9 Tips for a High-Converting Plumbing Landing Page

What is a Plumbing Landing Page?

A plumbing landing page is a stand-alone web page designed for plumbers or plumbing companies to attract, capture, and convert leads generated by marketing campaigns.

Let’s delve deeper into the key elements of plumbing landing pages that persuade visitors to sign up for your business services or fill out a contact form.

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Tip #1: Write an Appealing Headline

Will Rogers once said: “You never get a second chance to make a first impression.”

This holds true for landing-page headlines.

It’s the first thing visitors see when they visit your plumbing landing page. And if it’s not persuasive enough, the reader won’t read past the top of the page.  

Instead, they’ll click out to look for another plumbing service provider. 

So, your headline must capture the attention of potential customers and compel them to read the rest of the page.

To do that, consider the following:

• Model the headline after your marketing campaign: Your plumbing services landing page is meant to be an extension of your marketing campaign. It’s the final piece of the puzzle.

Therefore, the headline should match the promise made in your campaign. That’s why visitors click on social media or Google ads in the first place.

For example, if your ad offers plumbing repair services at discounted rates, the landing page’s headline could read: “Get the best plumbing repair services for less.”

This way, someone who clicks from the ad will be convinced that the landing page has what they need.

• Optimize the headline for search engines: Include keywords in the headline to rank on Google and capture the large percentage of consumers using Google to evaluate service businesses.

• Connect with your target audience’s needs: The headline of a plumbing landing page should focus on the potential client's plumbing needs and tell the customer you are ready to solve their problems.

• Highlight your value proposition: Use the headline to communicate your unique value proposition. Keep it short since you still have the entire page to go deeper. 

This is a perfect segue to the next point…

Tip #2: Mention Your Service’s Benefits

The headline may have captured the attention of potential customers. But they're less likely to convert if there's no benefit to signing up for your drain cleaning or residential/commercial plumbing services.  People often respond to what appeals to their self-interest.

So, highlight the benefits of your plumbing services. But don’t list only generic benefits that competitors already offer, or your value proposition won’t be persuasive.

For instance, only a few plumbing companies send the names and pictures of plumbers to customers before they arrive. Therefore, Tony LaMartina Plumbing Company Inc. includes that as a benefit on its landing page:

This sets it apart from other plumbing companies in the eyes of visitors to its page, which boosts conversion rates.

Pro tip: Tony LaMartina Plumbing Co. Inc. can do this using automated dispatch notifications on ServiceTitan. Check it out here.

Some other companies highlight their years of experience, offer discounts, grant free after-work cleaning services, and so on. 

Whatever you choose to do, adopt clear and concise language. Avoid jargon to boost readability, and break up your copy with headers.

Tip #3: Build Trust With Social Proof

Social proof—reviews and testimonials—can improve the conversion rate of plumber landing pages.

Data from Brightlocal shows that 76% of customers regularly read online reviews when searching for local businesses, and 98% do so occasionally. So, add high-quality reviews and testimonials from satisfied customers to your landing page.

For example, the reviews should be from companies if your ad targets companies. If the ad focuses on homes, the thoughts should come from individuals. And they should be real customers instead of random influencers.

One more thing:

Stellar reviews are the product of delivering excellent customer service. 

81% of customers leave positive reviews if a business goes above and beyond to provide exceptional service.

This means plumbing companies must provide customers with the best plumbing service possible, listen attentively to their challenges, act promptly, and communicate with them every step of the way.

However, after a while, sending messages to each customer, answering their queries, and responding to customer reviews becomes time-consuming and challenging. 

Luckily, ServiceTitan's Customer Service software empowers plumbing service providers to deliver positive customer experiences by automating customer interactions.

Case in point: Beyer Plumbing Co. became a household name in San Antonio after switching to ServiceTitan’s Customer Service platform.

Before then, customers couldn’t keep track of technicians and didn’t receive updates about when they’d arrive. But that’s changed.

“Customers being able to track when techs arrive, just like Uber, is a breath of fresh air,” says James Beyer, COO of Beyer Plumbing Co. 

“I love that because that holds our guys accountable, and also as a homeowner, you know exactly when [we’ll arrive].”

Essentially, with ServiceTitan’s Customer Experience feature, you can:

• Reduce incidents of missed appointments by sending notifications via text or email to remind customers of bookings and let them know when a technician is on the way.

• Let customers track estimated arrival times to guarantee the technicians will arrive on time. CSRs can also send the technician's name and photo to the customer.

• Integrating a scheduler or Chat-to-Text widget on your landing page will reduce response times, allowing customers to reach you easily.

This way, customers will have a positive experience, translating to positive reviews.

Tip #4: Use Clear and Prominent CTAs

CTAs are a vital part of plumbing landing pages. 

They guide readers to the desired action—filling out a contact form, requesting a quote, or dialing a phone number—which is the goal of the landing page.

The first rule for crafting effective CTAs is to ensure they’re relevant to the goal of both the plumbing landing page and the marketing campaign.

By doing so, the visitor is more likely to convert because the CTA matches the reason they came to the landing page in the first place.

Also, the text description on the CTA button shouldn’t be some generic “click here” or “learn more.” It should describe what's on the other side of the button.

Mr. Rooter Plumbing has a great example on its web page.

Visitors know they’ll get a job estimate by clicking on the button. It's more compelling and informative than just “click here.”

Furthermore, CTAs are supposed to stand out from the rest of the landing page elements so they’re visible. 

So. here are some fundamental design guidelines for creating compelling CTA buttons:

• Use a color that contrasts with other design elements.

• Make the text description legible. Use a large font size and a color that contrasts with the button.

