A Plumber’s Guide to Digital Marketing

Over 180,000 people search for plumbers online across the UK every month. Is your business being found? In today’s competitive landscape, digital marketing for plumbers isn’t just an option—it’s a non-negotiable for attracting a steady stream of customers and staying ahead.

This guide will walk you through effective digital marketing strategies for plumbers, from establishing a professional online presence with a strong website to running targeted PPC campaigns.

By the end, you’ll have actionable strategies to increase your visibility, attract local customers, and truly grow your plumbing business.

1. Build a Professional Website

For many customers, your website is the very first impression they have of your business. When it comes to digital marketing for plumbers, your website is central – you’ll link to it from your social media profiles, from any online directories, your email signature, and of course online search results. 

For this reason alone, we recommend either creating or updating your website to include all of the following:

• Clear and Up-to-date Contact Information: Make it easy for customers to reach you with your phone number, email, and location prominently displayed. Even better if you can provide multiple options – like WhatsApp. 
• An “About Us” Page: Share your qualifications, experience, and the story behind your business. This adds a personal touch and builds trust.
• Comprehensive Services Page (or Pages): Detail every service you offer, from leaky pipe repairs to boiler installations and emergency call-outs.
• Customer Testimonials and Reviews: Showcase positive feedback to build credibility and social proof.
• Clear Calls-to-Action (CTAs): Buttons like “Book Now” or “Request a Quote” should be front and centre, guiding visitors to take the next step.

How to write content for your website:

• Include keywords naturally: Think about what potential customers are searching for. We’ll go into more detail about local SEO in the next section.
• Be descriptive: Share details about your services and what sets you apart. If you’re a 2nd generation family-run business – say so! If you’ve had 30 years of experience, don’t let customers think you’re a new and inexperienced plumber – you get the idea.
• Add a personable element: Introduce yourself and your employees to create a connection. A photo of yourself or your team on the tools will help massively for this. 

What to use to build your website:

• DIY Platforms: Squarespace, WordPress, or Wix are great options if you’re comfortable with a bit of a learning curve. All come with website templates you can use with just minor modifications.
• Professional Help: You can always hire a web designer if you want something bespoke or don’t have the time to do it yourself.

2. Optimise for SEO to Get Found in Local Searches

So, you have a great website – but can people find it? That’s where Local SEO comes in.

What is Local SEO?

Local SEO helps your plumbing business rank higher in Google for searches like “emergency plumber near me” or “plumber [your city name]”. It’s about ensuring your business shows up when local customers are actively looking for plumbing services.

Tips for Local SEO:

• Use location-based keywords: Integrate terms like “Manchester emergency plumber” or “plumber in Birmingham” naturally into your website content.
• Claim and update your Google Business Profile (GBP): This is crucial for local visibility (more on this next!).
• Build citations: List your business on trusted online platforms like Checkatrade or MyBuilder.

We’ve written a full and in-depth guide on plumber SEO strategies – check it out for more information.

3. Claim or Update Your Google Business Profile (GBP)

Your Google Business Profile (GBP) is a free tool from Google that lets you manage how your business appears on Google Search and Maps. For plumbers, it’s absolutely essential.

How to claim and optimise a GBP listing:

• Go to the Google Business Profile page: Follow the simple steps to claim or verify your business.
• Enter accurate NAP: Ensure your Name, Address, and Phone Number are consistent across your GBP and all other online listings. This consistency is vital for local SEO.
• Add professional photos: Showcase your work, your team, and even your vehicles. This builds trust and gives customers a glimpse into your business.
• Encourage positive reviews: Ask happy customers to leave reviews on your GBP. Respond to all reviews, both good and bad, professionally.
• Use keywords naturally: Integrate relevant keywords into your business description to improve your chances of appearing in local searches.

Here’s an example Google Business Profile:

4. Create a Presence on Social Media

Social media isn’t just for sharing holiday snaps; it’s a powerful tool for connecting with your local community and attracting new customers.

Which platforms to use:

Focus on platforms like Facebook and Instagram, where local communities are active and engage regularly.

What to post:

• Before-and-after photos of jobs: Visually demonstrate your expertise.
• Quick plumbing tips: Share useful advice like “preventing frozen pipes” or “how to spot a leaky tap.”
• Customer testimonials: Share snippets of positive feedback.
• Seasonal promotions: Announce offers like “10% off boiler servicing in winter.”

