct and Texas respectful, so I won’t lie to you; Local SEO only works for some plumbers.
In fact, 70% of plumbing companies are unhappy with their local SEO provider.
So what are the 30% of plumbers doing that they aren’t?
They use data-driven local SEO strategies proven to generate leads and ROI.
I wrote this guide to ensure that you have free access to these strategies.
Local Keywords Homeowners Use to Find Plumbers
Homeowners use thousands of keywords and keyword variations to find plumbers online.
You can use a tool called SEMRush to measure the estimated search volume of various terms.
Let’s take the term “plumbing services,” for example.
SEMRush estimates that United States residents search for this or related terms 320,720 times monthly.
The number of searches in your local service area depends on population and demand.
Below, I’ll categorize keyword types so plumbers can better understand what to target in their website content.
Service-Based Keywords
Service-based keywords contain your services, such as plumbing repair, toilet repair, slab leak repair, or water heater replacement.
They also include general terms like plumber, plumber near me, and plumbing company.
These terms fall under the category of commercial intent keywords, meaning those who search for them actively seek to schedule a service with a plumbing company.
Most of these keywords will show an estimated volume on keyword research tools like SEMRush, allowing you to gauge the relative popularity of various services.
Google uses geolocation to determine each searcher’s general location (provided they are not using a VPN to block their IP address).
As a result, a homeowner in Fort Worth, TX, who searches “plumbing repair” will receive a list of Fort Worth-based plumbing companies on their search results.
Location-Based Keywords
Location-based keywords contain a city within your service area (i.e. dallas plumber, houston plumbing company, etc.)
These terms are essential for local plumbing companies as they are frequently used by homeowners seeking plumbing services.
Like service-based keywords, these terms also fall under commercial intent queries, typically from individuals seeking to schedule a local service.
Depending on your city’s population, these keywords may or may not show an estimated search volume inside SEMRush.
Note: Just because a term does not show volume in keyword research tools does not mean nobody searches for it.
Some search users prefer to specify their precise location within a query to ensure the search engine understands their request.
Other times, the searcher may be searching from another location (at work or on vacation) and must ensure Google returns providers in the service area of their home’s location.
These nuances add more facets to local SEO strategy for plumbers.
Hidden Keywords
Most plumbing companies conclude their keyword strategy after targeting service and location-based terms, which is a big mistake.
Over 60% of converting website traffic comes from what are known as hidden keywords.
These terms don’t register a search volume in SEMRush and don’t appear as queries inside your Google Search Console reports.
Mostly, these terms are “long-tail” phrases like rannai tankless water heater installation sugar land tx.”
It’s critical to your local SEO strategy that you rank for these hidden terms on Google search results.
While it might seem like few people search for these queries, the conversion rates for those who do search for them are considerably higher than traditional terms.
Users who use specific context within their query know precisely what they are looking for and will choose the plumber who best demonstrates that they provide the solution.
Local Website Pages That Generate Leads
Homeowners seeking local plumbing services don’t want to read a novel; they want to establish trust with a local business and quickly contact them.
Landing pages that generate leads align with these needs by providing trust signals like reviews and photos and clear call-to-actions like a contact form and clickable phone number.
If you can achieve both things within your plumbing website page while ranking on top of Google search results, your stream of exclusive plumbing leads will be consistently excellent.
Pro Tip: The “trick” is ranking for the keywords researched in the previous step without sacrificing on-page conversions.
Local On-Page SEO
Implementing on-page SEO is how you get your plumbing website page ranking on local search results.
Some primary features of on-page SEO include:
Header Tags: H1s, H2s, & H3s
Keyword Placement: Insertions of top keywords for plumbers within different page elements
Meta Descriptions: 158 characters (928 pixels) shown beneath search results
Title Tags: SEO titles shown on search results and the browser
URL Structure: URLs displayed in the web address
Each landing page should target a group of keywords with a single user intent.
For example, plumber near me, plumber, plumbing company, and plumber dallas all share the same user intent and should all be targeted on a single page.
