Can Directory Sites For Plumbers Get More Leads?

Business directories for plumbing companies range from giants like Yelp and Angi to niche apps and local directories.

Sometimes, a local plumber is left scratching their head, wondering, “How many leads am I getting from directory listings?”

At Valve+Meter, our strategists took a deep exploration into the directory listings currently promoting local plumbers. There is a clear benefit for plumbing companies across most of these platforms, but how do you find the right balance?

In This Article

• How can plumbers use directory listings?
• What are the benefits and pitfalls of business directories?
• Why should plumbers create their own marketing strategy?
• How do you measure the value of your marketing efforts?

Directory sites are online listings that categorize businesses by type, location, and other criteria.

For local plumbers, these sites can be a valuable tool to increase visibility and reach potential customers. Some of the most common examples of directory listings include Yelp, Angi, and HomeAdvisor.

Why Do Directory Listings Rank Well?

For certain broad terms like ‘plumber near me,’ directory listings are more likely to rank than local plumbing contractors.

In this example, one local plumber website ranks in the top ten. A well-known national plumbing company ranked eighth in organic search results. Overall, 14 of the top 20 results were directory listings.

There are a number of reasons including:

• Domain Authority: Large websites like Angi are well-established. Angie’s List has been a major home services brand for decades. Google algorithms are most likely to rank websites with high-authority above small websites like those of most plumbers.
• SEO: A well-designed SEO strategy targets specific queries or keywords that users enter into search engines. Plumber directories are optimized effectively for nearly every keyword related to plumbing problems and the plumbing industry.
• Popularity: google and other search engines want to provide good experiences for users. The click-through-rate of search results is a major ranking factor. If a website is trusted and popular, search engines are more likely to rank those webpages higher.

There are hundreds of ranking factors, but ultimately, directory and citation sites rank well because they demonstrate relevance and authority.

Benefits of Directory Sites for Plumbers

The prevalence of directory sites can be beneficial for plumbing businesses.

For plumbing contractors with a small online presence, directory listings can provide two key services: increased visibility and a boost to your search engine optimization (SEO) success.

When someone needs help with clogged drains, a leak faucet, or running toilets, they will most likely grab their phone and search. If your plumbing business does not rank on Google, most marketing teams will advise spending on Google Local Services Ads and pay-per-click campaigns.

These have merit, but for an affordable price you can appear in plumber directories. Consider these advantages:

1. Increased Visibility: Directory sites rank well on search engines, making it easier for potential customers to find your plumbing services.
2. Targeted Audience: Customers using these sites are actively seeking plumbing services, ensuring that leads are more qualified.
3. Reputation Management: Positive reviews on directory sites can enhance your business’s reputation, attracting more customers.
4. Cost-Effective: Many directory sites offer free listings, making them a cost-effective way to generate leads. For plumber directories who offer paid features, tracking the leads generated from the website is key to measuring success.
5. SEO Benefits: Beyond direct benefits of visibility on plumber directories, backlinks to your plumbing business website are highly valuable. Profiles on directory sites that link to your website increase the overall credibility and authority of your website domain.

Strengthening your own website is vital to growing your plumbing business. In fact, becoming too dependent on directories comes with its own risks.

Challenges of Using Directory Sites

1. Competition: With numerous plumbers listed all with similar profiles, standing out can be challenging. Users choose a company based on plumber’s directory recommendations.
2. Dependence on Reviews: Your reputation heavily relies on customer reviews, which can be a double-edged sword. Lots of great reviews on Yelp can give you a boost, but just as quickly a couple of negative reviews derails your hard work.
3. Limited Control: The information and layout are often standardized, limiting how you present your services.

If you rely solely on plumber directories, then your business listings may be limited. There are many factors that influence your visibility and success with any marketing tool.

Choosing the best platform to suit your audience and diversifying your marketing strategy are important.

Let’s look at the most popular plumber directories to consider for your business.

Angi

Angi (formerly Angie’s List) is a well-known directory site that connects homeowners with local service professionals, including plumbers. It allows customers to search for services, read reviews, and request quotes.

HomeAdvisor

HomeAdvisor is a digital marketplace that connects homeowners with prescreened local service professionals. It offers a comprehensive directory of plumbers, allowing users to find and compare local plumbing services.

Yelp

Yelp is a popular review site where customers can search various businesses, including plumbing services. It provides ratings, reviews, and contact information, helping users make informed decisions.

Google Business Profile

Google Business Profile (formerly Google My Business) is a free tool that allows businesses to manage their online presence across Google, including search and maps. It helps plumbers reach potential customers by displaying their business information, reviews, and location in search results.

Google Business Profile (GBP) is essential for plumbers because it functions as a second website. When someone searches for local plumbers, GBP appears in the Map Pack. The top 2-3 plumbing companies with well-optimized profiles can earn these results.

Another important note about your plumbing company GBP, when an existing customer or referral customer searches your brand by name, this profile is likely to appear alongside your homepage.

The most important plumbing directory is Google Business Profile.

It drives direct leads and is central to your local SEO strategy.

For small plumbing contractors, building your online reputation is important to achieving long-term marketing goals. 

Relying solely on third-party websites like directories, citations, paid ads, and even social media for plumbers has significant risks:

• Lack of Control: Algorithms and policies can change overnight, affecting your visibility and reach.
• Increased Costs: Competition can drive up ad prices, making it difficult to maintain profitability.
• Vulnerability to Changes: If a platform shuts down or changes its focus, your entire marketing presence could be compromised.
• Emerging Platforms: When new platforms become popular, your focus on existing directories must change or fall behind.

Creating your own marketing strategy including owning your plumbing website and content strategy allows you to stay versatile and adapt to the needs of your business.

How Can Your Marketing Agency Utilize Directory Sites for Local SEO?

Instead of relying on directory sites, professional marketers leverage directory sites to strengthen your online presence. This includes creating and optimizing listings for your plumbing business to improve local SEO.

Accurate and consistent name, address, and phone (NAP) across all plumber directories, citation sites, and other business listings builds your reputation.

Reputation management encourages satisfied customers to leave positive reviews, and regularly updating your listings to reflect any changes in services or contact details.

By doing so, you can improve your online visibility, enhance your local search rankings, and attract more potential customers in your service area.

Powering Your Plumbing Company Website

Let’s face it, major plumbing directories are unavoidable. But that doesn’t mean you can’t stand out on your own.

At Valve+Meter, our marketing professionals strategically leverage these business listings and citation sites to raise the authority of your website.

Incorporating search engine optimization, paid search, social media, email, and offline marketing tactics, we collaborate with plumbing companies to build complete marketing strategies.

And at the heart of it all is your independent, customized website. You aren’t restricted or dependent on any plumbing directory alone.

The best plumbing marketing is data-driven. At Valve+Meter, we start by understanding your specific needs:

• Who is your ideal customer?
• Where is your service area?
• How are you positioned against competitors?
• What are your business goals?

We use market research, competitor analysis, and a thorough audit of your existing online presence to make informed decisions. This data guides everything – from directory listings and website design to specific marketing campaigns.

A data-driven strategy ensures you:

• Reach the right audience
• Stop wasting money on ineffective ads
• Create a marketing plan that delivers long-term results

A complete marketing strategy includes directory sites, citation sites, social media, and your own website. But the key is tracking results. Understanding where leads come from lets you focus on what works and ditch what doesn’t.

Directories offer an easy way to connect with local homeowners who need your services. By following best practices, maintaining a strong presence, and understanding any hidden costs, you can turn directories into a powerful source of leads for your plumbing business.