Engagement tips:

• Comment on community pages and groups.
• Respond promptly to customer comments and messages.

Link it back:

Always include links to your website or contact information in your posts. Also, make sure your social media profiles are linked from your website and Google Business Profile.

5. Tap into Online Directories

Online directories are more than just listings; they’re valuable sources of customer leads and can significantly increase your online visibility.

Why online directories are valuable:

Platforms like Checkatrade, MyBuilder, and even local business directories not only boost your visibility but also build customer confidence, as many users trust these platforms for reputable tradespeople.

How to succeed on directories:

• Create a detailed and professional profile: Fill out every section thoroughly.
• Include your NAP consistently: As mentioned before, ensure your Name, Address, and Phone number are identical across all your online profiles.
• Upload high-quality images: Showcase your completed projects to highlight your craftsmanship.
• Focus on getting good reviews: Customers will very quickly scroll through different plumbing companies until they find out that fits their budget and has good reviews. Plus, more reviews makes you more likely to be recommended on these sites.

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6. Run PPC (Pay-Per-Click) Ads

Want to get to the top of Google fast? PPC ads are your answer.

What are PPC ads?

PPC (Pay-Per-Click) ads are paid advertisements that appear at the top of Google search results when people search for specific terms, like “emergency plumber Manchester.” You pay a little sum each time someone clicks on your ad.

How to get started:

• Use Google Ads: This is the primary platform for creating and managing PPC campaigns.
• Create location-specific campaigns: Target your ads to the specific areas you serve.
• Focus on high-intent keywords: Bid on terms like “leak repair near me” or “24/7 plumbing service in Birmingham” – these indicate someone needs your services now.
• Set a realistic budget: Start small and gradually increase as you see results.
• Monitor performance regularly: Adjust your campaigns based on what’s working and what isn’t.
• Write headlines that appeal to your customers: Typically, this means your brand name, the service you’re offering, and a unique selling point (USP) such as 30+ Years Experience.

Quick Tip: Use click-to-call extensions in your ads. This allows potential customers to call you directly from the ad on their mobile device, making it incredibly easy for them to get in touch.

7. Email Marketing for Retention

Don’t overlook the power of email marketing! It’s one of the most cost-effective, personal, and efficient ways to foster customer loyalty and generate repeat business.

Why email should not be overlooked:

It’s excellent for customer retention, building long-term relationships, and keeping your business top-of-mind.

What to send:

• Maintenance reminders: Especially if you do boiler work, sending timely nudges for boiler servicing before winter or annual checks is a great source of jobs.
• Seasonal promotions: Offer discounts on specific services during relevant times of the year.
• Educational tips: Share valuable advice, such as “5 signs your pipes are clogged” or “how to prevent burst pipes.”

When to send:

Aim for monthly or bi-monthly emails to stay in touch without overwhelming your subscribers.

8. Collecting Online Reviews

If you haven’t yet seen, a big part of digital marketing for plumbers is using a variety of different strategies together. Reviews are huge for this, as you can use them to help with your social media, website, SEO, Google Business Profile, online directories, and much more. 

Getting them can be a bit of a pain, though. Here are some tips: 

How to Get More Reviews:

• Ask when the job’s done: Most people are happy to leave reviews, but won’t do so unprompted. Simply be upfront and ask when a customer has paid or when they’re evidently happy with your work. 

• Email or text: If you don’t like asking in person or on the phone, email and text messages work too. 

• Automate it: Add review links to your email footer, or add them in with your invoice email (you can easily do this with job management software).
• Make it easy: Provide direct links to review platforms so your customer doesn’t have to go looking.
• Get your team involved: You can even offer internal incentives for reviews. 

Where to Get Reviews:

• Google Business Profile
• Online Directories
• Trustpilot

Conclusion

Digital marketing for plumbers is all about consistency. Each strategy will help the others, so slowly building up your online presence takes time and patience. But soon enough, you’ll start to grow your business with a whole new source of jobs. 

At that point, you’ll need to look for ways to streamline your workflows and handle all the work — which is where job management software like FieldRocket comes in.

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