By targeting keywords with shared user intent on a single page, you avoid keyword cannibalization, which is a phenomenon that arises when multiple pages targeting the same keyword collectively dilute rankings.
Local User Experience and Search Rankings
After funneling homeowners to your site through organic search results, you must convert them at a high percentage.
The first step is establishing trust and credibility with unique photos of recent jobs and displaying reviews from verified local customers on 3rd party platforms like Google, Yelp, and Facebook.
The next step is encouraging the visitor to contact your business.
This occurs with calls to action or CTAs.
Examples of CTAs include:
Contact Forms
Clickable Phone Numbers
Opt-in Forms
Lead Magnets
In conversion rate optimization, the prominence of your CTAs can make or break success.
For example, red buttons with size 16 text increase conversions by 40%.
Implementing CRO onto your website pages maximizes the investment and impact of local SEO.
User Experience’s Impact on Local Search Rankings
Google’s recent Page Experience Update further cements its pledge to focus on users first and foremost.
You must keep the user’s needs first to achieve local SEO results in 2024.
There are various ways to enhance the user experience for your plumbing company, many of which deal with your primary website.
As plumbing companies serve a wide range of clients in terms of age and technical acumen, meeting everyone’s needs becomes an imperative aspect of local SEO.
Your local plumbing website must load quickly, which requires a well-designed website and a technical SEO process.
You can test your website speed with various tools, like Google Pagespeed Insights, and address potential deterrents with plugins like WPRocket.
Pro Tip: Consider investing in a content delivery network (CDN) to speed up your website further.
Navigation
Your local website must serve a wide range of clients and be easy to navigate on all devices, from mobile to desktop.
Design elements like the navigation menu must cater to all users so they stay on your website as long as possible and invest in your services.
Mobile users, in particular, will grow frustrated with poor navigation and bounce from your website quickly.
Usability
With ADA compliance, websites are held to a higher standard, ensuring disabled users can use websites.
You must now consider things like text size, alt text, and voice recognition to meet the needs of all possible users.
WordPress plugins can help make your website compliant, but it’s also a good idea to consult with a professional web designer.
Google Map 3-Pack for Plumbers
As a plumbing company, nearly half of your Google leads will come from Google Local Map 3-Pack, which uses a separate algorithm.
Your Google Business Profile appears within Google’s 3-pack results for terms like plumber near me or plumber (your city).
Armed with this knowledge, every plumbing company should follow these essential Local SEO steps:
Claim Your Google Business Profile
Navigate to google.com/business and claim and verify your listing if you have not already done so.
You must create a new Google Business Profile for new plumbers or those without a listing.
This process will involve entering essential business information, such as your company name, address, phone number, and business category (plumber).
One step some plumbers forget is adding their business website URL into the website field.
This is a critical step because the Google Maps algorithm scans this website URL for brand information, keywords, and other SEO signals.
After setting up your profile, you must undergo a verification process, which Google completes through video, direct mail, or phone calls.
After Google verifies your listing, you become eligible to appear in the Local 3-Pack for Google search results, increasing visibility and lead generation for your plumbing company.
Publish Local Website Content to Improve Maps Ranking
In the previous step, I mentioned inserting your website URL into your Google Business Profile.
Since Google scans this URL as part of its local ranking algorithm, adding location-specific content to your website is essential.
For example, your service page about hydrojetting services should focus on services in your main service area.
Here is an example of a title tag for localized SEO content:
Hydrojetting Services in Fort Worth, TX | Nolen’s Plumbing LLC
The Google Maps algorithm will scan this title tag, giving your Google Business Profile a greater chance of appearing for “hydro jetting near me” within the Google Map 3-Pack.
Build Local Links
Link building on the local level is both more accessible and more organic than national link building.
As a local plumbing company, you want foundational citation links from popular directories like Yelp, Angi’ HomeAdvisor, and Better Business Bureau.
You should also pursue links from local organizations like your Chamber of Commerce.
