Key points
- 72% of customers who search “plumber near me” call within 24 hours (Google, 2023).
- Google Business Profiles rank higher when you’re active with photos + reviews (Moz, 2022).
- Reviews mentioning specific towns boost local search relevance (BrightLocal, 2023).
- Geo-targeted ads stop you chasing jobs outside your patch.
Do this first: Add your main service areas to your Google Business Profile description (e.g. “Plumbing in Hastings, Rye, Bexhill”).
Why you keep getting distant jobs
Plumbing work isn’t short, but the drive is. If your phone rings for jobs miles away, it’s not because locals don’t need you. It’s because you’re not showing up where they’re looking.
Search engines and directories push whoever looks most active and relevant for an area. If your profile doesn’t mention your patch, or you’ve got no local proof, you’ll get calls from anywhere but home.
| Term | Plain Meaning | Why It Matters |
|---|---|---|
| Local visibility | Showing up in your town’s searches | Gets you closer, faster jobs |
| Service area | The towns you cover | Controls where calls come from |
| Proof | Reviews mentioning locations | Signals trust + relevance locally |
How to bring the work closer
Set clear service areas
Action: Update Google Business Profile with your core towns.
Check: Show up for “[plumber + town]” searches.
Evidence: 72% of local searchers call within 24h (Google, 2023).Ask for location-tagged reviews
Action: Encourage customers to mention the town in their review.
Check: “Fixed a leak in Rye” boosts local results.
Evidence: Local keyword mentions improve ranking (BrightLocal, 2023).Post geo-tagged photos
Action: Upload job photos with location notes (“boiler install in Hastings”).
Check: At least one per week.
Evidence: Active profiles rank higher (Moz, 2022).Tighten your ads
Action: Run Google/Facebook ads set to your postcode radius.
Check: Calls within 10–15 miles.
Evidence: Geo-targeting reduces wasted spend.Use “near me” phrasing on your site
Action: Add lines like “local plumber for Bexhill and Hastings homes.”
Check: Appears in “near me” searches.
Evidence: Content matching search phrases lifts calls.
Gotcha: Don’t over-stretch, listing 10+ towns weakens local relevance. Stick to your core patch.
Compare your options
| Option | When It Wins | Risks | If This Then That |
|---|---|---|---|
| Service area update | Fastest fix | Easy to forget | Do this today |
| Location-tagged reviews | Long-term trust | Takes asking | Build habit after each job |
| Geo photos | Visual proof | Needs consistency | Snap once per job |
| Tight ads | Quick fill | Can waste budget | Only run once basics are fixed |
FAQ
Isn’t all work good work, even far away?
Not if fuel + travel time eat your profit.
Do locals actually search online?
Yes, “near me” searches are now the main way homeowners find trades.
How fast will this bring local jobs?
Often within weeks once your profile + reviews mention your patch.
What if I don’t want to lose the big jobs further out?
You can keep them, just set ads to split between local radius and wider areas.
Do I need a website for this?
Not always, Google Business + reviews can carry most of the load.
Evidence and sources
Google, 72% of local searchers call within 24h, 2023
Moz, Google Business activity boosts local ranking, 2022
BrightLocal, Reviews with locations improve visibility, 2023
Why trust Dentons Digital
Author: Dominic Cross
Dentons Digital, specialises in marketing for UK trades and construction firms. With first-hand experience running local PPC + SEO campaigns that delivered hundreds of enquiries for sole traders and small contractors.
