Get More Leads: Optimize Your Plumber Google Business Profile

Written by Matthew Ludden / October 26, 2023 / 10 Minute Read
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Learn how to optimize your Google Business Profile to attract more leads and rank higher in local search results. Boost your plumbing business’s online visibility with our expert tips.


Why does one plumbing company rank higher in Google Maps than other local businesses?

A well-optimized Google Business Profile with great online reviews can separate local plumbing businesses from others.

If you are plumbing company owner or a marketing leader, this article from the Local SEO experts at Valve+Meter Performance Marketing offers key insights into:

  • The importance of Google Business Profiles for plumbing companies
  • Setting up your Google Business Profile (GBP)
  • Comprehensive optimization of your business page
  • How to leverage and showcase customer reviews
  • The value of ongoing professional Google Business Profile management

Why Is A Google Business Profile For Plumbers Important?

Google Business Profiles allow plumbers to display business information, including name, address, phone number, website, hours, and plumbing services, to potential customers.

Your Google Business Profile (GBP) appears in Google Maps and the Local Pack in Google Search results.

For plumbing companies, optimizing their Google Business Profile showcases their business and services prominently.

For local businesses, it’s not just about being visible; it’s about being visible to the right people at the right time. When someone in your area searches for plumbing services, you want your business to be the first thing they see.

Optimizing your plumbing company’s Google Business Profile ensures that it appears in local search results, connecting with potential customers who are actively seeking a plumber in your service area.

Map Pack for Plumbers

As illustrated above, the Local Google Map Pack may display sponsored ads and organic Google Business Profiles. These local listings include:

  • Business name
  • Google reviews
  • Years in business
  • Phone number
  • Hours and
  • Links to website and directions

Your Google Business Profile: The Key To Local Plumbing Leads

Think of your Google Business Profile (GBP) as your online plumbing showroom.

It’s often the first impression potential customers get when searching for “plumber near me.” A strong GBP is essential for local SEO, which is how you get discovered in those searches.

Maybe even more important, when someone does a Google search for your plumbing company by name, your GBP is likely to appear along with your website. A sparse or disorganized Google Business Profile can make a bad impression on existing customers and prospective customers who saw an ad or heard about your plumbing company through a referral.

You never get a second chance to make a first impression. Making sure you have an accurate and optimize Google Business Profile matter in order to:

  • Get Found: Detailed business information (services, hours, location, etc.) helps you show up for the right searches in your area.
  • Build Trust: Positive reviews and high-quality photos make customers more likely to choose you.
  • More Leads: With a strong GBP, more people will see your business in search results and Google Maps – which means more potential leads!

The Role Of GBP In Local SEO Strategy

Search engine visibility is paramount in the world of plumbing services.

Local search engine results pages (SERPS) for plumbers typically feature four features:

  • Google Local Services Ads: This a pay-per-lead advertising model. Verified plumbing companies appear atop SERP.
  • Pay Per Click: Sometimes called Google Ads, paid search appears as Sponsored results.
  • Local Pack: While ads may appear in Google Maps results, there are typically 2-3 organic Google Business Profiles in local search results.
  • Organic Results: The most coveted positions for most local SEO strategies are the top 3 positions in native results. Website pages earn these positions through hundreds of ranking factors. While results typically include local plumbers, any website can earn these positions including national directories like Yelp and Angi.

A well-optimized Google Business Profile can significantly increase your chances of appearing in the coveted “Local Pack” which is exclusive to GBP eligible businesses.

For a home service business like plumbing, these local listings can generate leads quickly and consistently. As part of your overall plumber marketing strategy, savvy business leaders prioritize GBP.

GBP for Plumber

How To Set-Up Your Plumbing Company Google Business Profile

If you are considering hiring a digital marketing agency, their Local SEO specialists will guide you through the process. Otherwise, claiming a Google Business Profile for a plumbing company and initial setup is straightforward.

Detailed Google Business Profile Setup Process

Step 1: Create or Claim Your Profile

The process begins with creating a Google Business Profile account.

You will need to use your business email. Next, head over to the Google Business Profile website and sign up using your business email.

We recommend setting up your GBP using the business owner’s gmail as this will serve as the primary business account. Once claimed you’ll manage your business information, interact with customers, and track how well you’re doing in the online world. It’s your business’s digital ID card, so make sure to keep it up-to-date and accurate.

  • If you don’t have one:
    • Visit and click “Start now”
    • Create a Google Account (or sign in to an existing one) if you don’t have one ready for your business.
  • If you have an existing, unverified listing:
    • Search your business name and location on Google.
    • If you see your business, click “Claim this business” or “Manage now” and follow the instructions.

Step 2: Enter Your Business Information

Selecting the right business category is key to signaling Google who you are and what you do. This categorization helps Google understand what you do and match your business with relevant searches. It’s an essential step in making sure your business appears in front of the right eyes, those of potential customers looking for the services you offer.