• Surround the button with white space to increase visibility.

Take a look at the CTA on Penguin Air, Plumbing & Electrical homepage:

The green color contrasts with the white background. The text description is optimized for legibility—it’s large, and the color contrasts with the button. Plus, the white space surrounding the button makes it more prominent.

You can also pair a plumbing landing page with other marketing activities. 

For example, you can use your landing page to gather plumbing leads. And use them for email marketing campaigns. 

ServiceTitan's Email Marketing feature makes this easy.

From the platform, plumbing companies can segment customers using the information stored in ServiceTitan and send emails that resonate with their current needs.

For example...

You can create an email marketing campaign targeting only leads who requested an estimate or customers who ordered an installation to upsell a new service.

This results in higher open rates, leading to more calls and activation of dormant customers.

Furthermore, there are already pre-filled templates that plumbing companies can use for email marketing campaigns.

Simply pick one, customize it with your brand logo, and make necessary alterations to the text.

This saves time and eliminates the expense of hiring email designers.

Tip #5: Make Sure Your Landing Page Aligns with Your Ad

To optimize conversion, the messaging in the ad and on the landing page should be consistent. 

This reinforces the ad’s offer in the minds of visitors and provides them with the solution they require.

For example, a customer arriving from social media or a Google ad that promises a $100 discount expects to see the same thing on the landing page. Otherwise, they’ll feel disappointed and bounce off the page.

So, optimize your landing page to meet the promise made in the ad. And retain the tone and voice so a visitor to the landing page doesn’t feel lost.

To ensure the success of a marketing campaign, it’s vital to measure its performance—the number of leads it generates and the percentage that becomes customers.

This way, you can identify underperforming campaigns to discover and discontinue factors that keep potential customers from converting. 

ServiceTitan’s Marketing Pro-Ad platform enables plumbing contractors to track the success of marketing campaigns.

From the platform, you can:

• Maximize your marketing budget by measuring the exact ROI of each campaign.

• Link each call to the revenue it generated.

• Minimize human error and save time retrieving ad-performance reports by automating campaign attribution with Dynamic Call Tracking.

This increases the effectiveness of marketing campaigns, stimulating business growth and reducing marketing spend.

Tip #6: Include Accreditations and Awards

Accreditations and awards from authoritative sources on plumbing landing pages can  showcase your expertise  and build trust with potential customers.

They make visitors feel confident about the plumbing company's ability to deliver high-quality work per industry standards and adhere to safety standards.

So, add your awards and accreditations to your landing page. 

It could be industry awards like the best plumbing company in the state. Accreditations like LEED (Leadership in Energy and Environmental Design) can also certify you as an eco-friendly plumber.

You could list them all, but it’s advisable to use only their respective badges, as Eco Plumbers does on its website.

This way, your landing page won’t appear cluttered.

Tip #7: Overcome Objections

“It’s too costly. Can’t I do it on my own?”

“Why must I patronize you instead of your competitor?”

“How can I be sure you won’t disappoint me like my last plumber did?”

Potential customers have some common objections. Your landing page must silence these objections to be successful in converting. 

How can you find these objections?

Talk to your customer-facing team members—the sales and customer service teams. Find out:

• The recurring questions customers ask before they sign up.

• The reasons customers choose you over other plumbing service providers.

• The reasons customers switch to competitors.

You could use an FAQ to answer the objections like Aspen Mountain Plumbing does on its landing page…

…or you could program the common objections and their answers into a chatbot.

This way, potential customers will contact you, request an estimate, or book appointments—depending on the conversion goal of your landing page.

Tip #8: Use Visual Elements

Visuals are a crucial aspect of web design. And that’s for a good reason.

People are more likely to pay attention to and remember visual concepts. This is known as the picture superiority effect.

Incorporating business-relevant video and images in landing page designs helps potential customers remember your value proposition.

It also empowers plumbing companies to leverage their branding and personality, helping them stand out from competitors and form an emotional connection with customers.

Conversely, the picture superiority effect also makes us associate pictures with emotions. 

So, if a visitor sees a stock photo they recall from a plumbing company's website that delivered poor service, they’ll associate your company with the same poor service and be less likely to convert.

Therefore, it’s advisable to stick to real-life and original images instead of stock photos.

If you must use them, make them look original: Add brand assets and campaign-relevant text.

Now, to the last point…

Tip #9: Skip the Fluff

People rarely read digital content. They mostly just scan through. 

Your plumbing website must be readable for visitors to grasp your offer and services as they scan. Otherwise, your conversion rate will suffer.

Additionally, if visitors leave your page immediately, it signals to search engines that your page is not relevant or helpful. This can hurt your ranking.

To optimize your landing page for readability, consider the following:

• Avoid massive walls of text. Break your text into paragraphs of 2-4 lines.

• Use short sentences. Split lists into bullet points instead of long-winded sentences.

• Stick to words of 2-4 syllables.

• Don’t use jargon. 

• Use legible font types and sizes.

Additionally, concisely communicate every point. Because every extra second visitors spend trying to figure out your message reduces conversions.

Each sentence should earn its keep. If it doesn’t drive the narrative forward, remove it. 

This way, readers will face no obstructions as they move from the top to the bottom of the page.

Now Over to You

These tips can help plumbing companies like yours create high-converting landing pages that lead to business growth. 

Implement them when creating your landing page, and use ServiceTitan to track the marketing campaign’s performance.

ServiceTitan is a full-service solution that gives plumbing contractors and companies all the tools they need to keep track of their business. ServiceTitan is a comprehensive solution for plumbing contractors to grow their businesses, from automating customer interactions to tracking marketing campaigns.