I feel it’s important to talk to your ideal customers, so all your external messages to your customers are aligned and it’s clear who you, as a plumbing and heating business, want to look after, the type of work you want to do and the areas covered. I recently had a conversation with a plumbing and heating client, and we were on the topic of enquiries. He receives a lot of enquiries for small plumbing works such as tap replacements and washers. Small jobs which his business can do, but not where he specialises or where the money is at. We dived into this and established that on his website, the company clearly states, ‘no job too big or small, we change anything from a boiler to a tap replacement or washers.’ My understanding of how a search engine works is that if people are searching for something, the relevant website which matches their search criteria will pop up. If people in my client’s local area want a tap replacement or need their washers changed, they’ll Google that an...