April 11, 2025
•Marketing
•1 min read
Running a plumbing business across the UK is hard enough without worrying about websites, Facebook posts, or search rankings. If the thought of "marketing" makes your eyes glaze over, you're not alone. Many skilled British plumbers feel the same way—too busy fixing boilers in Manchester, unblocking drains in Birmingham, or handling emergency calls in London to fiddle with online stuff. But here's the thing: 87% of UK customers start their search for a plumber online. If they can't find you, they'll hire the next name that pops up.
This guide is here to make things simple for UK service professionals. No jargon, no tech-speak. Just clear, easy steps to help you get more local jobs using basic online marketing that works specifically in the British market. You don't need to be a computer whizz. You don't even need to spend loads of money. We'll show you how to make a good first impression online, get found on Google UK, earn trust with customer reviews, and win more local work from Brighton to Glasgow.
Whether you're just starting out or have been on the tools for decades across England, Scotland, Wales, or Northern Ireland, this guide will walk you through everything you need to know. From GDPR compliance to local SEO strategies that work in UK postcodes, we'll cover it all. Stick with us and by the end, you'll know exactly how to make marketing work for you—not the other way around.
In today's digital age, having a robust online presence is essential for plumbers aiming to attract and retain customers. Establishing a solid online foundation doesn't require advanced technical skills but focuses on key areas that make your business easily discoverable and trustworthy.
A professional website acts as your digital storefront, providing potential customers with essential information about your services. It's often the first point of contact, so making a positive impression is crucial.
Keep It Simple and Clear: Design a straightforward website that highlights your services, contact information, and areas you serve. Avoid clutter and ensure the content is easy to read.
What to Include:
For example, D&F Plumbing rebranded to "Plumbers in Plaid," creating a user-friendly website that showcased their expertise and approachable branding. This strategy led to increased customer engagement and business growth.
With a significant number of customers using smartphones to search for services, ensuring your website is mobile-friendly is vital. A responsive design adapts to various screen sizes, providing a seamless experience.
Why Most Customers Use Their Phones: Studies show that more searches are made on mobile devices than on desktop computers, highlighting the importance of mobile optimisation.
How to Check If Your Site Is Mobile-Ready: Use tools like Google's Mobile-Friendly Test to evaluate your website's performance on mobile devices. Ensuring easy navigation and fast load times can significantly enhance user experience.
A Google Business Profile (formerly Google My Business) enhances your visibility in local searches and provides essential information directly in search results.
Step-by-Step: Claiming and Verifying Your Listing:
What to Include:
By focusing on these foundational elements, you create an accessible and professional online presence that appeals to modern customers. This approach not only enhances your credibility but also increases the likelihood of attracting new business in your local area.
You've got the tools, the know-how, and the van. But if customers can't find you online, none of that matters. That's where Search Engine Optimisation (SEO) comes in. It sounds technical, but the basics are simple-and they can make a real difference to how many calls you get.
Most people don't search for "expert plumbing technician". They type in things like "emergency plumber in Clapham" or "boiler repair near me" . That's your starting point-put yourself in their shoes. What would you type if your toilet was overflowing?
Take those real-life search phrases and use them naturally across your site:
In your page titles
In your service descriptions
In blog posts (even short ones)
This is called local SEO , and it helps Google match your business to nearby people searching for your services. Example: Instead of saying "We provide domestic plumbing solutions", try "We fix leaks, blocked drains and broken boilers across Croydon and South London." That's clearer for both humans and search engines.
You don't need to pay an agency to get started. Here's what you can do today:
Update your service pages
Write one blog post a month
Add alt text to images
💡 Pro Tip: Location Clusters Work
Most plumbing websites only mention their main town. But if you serve several nearby areas, create a location page for each one . These pages don't need to be long-just 150-300 words explaining what services you offer in that location, with your contact info repeated. This helps you appear in searches like "affordable plumber in Streatham" and "24-hour plumber Balham."
Even if your website looks sharp and your van is spotless, many people still hesitate before calling a plumber they've never used. That's where reviews and testimonials come in. They work like digital word-of-mouth-helping strangers feel more confident choosing you over a competitor. Ask Happy Customers to Leave Reviews
It sounds simple, but many plumbers forget to ask. A quick follow-up message after a job can make all the difference.