For a plumbing business, the category is as straightforward as selecting “Plumber.” An additional category is “Plumbing Supply Store” for a plumbing company that also offers retail services.

Next, you can enter your business information. Using a consistent NAP (Name, Address, Phone Number) impacts search engine rankings for your Google Business Profile (GBP) and website.

  • Business Name: Use your official, legal business name
  • Address: Enter your complete, physical address. If you’re a service-area business, you may have the option to hide your address and just list your general region.
  • Phone Number: Use your primary business phone number
  • Website: Include your website address

Step 3: Verify Your Business

Once your account is set up, it’s time to verify your business location. There are a variety of verification options all of which ensure your business is where you say it is, maintaining the integrity of their search results.

  • Most Common Method: Verification by postcard: Google will mail a postcard with a verification code to your listed address. This can take a few days.
  • Other Options (may vary based on your business): Verification by phone, email, instant verification, or bulk verification (for businesses with 10+ locations).

Once you enter the code in your Google Business Profile account, your plumbing company is officially on the map.

Sections of Google Business Profile

Optimizing Google Business Profile For Your Plumbing Business

Taking the time to optimize your Google Business Profile can yield extraordinary results for a plumbing company.

Think of your GBP as a second website for your business.

In fact, your Google business listing may be more visible than your website. At least 93% of all local searches include the local pack, a great GBP is often the first point of contact for your plumbing business.

It’s not just about being present online; it’s about shining the brightest amongst local competitors. By fine-tuning your plumbing company profile, you can enhance your visibility, engage potential customers, and ultimately, drive more business.

Initial Optimization For Google Business Profiles

Just like claiming your GBP, the initial steps of optimizing are straightforward:

Crafting a Compelling Business Description

Just like the copywriting on your website homepage, a compelling business description is your chance to tell your story.

You want to be clear, concise, and memorable. Highlight what makes your plumbing business unique, the range of services you offer, and what sets you apart from the competition.

This is your opportunity to make a great first impression and convince potential customers that you’re the right choice for their plumbing needs.

Uploading High-Quality Images

Great photos can set your plumbing company apart from other local businesses. Images of your team, your vehicles and facility, and especially, plumbers consulting homeowners help tell the visual story of your brand.

The vast majority of homeowners discover plumbing services online. Images help demonstrate how you serve customers and build your credibility. Showing that you’re a professional and reliable plumbing service should be the focus of optimizing your GBP.

Managing Business Hours and Contact Details

Customer focused solutions extend to your contact information.

When customer searches, your hours of operation are often displayed in the local map pack. If you have emergency plumbing services after hours, you should list 24 hour operations along with accurate phone numbers.

All your contact details across all business listings should be consistent. Use the same business name on your GBP as your website.

Adding Services

Google doesn’t know all the services you provide. Adding every plumbing service to your profile is like showcasing your menu.

It gives Google and potential customers a clear idea of what you offer.

Adding detailed descriptions of these services with relevant keywords helps customers understand your offerings and improves your profile’s visibility in search results.

Be specific in your service descriptions. For example, a single service for ‘shower repairs and remodeling’ may miss opportunities. Separating these into ‘shower repairs’ and ‘shower remodeling’ with unique descriptions for each will better target people searching for those specific keywords.

This also helps customers quickly understand which service suits their needs.

Selecting Service Areas

Your plumbing company should opt to be a service area business.

This allows you to define your service area which tells Google and potential customers where you operate. Be specific about the areas you serve to ensure that your business shows up in local searches for those regions. This can help you attract customers from the areas where you’re most likely to do business.

Just like having multiple locations a service area business can appear in local map results for each city within your service area.

Advanced GBP Setup Process

The next stage focuses on strengthening your GBP. These advanced steps help you consistently earn local map results.

Build Trust With Reviews and Ratings

In the world of plumbing services, trust is everything. Reviews and ratings on your Google Business Profile are like digital word-of-mouth, providing social proof that can sway potential customers in your favor.

When potential customers search for plumbing businesses, reviews appear alongside your business information. With 99.9% of local users seeing Google reviews, every plumbing marketing strategy must include review management.

Positive feedback not only builds credibility but also improves your visibility in search results. It’s a cycle of trust – the more positive reviews you have, the more customers are likely to choose your services, leading to even more positive reviews.

  • Ask For Reviews: When you provide excellent services, don’t hesitate to ask satisfied customers to leave a review.
  • Make It Easy: Provide customers a direct link to your GBP. This can be done with links in emails, text messages, and QR codes on business cards.
  • Respond To Reviews: Acknowledge every review both positive and negative. Using relevant keywords and demonstrating your professionalism helps amplify positive feedback and tamp down negative reviews.

Review management for plumbing can help to increase the number of reviews and showcase positive reviews across your website and social media profiles.

Utilizing Posts and Updates to Engage Customers

Regularly updating your Google Business Profile with posts and updates is like keeping the conversation going with your customers.

