Imagine operating a plumbing company with competent technicians, a fleet of trucks, and a solid reputation for delivering high-quality work. The phone is silent for days, however. You depend on word of mouth, you’ve placed a little advertising, yet still, less experienced competitors seem to receive all the phone calls.
This was the situation for a small family business of plumbers before they implemented a few strategic tweaks. What ensued surprised even them: within 90 days, their call volume almost doubled. Here’s their story, and how you can replicate the same.
Meet the Company
The company was located in a medium-sized town and had been operating in the community for more than ten years. They had three vans, five staff, and a solid core of repeat customers. But the issue was expansion; they weren’t appearing where people were looking: Google.
The majority of new clients today start their search on the web. However, the online presence of this plumbing business was almost non-existent. Their Google Business Profile (GBP) was incomplete, their website hadn’t been updated in decades, and they had fewer than ten reviews.
They knew things had to change.
The Pre-SEO Era
Before local SEO investment, the business engaged in:
- Low online visibility
Their GBP was placed on page two or three, so practically no one viewed it.
- Old website
It wasn’t loading correctly on mobile, and it didn’t have service-specific pages.
- Poor review profile
They had just a few reviews, so customers were opting for competitors with 50+ reviews.
- Inconsistent data
Phone numbers and addresses weren’t consistent between online listings.
- The frustration was evident.
They knew but weren’t even being allowed to demonstrate it.
The Turning Point – Utilising Local SEO
Rather than spending money on pay-per-click ads once more, the owner decided to experiment with a more long-term solution, i.e., enhancing their local SEO. The plan was straightforward: get discovered online when customers searched for plumbers in their location.
Step-by-Step Actions Taken
1. Google Business Profile Optimisation
They revamped each and every segment of their GBP – business hours, services, service areas, photos, and even FAQs. Posts were weekly posted to keep the profile fresh, and customers were invited to review after each and every job.
2. Online Listing Clean-up
They learned that their phone number and business name were listed differently in directories. The discrepancies were corrected, and they made sure that wherever a person found them, the information was identical.
3. Updating the Website
Rather than having a single generic “plumbing services” page, they created separate pages such as “Emergency Plumbing in [City]” and “Drain Cleaning in [City].” This allowed Google to better match searchers with its services. The site was also optimized for mobile use, so customers were able to call with a simple tap.
4. Build Trust Through Reviews
They installed a straightforward follow-up system: each customer was sent a courteous text message thanking them and requesting a Google review. Within three months, their reviews increased from fewer than 10 to greater than 50, nearly all of which were 5-star.
5. Posting Useful Content
They began producing short, useful blog posts answering everyday plumbing questions, such as “What to Do If Your Pipes Burst at Night in [City].” This made them not only a company, but an expert in their local community that people could trust.
The Results After 90 Days
The effect was obvious and quantifiable:
- Calls almost doubled: From roughly 40 monthly calls to almost 80.
- Google visibility skyrocketed: Their GBP began ranking in the top 3 for important searches such as “plumber near me” and “emergency plumber [city].”
- Review profile enhanced trust: With 50+ rave reviews, customers felt comfortable calling.
- Revenue rose: More calls translated to more jobs booked, and the business recorded a 40% revenue increase in only three months.
Above all, the owner no longer worried if the phone would ring. Leads were trickling in regularly.
Lessons Other Plumbing Companies Can Learn
- Begin with your Google Business Profile. It’s usually the first impression customers get.
- Be consistent on the web. Inconsistent information confuses humans and search engines alike.
- Don’t under-value reviews. They are the word-of-mouth for today.
- Invest in content that helps. Blogs and FAQs demonstrate to customers that you know your craft.
- Measure everything. Use call tracking or Google Analytics to track progress.
How You Can Apply This Strategy to Your Business
Here’s an easy action plan you can begin immediately:
- Log in to your Google Business Profile and complete each section.
- Request your next five satisfied customers to leave reviews.
- Review your phone number and address on major directories, and correct any errors.
- Develop a minimum of one new page on your website focusing on an in-demand service in your city.
- Write a brief blog responding to a popular plumbing question.
None of these are expensive, but together they can revolutionize how your business appears online.
FAQs
Q1. When will I start to see the results from local SEO?
A.1 Most will begin seeing improvements within 8–12 weeks, although reviews and GBP updates can achieve rapid wins.
Q2. Do I require a large budget for local SEO?
A.2 No. A lot of improvements, such as GBP optimisation and requesting reviews, are free. It is consistency that is more important than budget.
Q3. Why are reviews vital for plumbers?
A.3 Customers trust word of mouth from other customers. A plumber who has 50 good reviews will nearly always receive more calls than a plumber who only has a handful.
Final Thoughts
Doubling your calls isn’t a single secret trick. It’s about getting the basics right, consistently, and focusing on your local customer. It’s about having your online presence actually reflect the quality of your offline business.