How Plumbers Can Win More Local Jobs with Google Business Profile
When someone’s sink is overflowing, they don’t flip through the phonebook— they Google ‘plumber near me.’
A plumber's most valuable tool isn't a wrench—it's their Google Business Profile (GBP). If you're a plumber looking to fill your schedule with more local jobs, an optimized GBP is your secret weapon to a thriving plumbing business. Think of it this way, when a pipe bursts, what's the first thing a homeowner does? They grab their phone and search “plumbers near me."
Your goal is to be one of the first businesses they see. This guide will show you how to set up and optimize your Google Business Profile to attract more leads, build trust, and outrank your local competition.
What is a Google Business Profile and why it matters to your plumbing business:
A Google Business Profile (formerly Google My Business) is a completely free tool that helps you manage your business's online presence across Google Search and Maps. It’s what you see when you search for local services in your area. For a service-area business like a plumbing company, a well-managed GBP is crucial for local SEO and attracting new local customers.
Step-by-step instructions for setting up your Google Business Profile:
Let’s walk through the basic steps for setting up your Google Business Profile and reaching more local plumbing customers.
Step 1: Claim and Verify Your Profile
Navigate to Google Business Profile to begin the claiming and verification process. Start by clicking on the “Start Now” button.
Business Name: use your official business name.
Business Type: As a plumber, you're a "Service-area business" because you visit customers at their locations. This is a critical distinction. Do NOT list your home address as a public location. Google knows that customers aren't coming to your house for a drain cleaning. Hiding your address ensures you show up in searches across your service area, not just right around your home.
Contact Information: Ensure your phone number and website link are correct. This is where a professional website built on Squarespace comes in—it gives customers a place to learn more about your services and book appointments.
Categories: This is one of the most important steps. Your primary category should be "Plumber." You can add secondary categories like "Emergency Plumber," "Plumbing Contractor," or "Drainage Service" to broaden your reach.
How Google Verifies Your Account
Once you've entered your business information, Google will present you with one or more options to verify your profile. The methods you see depend on your business type and location, but for a service-area business like a plumber, the most common methods are:
Video Verification: This is an increasingly common and often the fastest method. You use your phone to record a short, unedited video. Google will ask you to show proof of your business, which for a plumber might include:
Your branded work vehicle.
Your tools and equipment.
Proof of management, such as an invoice, business license, or utility bill that matches your business name.
Your service area, by showing recognizable street signs or landmarks.
Google's team reviews the video, and this process can often be completed within a few business days.
Phone or Text Verification: If you're eligible, Google will send a verification code to the phone number you listed. You simply enter the code to verify your profile instantly. This is a very quick and simple method if it's available.
Postcard by Mail: This is the classic method, though it's becoming less common. Google mails a physical postcard with a unique code to your business address. Once it arrives (usually within 5-14 business days), you log back into your profile and enter the code. This is why it's so important that your address is accurate, even if you choose to hide it from the public.
Google has been prioritizing video verification lately – it will likely be that option but if they give you options you are free to choose which one suits you best.
Step 2: Optimize Your Profile for Success
Once your profile is verified, it’s time to fill it out completely. Google rewards businesses that provide comprehensive, up-to-date information. Similar to social media platforms, they want you to use all their features and usually reward comprehensive profiles in rankings. It can be easy to out-rank your competitors just by having a full and complete profile that is regularly updated.
Business Description: Write a compelling description that's packed with relevant keywords. Mention the services you offer (e.g., water heater repair, pipe fitting, sewer line inspection), your service areas, and what makes your business unique (e.g., 24/7 emergency service, licensed and insured, free estimates). Help your profile viewers see why you are different from the rest.
Services List: Create a detailed list of every service you offer that goes beyond your primary services. The more specific you are, the more likely you are to show up for niche searches. Really - list all the services no matter how minor they seem. It’s not like your website when you want to only highlight the “primary” offerings, with your GBP you want to list all the services.
Add High Quality Photos: Photos and videos are a game-changer. Profiles with visuals get significantly more clicks and requests for directions. Upload pictures of your team in uniform, your branded vehicles, and high-quality before-and-after photos of completed jobs (with the customer's permission, of course!).
Regularly Create Posts: Use the "Posts" feature on your GBP like a mini-blog or social media feed. Share special offers, announce new services, or post a quick update about a job you just finished. This keeps your profile active and tells Google that you're a legitimate, operating business.
Step 3: Build a Trustworthy Reputation
Ask for Reviews: Actively ask every happy customer to leave you a review on Google. You can create a short, easy-to-share link directly from your GBP dashboard. I’ll show you how to easily manage and update your profile from your phone next.
Respond to All Reviews: Whether a review is positive or negative, respond professionally and promptly. Thank customers for their positive feedback and address negative comments calmly, showing that you care about customer service.
Utilize Q&A: Google's Q&A section allows anyone to ask questions about your business.You can proactively populate this section with common questions and answers to provide valuable information to potential customers.
Bonus: How to Easily Access Your Profile for Easy Updates
To do this you will need to make sure you have the Google Maps app downloaded onto your smart phone. Next make sure you are logged in with your “business email” in the app. Once you are logged in, down in the right hand corner you will see a little shop icon that says “Business.” Now you can easily grab your review share link, respond to reviews on-the-go, post updates, and add quality photos throughout your work day. This makes it incredibly easy to stay on top of your Google Business Profile.
Are you in need of a help optimizing your profile?
We offer this as an add-on service to our custom and semi-custom web design services. We can help you create a profile that attracts the right leads to your service area based business.