Here's a text you can copy and tweak:
Hi [Name], thanks again for choosing us today. If you've got 30 seconds, would you mind leaving a quick review on Google? It really helps small businesses like mine. Here's the link: [insert your Google review link]
People are more likely to leave a review while the job is fresh in their mind-especially if you've gone the extra mile.
Reviews help your business show up in searches like "best-rated plumbing company in [your area]" and build long-term trust with new customers. Where to Ask for Reviews
Google - the most powerful place to collect them, as they show up directly in local search
Facebook - useful if your customers are active on the platform
Your Website - pull in reviews from other sources or display direct quotes with names and areas (e.g. "Emma from Tooting")
Handle Negative Reviews Gracefully No one's perfect. At some point, you might get a 1-star review. Don't panic-how you respond matters more than the complaint itself.
Stay calm and polite. Thank them for the feedback.
Offer a resolution if appropriate.
Show others you care about getting things right.
Example reply:
Hi John, sorry to hear you weren't happy with the service. We always aim to fix things quickly-please give us a ring and we'll make it right.
This kind of response turns a negative into a positive, especially when future customers are watching.
Use Testimonials in Your Sales Process
Don't just leave reviews sitting on Google. Use them actively:
Add one to your email signature
Include quotes on invoices or job confirmations
Print a few on the back of your business cards
This helps reinforce trust at every touchpoint-not just online.
Let's be honest-most plumbers didn't get into the trade to spend hours scrolling through Instagram or scheduling Facebook posts. But social media can still work for you, without turning into a full-time job . The key? Keep it simple, consistent, and real.
Pick One Platform and Stick With It
You don't need to be everywhere. In fact, spreading yourself too thin often leads to doing nothing at all. Most local plumbers find Facebook to be the most effective-it's where your customers are, especially homeowners aged 30-60. If you do a lot of visual work-bathroom installations, kitchen plumbing upgrades, etc.-Instagram might also be worth a look. But don't worry about TikTok or LinkedIn unless you want to be there.
Tip: Set up a business page (not a personal profile). This gives you access to insights, reviews, and contact buttons.
What to Post (Even If You Hate Posting)
You don't need to be funny or clever. You just need to be visible and trustworthy.
Here are a few ideas:
Before-and-after photos of jobs (with the customer's permission)
Short how-to videos , like how to shut off your mains water
Simple advice posts , e.g. "Here's why your tap might be dripping-and when to call us"
Local shoutouts , like "We just helped a family in Wimbledon sort out a burst pipe in record time"
You can write these in 1-2 sentences and post once a week. That's it. Done.
Use Tools to Save Time
If you've got a few photos ready, you can schedule a month's worth of posts in one go using free tools like:
Meta Business Suite (for Facebook & Instagram)
Buffer or Later (for more control)
This way, you're not scrambling to post something midweek-you've already done it.
💡 Pro Tip: Show Your Face Many plumbers just post job photos. But posts with your face (or your team's) tend to get more engagement. It humanises your business and helps customers feel like they already know who's coming to their door. You don't need a professional shoot-just a quick snap on the job, smiling or waving. People hire people, not logos.
You don't need to pour thousands into advertising to get results. In fact, with a small, smart budget, you can start bringing in regular leads-especially for high-intent searches like "emergency plumbing repair near me." The trick is focusing on the right type of ad, in the right place, for the right kind of job. Try Local Google Ads First When someone searches for a plumber, they're usually in a hurry. Google Ads let you show up at the top of those searches-even above the map listings. That's gold if you offer urgent services like leak repairs, boiler breakdowns or 24-hour plumbing .
Start small:
Set a daily budget (even £3-£5/day can work)
Target only your service area
Focus on keywords that lead to calls, not clicks-things like:
"emergency plumber Putney"
"same-day boiler repair Clapham"
Use Google's Call-Only Ads if you prefer to handle enquiries by phone. These let people ring you directly without visiting your website.
💡 Pro Tip: Turn your ads off at night if you don't offer 24/7 services-no point paying for calls you can't take.
