Targeting Big Contracts: A Commercial B2B SEO Strategy
Client: A plumbing contractor focusing on large commercial projects and new construction.
Challenges We Faced
The client wanted big commercial contracts but was only getting calls for residential clogged toilets:
Wrong Keyword Targeting
Their site optimized for “plumber” (residential intent) instead of “commercial plumbing contractor” (B2B intent).
No B2B Content
Their website looked like a residential service site, failing to build trust with general contractors and property managers.
Weak Portfolio
Their “Projects” page had no details on their large-scale capabilities.
Low-Value Leads
95% of their leads were for small residential repairs they didn’t want.
Limited Industry Recognition
The client lacked backlinks or mentions from construction and commercial property websites, reducing credibility with B2B buyers.
Win Commercial Contracts
“Tired of small residential jobs? Our Commercial Plumbing SEO services target property managers and big contracts.”
Our Approach – How We Solved These Challenges
Service Page Optimization (Commercial)
We built robust pages for “Commercial Water Heater Installation,” “Medical Gas Piping,” and “New Construction Plumbing.”
SEO-Optimized Content Creation
We created detailed case studies for past commercial projects (e.g., “Hospital Wing Plumbing Install”), showcasing their expertise.
Local Keyword Research (B2B)
We shifted their keyword strategy to target terms used by facility managers, like “backflow testing” and “commercial hydro jetting.”
Off-Page SEO
We secured links from local construction associations and the Chamber of Commerce to signal B2B relevance.
Results
| Metric | Before | After | Growth |
|---|---|---|---|
| Commercial Bid Requests | 0/mo | 8/mo | N/A |
| Ranking (“commercial plumber [city]”) | #15 | #1 | +14 spots |
| Avg. Job Value (from SEO leads) | $350 | $15,000+ | +4185% |
Free B2B SEO Audit
“Is your site attracting the wrong leads? Book a Free Commercial Audit with our plumbing contractor seo agency!”
Advice for Marketers & Brand Owners
- Speak the language. Commercial clients use different terms than homeowners. Optimize for “systems,” “installations,” and “contracts.”
- Prove your scale. Use case studies and project photos to show you can handle big jobs.
- Filter your leads. Use your website copy to clearly state “Commercial Services Only” if you don’t want residential calls.
Extra Factors That Made It Work
- The Case Studies established immediate credibility with General Contractors.
- Shifting the keyword strategy filtered out the low-value residential leads they didn’t want.
- Local Link Building within the business community established them as a B2B player.
