by /
Flow Bros Plumbing is a plumbing company run by Jacob Hopson based in Arlington, TX. Jacob recently reached out to us to help generate more calls for the business.
Flow Bros is a fairly new local service business, opening only 5 months ago outside Dallas. Since that time, they’ve been able to generate almost 100 5 star Google reviews.
What that tells us is that Jacob and team do great plumbing work for their clients – since getting to almost 100 5 star reviews in 6 months is a hard task, especially when you’re in competition with other local service businesses.
In this article, we’ll go over our initial audit of their SEO and digital marketing so we can see where they’re at and what our next steps are to generate more calls.
What’s Flow Bros SEO look like?
Flow Bros Plumbing’s current SEO is non-existent. They have a DR score of 0 and only 6 backlinks for their website.
SEO juice is primarily through backlinks, in that if a website that has a lot of juice (like this one) links to Flow Bros in a relevant way, we can start generating SEO power.
But right now, most of our links aren’t relevant to our business in Arlington, and therefore Google doesn’t pick that up.
It also doesn’t help that we’re only ranking on a single keyword, and that keyword is on the 3rd page.
For new local service businesses – growing organically through SEO can be a challenge. But the good news here is that Flow Bros already has dozens of happy customers, meaning half the battle is already done and now we need to transfer our social proof from their GMB over to our website to build on SEO.
Right now our biggest asset is our GMB with a growing number of recent 5 star reviews.
Recent reviews are important for our organic growth because they prove to Google that Flow Bros is a legitimate business doing good work in Arlington. It also proved that the business is still active and accepting new customers.
On our map tool LocalFalcon, we can see where Flow Bros Plumbing ranks for the term “plumber” within 8 miles of our GMB.
This tool allows us to see where our GMB is ranked by location for specific terms. So for example, within 1-2 miles of our GMB location we’re ranked as the first plumbing company when someone types in “plumber”.
Whereas up by downtown Arlington, we’re ranked as #11. As we collect more recent 5 star reviews and improve our SEO rankings, we can begin to rank higher and higher in the surrounding areas.
This is important since our GMB is already where we’re receiving the most calls – and so anything we can do to improve our impressions is worth pursuing.
What about our current website?
It’s not often we recommend websites be rebuilt. Normally if it’s a WordPress site, we can add local service pages, a bit more info, and let Google handle the rest.
In the case of Flow Bros, we do need to do a bit more work here.
For starters, the website is built like an ecommerce site with an “add to cart” button in the top right corner. Instead, we want it to mirror our local service business template.
For example, another plumbing recent client of ours, Plumbing Pros LLC we recently added local service pages, a more fleshed out about us page, and more info.
We want to do the same for Flow Bros Plumbing, since a website with digital plumbing intact is our first step in the 6 phase process.
Firstly, we want our home page to be clear on our location service area. For example, in the previous image for Plumbing Pros LLC we mention “Plumbing Solutions in Easton”. It should be immediately clear that Flow Bros services Arlington, TX.
Perhaps the only aspect of Flow Bros current website we should keep is their “about us” section. Although more should be added on Jacob’s story, why he decided to start Flow Bros, and more info about what they do.
In short – we want to make our “about us” section… about us!
Fortunately, Flow Bros only uses real images of themselves and their work instead of stock art. We never want to use images on our website that weren’t taken directly from our business, as Google can tell.
We want to include our phone number prominently up on the top right corner of our website so potential customers can easily find and call us.
There’s two subsections of pages we want to include: service and local service pages.
For example, if Flow Bros installs water heaters as well as fix clogged drains, we want to mention everything we do. This tells Google that we’re able to fix water heaters in Arlington, while it also helps customers along with their journey.
For LSPs (local service pages) we want to include the areas where Flow Bros serves customers. Fortunately, we can ask ChatGPT for what local service pages we should include!
Each of these locations are designed to help us rank on certain keywords. For example, if someone types in “plumbing hurst tx” we want to appear, and this makes it easier for potential customers to find us.
We should also be answering PAA questions. PAA questions are the questions that appear when you search for something on Google.
Here’s an example from when you type in “how much do plumbers charge?”
Luckily, just like for our local service pages we can ask ChatGPT for answers on which PAA questions Flow Bros Plumbing should be answering on our website.
We can continue here for another 10 pages on what we recommend for website changes, but everything ties into Google’s E-E-A-T standards. These stand for experience, expertise, authority, and trust.
The more we can demonstrate our competence at plumbing in the area we claim we service, the more likely it is for Google to reward us. That means showcasing real images and videos of our work, answering customer questions on our website, and doing good work.
What can we do to get calls flowing in ASAP?
We love working with local service businesses with great reputations because they do half of our work for us. All digital marketing is, is the amplification of what’s already working.
So because Flow Bros Plumbing has the most success with our GMB, we should be using LSA (Google local service ads) to promote it, since LSA and GMB are tied together.
One of the first things we did was add a slightly higher budget and add more images to our LSA account to start ranking higher.
This along with some light PPC ads is best for the top of the funnel (people already searching for plumbing services in Arlington, TX).
For more mid-funnel – we want to start some light Dollar-a-day promotion on Facebook for Arlington and the surrounding areas. This includes retargeting, so we can get people who’ve already visited our website.
What’s our next steps here?
We recommend Flow Bros get CallRail, so we can properly measure call volume moving forward for all of our organic and ad calls.
Our main priority is to get the website rolling following our standards, which our team is working on right now. While this is happening – promote on LSA, Google PPC, and some very light FB ads to find winners.
We’re incredibly confident that Flow Bros will very soon be getting way more calls, mostly because they’re good at what they do and we can amplify that.
Now it’s time for implementation and getting this ball rolling.