Retargeting: Stay in Front of Warm Leads Ever visited a website and then seen that company's ad everywhere? That's retargeting. It's a powerful way to remind people who almost booked you to come back.
You can set this up through Google or Facebook. Once someone visits your website, they'll start seeing your ad across other websites or social media platforms.
This works well for:
Bigger jobs (e.g. bathroom remodelling plumbing services)
Customers comparing quotes
You stay top of mind-without spending a fortune.
💡 Pro Tip: Track Calls, Not Just Clicks Most small businesses look at how many people clicked their ad. But what really matters is: how many called and booked? Use a free tool like CallRail or Google's built-in call tracking to measure how many calls your ads generate. This helps you stop guessing and start investing where it works.
Email might sound old-fashioned compared to flashy social media, but it remains one of the most cost-effective tools for local businesses. And here's the thing: once someone's hired you, they're way more likely to hire you again. You just need to stay on their radar. Why Email Still Works (Even in 2025) Customers often forget who fixed their sink six months ago. But if they occasionally get an email from you-full of useful advice, special offers, or seasonal tips-they'll remember you next time something goes wrong.
Email also works well for:
Reminding customers about boiler servicing
Promoting maintenance plans
Announcing new services like eco-friendly plumbing options
Sharing positive reviews or case studies
And unlike ads, you're not paying for every view . How to Get Emails Without Being Pushy
It's not about bombarding people. Just give them a simple reason to sign up.
Ideas:
Add a tick-box to your contact form: "Tick here to get helpful tips and seasonal offers from us"
Ask during phone calls or when sending invoices: "Can I add you to our list for winter maintenance reminders?"
Offer something useful in return-like a quick PDF checklist: "5 Things Every Homeowner Should Know About Their Plumbing"
Use a free tool like Mailchimp or MailerLite to manage your list and send emails that look clean and professional. 💡 Tip: Keep emails short, friendly, and focused on one topic. No one wants to read an essay from their plumber. Example: A Simple Monthly Email Subject Line: "Is Your Outside Tap Ready for Winter?"
Body:
Hi [Name],
Just a quick tip this month-make sure you turn off your outdoor tap before temperatures drop. It helps avoid frozen pipes (and costly repairs).
Need a hand? We're offering discounted winter checks in [Your Area].
[Book Now Button]
Simple. Helpful. Builds trust.
💡 Pro Tip: Your Email List Is a Business Asset
Unlike Facebook or Google, you own your email list. That means you're not at the mercy of algorithms or ad costs. Even if social media disappears tomorrow, you'll still have direct access to past customers-and potential repeat work.
You don't need to market your plumbing business alone. In fact, teaming up with others in your area can be one of the fastest, cheapest ways to bring in more work. Think of it as old-school networking with a modern edge.
Team Up With Local Builders, Electricians, or Estate Agents
Other trades are already working with the same customers you want. A local builder might need a reliable plumber for kitchen installations. An estate agent might need someone for pre-sale pipe checks. An electrician might know when a customer's heating system is being rewired-and they'll need you next.
Make it easy for them:
Offer a simple referral agreement (e.g. a finder's fee or mutual leads)
Print a one-page leaflet or email introducing your services
Be reliable-because your partner's reputation is on the line too
Example:
A plumber in South London partnered with a small property management firm and started getting regular calls for routine maintenance and emergency repairs. No advertising required-just word-of-mouth and good service. Sponsor Local Events or Schools Not all visibility has to be online. Supporting a local school raffle, Sunday league team, or village fair helps raise awareness and builds goodwill.
Even something as small as:
Donating a boiler service as a raffle prize
Buying a pitch banner at a football ground
Printing leaflets for a community centre
These keep your name in the local conversation.
And yes-people really do Google "local plumbing contractors near me" after seeing your name on a flyer or banner. Offline still feeds online.
💡 Pro Tip: Create a Local Service Pack
Want to stand out to partners and customers? Bundle your most common services into a one-page flyer, especially for landlords or developers.
Example pack:
Annual boiler service
Pipe inspection
Emergency call-out availability
Call it your "Landlord Peace of Mind Pack" or "Ready-to-Rent Plumbing Check" -it makes you look organised and professional, even if you're a one-person business.
