Official Brand Guide

Plumbing & HVAC SEO

A reference for our team, partners, and collaborators — covering every element of our visual identity, brand voice, and client messaging.

Version 1.0February 2026brand.plumberseo.net
02

Color Palette

Our color palette is deliberately restrained. The accent green signals energy and results without being loud. Black and gray provide structure, authority, and professionalism. Together they create a visual system that is clean, credible, and performance-oriented.

Accent Green

#B6D872

CTAs, highlights, icons

Rich Black

#1A1A1A

Headlines, dark backgrounds

Charcoal

#3D3D3D

Body text, secondary elements

Mid Gray

#6B6B6B

Captions, supporting text

Off-White

#F2F2F2

Page backgrounds, card fills

White

#FFFFFF

Card backgrounds

ElementColor
Primary CTA ButtonsAccent Green
Page Headlines (H1)Rich Black
Section Headings (H2/H3)Rich Black or Charcoal
Body TextCharcoal
Supporting / Caption TextMid Gray
Dark Section BackgroundsRich Black
Accent / Highlight BarsAccent Green
03

Typography

Typography establishes hierarchy, readability, and tone. Our primary brand font is Getho — a bold, geometric sans-serif that communicates authority and clarity. For digital environments where Getho is unavailable, Inter serves as the system fallback.

ℹ
Getho is a commercial font. To enable it on the live site, place the .woff2 and .woff files in a /fonts/ directory and add @font-face declarations to your stylesheet. Until then, Inter renders as the fallback — maintaining a clean, professional appearance.

Display / H1

Digital Dominance Starts Here

Getho Bold — 56–72px — Tracking: –0.02em — Line height: 1.1

Heading / H2

Proven Growth for Plumbing & HVAC

Getho SemiBold — 36–48px — Tracking: –0.01em — Line height: 1.2

Subheading / H3

The Accelerated Growth Model

Getho Medium — 24–30px — Tracking: 0 — Line height: 1.3

Body Copy

We help ambitious plumbing and HVAC business owners build digital dominance in their service areas — so they never have to wonder where their next job is coming from. Unlike generic agencies, we are specialists with a proven system built for home service professionals.

Inter Regular — 16–18px — Tracking: 0 — Line height: 1.6

Caption / Label

SEO | PPC | Web Design | Social — Serving Plumbing, HVAC & Electrical Contractors

Inter Medium — 12–14px — Tracking: +0.04em — Uppercase optional
DO
  • Use Getho for all headlines, display text, and prominent UI labels
  • Use Inter for body copy, captions, and interface text
  • Maintain clear typographic hierarchy with distinct size steps between levels
  • Use bold weight to emphasize key phrases — not entire paragraphs
DON'T
  • Do not use decorative or script fonts in brand materials
  • Do not use more than two type sizes within a single body paragraph
  • Do not set body copy in all caps
  • Do not use light or thin weights for headlines — they undercut authority
04

Voice & Tone

Our brand voice is the consistent personality expressed across every piece of communication. Our tone may shift slightly depending on context, but the underlying character remains constant.

Professional

We speak like experienced strategists, not salespeople. Our language is precise, grounded, and free of filler. We respect our clients' intelligence.

Strategic

We think in systems and outcomes. Every claim is tied to a result. We talk about ROI, lead flow, and market dominance — not 'brand awareness' for its own sake.

Confident

We know what we do and we say so plainly. We do not hedge, over-qualify, or use passive language. Confidence is earned through specificity and proof.

Performance-Driven

Everything we say connects back to measurable outcomes. We lead with data, back claims with statistics, and frame success in terms clients care about: leads, jobs booked, revenue growth.

Voice in Practice — What We Say vs. What We Avoid

Instead of this…We say this
"We'll supercharge your business with cutting-edge digital solutions!""We build a consistent lead pipeline so your phone rings every day."
"Our team of rockstar marketers will crush your competition!""We specialize exclusively in plumbing, HVAC, and electrical — we know your industry."
"Get ready to dominate with our game-changing strategies!""Our Accelerated Growth Model drives leads, maximizes conversions, and optimizes your ROI."
"We're passionate about helping you succeed!""We commit to measurable growth. If we're not delivering, we adjust — no excuses."
"Reach out today and let's chat about your goals!""Schedule a strategy session. We'll review your market and show you what's possible."

