A Guide To Service Area Pages for Plumbers

Written by Matthew Ludden / October 26, 2023 / 8 Minute Read
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Discover the power of service area pages for plumbers. Learn how to boost local SEO and attract more clients with targeted, optimized pages for specific locations.


For plumbing companies a local SEO strategy strengthens your visibility in search engine results within a specific geographic area.

Like other home services, the plumbing industry serves local communities. When prospective customers search for plumbing companies, search engines are designed to provide results for local businesses.

Key Takeaways

  • Local SEO strategy enhances visibility for plumbing companies in specific geographic areas.
  • Search engines prioritize local businesses, making local SEO crucial for plumbers.
  • Valve+Meter focuses on relevance, proximity, and prominence in Local SEO services.
  • A plumbing website’s structure, including service area pages, is key to attracting customers.
  • Service area pages target specific geographic areas and demonstrate proximity to customers.
  • These pages play a crucial role in establishing proximity and prominence in local SEO.
  • Targeted Local SEO and increased visibility are major benefits of service area pages.
  • Valve+Meter uses service area pages strategically for sustainable and scalable marketing.
  • A comprehensive digital marketing strategy includes SEO, Google Business Profile optimization, and more.
  • Effective service area pages require identifying target areas, optimizing content, and incorporating local keywords.

How do search engines like Google rank plumbing websites?

There are hundreds of complex ranking factors. Because search engines are constantly evolving, marketing strategies must be founded in research and analysis.

At Valve+Meter, the fundamental qualities of Local SEO services for plumbers focus on:

  • Relevance: Aligning your website content with the plumbing services potential customers are seeking.
  • Proximity: Establishing a consistent NAP (name, address, phone) and demonstrating your service area.
  • Prominence: Developing your plumbing company’s website and online reputation to strengthen your credibility and trustworthiness with search engines and customers.

In this article, our local SEO strategists consider the role of the service area page on plumbing websites and how our pages impact search engine optimization.

What Are The Key Elements Of Plumbing Websites?

Because a plumbing business serves a dedicated service area, website design is unique. A plumbing website is structured to attract the attention of potential customers, engage visitors with clear and concise information, and convert visitors into plumbing leads.

A lead generation plumbing website has key elements:

  • Home Page: The central hub of your plumbing business showcases your company and helps visitors navigate easily.
  • CTAs: Each page on a plumbing website features a clear-call-action. CTAs may include a form, phone numbers, live chat, or a combination of these tools.
  • Service Pages: All services offered by a plumber should have a dedicated web page.
  • Navigational Menu: These service pages should be well organized in an easy to use menu.
  • About Us: Your about us page establishes a clear business name, address, phone (NAP) and greets new customers with information about your business.
  • Optional Features: Additional pages like blogs, staff pages, links to social media, online reviews, and FAQs.

Google and other search engines learn about your business by crawling your website.

All these key elements help establish relevance for plumbing through service pages. To establish proximity, a plumbing website should utilize service area pages.

What Are Service Area Pages?

Service area pages are dedicated pages on your website that target specific geographic areas where you offer your plumbing services.

In the example above, the service area page lists dozens of cities. For this plumbing business in the Chicago area, suburbs and enclaves are clearly listed.

This Denver area plumber also lists cities on their service area page. They include a map and prominent CTAs.

Service area pages are designed for three purposes:

  • Cater to website visitors searching for plumbing services in the cities and neighborhoods you serve.
  • Demonstrate to search engines your proximity to potential customers within your service area.
  • Function as a hub for your city page local SEO strategy.

Why Are Service Area Pages Important for Plumbers?

When was the last time someone contacted your business without prior knowledge?

Nowadays, the journey to find plumbing services begins online. This means you need to build a marketing strategy to engage your target audience of real homeowners and businesses in need of commercial plumbing and search engines.

Service pages build relevance. Service area pages play a crucial role within your local SEO strategy to establish proximity and prominence.

Here’s why:

  • Targeted Local SEO: Service area pages allow you to target specific locations where you want to attract customers. Search engines crawl and index the city names on your service area page. This helps you appear in local search results when people in those areas are looking for plumbing services.
  • Increased Visibility: By utilizing service area pages, you can increase your chances of appearing in Google’s local pack and organic search results for relevant local searches.
  • Enhanced User Experience: Service area pages provide valuable information to potential customers in specific locations, making it easier for them to find and contact you for their plumbing needs.
  • Competitive Advantage: Many plumbing businesses overlook the importance of service area pages. By optimizing these pages, you can gain a competitive edge in your local market.
  • Improved Structure: For plumbing companies with large service areas, a wide range of services, or multiple locations, service area pages enhance the structure of your website, improving the overall health of your domain.
abstract plumbing image

The Role of Service Area Pages Within Local SEO Strategy

Valve+Meter’s Local SEO experts utilize service area pages strategically to build sustainable and scalable marketing strategies.

A single service area page will not transform the organic search visibility of your plumbing company. Instead, service pages function as a central hub within your website.

For new customers to discover your local business, your website structure must be as complete as possible.

Imagine your website as a Dutch apple pie. Your home page, primary service pages, and other elements are the crumbles atop the pie. Your social media and paid advertising promote these landing pages. Beneath the crust of your pie, the real substance exists. To rank in search engines, Valve+Meter builds a vast and intricate filling of web pages.

Like apple pie filling, blogs, city pages, locally focused content, and other webpages are vital for your website structure. For a local business to rank in Google, the structure of your website must match the scale of competitors.


