Website Redesign & SEO Makeover for B2C Business

Plumbing Company Stands Out with Local SEO

Santhoff Plumbing Company is a second-generation, veteran-owned and operated family plumbing business located in the heart of southwest Houston, and a Houston legacy built on innovation, service, and adaptability. Since opening their doors in 1974, Santhoff Plumbing Company has been dedicated to providing dependable residential plumbing services across the Greater Houston Area. With nearly five decades of plumbing experience under their belt, they’ve built a reputation for trust, reliability, and top-tier customer service. However, in a massive city like Houston, where the plumbing market is not only saturated but highly competitive, standing out amongst the competition requires more than just expertise in the industry. It demands a commitment to growth, innovation, and strategy, especially when it comes to SEO and marketing strategies.

Bizopia, a trusted Houston SEO Agency, began its partnership with Santhoff Plumbing Company back in 2012. At that time, digital marketing was still in a relatively infant state compared to where it is today. Websites were typically static and often not built with user experience in mind, search engine optimization (SEO) was rudimentary, and online advertising usually meant little more than a barrage of banner ads on questionable websites. Like many small businesses during that era, Santhoff leaned heavily on traditional marketing methods: radio spots, print ads in local magazines, and most importantly, word-of-mouth referrals. They had a basic website, but it wasn’t generating leads or representing their services effectively.

Recognizing the shifting tides of consumer behavior and Google’s advancements in analytics and search behavior, Santhoff Plumbing Company’s leadership made a pivotal decision. They realized that to compete and grow in a crowded market, they needed to lean into online and digital marketing. Specifically, they were interested in targeting high-value zip codes around Houston to optimize their service calls and technician routes—an approach that would maximize efficiency and minimize wasted time on the road.

Building a Digital Foundation

Our initial engagement with the Santhoff team focused on the basics: we built a new, SEO-focused website with an emphasis on user experience, keyword targeting, and mobile responsiveness. This alone made a significant difference in their search engine rankings. We followed that with consistent content creation to keep the website fresh and relevant, while also providing value to potential customers through helpful articles on plumbing maintenance, seasonal tips, and common household issues.

In parallel, we established a cohesive social media presence, ensuring their brand was represented with professionalism and consistency across platforms. Over time, we added new layers to their digital strategy: Google reviews and reputation management, targeted pay-per-click (PPC) ad campaigns, and eventually, a real-time analytics dashboard where the Santhoff team could monitor their performance and ROI with ease.

A Steady Climb in a Crowded Market

The results were impressive and sustained. Since implementing this multi-pronged digital strategy, Santhoff Plumbing Company has experienced consistent annual growth, averaging 20 to 30% year-over-year. Their revenue has more than quadrupled, and their team has grown from fewer than 10 employees in 2012 to a thriving staff of 27 today. That kind of expansion doesn’t happen by accident; it’s the product of thoughtful planning, data-driven decision-making, and a willingness to evolve.

Their growth wasn’t just in numbers—it was also in brand recognition. Santhoff became a trusted household name in Houston, known not only for their plumbing expertise but also for their professionalism and fast response times. Our digital and SEO strategy ensured they were top-of-mind and top-of-search when Houston residents needed help.

A Brief Departure, and a Welcome Return

In 2023, Santhoff Plumbing Company decided to explore working with a different marketing agency—one that specializes exclusively in the plumbing industry. While this agency possessed deep knowledge of the plumbing sector in general, it lacked a critical component: a thorough understanding of the Houston market and Santhoff’s unique position within it, as well as a multi-service, general plumbing company with emergency plumber services in Houston.

Unfortunately, this disconnect led to strategies that did not align with local customer behavior or regional search trends, as the agency didn’t understand what was needed in Houston for local SEO. Lead volume and quality declined, and marketing efforts began to feel impersonal and out of sync with Santhoff Plumbing Company’s values. After just over a year, the leadership team decided to return to Bizopia. We were thrilled to welcome them back, and equally committed to helping them regain momentum and continue their upward trajectory, which all but required starting over.

A Partner in Progress

“Something that really differentiates Bizopia from other marketing and SEO companies is the white glove service versus a large corporation. Gary and Mel are in the trenches and periodically conduct pulse checks to ensure Bizopia is meeting my expectations.”
— Jason Santhoff, Santhoff Plumbing

Throughout our partnership, one of the most rewarding elements of working with the Santhoff team has been their openness to innovation and collaboration. Some businesses are hesitant to try new things, but Santhoff’s leadership team has always understood the value of staying ahead of the curve. Whether it’s testing out new PPC ad formats, refining geo-targeting tactics, or investing in new tools, they’ve remained agile and engaged.

We also collaborated to create educational and trust-building content—article posts, FAQs, explainer videos, and service-specific landing pages that help guide potential customers toward making informed decisions. This content has proven to be a key differentiator, especially in an industry where trust is paramount.

Navigating Marketing Challenges Together

During the COVID-19 pandemic, Santhoff, like many businesses, faced new challenges. But instead of pulling back, they leaned in. We helped them pivot their messaging to emphasize health and safety protocols, elaborated on their no-contact service options, and their ongoing availability for urgent plumbing needs. This proactive communication reassured customers and helped maintain a steady stream of business throughout an otherwise uncertain period. Their resilience during the pandemic further cemented their reputation as a reliable, forward-thinking service provider—one that customers could count on even in the most trying times.

Looking Ahead

Now, as we look to the future, our digital strategy for Santhoff  Plumbing Company continues to evolve. We’re exploring more video content tailored to specific neighborhoods and services, enhancing their presence on review platforms, and implementing AI-driven chat features to improve customer service. We’re also optimizing their email marketing strategy to increase customer retention and repeat bookings, all while refining PPC strategies to drive more high-intent leads.

Santhoff’s strong foundation, coupled with their hunger for growth and acceptance of new marketing opportunities, positions them to continue scaling with confidence. The potential is enormous, and we’re honored to play a part in helping them reach it.

More Than a Client

Santhoff Plumbing isn’t just a client; they’re a partner. They’re a living example of how a local, family-owned business can thrive in a hyper-competitive market by embracing change, trusting the process, and surrounding themselves with the right people. Their journey from a basic web presence to becoming one of Houston’s most recognizable plumbing brands has been nothing short of inspiring.

Their story proves that with the right mix of strategy, persistence, and collaboration, even the most traditional businesses can achieve extraordinary digital success.