Words That Define Our Voice

AuthoritativeTransparentAccountableSpecificDirectProvenStrategicData-DrivenCredibleFocused
05

Ideal Client Profile

Every brand decision — from the words we choose to the visuals we use — should be made with our ideal client in mind. Understanding who we serve ensures our messaging resonates with the right audience and repels the wrong fit.

🔧
The Ambitious Owner

The Ambitious HVAC & Plumbing Business Owner

A second or third-generation owner of a plumbing, HVAC, or electrical company with a residential service focus. They are running a business generating between $1M–$5M in annual revenue, serving a market of 100,000–250,000 people. They are growth-minded, operationally experienced, and ready to scale — but frustrated by inconsistent leads and a lack of digital clarity.

Before Working With Us

  • Inconsistent lead flow — feast or famine cycles
  • Wasted marketing spend with no clear attribution
  • Invisible online while competitors dominate Google
  • Burned by generic agencies that didn't understand their industry
  • Relying on referrals that are not scalable

After Working With Us

  • Predictable, consistent lead flow month after month
  • Clear ROI visibility across every marketing channel
  • First-page Google rankings in their service area
  • A trusted strategic partner who knows their world
  • Freedom to focus on service, hiring, and growth

Primary Goals

  1. Dominate search rankings and become the 'go-to' in their market
  2. Partner with a specialist who knows their business inside-out
  3. Get transparent reporting, clear ROI, and decision confidence
  4. Establish scalable lead flow to support hiring and expansion
  5. Find a strategic partner, not a hands-off service vendor

Core Objections

  1. "I've been burned by marketing agencies before."
  2. "Digital marketing is too complicated and expensive."
  3. "SEO takes too long."
  4. "We're too busy for marketing."
  5. "We don't know if we can trust another marketing partner."

What They've Tried

  1. Generic digital marketing agencies — no industry knowledge
  2. DIY websites and Google Ads — no strategy or attribution
  3. Multiple specialized vendors — no cohesion or accountability
  4. Short-term marketing pushes — temporary results, no foundation
  5. Lead generation platforms — low-quality, non-exclusive leads

Their Ultimate Fear

  1. Losing business to competitors who dominate local search
  2. Wasting money on marketing with no measurable return
  3. Being effectively invisible to potential customers online
  4. Feeling stuck with unpredictable leads preventing growth
  5. Making the wrong marketing decisions due to lack of data
82%of home service businesses struggle with consistent lead generation
67%of users click a link on page one of Google. Less than 1% go to page two.
2.5×more likely to hit revenue targets when following a proven marketing process
35%of marketing budgets in home services are wasted on ineffective channels
06

Core Messaging

Our messaging framework ensures that every piece of content communicates our value proposition consistently and compellingly. These are the approved messages that represent who we are and what we deliver.

Brand Positioning Statement

We are the proven digital marketing specialists for plumbing, HVAC, and electrical companies. We help ambitious residential service contractors build digital dominance in their market — driving consistent leads, maximizing conversions, and delivering transparent ROI. We are not a generic agency. We are a growth partner who understands your world.

Mission Statement

To help 1,000 plumbing, HVAC, and electrical companies triple their revenue by getting their internet marketing right — once and for all.

Tagline Options

Primary

Digital Dominance for Home Service Pros

Proven Marketing. Predictable Leads. Real ROI.

Get Your Internet Marketing Right — Once and For All.

The Growth Partner Built for Plumbing & HVAC.

Three Uniques

01

Dominate Their Market

We deliver high-quality, exclusive leads that help our clients own their local market — not share it with competitors.

02

Full Transparency & ROI

Clients always know where their money is going. Our reporting dashboards provide clear attribution, cost-per-lead, and ROI — in plain English.

03

Convert Leads into Booked Jobs

Through our Conversion Amp system, we don't just generate leads — we help turn them into booked jobs through automation, reputation management, and conversion-optimized websites.

The Accelerated Growth Model

1

Drive Leads

SEO, Google Ads, Local Service Ads, retargeting, and database reactivation — we put your business in front of homeowners who are ready to book.

2

Maximize Conversions

High-converting websites, automated review campaigns, and speed-to-lead automation that turns inquiries into booked jobs.

