If you’ve ever been in a pinch—like a burst pipe at three in the morning—you know how important it is to find a reliable plumber, and fast. For tradesmen, that urgent demand can be both a blessing and a curse. On one hand, there’s always work to be done. On the other, competition can be fierce, especially in bustling towns and cities where everyone and their dog seems to offer plumbing services. This is the story of a family-run plumbing business in Nottingham that turned the tide in their favour using SEO (Search Engine Optimisation). Over the course of a year, they went from a local unknown to one of the most recommended plumbing services in their area, effectively doubling their business in the process.

In this post, we’ll take a look at how they did it, step by step, and what lessons you can draw if you’re a tradesman looking to grow your customer base. Let’s dive in.

The Backstory: A Struggling Local Trade

This family-run plumbing operation started back in 2014 when a seasoned plumber, with over 20 years of experience, decided he wanted to run his own show. He’d spent most of his career working for larger plumbing firms but felt stifled by their rigid schedules and policies. Eager to offer a more personal touch, he set out with a single van, a shed full of tools, and big dreams. His spouse took charge of the admin side—answering calls, handling invoices, and trying to drum up new business however possible.

In the early days, business trickled in. They got their first few customers from personal referrals, then a couple more from a local noticeboard at a community centre. But Nottingham is home to plenty of plumbing businesses, from national franchises to one-man bands who’ve been around for decades. Within a few months, it became painfully clear that word-of-mouth alone wouldn’t keep the lights on.

They tried the usual avenues: posting leaflets through doors, sticking adverts in shop windows, and even offering a small discount if customers referred a friend. These tactics helped a bit, but they simply weren’t enough to create consistent income. More often than not, potential customers were making decisions based on what they saw online—especially via Google. Problem was, this particular plumbing service didn’t show up anywhere near the top of local search results. They were practically invisible.

Realisation: If You’re Not Online, You’re Missing Out

The big wake-up call came when one of their existing customers mentioned, “You should really get on Google. I searched ‘plumber in Nottingham,’ and you guys didn’t show up at all.” That same day, the plumber’s spouse typed those exact words into the search bar—and nearly had a heart attack upon realising their business was buried pages deep in the search results.

They did have a basic website—cobbled together by a tech-savvy nephew—but it hadn’t been touched in months. No one had bothered setting up a Google Business Profile (formerly Google My Business), and they’d never asked for online reviews. They were essentially invisible to anyone who didn’t already know them by name.

That’s when they decided to explore SEO. After a bit of research, it was clear they needed either to learn the ropes themselves or hire someone who could do it properly. Knowing they were strapped for time, they decided to set aside a small budget for a local digital marketing consultant who specialised in helping small businesses rank on Google.

Step One: Laying the Foundation

Their consultant began with a thorough audit: examining the existing website, any local listings, and the competition. Key findings included:

1. Website Issues: The site was outdated, slow to load, and didn’t display properly on mobile phones. Even the phone number was hidden on a separate page, discouraging potential customers who wanted a quick call.
2. Lack of Local Citations: Aside from a directory listing on a major platform, the business had no local directory presence. Popular platforms like Yelp, Thomson Local, or specialised local business directories didn’t list them at all.
3. Zero Google Reviews: They had a couple of Facebook reviews, but that was about it. In the plumbing trade, positive reviews can be more valuable than gold.
4. No Google Business Profile: An absolute must for local service providers—this was something they’d never set up.

The consultant explained that SEO is like building a house: you need a solid foundation before you start adding the fancy décor. In this case, that foundation included on-site optimisation, local citations, link-building, and review generation. While the terminology was a bit intimidating at first, the plumber and spouse soon realised these steps were straightforward enough if approached systematically.

Step Two: Optimising the Website

The consultant’s first move was to spruce up the website:

• Improved Site Speed: By optimising images, removing unnecessary plugins, and switching to a faster web host, potential customers no longer had to wait an eternity for pages to load.
• Made it Mobile-Friendly: Ensured the site would display properly and function smoothly on mobile devices—crucial for on-the-go homeowners and tenants dealing with plumbing emergencies.
• Clear Contact Information: Placed a click-to-call phone number at the top of every page. If someone’s got water pouring through their ceiling, they don’t want to hunt around for your contact details.
• Service Pages: Broke down the site into clear, dedicated pages for each service offered: emergency repairs, boiler maintenance, bathroom fittings, etc. This helps search engines and potential customers find exactly what they need.

Additionally, relevant keywords were integrated throughout the site, such as “plumber in Nottingham,” “emergency plumber Nottingham,” and “bathroom fitter Nottingham.” This signalled to Google’s search algorithm that the website was highly relevant for local plumbing searches.

Step Three: Claiming the Local Listings

Next up was establishing the business’s digital footprint in as many local corners of the internet as possible:

1. Google Business Profile: A profile was set up with the correct name, address, and phone number (NAP consistency is crucial), along with photos of the van, the team, and recent projects. Customers were gently encouraged to leave reviews.
2. Local Directories: The plumber was listed on reputable sites like Yell, Thomson Local, and a handful of Nottingham-specific directories. Each listing provided a valuable backlink to the site, boosting credibility.
3. Industry-Specific Directories: For plumbers, platforms like Checkatrade or TrustATrader are often the first port of call for homeowners seeking reputable tradespeople. The consultant made sure these listings were up to date and fully optimised.

