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At First Click Plumber Marketing, we feel that it all starts with the website because the typical plumber website fails with only 3-5 pages of very thin content – home, about us, contact etc.
However there is a lot of sub markets that your plumbing company serves and it is vital to have pages on your site that relate to each of those services or sub markets (Drain cleaning, bathroom remodeling, emergency, hot water repair etc.). It is these internal pages that will get you the most traffic from Google etc. – it is not your home page, which is too generic to really help you convert visitors into phone calls.
A typical web search for a plumbing service will be very specific to the problem the searcher is trying solve and if you want to have your page come up first in the search results, you have to have pages for each one of those services. You website will need to be remodeled and the content developed and optimized so you can rank well in search results.
Content strategy built into your website to maximize your exposure the different keyword combinations. So a truly built out website will have pages for each and every single one of those service AND that content will also need to be optimized for the city and suburbs you operate in. A typical plumbing company will service between a 40 – 80 km radiuses. So you will have your core are you want to service but we know you will want to service the surrounding suburbs as well, so we will need to develop content and pages that will combine services with the areas you service.
This combination will maximize your opportunity in terms of people who are looking for your services, getting to your website and potentially phoning office when they require your services.
Now just to re-enforce this idea, when we are talking about services, we do not want one page that lists your services. It is essential for good online exposure, to have one page per service on your site. Now each one of the service pages needs to optimize for search engine ranking. Things that help optimize are correct H1 tags, good Meta data and unique content. You will need content that is unique to each page and not found on any other plumber website on the internet.
A well optimized plumbing website isn’t just about the individual content pages, the next factor is to ensure that when someone does land on a page on your company website because of our SEO efforts, they are compelled to take the next step – to pick up the phone and call your office.
Getting ranked in the search engines means nothing if you are not getting calls, booking appointments and growing your business. Some of the things we do from a conversion perspective comes down to four areas.
First – make sure your phone number is very visible on every appropriate page on you website and statistics tell us that when someone is reading through and browsing your website their eyes naturally gravitate to the upper right side of the web page, so this area is the perfect location for your plumbing businesses phone number as this maximizes the chances that someone will take the next step and pick up the phone.
Secondly you want to make sure there is a ‘web form’ on every page of your website. Why make someone go through two or three extra click to get in contact and this will happen if you rely on only having your contact form on your Contact Us or About Us page. A web form is simple form where someone can easily submit their detail (Name, email, brief comment of their situation) and this form needs to be visible and available your services pages. It is vital from a conversion perspective that the site visitor can easily give you their contact details so you can follow-up with them swiftly.
The third area is leveraging your social media profile. It has been found that the more ‘behind-the-scenes’ information that they can get about you and your company and feel comfortable that you are authentic and trustworthy and that you will treat them right and that you are real – the higher the probability that they will take the next step and contact your office.
Now following up on that idea of authenticity leads us to our forth element – including real pictures of the business owner, staff, company vehicles, anything we can use to infuse the personality of your business into your website, the more people feel comfortable and this leads to a higher conversion rate on your site.
By implementing and leveraging some of these conversion strategies, we can really make a greater impact to your online marketing strategy. With good conversion strategies in place, you are ensuing the web traffic running through your site to maxims the profitability and effectiveness of the marketing campaign.
It is vital that your website is mobile optimised. This means you site is easily viewed when someone visits using their iPhone, Android etc. More and more people are getting to your business website via their mobile devices. Think about this, when someone has a plumbing emergency, are they ore likely to pull out their smart phone and do a quick Google search or go off and turn on their desktop computer and do the search from their? Statistics show use that more and more people are searching for the plumbing services that you provide using their phones, so we make sure these searchers are going to a completely mobile optimized version of your website, so they can get the information they need at the tap of a button and easily be dialing your office without having to write down your contact details and redial later from their phone. This is essential from a conversion perspective and is provided to all our clients.