In most cases, building these kinds of credible links will be enough to rank for your desired terms in your service area.
Pro Tip: You don’t need to pursue national links from major platforms to compete for local keywords.
Software Plumbers Use to Build Local Credibility
Google determines a plumbing website’s local credibility using an acronym, E-E-A-T.
E-E-A-T stands for expertise, experience, authoritativeness, and trustworthiness.
While E-E-A-T is not the name of one of Google’s internal ranking factors, it is used to instruct its search quality graders on identifying good websites from bad ones.
We don’t know the precise name of Google’s ranking factor (or series of them) that uses E-E-A-T principles, but we know the principles themselves.
Experience: How long has your plumbing company been in business?
Expertise: Which plumbing services, equipment, and brands have you successfully utilized?
Authoritativeness: Do your brand, logo, and social profiles have any following or recognition?
Trustworthiness: Have current or former customers expressed happiness with your services?
Even in cases where local plumbing companies check one or more of these boxes, it’s challenging to relay the information on your website in a way that Google understands.
That’s why more and more plumbers are investing in project showcase software like NearbyNow, DataPins, and CompanyCam.
Project Photos
In the age of AI-generated photos, 100% original images of your plumbing projects have gained even more value.
These unique photos instill trust in website visitors, something Google values.
However, uploading photos individually to your computer and then to your website is laborious.
That’s why software solutions that support project photos and their publication are becoming increasingly popular in the plumbing sector.
In the spirit of transparency, I should tell you that I invested millions of dollars in creating software that solves this problem.
Most of you have heard of DataPins, my software, which I recommend as the best choice.
Pro Tip: Demonstrating recent projects on your plumbing website is crucial, regardless of how you get there.
Review Requests
Reviews are critical to your online reputation, as most consumers trust them as much as personal recommendations.
Platforms like Google, Facebook, and Yelp can filter out spam and fake reviews, instilling trust that the feedback is legitimate.
Plumbers can increase reviews by using tools like DataPins, which automatically request reviews from recent clients who were satisfied with the services.
Pro Tip: Depending on your service area, hundreds or thousands of reviews may be required to compete on Google Maps rankings.
Review Plugins
Fake reviews were a problem before AI, and they’ve grown into a full-scale scam operation.
That’s why review plugins that pull authentic customer reviews from credible platforms like Google, Facebook, and Yelp have become more valuable.
The average website visitor will never trust a review screenshot, which can easily be generated through ChatGPT or Google Gemini.
Instead, they will require a review plugin directly linking to the Google Business Profile and other verified business listings from various platforms.
All my plumbing clients have this kind of plugin directly in their website’s footer.
The Importance of Local Directories for Plumbers
Local plumbing directories, called citations, have always been a part of local SEO strategy.
However, not all directories help rank your local websites.
One of the first services plumbing companies ask about from their Local SEO provider is directory citations, which are well-known in the plumbing community.
Some agencies will leverage this to sell you thousands of citations as part of your “strategy” while neglecting to explain that many citation sources are not helpful in ranking.
Below, I’ll explain which citations are helpful and how to leverage them to improve performance.
Indexing
An indexable directory listing is the minimum required to impact your company’s performance on Google search results.
Indexing simply means Google learned about the listing URL and made it eligible to rank.
Directories like Yelp, Angi’, and Facebook are almost always indexed, making them valuable citation sources.
Pro Tip: An easy way to check if your citation is currently indexed is to search Google with the following query: site: https://www.yelp.com/biz/plumbing-company-name (replace with your citation URL).
NAP Accuracy
For indexed citations, NAP accuracy is helpful.
NAP stands for name, address, and phone number, which should maintain consistency across your indexed listings.
While the consistency component is not as significant or a ranking factor as some experts claim, it does help establish brand consistency for your local business.
With this in mind, any changes to your essential contact information (i.e., your plumbing company moves to a new address) should be reflected in your listings.
Website URL
Most directories allow submissions to include a link to the business website URL, typically tagged as a nofollow link.
