Write for Your Customers, Not Just Google – How to Create Customer-Centric Marketing for Your Plumbing Business

Why Customer-Focused Marketing Matters

Hey there, I'm Tyler Williams, the owner of Mammoth Marketing for Plumbers, and I’ve been working with plumbing businesses for years. One of the biggest issues I’ve seen? Companies trying to write for Google instead of their actual customers. The result? Boring, generic content that does nothing to build trust or convert leads.

Sure, SEO is important, but if your content isn’t connecting with real people, what’s the point? Let’s talk about how to communicate effectively, make an impact, and actually get customers to choose you over the competition.

The Psychology Behind Effective Marketing

If you’re in marketing (or hiring a marketer), you have to understand psychology. Marketing is all about changing baseline behavior—convincing people to choose you instead of someone else.

There was a time when simply showing up on Google was enough to generate leads, but that Gold Rush is over. Now, it’s about fighting for attention in a crowded market. Customers are bombarded with options, so you need to make an impression fast.

The problem? Most plumbing businesses don’t communicate why they’re different. Let’s look at some common website headlines I found when searching for a plumber in Missoula, Montana:

• “Company Provides Premier Plumbing and Heating Services in Missoula, Flathead, Granite, and Ravalli Counties.”

• “Heating and Plumbing in Missoula Since 1978.”

• “Commercial and Residential Plumber in Missoula.”

These tell me what they do, but nothing about why I should choose them. That’s the difference between generic content and content that converts.

Crafting a Customer-Focused Message

Imagine you’re in an elevator with a potential customer. You have one sentence to convince them to hire you instead of the competition. What would you say?

Would it be: “I’m a commercial and residential plumber in Missoula”? No! That’s bland and forgettable.

A better approach? Something like:

• “We solve your home's biggest plumbing problems, stress-free.”

• “The plumbers your mom loves to call in Missoula.”

• “Keeping Missoula homes leak-free and families happy since 1978.”

These messages focus on the customer’s needs and emotions, not just stating facts.

The Importance of Visuals

Your website’s words matter, but so do your images. Here’s what I recommend:

• Show happy people. Your photos should include smiling plumbers, not just pipes and tools.

• Use eye contact. Customers connect better when they see real human faces.

• Include interaction shots. A plumber talking to a homeowner is more relatable than a random shot of a wrench.

For examples, check out Mammoth Plumber, our fake company website designed to showcase good marketing practices.

Why Most Plumbing Websites Miss the Mark

Many plumbing websites read like they were written for robots. They cram in keywords but forget the person reading the page. Google is smart enough to recognize quality content—so write like a human!

Here’s an example of an improved version of a common plumbing website headline:

• Original: “Heating and Plumbing in Missoula Since 1978.”

• Better: “Keeping your family warm and your home working since 1978.”

See the difference? The second version speaks to the customer’s experience rather than just stating a fact.

Fixing Your Website Copy

Now it’s your turn. Load up your website and ask yourself:

• Does it sound like something I’d actually say to a customer?

• Am I addressing customer pain points and emotions?

• Do I stand out from my competitors?

If your website just lists services, you’re missing out on a major opportunity to connect with potential customers.

Making Your Advertising More Customer-Friendly

This same principle applies to ads. Too many plumbing ads simply list services:

• “Call us for hydro jetting, repiping, leak detection, water heater repair.”

Most customers don’t even know what half of these services are! Instead, talk about the problem you’re solving:

• “Clogged drain? We’ll have your pipes running like new in no time.”

• “Say goodbye to cold showers—get a new water heater installed today.”

Speak in a way that resonates with real people, not just industry insiders.

The Bottom Line: Talk Like a Human

If you take one thing away from this, it’s that your marketing should sound like an actual conversation with a customer.

• Write for them, not just Google.

• Use headlines that stand out.

• Show real people in your images.

• Make your advertising about solving problems, not just listing services.

This is the approach we take at Mammoth Marketing for Plumbers, and it’s what sets our clients apart from the competition.

Want a Free Consultation?

If you’re a plumber and want my team to take a look at your marketing, visit TylerWilliams.net and schedule a free consultation. We’ll help you figure out what’s working, what’s not, and how you can grow your business.

Thanks for reading—now go make your website talk like a real human! 😄