I get asked all the time, “How can I compete online and not break the bank?” I’m sure you’re wondering this as well. I also hear, “If I’m a small-business plumber advertising locally, why do I need to be online anyway?” Logical thinking, perhaps, but one misses the bigger picture.

The Internet certainly has changed the way plumbers do business. According to the Kelsey Group, search engines have changed consumer expectations for shopping and finding local businesses. And in 2004, a study found that local search and online shopping were the leading online consumer behaviors. Specifically, Internet mapping sites, followed closely by search engines, were the top-ranked uses.

With research showing more and more consumers looking to their computers to help them make decisions ― from what to make for dinner, to what car to buy ― an online presence seems essential. But does that mean you need a website with all the bells and whistles? If you can afford the investment, great! But if your small business is just starting to get its cyber feet wet, try this free method of online exposure.

Google Maps is one way to grab those local-searching consumers for your company. These are the top listings that usually show up through a typical local search, and usually include a “star” rating and a map of the businesses found. (To test this out, do a Google search for “plumber, [your city/state]” and see what comes up.)

If you’re not doing this already, you should! To apply, simply sign up for a free account through Google and input all your company’s information. Then, when customers search the large engines for plumbing service, your info pops up front and center.

Many times reviews can be posted from happy (and warning, unhappy) clients. Monitor your account and take action when necessary. Proactively ask satisfied customers to write a glowing review for you. Send them a direct link in a follow-up email, or encourage them to have their say through a friendly newsletter reminder.

If you already have a company website, be sure to include the URL for Google Mappers to find you and get more information. If you don’t have a web presence, accurate contact info is a must.

So try it out! (Hey, it's free.) And let us know by commenting below if you have any other questions about the World Wide Web.