While nofollow links are less impactful than regular links, they still impact rankings and credibility.
Nofollow links are especially significant locally, where businesses are not competing with billionaire organizations for search rankings.
Pro Tip: Website URLs in directory listings ensure any referrals you receive from directory traffic will have access to your website, which can be converted into legitimate prospects.
How to Spot Local SEO Scams and Disinformation
Although 70% of plumbing companies are dissatisfied with their local SEO provider, only about 30% of those plumbers are actively seeking a new one.
This prompts them to search for agencies online and speak to their network about the best options for local SEO services.
Thousands of other plumbing companies are either happy with their provider (the 30%), have an in-house marketing team, or don’t invest anything in local SEO.
Outbound marketing agencies (you know, those annoying sales calls you get) aim to scam this group of consumers into changing their providers, firing their in-house team, or investing in local SEO for the first time.
Scams are achieved through disinformation, which is the intentional manipulation of consumers to create a desired outcome.
In this case, the outcome is signing a long-term agreement with the outbound local SEO agency.
Local SEO Scam Red Flags
Anytime you receive an unsolicited marketing call, it is a red flag.
Most of the time, these agencies are better at selling you their services than performing them.
Think about it: if an agency was good at local SEO, why would they need to harass you at work?
The reason is that they are a sales organization fronting as a local SEO company.
Be on the lookout for the following red flags:
Unsolicited Sales Calls
Local SEO Audits and Reports in your Email Inbox
Long-Term Agreements
Mandatory PPC Budget
Local SEO Disinformation from Influencers
The rise in social media engagement has made platforms like TikTok, Instagram, and YouTube breeding grounds for disinformation in the SEO industry.
Be wary of anyone calling themselves a local SEO guru. They may not have enough legitimate clients to support their claims.
Any person or organization encouraging plumbers to mass-produce blog posts is spreading disinformation.
Local plumbing websites must often delete most of their blog posts and not add more.
Other familiar narratives from misleading SEO influencers include buying links, using black-hat SEO, and joining courses or communities on Skool and other platforms.
If their messaging feels far-fetched and they seek your money through digital payment, avoiding their channel and advice is best.
Other Local SEO Factors for Plumbers
AI Local SEO Concepts for Plumbing Companies
Google’s AI overviews feature, which uses artificial intelligence to summarize the answer to a search query, is now live.
The feature has thus far received mixed reactions from users, many of whom prefer traditional search results.
Although AI may eventually change local SEO for plumbers, its impact on local search queries has been far less than that of national terms.
Also, it’s important to note that an AI-driven search experience does not make AI-generated content more appealing.
Google’s source data (the content it uses to summarize answers) is pulled from trusted sources who manually write content based on first-hand experience and expertise.
Learn more about AI and Local SEO below:
AI Overviews
Overviews are AI-generated blocks of texts that cite sources (like websites and organic search results) where it found its information.
Overviews highlight human-created content that demonstrates E-E-A-T in the subject matter related to the query.
As a result, plumbing companies must continue to focus on creating high-quality content.
Pro Tip: Local queries rarely trigger AI overviews, so this feature is not currently impacting local plumbers.
Google Perspectives
Google Perspectives is a multi-layered search filter highlighting human-generated content from social sources like YouTube Shorts, Reddit, and other discussion forums.
Plumbing companies can immediately leverage perspectives by creating short-form content, especially video content, through YouTube Shorts.
The idea of Perspectives won’t be limited to the search filter and will impact which search results appear in the traditional results.
The focus here, once again, is on first-hand experience.
With this in mind, your local website content should also focus on experience and YouTube Shorts.
The best way to automate the experience process on your website is to utilize DataPins.
Authentic Brand Buiding
Google’s recent algorithm updates are crafted to support authentic brands.
As a local plumber, networking with your local community and performing excellent services will improve your online search rankings.
Expanding brand recognition through truck wraps, print ads, and billboards also assists brand building.
You can further enhance your brand by investing resources in additional digital channels like podcasts and YouTube.
