Hey JC
When I search for your "Bolton plumber" term I can see you on the right hand column paid for ad and on page two of the paid for top adverts.
Your unpaid listing comes on page 3.
If you keep searching for your own listing from your own computer, for some reason google ALWAYS lists you on page one (tells you what it think you want to see?).
So whilst you may think your generic website is listed on page one, When I search I don't see that!
In terms of marketing, if I may be as bold. I would like to offer some feedback on your website if you so wish
BTW from my research most of the customers who contact me from the google search choose to phone me because I am(was) listed as the fist generic (i.e. no paid for advert) in the list after the top paid for box.
I say used, because I have noticed that my rank has slipped down to the lower end of page one just recently!
regards
Russ