1. Craft an Irresistible Online Presence

Your website is your digital storefront—make it stand out with a sleek, modern design that’s easy to navigate. Use high-quality images of your work and compelling content to highlight your services and showcase your success stories. Don’t forget to include testimonials; they’re crucial for building trust with potential customers who are looking for a reliable drainage company. Once clients find a dependable service, they’re likely to stick with it, so making a great first impression is key to growing your customer base. In addition to testimonials, consider adding case studies, before-and-after photos, or video testimonials. These elements can provide deeper insights into your work and build stronger credibility.

Also, ensure your website is mobile-friendly. An independent study by HCM reveals that 85% of our online users access sites from mobile or tablet devices, so your customers are likely doing the same.

Encourage visitors to take action by including clear, enticing calls-to-action (CTAs) on your website. For instance, buttons like “Get a Free Quote,” “Schedule a Consultation” or “Speak to our Engineer” can guide users toward converting from visitors to customers.

Regularly update your website with fresh content, such as blog posts, industry news, or project updates. This not only helps with SEO but also keeps your audience engaged and informed.

By incorporating these elements, you’ll enhance your site’s effectiveness and increase your chances of converting visitors into loyal customers.

2. Create Content That Captivates

Develop Engaging Content to Showcase Your Expertise and Attract Clients

Creating high-quality content is essential for establishing your drainage engineering business as an authority in the industry. Here’s how you can do it effectively:

• Blog Posts: Write informative articles that address common drainage issues, provide maintenance tips, or explain complex concepts in a way that’s easy for your audience to understand. Regularly updating your blog not only helps with SEO but also positions your business as a knowledgeable resource.

• Infographics: Visual content like infographics can simplify complex information and make it more accessible to your audience. Use tools like Canva (One of HCM's personal favourites) to create professional-looking graphics that explain processes, compare work, or highlight your services. Infographics are great for sharing on social media, where they can quickly grab attention.

• Videos: Videos are highly engaging and can showcase your work in action. Consider creating short videos that demonstrate your services, highlight successful projects, or general Vlogs. These can be shared on platforms like YouTube, Facebook, and Instagram to reach a wider audience.

Sharing this content on your website and social media channels not only builds credibility but also helps attract new clients by demonstrating your expertise and the value of your services. Take a look at the quick Ad our marketing team made in less than 2 minutes below. This was made using Canvas Paid Subscription service which has access to thousands of stock images, graphics and text for you to use all with preset sizes of major social media platforms.

3. Get Found with Local SEO Magic

If you’re new to the world of SEO (Search Engine Optimization), don’t worry—let’s break it down step by step. Local SEO is all about making sure your business appears in search results when potential customers in your area are looking for the services you offer.

What Is Local SEO?

Imagine someone nearby is searching online for drainage services—Local SEO helps your business show up in those search results. It’s like making sure your business is listed on a map that people in your area are looking at.

Here’s How You Can Optimize Your Website for Local Searches:

Use Location-Specific Keywords:

• Keywords are words or phrases that people type into search engines like Google. For example, if you’re a drainage engineer in Liverpool, someone might search for “drainage services in Liverpool” or “blocked drain Liverpool.” Include your location-specific keywords in key areas on your homepage. For instance, a heading or subheading could say, “Top Drainage Services in Liverpool.” Mention your city or area naturally in your introductory text.
• Location-specific keywords are these phrases that include your city or area. So, make sure your website mentions your location throughout. For instance, instead of just saying “drainage services,” you might say “drainage services in Liverpool” or “Liverpool drainage experts.”

Claim and Optimize Your Google My Business Listing:

• Google My Business is a free tool that allows you to manage how your business appears on Google Maps and in local search results.
• Create or claim your listing, fill in all the details (like your address, phone number, hours of operation, services), and add photos of your work. This helps potential customers find you and learn more about what you offer.
• Update your Google My Business profile regularly to keep your information accurate. Respond to customer reviews and questions to engage with your audience and show that you’re active.

Get Reviews and Encourage Feedback:

• Reviews are comments left by customers about their experience with your business. They can be left on Google, Yelp, or other review sites.
• Encourage your satisfied customers to leave positive reviews. High ratings and good reviews can improve your visibility and make your business more appealing to potential clients.

