Plenty of trades business owners didn't get into the game to waste hours doing marketing. You got into it because you're good at what you do — not because you enjoy digital advertising.
Here's what nobody mentions though: doing quality work isn't enough to keep the phone ringing. Referrals hasn't died, but it dries up - particularly when the market slows.
So what actually works? Below are some straightforward strategies that actually make a difference - and none of them need a fancy agency.
Set Up a Proper Web Presence
If a homeowner Googles "local builder" - are you anywhere to be seen? Too many tradies still don't have any real web presence.
Nobody's saying you need anything over the top. A simple website that has real job photos, lists where you work, and makes it dead easy to call or message - that's your minimum.
A one-page setup with your services, contact details, and a few photos outperforms most of your competition.
Your Google Listing - Still the Easiest Win
If you've been sleeping on your GBP, you're missing the easiest free leads going. It's completely free.
Those three local results that shows up at the top when someone searches for a trade - that's prime real estate. And getting there comes down to not leaving your profile half-empty.
- Upload real photos - not stock images
- Build up your review count with genuine feedback - people read these before they call
- Engage with what people write - Google notices and so do customers
- Update your info when anything changes
All of this compounds over time. The ones who keep it updated consistently outrank the competition that ignores it.
Facebook and Instagram - Don't Overthink It
Nobody's asking you to be some social media expert. The tradies who get results from social media is a lot more basic than you'd think.
Take a quick pic when you finish a job. Before and afters get the most engagement by far. A discover more fresh switchboard - that tells the story on its own.
Write a line or two about the job and you're sorted. Consistency helps but don't stress about a schedule. All of it is another piece of proof.
People trust what they can see with their own eyes. Real work on display beats a professionally designed ad campaign - because it's real.
Google Ads - Worth It If Done Right
Paid advertising is effective for trades businesses - but you can't just throw money at it. Where most people waste their budget is running ads with no clear target.
Before putting budget behind anything: ensure there's a clear way for people to contact you when they click through. All the clicks in the world won't help if your site looks like it was built in 2005.
Start with a small budget. Measure results, not just impressions. Double down on the winners and kill the duds quickly.
Customer Reviews - What People Check Before They Call
One thing a lot of tradies underestimate: most people will read your reviews before they pick up the phone. Someone with a stack of real feedback gets the call over a tradie with none - every single time.
Make it a habit to ask for a review after every job. People generally don't mind - they just need a nudge. Send them a direct link and the reviews will stack up faster than you'd expect.
Respond to negative reviews professionally - how you handle criticism tells potential customers as much about you as the good reviews do.
Wrapping It Up
Getting more work as a tradie isn't overwhelming. The tradies who stay booked aren't doing anything magical - they set up a few things properly and keep showing up.
Get your online profile in order. Let your jobs do the talking. Ask happy customers to back you up online. And if you go the paid route, do it with a plan, not a prayer.
Your skills aren't the problem - the marketing side doesn't take as much as you'd expect once you get the ball rolling.