Are You Visible or Just Findable? The Difference Could Be Costing You
The Plumber Marketing Paradox
I talk to plumbers every week who are thinking about their marketing all wrong. And it’s not their fault—it’s because a lot of agencies skip over the big stuff that actually makes the difference between a business that grows and one that just spins its wheels.
So today, let’s dig into one of the biggest blind spots in plumbing marketing: the difference between findability vs searchability (sometimes people call it visibility). If you can understand this, you’ll make way better decisions about your marketing strategy—and you’ll stop wasting money on things that don’t move the needle.
I call this the Plumber Paradox. Let’s get into it.
Section 1: What Findability Actually Means
Findability sounds like a fancy word, but it’s really simple. It’s about whether people can find you when they’re looking.
There are two situations where this matters:
When someone searches specifically for your plumbing business by name.
When someone searches for general plumbing help in your area.
That’s it—two mental frameworks.
Here’s the kicker: those two are completely different beasts.
When people search for your name, it means they already know you exist. They’ve heard about you, seen your truck, or someone referred them.
When people search for general plumbing help, they’re probably comparing you to a dozen other plumbers in your city.
And here’s where things get tricky: getting found for your name is easy. Getting found for general “plumber near me” searches is harder, takes time, and comes with a lot of competition.
So when I’m working with plumbers at Mammoth Marketing, I tell them to lock down findability for their name first. That means:
Make sure your website shows up when someone types your business name.
Have your Google Business Profile set up.
Get reviews so you look credible once they land on you.
This is the low-hanging fruit, but it’s also the foundation. Because if someone hears about you, but can’t find you online? Game over.
Section 2: Why Findability Alone Won’t Build Your Business
Here’s the hard truth: findability alone doesn’t cut it anymore.
Why? Because there are too many plumbers in every market. You’re not the only one with a wrench and a truck.
Think about it this way: if you were a landscaper or an excavation company, you might have fewer competitors. But plumbing? You’re one of many. That means people have options, and you can’t just rely on being “findable” when someone already knows your name.
This is where we have to step into the bigger picture: searchability (visibility).
Section 3: The Visibility Trap
Visibility is where a lot of plumbers get confused. They think, “If I show up on Google, I’m visible.” Technically true. But is it enough? Not really.
Let me paint a picture from a real-world example:
You run Google Ads.
Ten people click your ad in one day.
That costs you $300.
Out of those ten, maybe three become paying customers.
Now let’s zoom out: if you do this every day, you might reach 300 people in a month.
Sounds decent, right? Wrong.
Because with that same $300, you could have run a campaign that reached 50,000 people. Yep, 10 vs 50,000. That’s not just a small difference—it’s a monumental one.
So, if you’re only leaning on search ads for visibility, you’re in the Visibility Trap. It feels like progress, but it’s actually limiting your growth.
Section 4: Findability vs Searchability—Here’s the Real Difference
Let’s clear this up:
Findability = Being found when people are actively looking for you. (Reactive)
Searchability/Visibility = Being seen by people who aren’t looking yet, but might need you soon. (Proactive)
Both matter, but they serve different purposes.
Findability gets you the people who already know you. Searchability gets you the ones who don’t know you yet—but will eventually need you.
If you want long-term growth, you can’t ignore either.
Section 5: Why Plumbers Waste Money on Marketing
Here’s where most plumbers blow their budgets: they spend everything on lead generation and almost nothing on brand awareness.
Don’t get me wrong—lead generation is important. You want your phone to ring, and you want paying jobs. But if all you’re doing is buying leads, you’re stuck in a cycle of paying, chasing, and hoping.
On the flip side, if you invest in brand awareness, you’re planting seeds that grow over time. More people recognize your name. More people trust you before they even call. And that makes your findability strategy even stronger.
It’s like being the plumber people think of automatically when their water heater dies—because they’ve seen you around everywhere.
Section 6: The Right Mix of Findability, Searchability, and Brand
So, what’s the secret formula?
I hate to break it to you, but there isn’t a one-size-fits-all recipe. Every market is different.
But here’s what I recommend as a baseline:
Start with findability for your name. Make sure people can easily find you and trust you.
Layer on brand awareness—social media, local sponsorships, and content that puts your name in front of more eyeballs.
Build searchability/visibility through SEO and paid campaigns, but don’t make it your only play.
The best marketing strategy is a mix of these three. Too much in one bucket and you’re out of balance.
Think of it like plumbing itself—your marketing system needs pressure, flow, and clean pipes. If one part is clogged, the whole system underperforms.
Section 7: So What Should You Do Next?
If you’re feeling stuck or frustrated with your marketing results, you’re not alone. Most plumbers are in the same boat—spending money on ads, trying to rank on Google, and not seeing the return they want.
The good news? There’s a smarter way to do it.
And if you want some help figuring out what to focus on first, that’s exactly what my team and I do at Mammoth Marketing. We help plumbers cut through the noise, avoid wasting money, and build marketing strategies that actually grow businesses.
Final Thoughts (and a Friendly Invite)
Findability vs searchability isn’t just a marketing nerd debate—it’s the difference between running a plumbing business that’s stuck and one that grows year after year.
If you focus only on being findable, you’ll miss out on huge growth opportunities. If you chase visibility without brand awareness, you’ll burn cash. The sweet spot is in the mix.
So here’s my invite: if you’d like my crew and I to take a look at your business and give you a roadmap for what to focus on, schedule a consultation with me at tylerwilliams.net.
We’ll sit down, take a hard look at your market, and show you where your best opportunities are.
Because at the end of the day, good marketing isn’t just about leads—it’s about building a plumbing brand that people trust, remember, and call first when they need help.
