Do a Google search for plumbing services in your local area. Is your business one of the first to appear in the results?
As a smaller business you might feel like you can’t compete with the big guys, but there are a number of ways you can control how you’re represented and discovered online.
Extend your reach with search engine marketing
In order to extend your reach, consider investing in search engine marketing (SEM), a form of pay-per-click (PPC) marketing. SEM is the process of purchasing ads on search engines to draw traffic to your website and gain potential customers.
PPC advertising opportunities are also available on a number of social networks, such as Facebook ads, promoted tweets on Twitter or LinkedIn display ads, which can help you target potential customers who are looking for plumbers in their neighbourhood.
Optimise your content for search engines
Search engine optimisation (SEO) is the process of changing the content on your website to be more readable or friendly to a search engine’s crawler. By utilising SEO techniques, your website will start to gain traffic and head to the top of search engine results pages (SERPs).
Don’t forget that people – and not just Google – have to read your site. Before posting content, the first thing you should do is keyword research. Imagine your target audience and think about what they might type into a search engine in order to find your business.
You can then use sites like Keyword Planner to discover how often these words or phrases are searched. If you are far off the mark your main demographic might never land on your site.
Overall, it’s important to remember that SEO is a long-term endeavour and it might take some time to build momentum.
Connect with customers
Utilising the influential power of testimonials, user ratings and reviews can be an effective and economical way to grow your customer base and attract valuable leads.
Remember that having an online presence means you are opening up a two-way conversation with customers. If you regularly reply to both negative and positive feedback, you’re showing that your customer comes first and that you truly care about the service you provide.
Direct people to tailored landing pages
Rather than just pointing your search ads to your website home page, set up dedicated landing pages that match the purpose of your ads and have a clear call to action. The idea of a call to action is to lead customers to an action of your choosing, such as encouraging them to look at your updated services or new projects displayed on your site. Alternatively, you might want to direct people to your phone number or FAQ page.