Apr 09

Plumber turns around business with online lead generation

I am a plumber. A relatively successful one in my local area. My clients love my work and I keep getting referrals. I used to receive a lot of emails from people who claimed that they could help my website rank first on search engines like Google, Yahoo and Bing. I dismissed them as scammers. After seeing the frequency of these emails, and struggling to find new clients and leads for a while, I decided to find out what all the SEO talk was all about. (I had unsubscribed from all the marketing emails by the way). I called one of my friends who was an IT expert and asked him to explain to me what SEO is all about. I bet the best headline for my story is: Plumber turns around business with online lead generation (I can see it as a newspaper headline)

Let us call my friend Stuart. I had a website which I rarely visited, and literally that was dead boring. Stuart advised me to reface my site, then use SEO for me to generate leads. Stuart works with an SEO company. Here is what his laborious lessons incorporated (thanks to his student having no idea about SEO):

Lesson 1: A visit to my competitors’ sites

Stuart asked me to list some of the things I liked about the website. I was already seeing where I was going wrong. A particular interest was the blog, where the content was invaluable. I had already begun to see my competitors’ websites as authorities in plumbing. Mind you, I had even better information to share from my vast plumbing experience that could generate more leads

Lesson 2: Keywords

Stuart explained that visitors used keywords to search for websites or relevant plumbing information. For instance, we had just keyed in some keywords for us to access my competitors’ websites. This was almost mind-blowing. I was excited. Stuart explained that he could use some tools to help me find the keywords that my visitors used to find my website. We tried a few, but my website was nowhere to be found. I had to do something.

Lesson 3: SEO strategy

After getting to see what made it so hard for me to get more clients and leads, I was on a revenge mission. With the permission from his team, Stuart became my official account manager. Here is a breakdown of our SEO strategy:

-The first thing that he helped me do was to come up with my business’ objectives. One of them was definitely lead generation

-Next, with the help of some tools, he helped me to come up with targeted keywords. At this point, he explained that I could also use ‘long-tail keywords’, something like ‘extended keywords’. For instance, the long-tail keyword for ‘plumbers’ could include the location. He advised me to create content around these keywords or even hire a copywriter to do so. Most importantly, there was a need for balance between keyword use and the value provided by the content. I was then supposed to share the content on social media to increase the number of leads.

-He also explained other things like link building and paid advertising

-The best part was the analytics. He explained that with SEO, I could get to know the time when my site got the highest number of visitors, where most leads came from and track whether I was getting the audience that I initially aimed at.

Fast forward

With Stuart’s Company’s help, I used SEO to generate leads for my business. 2 years down the line, my website has considerable traffic, and loyal subscribers who frequently use my services. My income has doubled, and I now have 10 staff members. Needless to say, we have become better friends with Stuart.