Like social media posts or blogs on your website, it’s a dynamic way to showcase what’s new with your plumbing business, whether it’s a special promotion, a new service, or helpful tips for maintaining a plumbing system.

These updates keep your profile fresh and engaging, encouraging customers to check back often and see what’s new.

Localized Keyword Content

Incorporating localized keywords into your posts and updates can significantly boost your visibility in local search results.

Mentioning specific areas you serve or local landmarks can help attract customers from those regions. It’s like dropping breadcrumbs that lead directly to your business, making it easier for local customers to find you when they need plumbing services.

Sharing Updates and Offers

Keep your customers in the loop by sharing updates about your business, like expanded services or new team members.

Highlight special offers or discounts to encourage customers to take advantage of your services.

These updates not only engage your existing customer base but also attract new customers looking for a good deal on plumbing services.

Highlighting Recent Projects or Services

Showcasing your recent projects or highlighting specific services can demonstrate your expertise and the quality of your work.

Share before-and-after photos of a successful plumbing job or explain the benefits of a particular service you offer. This can build confidence in potential customers, showing them the tangible results they can expect from your services.

Monitoring and Analyzing Your Business Profile’s Performance

Marketing activities should be measured. Tracking how your Google Business Profile is performing is like checking the pulse of your online presence.

By monitoring your profile’s performance, you can make data-driven decisions to enhance your visibility and attract more customers. It’s about staying proactive and continuously refining your strategy to stay ahead of the competition.

  • Using Google Business Profile Insights: It provides valuable information on how customers find your profile, which actions they take (like calling your business or visiting your website), and even what areas they come from. This data is crucial for understanding your audience and tailoring your profile to meet their needs.
  • Adjusting Your Strategy Based on Data: By analyzing the insights, you can identify areas for improvement and adjust your strategy accordingly. For example, if you notice that customers are frequently searching for a service you offer but not finding your profile, you might need to enhance your profile’s services.

Benefits Of Professional Google Business Profile Optimization

In most markets, your plumbing company faces a lot of competition. For most plumbers, optimizing and managing your Google Business Profile (GBP) is a time-consuming and complex process that requires ongoing attention and expertise.

Partnering with Valve+Meter Performance Marketing can make a significant difference. Unlike some digital marketers, we are not mercenaries offering one-size fits all packages. We are committed to building a strong partnership with your plumbing business and functioning as an extension of your team.

Valve+Meter understands the intricacies of local SEO and has a proven track record of helping businesses like yours maximize their visibility on Google. By leveraging our expertise, you can ensure that your GBP is fully optimized with the right keywords, categories, and information.

Remember that a strong plumbing company GBP is continuously improving and posting new updates, services, and images to maintain an edge on competitors.

With Valve+Meter’s support, you can focus on running your business while our Google Business Profile experts take care of enhancing your online presence.

Ready For A New Kind Of Plumbing Marketing?

Learn Valve+Meter’s strategic digital marketing approach for plumbing companies. Schedule a free consultation with our team to see how we can help you.

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Frequently Asked Questions (FAQs)

The most common type of business who qualifies for a Google Business Profile (GBP) are those with physical locations customers can visit: stores, restaurants, offices, and service providers with showrooms.

For businesses who provide services at people’s homes can also claim a GBP including: plumbing companies, hvac contractors, cleaning services, landscapers, etc. These businesses can list a service area rather than a storefront address.

In-person contact is key for GBP even if you primarily operate within a service area. The Google verification process involves various methods to prove that your business is legitimate.

Examples of businesses that do not qualify include online-only businesses and classes or meetings. For instance a yoga class held at a school or community center.

For full details and to make sure your business aligns perfectly with the rules, it’s always best to refer to Google’s official guidelines:

In late 2021, Google My Business was rebranded by a new free tool: Google Business Profile.

If you had a Google My Business (GMB) listing before this date, the profile automatically converted. The terms “Google My Business” or “GMB” and “Google Business Profile are often used interchangeably since they refer to the same platform.

Now, businesses can manage their Google Business Profiles directly within Google Search and Maps, making it easier to update information and connect with customers.

The essential details for your Google Business Profile include your business name, address, phone number, website domain, and hours of operation.

For a plumbing company, you should add images of your business, vehicles, and staff and a complete plumbing business description.

Additional optimization includes adding your full service area, primary category, and a comprehensive list of your plumbing services.

Adding posts on your GBP linked to your service pages and city pages can help users and Google understand the services you offer in specific areas.

This information helps customers find and choose your services when needed.

Plumbers need search engine optimization (SEO) to improve their online visibility and attract more customers. Local competitors who rank ahead of your plumbing business in Google Maps and organic search results are likely already using search engine optimization.

Partnering with a professional marketing agency can strengthen your local SEO strategy. This includes optimizing your website and Google Business Profile and website, and other local directories and citation websites.

Increased visibility in local search engine results can boost website traffic and generate more plumbing leads for your business.