Include Your Location on Your Website:

• Mention your city or area in important places on your website, like your homepage, service pages, and contact page. This helps search engines understand where you’re located and improves your chances of showing up in local searches.

Build Local Citations:

• Citations are mentions of your business name, address, and phone number on other websites. They can be on local directories, business listings, or local news sites.
• Ensure that your business information is correct and consistent across all these platforms. This helps build credibility and reinforces your business’s local presence.

Use Keywords in Meta Tags:

If you manage your own website design, you may be able to access your Meta SEO, depending on your website host/platform. A quick search can help you find where to access this. An example of how our own Meta Title and descriptions look once added can be found below, which we hope will help explain a little better if this is something completely new to you.

• Title Tags: This is the title that appears in search engine results. For a page about drainage services, your title could be “Professional Drainage Services in Liverpool | [Your Company Name].”
• Meta Descriptions: This is the brief summary that appears under your title in search results. Write a description like “Looking for reliable drainage services in Liverpool? [Your Company Name] offers expert solutions for all your drainage needs.”

By focusing on these local SEO strategies, you’ll make it easier for people in your area to find your business online. This can lead to more local customers discovering your services and choosing you over competitors.

4. Rock Social Media with Engaging Content

Connect with Your Audience on Platforms Like Facebook, LinkedIn, and Instagram

Social media is a powerful tool for building relationships with your audience and showcasing your business’s personality. Here’s how you can make the most of popular platforms like Facebook, LinkedIn, and Instagram:

Facebook

• Create a Business Page: Ensure you have a well-maintained Facebook business page where you can share updates, promotions, and engage with your audience.
• Post Behind-the-Scenes Content: Share posts that give a glimpse into your day-to-day operations. This could include photos or videos of your team at work, equipment in action, or project milestones. Such content humanizes your brand and builds trust.
• Engage with Your Audience: Respond to comments and messages promptly. Run polls, ask questions, and encourage feedback to foster interaction and build a community.
• Run Targeted Ads: Utilize Facebook’s advertising tools to reach a specific audience based on demographics, interests, and location. Promote special offers or new services to attract potential clients. Business Facebook is great for this, if you haven't tried it out, be sure to check it out here.

LinkedIn

• Build Your Professional Network: Connect with other professionals in your industry, including construction managers, civil engineers, and local business owners. Join relevant groups and participate in discussions to increase your visibility.
• Share Industry Insights: Post articles, case studies, and thought leadership pieces that highlight your expertise in drainage engineering. Offer solutions to common problems and provide valuable advice to position yourself as an industry expert.
• Showcase Your Projects: Use LinkedIn to share detailed case studies and success stories. Highlight the challenges faced, the solutions you provided, and the results achieved to demonstrate your capabilities and attract potential clients.

Instagram

• Visual Storytelling: Instagram is a highly visual platform, so use it to showcase your projects with high-quality images and videos. Share before-and-after photos of completed jobs, detailed shots of your equipment, or time-lapse videos of your work.
• Use Stories and Reels: Take advantage of Instagram Stories and Reels to post short, engaging content that disappears after 24 hours. Use these features to show daily updates, behind-the-scenes moments, or quick tips related to drainage maintenance.
• Leverage Hashtags: Use relevant hashtags to increase the visibility of your posts. Include popular industry-related hashtags like #DrainageSolutions, #BlockedDrains, or #DrainUnblocking, as well as local hashtags to reach your community.
• Engage with Followers: Respond to comments, like and share posts from other users, and interact with your audience to build relationships and foster a sense of community.

General Tips for All Platforms

• Consistent Branding: Ensure that your branding is consistent across all platforms. Use a unified color scheme, logo, and tone of voice to create a recognizable and professional image.
• Content Calendar: Plan and schedule your posts in advance using a content calendar. This helps maintain a regular posting schedule and ensures a steady stream of content.
• Analytics: Monitor the performance of your posts using platform analytics tools. Track metrics like engagement rates, click-through rates, and follower growth to understand what content resonates most with your audience and adjust your strategy accordingly.

By effectively utilizing social media, you can engage with your audience, showcase your expertise, and build a strong online presence that supports the growth of your drainage engineering business.

