Basement Waterproofing SEO - A Complete Guide

July 23, 2021
by Karr Fager

What is basement waterproofing SEO?

Basement waterproofing SEO is the process of optimizing your website and online presence to attract visitors from search engines and convert them into leads.

Why do bad waterproofing companies rank higher than me?

Ultimately, Google wants to rank the “best” basement waterproofing businesses at the top. But some companies are better at marketing and branding their waterproofing business than others and have produced more quality content. This can make it difficult for Google to see which company is truly best.

It is just plain wrong for you to lose business to waterproofing companies that do poor work.

You may be the best waterproofing company in the state and still receive few leads from search engines like Google.

How do I improve my basement waterproofing SEO?

There are many things you can do to improve your basement waterproofing search engine optimization.

1. Google My Business

Your Google My Business profile is oftentimes the first thing customers see on Google when they search for your business. It showcases your customer reviews, photos, business hours, phone number, and more information about your business.

Optimize the crud out of your Google profile

First, you need to fill it out completely. Good news for you, I have written a guide on how to optimize your listing.

Get as many customer reviews as possible

The more positive reviews you get, the better chance you will have at ranking for common search terms. Add a “Review Us” button to your website, ask customers to leave you a review when work is finished, or add a link in your email signature. Get creative. You can never have too many customer reviews.

Also, respond politely to the reviews (both positive and negative).

Add lots of photos

Add photos of the office staff, headshots, the crew on-site, equipment, before and after shots, and company outings.

2. Have a simple website structure

Make sure your website is easy to navigate, both on a desktop computer and a mobile device. If a customer needs to find something on your website, can they do it? Common things they’ll need to find:

  • Your service offerings
  • Contact information
  • Pricing information (if you have it on the website)
  • Information about your team and business

3. Get a professional web design

One of the biggest drivers that will set you apart from your competitors is a professional website design. Why? Because customers will subconsciously judge you for having a terrible looking website, and they will correlate your website’s design with the quality of work you do.

4. Create emotion with catchy headlines

To create emotion, add headlines that trigger your customers’ hopes, fears, and dreams.

For example, there is a fear in homeowners that their basement will start flooding again. There is a dream that their home will one day be dry again. There is a hope that they won’t have to put effort into waterproofing their basement, and a professional team will be able to do it for them. Avoid these bad headlines.

Basement Waterproofing Headline

5. Pair the headline with a great image

The images on your website should complement the headlines. If you mention one of your customers’ fears, put an image of them being afraid or frustrated. Here’s a great example from a design that I did for a waterproofing company in my local area.

Basement Waterproofing Website Hero Image

6. Add before and after pictures

Before and after pictures will really play on the “dream” emotion that your customers have. 

Show the wet basement with water leaking out of every crack and crevice photo first and the dry and clean basement photo right next to it.

They will see the before images and say “This is me.” And they will see the after images and say “This could be me.”

Egress Window Before and After Pictures

7. Use testimonials with pictures of people

Adding testimonials to your website is great. To take it up a notch, add a photo of the person who left the testimonial and let people know where the testimonial was given for increased trust (ex. Facebook, Angi, Yelp, etc.).

8. Add trust badges throughout the design

Show your customers that you have an average of 4.8 star rating on Google. Let them know that you are a certified Stabil-Loc installation team. Showcase the fact that you use a legendary drain tile system and not a weak system that will crumble in 5 years.

Trust Badges

9. Create unique pages for all your services

What are ALL of the services you offer? Drain tile installation? Sump pump installation? Foundation repair? Buckling wall fixes? Crawl space repair?

Create unique pages for all of these services. You can even use a similar style for all of the pages and switch out the images and copywriting.

Write anywhere from 500 to 1800 words for each of these pages. Remember to talk about the emotional benefit your customers will receive from hiring you.

Also, answer any questions that you commonly get from your customers.

10. Write quality articles

Having a blog is not absolutely necessary for waterproofing SEO success, but it is a great way to bring in more leads.


The best content to write for your articles is simply answering common questions you hear from your customers, one by one. Write a whole article answering a common question, but go super in-depth on the answer.

Again, these articles should be anywhere from 500-1800 words.

Basement problems

What are some of the most common basement problems homeowners face? Leaking basement walls? Cracked foundation? Drain tile not working as well as it should? Yard improperly sloped?

Write in-depth articles telling your customers the solutions to these issues.

11. Build service area pages

This is an advanced tactic that should only be done by someone who really knows SEO.

The idea is that you create landing pages for each individual city that you service.

For example, you could create a “Basement Waterproofing Minneapolis, MN” page and a “Basement Waterproofing St. Paul, MN” page.

So in the end, you could have hundreds of these pages. They are designed to show up when customers search for your services in their local area. 

Here are some tips if you want to go this route:

  • Do not implement this on fresh websites with no authority
  • Start out with a few “test” pages to see if Google bites
  • Write unique content for every single page (don’t reuse content)

12. Add title tags and meta descriptions

Title tags and meta descriptions are the text snippet links that users see before clicking onto websites.

Waterproofing Website Title Tags

You can customize these to get people more interested in clicking into your website rather than your competitors’ websites.

13. Get listed in local directories

Getting listed in local directories can help your business’ online authority. Basically, it can help tell search engines that your business can be trusted.

The biggest takeaway from all of this is that there is not one strategy that is magically going to bring in thousands of leads. You will need to test out several and see what works best for your company.

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