June 4, 2019
Kindra K., Marketing Coordinator
Plumbing and having online presence may not always have been a likely pairing, but in today’s world, plumbers can really benefit from a well-designed website.
When people need a plumber, where will they search? Probably on the internet. They’ll want a plumber that is knowledgeable, trustworthy, and they’ll want a website that is professional looking and easy to use.
If you’re thinking about creating a website for your plumbing business, or if you know it’s time to update the one you have, here are some ways to bring in customers.
In today’s digital age, consumers want the information they seek NOW, meaning your plumbing company’s website should answer each of the questions below without the user needing to scroll down the page.
Who are you?
What do you do/offer?
How do they contact you?
Your potential customers should not have to search deep into your website to discover what your company actually does. This should be very prominent on the homepage, and it should require no extra navigation.
The same goes for your company name and contact information. A person who has a plumbing emergency isn’t planning on spending a lot of time on your website. They want to know without a lot of effort if you can offer them what they need.
Once they’ve confirmed that, they’ll want to know how to contact you. Make sure your contact information is easy to locate.
A professional plumbing logo does a number of things for your business.
One of the most important things it does is give your business credibility. Today’s internet users are quick to notice a quality website versus a low-cost one.
A high-quality logo is a great start in showing your would-be customers that your business is also high-quality. If you have an incredible business but a terrible logo, it will leave a bad impression in the minds of those who visit your website. The truth is that most consumers are quick to judge a business on first impressions.
Another reason to use a great logo is for recognition. If your name or logo blends right into your website, your visitors might not even notice it. A logo that stands out will be easier to remember.
Your future customers might begin recognizing it around town -- on your service trucks, in front of your office building, etc. The more exposure they have to your business the more likely they will be to remember your business when they have a plumbing need.
Whether you hire a website designer or you create it in-house, you’ll want to make sure that your plumbing website design is high-quality and modern.
As with the logo design, people are likely to judge your business by the quality of your site. They’ll want to see that your graphics are nice, your website is well-organized, that it’s easy to navigate, and that it doesn’t look like it was created in the early 2000s.
Additionally, it’s imperative that your website is mobile responsive. More than ever, people are using their cellphones to visit websites. If your website is not mobile-friendly, you’re likely to lose a lot of potential customers.
According to Mary Meeker’s 2018 Internet Trend’s Report, mobile users spend 3.3 hours a day engaging with digital media, as opposed to 2.1 hours daily on desktops or laptops.
Anyone visiting your site will want to know why they should pick you over another plumbing company. If they didn’t get your name from a friend or family member, they may feel anxious about picking a plumber.
How do they know that the person they’re hiring to come into their home will do a good job?
This is why it’s necessary to include anything that gives your business credibility. If your plumbing business has any industry awards or accreditations, they should be included on your website.
Another way to make people feel confident about choosing your business is by providing feedback from other customers. This “word-of-mouth” advertising can give your business a true advantage.
A call to action (CTA) is a statement, graphic, or content that makes your website user want to take action. Your CTA will direct them what the next step is.
For a plumbing website, you’ll probably want them to either pick up the phone and call or fill out a form.
Never assume that your users know what they should do after seeing an advertisement. You wouldn’t make a billboard that didn’t include a phone number or website. How would future customers know how to contact you? The same goes for your website. Include a call to action on each page of your website, and make it easy to find. It may be helpful to include a call to action in your header for easy access.
For mobile users make it really easy to contact you by including a “click to call” button.
One of the most important considerations customers have when hiring someone to do a service is “how much will this cost?” Including a special offer or a coupon on your website might help ease a person’s concerns over cost. If they’re on the fence, it may just sway them to make a decision.
According to GrouponMerchant, “Many shoppers do not feel comfortable paying full price for an item or service that they have never purchased before or know nothing about. The opportunity to try it out at a discounted price can quickly change the shopper’s attitude toward the purchase. Once your discount strategy gets people to take a chance on your product, you open the door to creating long-term customers.”
One of the best ways to know how to create a profitable website is by seeing what other plumbing websites are doing right. Check out the wonderful examples below for inspiration for your own website.
One good example of a plumbing website is Core Plumbing. This website is clean and easy to navigate. At a glance, a potential customer can see two ways to contact them: by email or by phone. They also showcase two awards which shows that they are reputable.
One really good marketing idea this company uses is putting a face to their business. A family-owned business with a picture of a real father and son duo will go a long way in instilling trust in potential customers.
In 2011, Marketing Experiments performed a test to compare the conversion rate between a stock photo and an image of a real person involved in the company. Their study found, “When the recognizable image of the founder was used, visitors were 35% more likely to sign up for a free consultation.”
In a related study, SocialMediaToday found that authenticity is more important than ever. In a survey, they found that 86% of people stated authenticity is an important factor in deciding what brands they like and support.
Further down on their website they link to their five stars Google reviews, and their 4.5-star Yelp reviews. This further shows that their business can be trusted because of their trusted customer testimonials.
Northwestern University’s Spiegel Research Center discovered, “The purchase likelihood for a product with five reviews is 270% greater than the purchase likelihood of a product with no reviews.”
Another item that Core Plumbing includes are videos. Videos can be a strong way of communicating value and authenticity to customers.
Hubspot published an article about the advantage of using video for marketing. The article was based on a study done by Wyzowl. Hubspot writer Adam Hayes explains, “Wyzowl asked consumers how they'd most prefer to learn about new products or services - and video was the runaway winner. Over two-thirds (68%) said a short video would be best, way ahead of text-based articles (15%), infographics (4%) presentations and pitches (4%) ebooks and manuals (3%).”
If your website relies only on text and still images, you may risk losing leads for your business. Even a simple video explaining your services may be the difference between someone calling for more information and going on to the next site.
Another example of a good plumbing website is Grateful Plumber. Their location and services are clearly listed, and their phone number stands out against the rest of the website for easy contact information. They also have the option to “book online” giving people at least two ways to connect.
One thing that immediately stands out about Grateful Plumber is their professional logo. It’s easy to recognize, and their color branding continues throughout their website.
Like Core Plumbing, Grateful Plumber has a very strong showing of awards and reviews. These awards and testimonials will support their credibility and help ease people’s concerns about hiring a plumbing company they may not be familiar with.
A final example is Pipe Dreams: Plumbing Solutions. Their website header is not cluttered with too much information making it easy to navigate. Like Grateful Plumber, their logo is professional and easy to identify.
Below the main header, they included a key to give potential customers a clear idea of the services they offer.
They include a way to contact them right on their main page making it easy for customers to get in touch.
And lastly, they showcased their customer testimonials to support their credibility.
While there are many factors to consider when it comes to marketing, at the end of the day, the old standards remain true whether in person or on the internet.
People want a hassle-free way of finding a business they can trust, at a price they can afford. If your website is attractive, easy to navigate, and offers credibility, you’ll be well on your way to generating new leads.
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