The Tale of David Higgins and the Plumbing Pipeline to Success
David Higgins was a hardworking plumber in the bustling suburb of Rivertown. His business, Higgins Plumbing Co., had a solid reputation for quality work, but one problem loomed over his success: the phone wasn’t ringing as often as it used to. David had invested in a website a few years back, thinking it would bring a flood of new customers. Instead, it sat like a dusty tool in the corner of his garage, barely used.
Determined to fix the problem, David shared his frustrations over coffee with a fellow small business owner, Karen, who ran a local landscaping company. Karen’s eyes lit up. “David, you need to talk to Ed Bejarana at Zenith Exhibits. He helped me turn my website into a lead-generating machine.”
The Meeting with Ed
A few days later, David met with Ed in his cozy Coeur d’Alene office. Ed greeted him with a warm smile and a cup of coffee. “So, tell me what’s going on with your website,” Ed said.
David spilled it all—the lack of traffic, the outdated content, and his confusion about how to fix it. Ed listened patiently and nodded. “David, the good news is this isn’t a plumbing problem; it’s an SEO problem. And SEO is like plumbing—it works best when everything flows smoothly. Let’s break it down into three simple fixes.”
1. Keyword Selection: Finding the Right Words
Ed pulled up a keyword research tool and asked, “What do people call you for most often?”
“Clogged drains, leaky faucets, and water heater repairs,” David replied.
Ed showed him how to find localized, specific keywords people in Rivertown were searching for, like “emergency plumber Rivertown”, “fix clogged drain fast near me”, and “24-hour plumbing Rivertown.”
“These are your golden keywords,” Ed explained. “You’ll sprinkle them naturally throughout your website—on your homepage, service pages, and even your blog. It’ll make it easier for people to find you.”
David was amazed. “I never thought about using specific phrases like that. It makes so much sense.”
2. Content Focused on Solutions
Next, Ed took a look at David’s website content. “This is okay, but it’s not speaking to the customer’s immediate problems,” Ed said. “Your audience isn’t looking for a plumber—they’re looking for someone to solve their specific issues. Let’s rewrite your content to focus on solutions.”
Together, they brainstormed a new blog series:
- “What to Do When Your Water Heater Stops Working”
- “3 Quick Fixes for a Leaky Faucet Before Calling a Plumber”
- “Why Is My Toilet Running? Here’s How to Stop It.”
Ed also suggested adding a Q&A section on the website to address common plumbing questions. “You’re not just a plumber; you’re a problem solver. Show that to your audience,” Ed said.
3. Completing All the Meta Fields
Finally, Ed showed David the importance of meta fields. “Search engines are like inspectors,” Ed explained. “They need detailed reports to understand what your website is about. That’s what meta fields do.”
David followed Ed’s guidance to:
- Add descriptive titles like “Emergency Plumbing Services in Rivertown – Higgins Plumbing Co.” to each page.
- Use image alt text such as “David Higgins repairing a kitchen sink in Rivertown.”
- Write compelling meta descriptions like “Need fast, reliable plumbing in Rivertown? Higgins Plumbing Co. specializes in emergency repairs, leaky faucets, and more. Call us today!”
The Results
Within a few months, David saw a significant boost in website traffic. More importantly, his phone began to ring with inquiries from new customers who found him through search engines. His efforts to optimize keywords, focus on customer solutions, and fill out meta fields—guided by Ed’s expertise—had transformed his website into a magnet for local business.
One day, David called Ed to thank him. “I can’t believe how much difference those changes made. It’s like you unclogged my website,” David joked.
Ed chuckled. “That’s what I do, David. Whether it’s websites or plumbing, it’s all about keeping things flowing.”
With Ed’s help, David not only fixed his online traffic issues but also built a steady pipeline of new customers, proving that sometimes, the right advice makes all the difference.