5. Make Your Mark with PPC Advertising

Use Pay-Per-Click (PPC) Ads to Target Specific Keywords and Drive Traffic to Your Site

Pay-Per-Click (PPC) advertising is a powerful way to get your drainage engineering business in front of potential customers right when they’re searching for the services you offer. Here’s how you can harness the full potential of PPC to grow your business:

Understand the Basics of PPC

• What is PPC? PPC is an online advertising model where you pay a fee each time one of your ads is clicked. It’s a way to buy visits to your site rather than earning them organically.
• Platforms: The most common platforms for PPC advertising are Google Ads and Bing Ads, which allow you to display ads on search engine results pages (SERPs). You can also run PPC campaigns on social media platforms like Facebook, Instagram, and LinkedIn.

Set a Budget

• Start Small: Begin with a modest budget that you’re comfortable with. PPC allows you to control your spending by setting daily or monthly caps. This way, you can test the waters without risking too much upfront.
• Bid Strategy: PPC works on a bidding system where you bid on keywords relevant to your business. The cost per click (CPC) can vary based on the competition for those keywords. You can choose between manual bidding, where you set the bid amount yourself, or automated bidding, where the platform adjusts bids to maximize results within your budget.
• Adjust as You Go: Monitor your campaign’s performance regularly and adjust your budget as needed. If certain ads are performing well, consider allocating more budget to them to maximize returns.

Choose Relevant Keywords

• Keyword Research: Keywords are the terms that people type into search engines when looking for services like yours. Use tools like Google Keyword Planner or SEMrush to research and identify keywords that are most relevant to your business. For a drainage engineering company, keywords might include “drainage services,” “blocked drains,” “drain jetting,” or “sewer repair.”
• Long-Tail Keywords: Consider targeting long-tail keywords—phrases that are more specific and often less competitive. For example, “emergency drainage services in [Your City]” may attract more targeted traffic than a broad keyword like “drainage services.”
• Negative Keywords: Use negative keywords to prevent your ads from showing up in irrelevant searches. For example, if you don’t offer residential services, you might add “residential” as a negative keyword.

Create Compelling Ads

• Craft Attention-Grabbing Headlines: Your ad’s headline is the first thing people see, so make it count. Use clear and concise language that addresses the user’s needs directly. For example, “Professional Drainage Services in [Your City]” or “24/7 Emergency Drainage Solutions.”
• Use Persuasive Ad Copy: Your ad copy should highlight the benefits of choosing your service. Focus on what sets you apart from competitors, such as “Fast Response Time,” “Experienced Technicians,” or “Free Quote.”
• Include a Strong Call-to-Action (CTA): Encourage users to take the next step with a clear and compelling CTA, like “Get a Free Quote Today,” “Call Now for Immediate Service,” or “Book an Inspection.”
• Utilize Ad Extensions: Ad extensions allow you to include additional information in your ads, such as your phone number, location, or links to specific pages on your website. These extensions can increase the visibility and effectiveness of your ads.

Target Your Audience

• Geo-Targeting: Focus your ads on specific geographic locations where you operate. This ensures that your ads are only shown to people in areas where you can provide service, maximizing relevance and reducing wasted clicks.
• Demographic Targeting: If your services are more relevant to certain demographics (e.g., commercial clients vs. residential), use targeting options to reach the right audience.
• Device Targeting: Adjust your bids based on the devices your audience uses. For instance, if you find that mobile users are more likely to call your business, you might increase bids for mobile devices.

Monitor and Optimize Your Campaigns

• Track Performance: Use analytics tools to monitor the performance of your PPC campaigns. Pay attention to metrics like click-through rate (CTR), conversion rate, and cost per conversion to gauge effectiveness.
• A/B Testing: Experiment with different versions of your ads to see what works best. Try varying the headlines, ad copy, CTAs, or images, and use the data to refine your strategy.
• Optimize Landing Pages: Ensure that the landing pages your ads lead to are relevant and optimized for conversions. The page should load quickly, be mobile-friendly, and include a clear (CTA) Call To Action related to the ad.

Re-Targeting for Better Results

• Re-Targeting: Use re-targeting campaigns to reach users who have previously visited your website but didn’t convert. Re-targeting ads can remind them of your services and encourage them to take action, increasing your chances of converting leads into customers.

By strategically using PPC advertising, you can significantly boost your online visibility, drive targeted traffic to your website, and ultimately increase your customer base. It’s a cost-effective way to reach potential clients who are actively searching for drainage solutions in your area.