3

Optimize Results

Real-time ROI dashboards, transparent KPI reporting, and strategic monthly reviews that scale what's working and cut what isn't.

The Sales Growth Commitment

We commit to helping you achieve measurable growth in leads, visibility, and revenue. If we're not delivering, we'll adjust, refine, and realign until we do — no excuses.
07

StoryBrand Framework

Our messaging follows the StoryBrand framework, which positions the client as the hero and Plumbing & HVAC SEO as the experienced guide. This framework ensures all content is client-centric, empathetic, and focused on transformation.

1

The Hero

A 2nd or 3rd generation plumbing, HVAC, or electrical business owner earning $1M–$5M annually. They want a predictable, scalable lead flow that supports growth and hiring — and they want to finally make sense of their digital marketing.

2

The Problem

External: Lack of local visibility, unqualified leads, fragmented marketing. Internal: Frustration from being burned before, overwhelm with digital complexity, doubt about whether anything will work. Philosophical: Great home service companies shouldn't lose to louder competitors just because they don't understand digital.

3

The Guide

Plumbing & HVAC SEO. We specialize exclusively in residential home service contractors. We've walked this path with hundreds of businesses. We understand your world — and we have a proven system to transform it.

4

The Plan

The Accelerated Growth Model: Drive Leads → Maximize Conversions → Optimize Results. A clear, step-by-step process that removes confusion and creates a predictable path to growth.

5

The Call to Action

Primary: Schedule a Strategy Session. Secondary: Read our book, explore case studies, watch our YouTube channel.

6

Success Vision

Consistent high-quality leads every month. Clear ROI from every channel. Peace of mind knowing marketing is handled by specialists. Freedom to focus on service, staff, and growth. Top of Google. Top of mind. Top in their market.

7

Failure Stakes

Losing jobs to competitors who dominate Google. Bleeding cash on agencies with no ROI. Staying invisible online while others take their customers. Feeling stuck, unable to grow, missing hiring targets due to lead droughts.

08

Calls to Action

Every piece of content should have a clear, intentional call to action. Use the primary CTA as the main conversion driver. Transitional CTAs nurture prospects who are not yet ready to commit.

Primary CTA

Schedule a Strategy Session

Use on landing pages, email footers, ad creative, and at the end of all long-form content. This is the main conversion action.

Transitional CTAs

Read the Book

"How to Triple Your Sales by Getting Your Internet Marketing Right"

Explore Case Studies

Read client success stories on the website

Watch Our Videos

Visit the Plumbing & HVAC SEO YouTube channel

Get a Free Audit

Request a digital visibility audit for your market

CTA Writing Guidelines

PrincipleApplication
Be specific"Schedule a Strategy Session" — not "Contact Us" or "Learn More"
Reduce frictionTell them exactly what will happen next — "We'll review your market and show you what's possible"
Avoid hypeNo "Start Your Journey" or "Transform Your Business Today" — these feel generic and unearned
Match the stageUse transitional CTAs for cold audiences; primary CTA for warm or bottom-of-funnel
09

Brand Don'ts

Maintaining brand integrity requires knowing what to avoid just as much as knowing what to do. The following are firm guidelines that protect the credibility, clarity, and authority of the Plumbing & HVAC SEO brand.

✕

No Hype Language

Avoid words like "game-changing," "revolutionary," "crushing it," "rockstar," or "supercharge." These undermine credibility with serious business owners.

✕

No Startup Aesthetics

Avoid neon gradients, excessive animations, trendy design patterns, or anything that looks like a tech startup. Our clients are tradespeople, not Silicon Valley founders.

✕

No Vague Claims

Every performance claim must be tied to a specific metric, case study, or data point. "We get results" is not acceptable. "We helped Valley Plumbing grow 1 new truck every 9 months" is.

✕

No Generic Positioning

Never describe Plumbing & HVAC SEO as a "full-service digital marketing agency." We are specialists. Our niche is our strength and it must always be front and center.

✕

No Unauthorized Logo Use

Do not recreate, alter, or substitute the logo. Do not use unapproved color treatments or place the logo on backgrounds that compromise legibility.

✕

No Off-Brand Fonts

Do not use decorative, script, or novelty typefaces in any brand material. Stick to Getho for headlines and Inter for body copy.