When a boiler fails or a tap will not stop, people want someone nearby they can trust and who will pick up the phone. Marketing for a tradesperson is mostly about being easy to find, easy to trust and easy to reach. This guide covers what to do first and what to be careful with.
How people find a tradesperson
People find tradespeople in a few ways. They search Google with the problem and their town, they ask friends or a local Facebook group, and they use sites that list tradespeople. Your aim is to turn up, with a good reputation, in each of those places.
Set up your Google Business Profile
This is the free listing that appears when someone searches for a plumber, electrician or builder nearby. It deserves an hour of careful work.
- Use your real trading name, the same as on your van and invoices.
- Choose the category that matches your main trade, then add the other jobs you do.
- Set the areas you cover. If you work from home, you can hide your address.
- Add a phone number you actually answer, and hours that are true. Only say you take emergency calls if you do.
- Add photographs of finished work and your van.
Show proof of your work
Customers let a stranger into their home, so proof matters more than clever wording. Post photographs of finished jobs, taken with the customer's permission and without house numbers. Show the registrations you really hold.
- Gas work in Great Britain must be done by a Gas Safe registered engineer, so if that is you, show your Gas Safe number.
- Show membership of a scheme such as NICEIC or a trade body, only if you belong.
- Say what insurance you hold, only if you hold it.
- Ask happy customers for a Google review. Our guide on getting more reviews shows how.
- Keep a folder of before and after photographs on your phone as you work, so you always have something real to post.
One good page is better than a poor website
You do not need a large website. One clear page can do the job. Put your name, phone number, the areas you cover, the jobs you do, a few photographs and a couple of real reviews near the top. Add how to get a quote. If customers contact you by WhatsApp, say so. Check that the page loads quickly on a phone, because that is where most people will see it.
Be clear about how you charge
People worry about being overcharged. You do not have to publish prices, but you can explain how you work: whether you charge a call out fee, an hourly rate or a fixed quote, and what is included. Say only what is true, and give quotes in writing. Clear pricing sets you apart from firms that stay vague.
Answer the phone, or call back fast
A missed call is often a missed job, because the customer simply rings the next name. If you are up a ladder, set a voicemail message that says when you will ring back. A quick text works well too, for example: "Sorry I missed you, I am on a job and will call you back by five."
Local habits that work
Put your phone number in large, clear letters on your van. Leave a card or a small sticker with your number after a service. If a customer is happy, ask them to recommend you in their local group themselves. Do not post fake recommendations, and check the group's rules on adverts first.
Be careful with lead sites
Some sites sell you enquiries, charging per lead or per month. Before paying, ask whether the same enquiry is sent to other firms, what happens if a lead is poor, and how to cancel. Keep a note of what you pay and how many jobs you win from the site, then decide with your own figures.
Where GrowthDept fits
GrowthDept is an AI marketing department for small business owners. It can write posts about your work for you to check, and they can go out on the Facebook Pages you manage and on LinkedIn. Posts wait for your yes until you say otherwise. It does not change your own website, it does not manage your Google Business Profile or reviews, and it cannot promise results.
There is a 7-day free trial, and you do not need a card to start.
Common questions
Do I need a website as a plumber?
It helps, but one clear page can be enough. Include your phone number, areas, jobs, photographs and reviews, and check it works on a phone.
Should I pay for lead sites?
Only after asking how leads are shared, what happens with a poor lead and how to cancel. Track what you pay against jobs won, and judge it on your own figures.
What should I put on my van?
Your business name, a clear phone number and the main jobs you do. Keep it simple enough to read from a passing car.
How do I show customers I am qualified?
Show the registrations you hold, such as a Gas Safe number for gas work, and the insurance you carry. Never display one you do not have.