Why Your Marketing Isn’t Working (and What to Do About It)

You’re a wastewater professional. You handle septic repairs, installations, and maintenance—work that people need, not just want. But if your phone isn’t ringing as much as it should, or you’re spending money on marketing with little return, you’re not alone.

Marketing a wastewater business isn’t like marketing a trendy product. Homeowners and businesses don’t think about wastewater services until they absolutely need them. And when they do, they go straight to Google, check reviews, and call the first company they trust. If your business isn’t showing up in those moments—or worse, if people are seeing you but not calling—you’re leaving thousands of dollars on the table.

We see it all the time. Wastewater companies pouring money into generic ads, neglecting their websites, and assuming “word of mouth” will always be enough. That’s why we’re breaking down the five biggest digital marketing mistakes we see wastewater businesses make—so you can avoid them and start winning more jobs.

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1. Ignoring Local SEO: The Fastest Way to Stay Invisible

When someone searches for “septic repair near me” or “drain field replacement,” do they find your business? If not, that’s a problem.

Why This Mistake Costs You Money:

Most homeowners won’t scroll past the first few businesses on Google. If your website isn’t optimized for local SEO, you’re missing out on the highest-intent leads—the ones ready to hire.

How to Fix It:

• Google Business Profile: Claim and fully optimize your Google Business Profile. Add service areas, business hours, and updated contact info.

• Local Keywords: Your website needs pages targeting phrases like “septic tank services in [your city]” and “septic pumping near me.”

• NAP Consistency: Your business Name, Address, and Phone number (NAP) should be identical across your website, directories, and social profiles.

2. Underestimating Google Ads: Wasting Budget Without Results

Ever tried Google Ads and felt like you just burned cash? You’re not alone. When set up incorrectly, Google Ads can drain your budget fast.

Why This Mistake Costs You Money:

Without proper targeting, you’re paying for clicks from people who aren’t serious about hiring you—or worse, people searching for DIY solutions.

How to Fix It:

• High-Intent Keywords: Focus on “septic repair service near me” rather than broad terms like “septic tank.”

• Negative Keywords: Block irrelevant searches like “how to repair a septic system yourself.”

• Location Targeting: Ensure your ads only show to people in your service area.

• Call Extensions: Make it easy for potential customers to call you directly from the ad.

3. Neglecting Your Website: Slow, Outdated, and Costing You Leads

Your website is often the first impression potential customers get of your business. If it looks outdated, loads slowly, or isn’t mobile-friendly, people won’t trust you.

Why This Mistake Costs You Money:

A bad website doesn’t just look unprofessional—it actively drives customers away. A slow-loading site can make 40% of visitors leave before they even see your services.

How to Fix It:

• Mobile Optimization: Over 60% of people search for services on their phone—make sure your site works perfectly on mobile.

• Fast Load Times: Use compressed images and good hosting to speed up your site.

• Clear Calls to Action: Every page should guide visitors to call you, request a quote, or book a service.

4. Not Leveraging Social Proof: Losing Trust Without Reviews and Testimonials

Your potential customers don’t just take your word for it—they want to hear from others. If your business has few or no reviews, that’s a red flag.

Why This Mistake Costs You Money:

People trust reviews as much as personal recommendations. A business with 50+ positive reviews will always outperform one with just a handful.

How to Fix It:

• Ask for Reviews: Send a quick follow-up text or email asking happy customers to leave a review.

• Showcase Testimonials: Add real customer quotes to your website.

• Reply to Reviews: Thank happy customers and professionally address any negative feedback.

5. Failing to Track and Adjust: Guessing Instead of Using Data

Many wastewater businesses “set and forget” their marketing, assuming it will just work. That’s a mistake.

Why This Mistake Costs You Money:

If you’re not tracking results, you don’t know what’s working. This leads to wasted budget and missed opportunities.

How to Fix It:

• Google Analytics: Track website traffic, phone calls, and conversions.

• Call Tracking: Use a tracking number to see which marketing efforts drive the most calls.

• Adjust Strategies: If a campaign isn’t bringing in leads, tweak it instead of continuing to waste money.

Conclusion: How to Fix These Mistakes and Start Getting More Customers

If your marketing isn’t bringing in the leads you need, chances are you’re making one (or more) of these mistakes. The good news? Every one of them is fixable.

By focusing on local SEO, smart Google Ads, a strong website, social proof, and tracking your data, you can stop wasting money and start attracting the right customers.

We get it—marketing can feel overwhelming, especially when you’re already busy running a business. That’s where we come in. At Excavation Marketing Pros, we don’t offer cookie-cutter marketing plans. We customize everything to fit your needs and budget—because no two wastewater businesses are the same.

Want help turning your marketing around? Let’s talk. Schedule a free strategy call today! 🚜💰