Below, I’ ’ll break down these brand-building concepts in greater detail.
Offline Networking
Becoming a genuine community member will be reflected in your search rankings going forward.
Attending community events like sports games and fundraisers will help you build your brand offline and online.
Service Excellence
From performing genuine plumbing services to attending to your customer needs, service quality is becoming more of an online ranking signal.
Reviews are the most tangible measure of service performance, but as we know, companies with the best review request software tend to generate more testimonials than companies without similar software.
However, Google is getting smarter every day, and providing excellent services is starting to translate more directly into rankings, even without reviews.
Brand Recognition
Showcasing your logo through truck wraps, billboards, and print ads may seem like old-school marketing, but these measures are tied directly to online rankings.
When people see your company logo offline and search for your company name on Google, it equates to a metric called “branded search.”
Google counts the number of times individuals search for various brand names per month, which signals the recognition of that company and brand.
Podcasting & YouTube
The digital channels that can directly impact your brand are podcasts and YouTube.
As more podcasters and influencers grow their personal brands and generate brand partnerships and equity, your plumbing company can leverage this trend to differentiate itself from competitors.
Consider starting a podcast and YouTube channel to discuss plumbing topics and demonstrate your expertise and experience.
Pro Tip: Don’t worry too much about views in the beginning, as the mere effort of sending out these digital brand signals is a plus for your local SEO.
Final Thoughts on Local SEO for Plumbers
Local SEO remains the most affordable and effective strategy for generating plumbing leads.
However, it only reaches its maximum potential when adequately implemented.
Based on my 11+ years of first-hand experience since founding Plumbing Webmasters in 2013 and optimizing thousands of professional plumbing websites, I’ve refined a data-driven Local SEO strategy that is proven to work on more than 1,500 websites.
Throughout the guide, I have detailed the essential elements of Local SEO for plumbers.
Why Local SEO works for some plumbers and not others
How to target local keywords to drive customers
Creating lead-generating local landing pages
Enhancing user experience for local residents
Investing in Google Map 3-Pack strategies
Using local software
Prioritizing local directories for SEO
Avoiding Local SEO scams and disinformation
Emerging Local SEO factors to anticipate
Since these methods are proven across thousands of websites and more than ten years of algorithm updates, there is no gray area regarding their effectiveness.
Contractors can use this Local SEO for plumbers guide to increase visibility, generate leads, and grow a sustainable business in 2024.
Instagram Lives are a great way to get your target audience involved with your brand and create a brand-centered community. It’s a chance to interact with them in real time. This allows you to showcase your personality and create stronger connections.
What if you work in the plumbing industry? How can you use Instagram Live to generate leads and prospects?
With so many different ways to use Instagram Live, it can be hard to know where to start. Here are four Instagram Live tips to help you get started:
1. Plan Ahead
You need to prepare for your Instagram Live before you go, well, live. You want everything to go smoothly, after all.
Begin by listing topics you can discuss in the Live video. The topics should be relevant to your plumbing business and understandable for viewers. At the same time, they should raise awareness of your brand and the services you offer. That said, possible topics could be how you can fix leaky faucets or address low water pressure.
Then, decide the best Instagram Live time for you and your audience. If you do the Live while working, put in place a strategy for the recording procedure. Ensure adequate room around you for viewers to see the details when you’re fixing that faucet, for example.
Don’t forget to develop a marketing strategy to promote your Live video. You might consider creating a blog post or landing page to promote your Instagram Live. Or, reach out to local businesses who may want to sponsor your IG live video. We’ll talk more about promotional strategies later.
Also, develop a social media branding plan. You want to make your brand distinctive and stick in consumers’ minds. Create a logo and use specific colors, for example.
Finally, create plans you’ll implement in case something goes wrong. For instance, what do you do if you don’t know the answer to a question or if someone leaves offensive comments? The more specific your plan for this, the better.
2. Promote Your Live Session
You may have the best video content in the world. However, it won’t make any difference if no one knows about it. The same applies to your Live sessions. You have to promote them to get the most out of your Instagram Live.
