About Dirty Water Customer Co.
A water-filtration marketing company built for plumbing businesses.
Dirty Water Customer Co. helps licensed plumbing companies market, capture, qualify, and follow up with homeowners interested in water softeners, reverse osmosis, whole-home filtration, and well-water treatment. Our work combines lead generation, website design, local SEO, and AI-assisted lead response.
Why We Focus on Water Filtration for Plumbers
Most plumbers rely on reactive, break-fix calls. A pipe bursts, a drain backs up, the phone rings. That work is unpredictable and often lower-margin. Meanwhile, homeowners in your area are actively researching solutions to hard water, well water contamination, mineral buildup, and appliance damage.
If your business isn't positioned correctly online for those searches, higher-value filtration projects go to specialty competitors or to plumbing companies that invested earlier in their digital presence.
We build the lead generation and local SEO systems that make your company the visible, credible choice for water-quality solutions in your market.
Our Core Values
- Clear scope and pricingEvery engagement starts with a written plan that outlines exactly what is included, what it costs, and how results are measured. No retainers that expand without explanation.
- Qualified-client standardsWe work with licensed and insured plumbing companies that have the capacity to respond promptly to leads and deliver water-filtration services. We don't take on clients who aren't set up to convert.
- Documented reportingEvery client receives regular reporting on lead volume, campaign performance, and system activity. Results are visible and traceable, not summarized in vague monthly emails.
- Water-filtration specializationWe focus only on water-filtration marketing for plumbing companies. We don't serve roofers, HVAC companies, or general contractors. That specialization keeps our process sharp and our knowledge relevant.
- Territory transparencyWe work with one plumbing company per territory. Before we onboard a new client, we verify that the area is available and confirm in writing that no competing client will receive the same campaigns.
What We Do
Four focused services, each built specifically around water-filtration demand for plumbing companies.
Water-Filtration Lead Generation
We build and manage inbound demand campaigns specifically for water softeners, reverse osmosis systems, whole-home filtration, and well-water treatment. Leads are delivered directly to your CRM with contact details and qualifying information already captured. You receive homeowner inquiries from your own service area, not shared with other plumbers.
Learn moreWater-Filtration Website Design
We design and build conversion-focused websites for plumbing companies that want to credibly offer water-filtration services. Pages are structured around the services homeowners actually search for, written to answer real questions, and built to convert visitors into inbound inquiries. You don't need an existing site to get started.
Learn moreLocal SEO for Water-Filtration Plumbers
We optimize your Google Business Profile and service pages so your company appears in local searches for water softeners, reverse osmosis installation, and water-quality testing in your market. Local SEO builds visibility that compounds over time and brings in inquiries without ongoing ad spend.
Learn moreAI Lead Response and Follow-Up
We configure AI-assisted communication tools that respond to new inquiries immediately, even when your team is on a job. The system qualifies leads, answers basic questions, and books appointments directly into your calendar. Your team handles the technical conversation and the sale once an appointment is confirmed.
Learn moreHow We Work With Plumbing Companies
A structured process from qualification to ongoing optimization. The plumber remains responsible for licensing, homeowner advice, pricing, installation, and compliance throughout.
Qualification
We review your service area, licensing, insurance, and current capacity to confirm your business is ready to receive and convert water-filtration leads.
Market Review
We assess local demand, competitor positioning, and search volume for filtration-related queries in your specific geography.
Written Plan
You receive a written engagement outline covering scope, pricing, expected timeline, campaign focus, and the conditions that apply to the first-month guarantee.
Setup
We build or optimize your website, configure your CRM connection, set up AI response tools, and prepare campaign assets.
Launch
Campaigns go live. Lead routing is tested. Your team receives a short briefing on how to handle incoming filtration inquiries effectively.
Lead Handling
Qualified leads are delivered to your CRM. Your team is responsible for responding promptly, answering technical questions, providing pricing, and booking and completing the work.
Reporting
You receive documented reporting on lead volume, campaign activity, and system performance on a regular schedule.
Optimization
We review results, adjust campaigns, and refine messaging based on real lead data. Licensing, homeowner advice, pricing decisions, installation, and code compliance remain the plumbing company's responsibility.
Craig Morrell
Founder, Dirty Water Customer Co.
Bethel, CT — Founded 2014
Craig Morrell founded Dirty Water Customer Co. in 2014 with a specific goal: help plumbing companies that were already doing quality work build a consistent inbound pipeline for water-filtration services. Based in Connecticut, Craig has worked directly with plumbing businesses to develop marketing systems tailored to the water-quality service category — not broad home-services marketing.
His focus is on practical execution: lead generation that delivers real homeowner inquiries, websites that convert visitors into calls, local SEO that builds lasting visibility, and AI-assisted follow-up that helps plumbers respond promptly without adding staff. Craig works directly with clients from onboarding through reporting and is the primary point of contact for all active accounts.
"Most plumbers we work with already have the skills and the reputation. What they need is a system that puts homeowners who need filtration work in front of them consistently. That's what we build."
Company Information
Talk With the Team
If your plumbing company is licensed, insured, and has the capacity to take on water-filtration work, we'd like to learn more about your market and your goals.