It's easy to throw time or money at marketing and hope for the best-but smart plumbers track what actually works. Don't worry, though: this doesn't mean spreadsheets or analytics dashboards. A few simple tools can show you which bits of your online presence are bringing in work-and which are just noise.
Use Simple Tools to See What's Working
You don't need to become a data nerd. Just keep an eye on a few key signs that tell you people are finding and trusting you online.
Here are the top free tools worth using:
Shows how many people:
Found you in search
Called you directly from your profile
Asked for directions to your business
This helps you spot patterns-like a spike in views after posting a review or photo.
Yes, it can look complicated. But focus on just two things:
How many people visited your site
Where they came from (Google, social media, etc.)
If a blog post on "clogged drain repair experts" is pulling traffic, you'll know to write more like it. For more insights on website performance optimization, check our comprehensive guide.
Try Google's built-in call tracking or a free plan with CallRail or WhatConverts.
These let you see which pages or ads triggered a phone call-so you're not flying blind.
What to Watch For: Simple Metrics That Matter
You don't need to obsess. Just check once or twice a month for things like:
Total website visits
Number of phone calls
New reviews received
Most viewed pages
Over time, this helps you focus on what works and skip what doesn't.
💡 Pro Tip: Track Jobs, Not Just Clicks You could have a hundred clicks and zero bookings. What really counts is how many jobs come in from each effort .
Consider adding a simple note to your job sheet or CRM:
"Came from: Google search"
"Came from: Facebook ad"
"Referred by: local estate agent"
After a few months, you'll have a much clearer idea where to put your energy (and budget).
Online marketing doesn't need to be complicated-but there are a few easy traps that can waste your time, your money, or both. The good news? Once you know what to avoid, your efforts become much more focused and effective.
Don't Ignore Your Online Presence
The biggest mistake? Doing nothing at all.
You might think: "My work speaks for itself." That's true-but if no one can find you, they'll never see your work in the first place. Customers judge based on what they see online. An outdated site, missing contact details, or lack of reviews can lose you the job before they even call. Remember: people search phrases like "best-rated plumbing company in [your area]" -and if you're invisible, you're out of the running. Learn how to dominate these local searches with our Local SEO guide for London businesses. Fix it fast:
Keep your Google Business Profile updated
Make sure your site is mobile-friendly
Collect a few recent reviews
Don't Pay for Services You Don't Understand
It's easy to get sold on expensive digital packages-SEO audits, website upgrades, "social media management"-without really knowing what's being offered.
If someone can't explain it in plain English, don't sign up.
Ask:
What exactly are you doing each month?
What results should I expect (calls, clicks, bookings)?
How will you show me what's working?
Red flag: Vague promises like "We'll get you to #1 on Google fast."
Green flag: Clear plans like "We'll optimise your site for boiler repair in your local area and track calls weekly." Don't Try to Do Everything at Once Trying to launch a blog, update your website, run ads, post on three platforms and send emails all at once? You'll burn out and give up. Start with one thing. Nail it. Then move to the next.
Many successful local plumbers built their online presence gradually-starting with a simple website, then collecting Google reviews, then running a small ad budget.
💡 Pro Tip: Don't Outsource Everything
You don't need to do it all yourself-but don't hand everything over blindly either.
For example:
Write your own service descriptions (in your voice)
Respond to reviews personally
Share photos from real jobs
Even if you hire help, staying involved ensures your business still feels like you-and that's what builds trust online.
You've made it to the end-and hopefully, online marketing feels a little less overwhelming now. The truth is, you don't need fancy software, big budgets, or hours each day to grow your plumbing business online. You just need to show up in the right places, say the right things, and build trust one step at a time.
If You're Short on Time: Start Here
Not sure where to begin? These three actions will give you the biggest return with the least effort:
Claim and update your Google Business Profile - make sure your phone number, hours, and services are correct.
Get 3-5 new reviews - ask recent happy customers for a quick rating and comment.
Check your website on your phone - if it's hard to use, customers will bounce. Fix any obvious issues.
Even those small changes can move you up the local rankings, bring in more calls, and build trust fast.
