How Carter’s My Plumber increased traffic by 233% and revenue by 36%

Carter's My Plumber Cover

“We are so busy we can’t see straight!! It’s working…everything you are doing!!!”

– Lisa Carter, Owner of Carter’s My Plumber


In 2017, Carter’s My Plumber had a dated website and an unreliable SEO agency that charged them money but didn’t help their search rankings.

Sadly, this is the story of many local companies. They hire a marketing agency that overpromises and underdelivers. The agency does some initial work, then puts the client on a monthly reporting plan. Then they keep charging the client month after month without offering any real value in return.

That’s what happened to Carter’s My Plumber. Despite spending money, they still had a subpar website that did not convert and poor search rankings.

I felt like I was the guinea pig, spending a lot of money but not gaining any foothold on the quality of our website and the strategy for SEO so that we would be able to rank at a higher level. I would hire somebody and we wouldn’t move the needle at all.
Lisa Carter Headshot
– Lisa Carter, Owner of Carter’s My Plumber

Lisa Carter, the owner of Carter’s My Plumber wanted to grow her business, expand her team, and be recognized as a leading plumbing company in the Indianapolis / Greenwood, IN area. And her SEO provider wasn’t doing anything to help her achieve her goals.

So she turned to FLDTRACE instead.

There were a lot of sleepless nights just trying to find the right partnership, trying to find the right strategy to get us where we needed to be, to make the phone ring… When you look at all the money that’s going out the door, and there is no return on that investment, it’s very frustrating.
Lisa Carter Headshot
– Lisa Carter, Owner of Carter’s My Plumber


When Lisa brought us in as her SEO partner, we started with customer research to understand customer pain points. This research helped guide our design and content decisions.

Next, we did a full redesign to improve the user experience that made the website hard to use, and to fix various technical issues that prevented the site from ranking properly.

We also did keyword research and then updated the content on key pages such as the service and the service area landing pages.
After that, we improved their Google My Business (GMB) Profiles. Since they have multiple locations, we have done this step for each GMB.

Then we started building links and local citations to help boost their authority and ranking.

On an ongoing basis, we regularly create new informative blog content to help address their customers’ pain points as well as help with SEO. Some of these articles now rank high nationwide. If you dominate nationwide organic search, you dominate your local search. It’s that simple.

I would say that within the first six months we started seeing results as far as ranking. We could measure things through analytics. We could see things that were on the rise. The phone was ringing.
Lisa Carter Headshot
– Lisa Carter, Owner of Carter’s My Plumber
Carter's My Plumber Website Screenshot

The new website is optimized for SEO and easier to navigate


When we started working with Carter’s My Plumber, they were still doing Yellow Pages and print advertising, which was costly yet didn’t help with business growth. After we did the work described above, however, to optimize their SEO and website, the phone started ringing. Now they are focused on digital marketing, where the money spent delivers tangible business growth.

Improving their SEO led to this dramatic increase in their search rankings, and optimizing the website for the best user experience increased their conversions. Since they started working with FLDTRACE, they have grown by 36% and added three service trucks, for a total of eight. That’s three full-time jobs created because Carter’s My Plumber worked with a trusted SEO partner who delivers results.

Carter's My Plumber Local Rank

Ranking #1st in Google Local Maps

Carter's My Plumber Growth

Website traffic and leads comparing the month of Oct 2020 – now, to Oct 2017 – soon when we started our engagement

I’ve had tons of compliments on our website. I can’t say enough about consistency because that keeps moving us forward. And all we are doing is improving on that consistency. You’ve brought backlinking to our website and a new strategy. As far as our blogging, our content is rock solid. And to me, that’s a huge staple. But I would say that the main thing is trusting the person you’re working with.
Lisa and Alison Headshot
– Lisa Carter, Owner of Carter’s My Plumber

The reliability is huge. So that’s what you bring to the table. I’m so grateful that we found you. I can’t thank you enough for all you’ve done for us, and you’re an amazing part of the team.

– Lisa Carter, Owner of Carter’s My Plumber