There are several video strategies you can use. But, depending on your goals, size, and budget, these are the most important Instagram Live tips.
Use hashtags such as #plumber, #plumbing, or #plumbingservice, and tag your location, city, state, or province. That will help you get more followers interested in plumbers in your location.
Invite influencers to join you for Live sessions. You can use social media platforms to reach out to them and ask if they are interested in attending.
Create a landing page on your website. Promote your Live on your social media profile, as @pbplumber does in his Instagram Stories:
Likewise, collect email addresses to push notifications or invites to your next video session.
Create an ad that goes straight to your page with the link to watch the Live session.
Have a clear call to action encouraging people to watch your Live session. To gain more brand exposure, ideally, you should have many Instagram followers. So, find ways to increase your Instagram following. Some people buy Instagram followers, while others use referral marketing and other tactics. Some do a little bit of everything. Choose the strategies you can implement, given your resources.
3. Make Your Live Interactive
Interacting with your audience is one of the essential Instagram Live tips. It helps you create a positive, memorable brand experience for your audience.
Being yourself is the best way to interact with your audience during your Instagram Live. Be genuine, honest, and human so that viewers can relate to you personally.
You should also be willing to read their questions, concerns, and comments. Also, ask them questions about themselves or their experiences with plumbers. That is an excellent way to get customer feedback about your profession. That will also make them feel part of the conversation. They’ll be more likely to engage with your brand’s content going forward.
Don’t forget to answer their questions. You can also share stories about yourself.
Finally, try running Instagram Live for more than 10 minutes. That will give interested parties plenty of time to join. But ensure you have some information ready to loop through for the duration of your Live.
4. Follow Up
Following up after your video broadcast is important. If you follow up after an Instagram Live, you show your followers that you appreciate them and value their time.
You want to reach out to your audience in a personal way, not merely bombard them with service ads. So, after an Instagram Live, continue interacting with your audience. Make it a part of your content strategy in email and social media marketing.
There are several ways to go about it.
Share your favorite parts of the session in an Instagram Story or in other social media posts.
Respond to comments from viewers on your post. Even if it’s just a quick “Thanks so much!” or “I’m glad you liked it,” responding will show people you care about what they say.
Ask questions about something discussed or shared during the Live session.
Share a link to related content, like a blog post or video, and ask them if they want to check it out.
Consider sending out a survey via email or text message that asks more detailed questions about the experience: What did they like most/least? What topics would they like covered in future broadcasts?
In Closing
Instagram Live is a great way to share your story and connect with your followers. It’s an excellent tool for sales and marketing.
But getting started and getting people to engage with the Live video in real-time can be challenging.
The four tips above will help you get more from your Live video experience. Plan ahead and promote your Live. Don’t forget to make your Live interactive. Finally, follow up.
Follow these tips, and you’ll reap the best results. Good luck!
As a top lead generation agency for plumbers, Plumbing Webmasters has experience working with commercial plumbing companies throughout the U.S.
We also regularly speak to general plumbers looking to expand into commercial and get more commercial plumbing leads.
Commercial leads for plumbers are particularly attractive because they are higher-ticket jobs.
Also, once you connect with a commercial client, you might be in line for a slew of lucrative plumbing jobs in a short period.
You can learn more about those general concepts in our article about plumbing leads.
On the flip side, making these initial connections is difficult because commercial clients typically stay with their current provider for decades.
There are various tactics plumbers can use to increase commercial lead generation, and the following guide will outline the most effective methods.
Our strategies are based on more than a decade’s worth of internal data from our thousands of digital marketing clients.
Reputation Management
Reputation is critical for converting any plumbing job, particularly commercial jobs.
Commercial clients value reliability and credibility, which is why they will do their homework after initially learning about your company.
As a result, it’s essential to optimize your online reputation.
Google Reviews
Google reviews are the most visible representation of your company’s reputation.
When someone searches for your company name on Google, your Google Business Profile will appear (if you have one) along with the accompanying Google reviews.
