Local SEO for Plumbers: How to Get More Calls from People Nearby
If you're a plumber and want more local customers calling your number instead of your competitor’s, then this guide is for you.
We’re talking about Local SEO—the not-so-secret weapon that gets you seen by people in your area who are actively searching for plumbing services.
No flashy jargon. No unnecessary fluff. Just practical, real-world SEO tips that work for plumbers across the UK.
Let’s get started with a quick story...
The Leaky Tap That Turned into a Goldmine
Dave, a plumber from Romford, had been running his business for over a decade. His skills? Top-notch. His van? Immaculate. His online presence? Non-existent.
When we met him, he wasn’t getting any new leads online—despite 90% of people in his area Googling “emergency plumber near me” instead of digging through the Yellow Pages.
We helped Dave with some straightforward local SEO—updated his Google Business Profile, added location pages, got a few reviews, and boom. Within three weeks, he started getting 3–4 new calls a week from local people.
The work was there. He just wasn’t showing up when it mattered.
What Is Local SEO (And Why Should Plumbers Care)?
Local SEO stands for Local Search Engine Optimisation. It’s about making sure your plumbing business shows up when someone nearby searches for things like:
"Plumber in Chelmsford"
"Blocked toilet Basildon"
"Emergency plumber near me"
It’s different from general SEO, which tries to get you seen nationally (or globally). Local SEO is all about your postcode and your people.
Here’s why it matters:
✅ 46% of all Google searches are local
✅ 76% of people who search for something nearby visit a business within 24 hours
✅ People trust plumbers with strong local visibility and positive reviews
If you’re not showing up in the top 3 map listings on Google (aka the “Local Pack”), you’re losing business to someone who is.
How to Optimise Your Plumbing Business for Local SEO
1. Claim and Optimise Your Google Business Profile
Think of your Google Business Profile (GBP) as your online shopfront. It’s free. It shows your name, phone number, photos, reviews, and—crucially—your location on Google Maps.
Here’s how to get it right:
Make sure your Name, Address, and Phone Number (NAP) is consistent across the internet.
Add categories like Plumber, Emergency Plumber, Drainage Service.
Upload photos of your van, team, and work.
Set business hours (and keep them updated).
Respond to reviews—good and bad.
💬 Real-world tip: A plumber in Colchester added "boiler installation" as a service to his GBP and started getting calls from homeowners with broken heating systems during winter. Small tweak, big win.
2. Get Local Reviews That Mention Your Location
People trust reviews more than your website. (Sorry, but it’s true.)
You need 5-star reviews that mention your town or service area. Google uses these as location signals.
💡 Try this:
“Thanks, Dave, for fixing our burst pipe in Brentwood so quickly. You saved our Christmas!”
That “Brentwood” is a keyword trigger—and Google notices.
✅ Pro tip: Send a follow-up text after each job with a direct review link. Make it easy, and people are more likely to leave a review.
3. Add Local Keywords to Your Website
You’d be surprised how many plumbers still have websites that say “Welcome to our website” and nothing about where they work.
Include keywords like:
“Plumber in [Town/City]”
“Emergency plumber in [Area]”
“24-hour plumber [Postcode]”
Don't overdo it—Google’s smart enough to spot spammy stuffing—but do mention where you work naturally in your homepage, service pages, and blog posts.
🧰 Example:
“We offer boiler servicing, pipe repairs, and emergency callouts across Southend, Leigh-on-Sea, and Rayleigh.”
4. Build Location Pages for Each Area You Cover
If you work across multiple towns or postcodes, create a dedicated page for each one. These are called location landing pages.
They help you rank for “[Service] in [Location]” searches—even if your business is physically based elsewhere.
🗺️ Example:
/plumber-southend//drainage-chelmsford//boiler-repairs-rayleigh/
Just don’t copy-paste the same content across each page. Make them unique with relevant info, testimonials, or images from that area.
5. Get Local Backlinks
Backlinks = credibility. Google loves them.
If a local site links to your website, it tells Google you're trusted in your community.
Here’s how to get local backlinks:
Join your local business directory or Chamber of Commerce
Get listed on Checkatrade, Rated People, or MyBuilder
Ask local bloggers or news sites to feature a short write-up on your services
Sponsor a local football team or charity (and ask for a link in return)
📍 Example: One of our plumber clients sponsored a “toilet-themed” charity fun run in Norwich. Got a backlink from the event website. Ridiculous? Yes. Effective? Also yes.
6. Use Schema Markup for Local Business
Schema sounds technical (and it is), but it helps search engines understand your business better.
Think of it as giving Google a checklist:
Business name ✅
Service area ✅
Hours ✅
Reviews ✅
Add Local Business Schema to your site (your web developer can do this in under an hour), and you may get rich snippets—those fancy star ratings or service links beneath your website on search results.
7. Keep Your Site Fast, Mobile-Friendly, and Clear
Most people searching for a plumber are doing so from their phone, often while ankle-deep in water.
Your site should:
Load in under 3 seconds
Work well on mobile
Have a visible phone number at the top
Include “Call Now” buttons
🛠 Tip: Test your site’s mobile friendliness using Google’s free tool.
The #1 Mistake Local Plumbers Make
They treat their website like a brochure.
But your website isn’t just for looking nice—it’s for generating leads.
Every page should push people to call you.
Use calls-to-action like:
“Call now for fast local plumbing help”
“Book a free quote today”
“Need an emergency plumber in [Town]? Click here”
Frequently Asked Questions (FAQs)
❓Do I need a website if I already have a Google Business Profile?
Yes. Your Google Profile helps you get found, but your website helps you convert those clicks into paying customers.
Think of it like this: your GBP gets you through the front door; your website closes the deal.
❓How long does local SEO take to work?
You might see results in as little as 2–4 weeks—especially with your Google Business Profile. Website changes take longer (2–3 months) to gain traction, but it’s worth the wait.
❓Can I do local SEO myself?
Absolutely. But it takes time, consistency, and a bit of technical know-how. If you’d rather focus on unblocking toilets than updating alt tags, hiring a pro makes sense.
❓What areas should I target?
Start with where you’re based, then expand in a radius of 10–20 miles. Don’t stretch too far—Google prefers businesses that serve a realistic local area.
❓How many reviews do I need?
There’s no magic number, but aim for at least 10–20 five-star reviews to start standing out. What matters more is recent reviews (within the last 90 days) and ones that mention your location and services.
❓Do keywords still matter?
Yes—but context matters more. Keywords help Google understand your content, but stuffing “plumber in Basingstoke” 18 times into a page won’t help. Natural language wins.
Real Plumber SEO Wins
✅ Tony in Liverpool: Went from 4 reviews to 42 using our review request template. Jumped into the Local Pack for “boiler repairs Liverpool”.
✅ Jake in Brighton: Created individual service pages (like "shower repair" and "drain jetting")—got calls for jobs he'd never promoted before.
These results aren’t magic. They’re the product of clear local SEO done well.
You Don't Have to Be the Best Plumber. Just the Most Visible One.
You might be a better plumber than the guy down the road, but if his website ranks higher and he has 30 glowing reviews, guess who’s getting the next call?
Local SEO is your unfair advantage. It levels the playing field.
You don’t need to understand everything. You just need to take action—or get someone to do it for you.
Ready to Get More Local Calls?
We specialise in helping UK tradespeople like you turn their websites and Google profiles into lead-generating machines.
📞 Want more local calls, reviews, and customers?
Let’s have a quick chat. No pressure, no jargon—just honest advice and smart strategy.