So how do you build a complete digital marketing strategy for your plumbing company?

All plumbing contractors share similar needs but face unique challenges.

Instead of offering one-size-fits all packages, Valve+Meter executes ThinkFirst-a process of analyzing your current situation, researching your marketplace, auditing your competition, and developing a custom strategy to generate more plumbing leads for your business.

Our Math-Before-Marketing philosophy utilizes marketing efforts that can be measured, repeated, and scaled. These include:

  • Search Engine Optimization (SEO): Enhance the visibility of your website content and online business listings in search results.
  • Google Business Profile Optimization: Improve your local search presence on Google’s directory to attract potential customers.
  • Pay-Per-Click (PPC): Drive targeted traffic to your website with ads based on specific keywords or demographics.
  • Paid Social Media Advertising: Reach a broader audience for lead generation through sponsored social media ads.
  • Google Local Services Ads: Display your business prominently at the top of search results for active customers.
  • Social Media Marketing: Build your brand presence, engage with potential customers on social media, and promote your services.
  • Email Marketing: Send targeted email campaigns to nurture leads, promote services, and keep your business top-of-mind.

This comprehensive strategy helps your plumbing business win as quickly as possible and build long-term strategies that maximize your return on marketing spend (ROMS).

Connect With Our Team

Schedule a free marketing assessment to learn more about how our ThinkFirst process can suit your business.

Request Marketing Analysis

How To Create Effective Service Area Pages

For internal teams, creating service area pages onto your existing website can be highly beneficial.

The best examples of service area page design create a separate page on your website. Some websites feature the service area page in main navigation or within the about section.

We recommend organizing your service area page in the same hierarchy and URL string as a service page.

Follow these steps when planning your service area pages:

  1. Identify Your Service Areas: Determine the specific locations you want to target with your service area pages. This could be cities, towns, or even neighborhoods.
  2. Optimize Your Content: Create high-quality, relevant content for your service area page. Include information about the plumbing services you offer in that area, customer testimonials, and any special offers.
  3. Incorporate Local Keywords: Use local keywords in your page titles, headings, and content. This will help your service area pages rank higher in local search results.
  4. Include NAP Information: NAP stands for Name, Address, and Phone Number. Make sure to include this information on each service area page, and ensure it matches the information on your Google My Business profile and other online listings.
  5. Use Google Maps: Embed a Google Map on each service area page to show your location and service area. This can help improve your local SEO and make it easier for customers to find you.

Adding City Pages To Service Area

To make the most of your service area pages, consider adding a webpage for each city within your service area. Each city page can target relevant keywords for the plumbing services you offer in those locations. These pages should feature:

  • Unique Content: Each service area page should have unique, location-specific content. Every city page features a distinct layout and requires specific keyword research.
  • Internal Linking: City pages often appear in search engine rankings because they target long-tail keywords. Internal link structure demonstrates the relationship of city pages to other web pages including the primary service area page, blogs, and your Google Business Profile.

All local SEO services should be carefully planned, monitored and optimized to ensure your website aligns with the best practices of search engines.

Strengthen Your Business Online With Local SEO

A well-designed, measured, and tested plumbing marketing strategy can transform your lead generation and ultimately, the revenue for your business.

There is no magic elixir to gaining better visibility in Google search.

Service area pages are a vital component of a comprehensive local SEO strategy for plumbers. By targeting specific locations, demonstrating proximity, and establishing relevance, these pages enhance your visibility in search engine results.

Along with a city page strategy, Google Business Profile optimization, and ongoing website optimization, Local SEO makes it easier for potential customers to find your services.

Moreover, every well-optimized service area page can give you a competitive edge in your local market while improving the user experience for website visitors.

At Valve+Meter Performance Marketing, we understand the importance of a robust local SEO strategy. We’re here to help you audit your website, build effective service area pages, and develop a comprehensive digital marketing strategy tailored to your plumbing business.

Our Math-Before-Marketing philosophy ensures that your marketing efforts are measurable, repeatable, and scalable – maximizing your return on investment.

Connect with our team to learn more about how we drive results for plumbing contractors.

Frequently Asked Questions

To increase plumbing service calls, take these actions:

  • Optimize for Local SEO: Create highly quality service pages that are optimized based on local keyword research and competitive analysis. Adding service area pages that clearly target the locations you serve increases your website’s prominence in these cities and neighborhoods. Optimize your Google Business Profile with accurate information, photos, and actively encourage customer reviews.
  • Utilize Targeted Ads: Reach potential customers directly with Google Local Services Ads or pay-per-click ads for Google, Facebook, and other social media that target your service area.
  • Create Valuable Content: Publish regular blog posts, local city pages, and other web pages addressing common plumbing issues in your community to improve your website’s search rankings and attract more visitors.
  • Focus On Service: Exceptional customer service and quality work help earn Google reviews, repeat business, and word of mouth referrals.

Plumbers can find clients through various channels, including online marketing, word-of-mouth referrals, and networking with other local businesses.

Establishing a strong online presence is crucial as many potential customers seek services online. This can be achieved through local SEO tactics, such as optimizing your website for relevant keywords and maintaining an active Google My Business profile.

Engaging with your community on social media platforms and sharing valuable content can also attract new clients.

Additionally, partnering with local contractors or real estate agents can lead to referrals for plumbing services.

Attending local events or joining community groups can help you network and build relationships that may lead to new business opportunities.

Offering exceptional service and encouraging satisfied customers to spread the word about your business can also be an effective way to gain new clients through word-of-mouth referrals.