Client Overview
AM PM Plumbing is a locally owned plumbing company based in Clive, serving the greater Des Moines, Iowa metro. They handle repairs, drain cleaning, water heaters, and emergency plumbing for homeowners across the area. Known for fast, honest service and a strong 4.8-star rating, AM PM had built a loyal customer base, but their website wasn’t doing them justice.
Scope of Work
We ran three connected pillars:
- Website Design: to replace a thin, bare-bones site with a fast, content-rich one built to convert.
- Local SEO: to climb from page two to the top of Des Moines plumbing searches.
- Google Business Profile & Reviews: to win more of the map-pack calls that drive plumbing jobs.
Objective
AM PM came to us with a clear weakness: their website. It was a thin, few-page site with almost no real content, just a logo, a phone number, and a short list of services. It loaded slowly, looked dated, and gave Google almost nothing to rank. Their goal was to turn that weak site into one that actually brought in calls, and to climb the Des Moines plumbing rankings where bigger competitors were beating them.
The Challenge
AM PM had the service and the reviews, but their online foundation was holding them back. Here’s where they were stuck:
- Thin website: Their site had only a handful of pages and barely any content. There were no service pages explaining what they did, no local information, and nothing for Google to understand or rank. A thin site simply can’t compete.
- Local SEO: They sat around #6 for “plumber Des Moines Iowa”, stuck on the lower half of page one and below page-two for many related searches. For plumbing, where people call one of the first results, that ranking cost them jobs every day.
- Slow and dated: The old site loaded slowly, especially on phones, where most plumbing emergencies are searched. A slow, clunky site sent ready-to-call homeowners straight to a competitor.
Strategy and Execution
- Website Design: A Fast, Content-Rich Rebuild. We rebuilt their site from the ground up, fast-loading, mobile-first, and built to convert. We created clear, detailed pages for each service (repairs, drain cleaning, water heaters, emergencies), added local content for the Des Moines metro, and put click-to-call buttons and quote forms everywhere they mattered.
Key Tactic: We gave every service its own real page with genuine, helpful content, so Google finally had something strong to rank. - Local SEO: Built to Climb. On the new foundation, we optimized titles, headers, and schema, built local landing pages for the surrounding suburbs, and tied everything together with internal links. Real content plus clean structure moved them up fast.
Key Tactic: We matched each new page to a specific Des Moines search, so the site earned rankings the old one never could. - Google Business Profile & Reviews: More Map-Pack Calls. We optimized their profile, added photos and posts, and set up an automatic review system to keep their 4.8-star rating growing, strengthening both trust and map rankings.
Key Tactic: We connected the new site, the profile, and the reviews into one system that fed each other.
The Results
The rebuild changed everything within a few months.
Local Keyword Rankings
AM PM climbed from #6 to the top of page one for “plumber Des Moines Iowa” and broke into the top results for drain cleaning and water heater searches across the metro.
Sitewide Performance
With real content to rank, organic traffic jumped, most of it landing on the new service pages that the old site never had.
Calls & Leads
Tracked calls and total leads both rose, as the faster, clearer site turned far more visitors into booked jobs.
Profile & Reviews
Google Business Profile views climbed, and the review system kept their strong 4.8-star rating growing.
The result: a website that finally matches the quality of their plumbing, and brings in the calls to prove it.
Key Takeaways
- A thin website can’t rank. Google needs real, helpful content. A few bare pages will always lose to a site built with substance.
- Speed wins plumbing jobs. Most plumbing searches happen on phones, often in an emergency. A fast, mobile-first site captures calls a slow one loses.
- Every service deserves its own page. Separate, detailed pages for repairs, drains, and water heaters beat one catch-all page every time.
- The website is the foundation. SEO, ads, and reviews all point to your site, if it doesn’t convert, every dollar leaks.
- Reviews and rankings feed each other. A steady review system lifts trust and map-pack position at once.
- Good service deserves a good site. AM PM’s reputation finally has an online home that does it justice.
Conclusion
AM PM Plumbing had the skills, the speed, and the reviews, but a thin, dated website was quietly costing them jobs. We rebuilt it into a fast, content-rich site, then climbed their rankings from #6 to the top of page one. Organic traffic, calls, and leads are all up. Today, when Des Moines homeowners need a plumber, AM PM shows up first, and the site closes the deal.