Facebook Recommendations
Your Facebook business page is generally among the first organic results for searchers looking for your company. As a result, it’s crucial to have positive feedback about your plumbing company.
Aside from Google, Facebook recommendations are one of the most trusted feedback sources.
Other Review Sources
While some prospects will feel comfortable after viewing your Google and Facebook reviews, others will scour the web for more feedback about your company.
Other platforms that could influence consumer behavior include Better Business Bureau, Nextdoor HomeAdvisor, and Angi.
Search Engine Optimization
Although commercial clients may find their plumbing company from other sources, maintaining visibility on Google is one of the best ways to get their attention.
Achieving sustainable Google visibility requires SEO for plumbers.
Below, we will outline the SEO pillars for commercial plumbing.
Local SEO
Local SEO is critical because it allows your Google Business Profile to rank in the local Map 3-Pack for terms like “commercial plumber near me,” which will drive qualified prospects to your profile and website.
Most people need to learn about Local SEO because it still requires strong on-page SEO for your company website.
You need more than just a Google Business Profile to rank on the Google Maps 3-Pack.
Instead, you must create and optimize a service page for commercial plumbing.
On-page SEO also helps generate organic commercial plumbing leads.
Link Building
The other aspect of SEO is link building, which includes citations and natural links to your homepage or informational content.
Creating data-driven blog posts is an excellent way to achieve natural links.
In addition, submitting citations to various directories builds nofollow links to your site.
Business Networking
Unlike residential plumbing leads, 90% of which come from organic search, commercial plumbing leads may require more business networking.
Commercial clients often choose their company based on personal recommendations or acquaintances. Check out some strategies to expand your network.
Attend Trade Shows
One way to expand your business network is to attend plumbing-related trade shows.
Depending on your location, you might have a trade show nearby, like the ACCO / PHCC Ohio Convention & Expo or the AHR Expo.
You may also want to travel to a city like Pomana, CA, for the 2025 Flow Expo.
Build Relationships
Technicians willing to be ambassadors for your plumbing brand can increase the potency of word-of-mouth in your region.
Of course, the first step is performing great plumbing jobs for existing clients.
Next, you can start to build relationships and earn recommendations.
You never know which contact will introduce you to a commercial plumbing client.
Engage on Linkedin
One untapped strategy for acquiring commercial plumbing leads is LinkedIn activity and engagement.
First, create a personal page on LinkedIn and a business page.
You can then link your personal page to your LinkedIn page.
Furthermore, you can join various plumbing-related LinkedIn groups.
Invest in Your Website
Now that we’ve established that trust is a vital consideration for commercial plumbing clients, it’s time to stress the importance of a high-quality plumbing website.
Not only should your website be optimized for SEO and Local SEO, but it should also professionally represent your brand.
Take a look at some of the qualities of commercial plumbing websites.
Personalization
As you try to build trust, showcasing your company’s personality becomes critical.
Unfortunately, many plumbing websites use stock photos from around the web, discouraging prospects from using their services.
So, instead, you want to fill your website with unique images of you, your staff, and your company.
It is especially critical to describe yourself on the About Us page and detail why you are qualified to handle commercial plumbing jobs.
Neglecting to personalize your website will almost certainly decrease lead volume over time.
User Experience
Obviously, your website’s content represents your company, but did you know that the technical experience of its users also reflects on your brand?
For example, poor navigation and slow loading speed prompt users to associate these negative qualities with your plumbing company.
As a result, it’s crucial to invest in technical optimization for your plumbing website.
Your site should present an ideal user experience across all device types, especially mobile devices.
Furthermore, your site should load quickly and allow users to navigate to various pages easily.
Final Thoughts on Commercial Plumbing Leads
Generating commercial plumbing leads requires a different strategy than residential leads.
However, expanding your business into commercial is attainable when you use the correct techniques.
Plumbing Webmasters has served thousands of plumbing clients over the past decade.
We can help you achieve your goals while getting more commercial plumbing customers.
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