Growing Your Business, One Step at a Time
Think of marketing like plumbing-small things done right make a big difference. You wouldn't rip out an entire kitchen when all that's needed is a washer. The same goes here.
Each bit of effort builds on the last:
Reviews boost your Google presence
Blog posts help you rank for more local searches
Social media posts remind customers you're still around
A quick check on stats helps you stay focused
You're not falling behind-you're building something solid.
If you're ready to take control of your online presence without the tech stress, start with one step this week.
Need a proper website that works for UK customers? At Aspect Studio, we specialise in creating conversion-focused websites for British service businesses. From GDPR-compliant contact forms to local SEO optimization, we handle the tech so you can focus on the tools. Get a free consultation or join our newsletter for weekly UK business growth tips.
Want to dive deeper into growing your UK service business online? Check out these related guides:
📍 Local SEO Success for London's Small Businesses
Master the art of showing up in local Google searches. Perfect companion to this marketing guide.
🧲 Lead Magnets for Small Business London
Turn your website visitors into paying customers with proven lead generation strategies.
🎨 How to Select Brand Colors for British Business Owners
Create a professional brand identity that resonates with UK customers.
🔍 Top SEO Myths Hurting Your Website
Avoid common SEO mistakes that could be sabotaging your online visibility.
🚀 10 Tips to Make Your Website Work Properly
Essential website optimization strategies for better user experience and conversions.
Pass this guide on to another UK tradesperson who could use it—growing the British trades community benefits everyone.
You don't need to be tech-savvy to do online marketing well - just focus on a few basics that work.
A simple, mobile-friendly website acts as your digital shopfront and helps local customers trust you.
Your Google Business Profile is essential - keep it updated with your services, hours, and photos to get found locally.
Ask happy customers for reviews - they're as powerful as word-of-mouth and help boost trust.
Stick to one social platform like Facebook and post helpful, human updates - no need to overthink it.
Start small with local ads - even £50/month on Google can bring in emergency plumbing leads.
Track what's working using free tools like Google Analytics and focus on what brings in calls or bookings.
FAQs: Online Marketing for Plumbers 1. What's the best way for a local plumber to get found on Google?
Start by setting up a free Google Business Profile with accurate info, clear photos, and customer reviews. Combine this with a simple, mobile-friendly website using phrases like "affordable plumber in [your town]". 2. Do I really need a website if I already use Facebook?
Yes. A professional plumbing website gives you more control and builds trust. It's also where Google sends people searching for services like "emergency plumbing near me." 3. How can I get more plumbing leads without spending loads on ads?
Focus on local SEO and ask for reviews after each job. Even a few good reviews can push your profile higher in local results. 4. I don't have time to post on social media. Is it still worth it?
Yes, but keep it simple. One post a week-such as a before-and-after photo or a quick plumbing tip-keeps your name visible. 5. How do I know if my marketing is working?
Use free tools like Google Analytics to track how people find your site. Watch for increases in calls, messages, or visits from keywords like "licensed plumber in [your area]."
Jobber Academy. 13 Plumbing Marketing Ideas to Get More Business. https://www.getjobber.com/academy/plumbing/marketing-strategies-for-plumbers → Provides a practical list of real-world marketing actions for plumbing businesses, including reviews, Google Ads, and local SEO. Cited in sections on advertising and reputation.
WebFX. Digital Marketing for Plumbers: How to Get Started. https://www.webfx.com/industries/home-repair/plumbers → Offers a breakdown of SEO, PPC, and website setup for plumbers. Referenced in website and SEO sections.
ServiceTitan. Plumbing Marketing Guide: 16 Tips to Build Your Plumbing Business in 2025. https://www.servicetitan.com/blog/plumbing-marketing → Cited for updated strategies on growing a plumbing business using digital tools. Used in the overview of advertising platforms and customer engagement.
Method CRM. Digital Marketing for Plumbers: 2025 Guide. https://www.method.me/blog/digital-marketing-for-plumbers → Helpful in structuring the "foundation" section around mobile websites, Google profiles, and service listings.
FieldEdge. The Ultimate 10-Step Plumber Marketing Guide. https://fieldedge.com/blog/ultimate-plumber-marketing-guide → Informed the overall article structure and provided additional detail on tracking success through metrics.