Within a few weeks, the family-run business started seeing a trickle of traffic from these directories. More importantly, Google’s algorithm began to recognise the company as a legitimate, relevant service for Nottingham-based plumbing searches.

Step Four: Earning Reviews and Building Trust

With the infrastructure in place, the consultant shifted focus to building trust. Every tradesman knows that a satisfied customer’s endorsement is priceless. The plumber and spouse began asking happy customers if they would leave a review on Google or Facebook. Initially, it felt a bit awkward to ask, but a polite request at the end of a job—followed by a gentle email reminder—yielded positive results. Soon, the Google Business Profile started showing a handful of glowing, five-star reviews.

• Showcasing Testimonials: These reviews were then featured on the website, displayed front and centre. This social proof instantly reassured potential customers that the business was reliable and delivered quality work.
• Responding to Feedback: Whenever someone left a review—good or bad—the team made sure to reply. A quick “Thank you for your feedback, we appreciate your time!” or a thoughtful response to criticism went a long way in showing genuine care for customer satisfaction.

As the number of five-star reviews grew, the plumber’s business started appearing in the coveted “local pack” on Google: those top-three local listings beneath the map when people search for a plumber in Nottingham.

The Results: Phones Ringing Off the Hook

Within six months, the difference was palpable. The phone rang more often, and around half the new callers mentioned they’d found the company “on Google.” The rest either came through personal referrals or local community groups. Where once the calendar looked patchy, they were now booked up consistently about two weeks in advance.

By the one-year mark, monthly revenue had effectively doubled. The plumber finally felt comfortable hiring an apprentice and upgrading his old van. His spouse, once bogged down by paperwork, invested in job management software to handle bookings more efficiently. They even expanded their services to include bathroom renovations, partnering with a local tiler for added expertise.

But it wasn’t just about the numbers. Their reputation around Nottingham soared. People could see the website, read the many positive reviews, and view photos of completed jobs, which made them far more likely to trust this local plumber over a competitor. This once-struggling business went from scraping by on small, sporadic jobs to becoming a go-to service for both emergency repairs and planned plumbing work.

Challenges Along the Way

Of course, the journey wasn’t completely smooth:

1. Time Investment: Coordinating with the consultant, making website changes, and chasing reviews demanded time—sometimes clashing with the plumber’s hectic work schedule.
2. Algorithm Changes: Google periodically updates its search algorithm, which can cause temporary dips in rankings. Around eight months in, there was a noticeable drop in traffic, but performance rebounded after the consultant tweaked the website content and further optimised page speed.
3. Competition: Other plumbing businesses in Nottingham eventually caught on and improved their own SEO strategies. Standing still could mean losing ground, so the family-run business viewed SEO as an ongoing commitment, not a one-off project.

Key Takeaways for Tradesmen

If you’re a tradesman reading this and wondering if you can replicate such success, the short answer is: Yes, you can. Here’s what you can learn from this case study:

1. Don’t Underestimate the Basics: A mobile-friendly website with a clear call-to-action is critical in today’s on-the-go world.
2. Local SEO Matters: Claim and optimise your Google Business Profile, list your services on trusted directories, and make sure your details are consistent everywhere.
3. Reviews Are Gold: Ask for them—politely and consistently. Display them on your website. Potential customers crave the reassurance of social proof.
4. Stay Active: SEO is not “set it and forget it.” Algorithms change, and so does the market. Keep your content fresh, your information accurate, and stay on top of any changes in local SEO.
5. Consider Professional Help: If you don’t have the time to master SEO, hire a consultant or agency that does. The investment can pay off significantly in the long run.

Where Are They Now?

Today, this local Nottingham plumber is flourishing. The team has added two more vans to the fleet and brought on an additional licensed plumber. They boast a solid online presence with hundreds of positive reviews on Google, a consistent spot in the local 3-pack for plumbing-related searches, and a user-friendly website that converts curious visitors into paying customers.

The plumber and spouse still work with their consultant, reviewing SEO strategies every quarter. They’ve also experimented with pay-per-click (PPC) advertising during slower seasons to ensure the phone keeps ringing. But they remain convinced that nothing beats organic, local traffic for stable, long-term growth.

Final Thoughts

The story here isn’t just about boosting revenue or applying fancy digital marketing tactics. It’s about a hardworking family business that adapted to the digital age. By focusing on local SEO, they didn’t just climb the search rankings—they won the trust of an entire community. Now, when a pipe bursts in Nottingham, there’s a good chance that frantic homeowner will type “plumber near me” into Google and see this business right at the top, supported by an array of five-star testimonials.

If you’re a tradesman trying to stand out in your local area, take a page from their book. A bit of SEO know-how can go a long way, transforming a quiet phone line into a steady stream of enquiries. And, who knows? You might just find yourself doubling your business—just like this determined local plumber did.

Ready to Get Started with SEO?

If you’re looking to take your trade business to the next level, get in touch. We specialise in crafting SEO strategies that help local tradesmen rise above the competition. From optimising your site to building a robust review profile, we’ll help you set a solid digital foundation—so you can focus on what you do best: serving customers and growing your business. Contact us today and let’s start writing your success story.