Plenty of trades business owners didn't get into the game to spend half the day doing marketing. You started your business because you're skilled at your craft — not because you enjoy chasing people for work.
Here's what nobody mentions though: top-shelf workmanship doesn't guarantee a full calendar. Referrals hasn't died, but it's unpredictable - particularly when the market slows.
How do the blokes who are always booked solid pull it off? Below are the straightforward things that shift the needle - no massive budgets or marketing degrees.
Sort Out Your Web Profile
When someone Googles "plumber near me" - are you anywhere to be seen? Heaps of trades businesses haven't set up any real web presence.
You don't need something complicated. A clean page that displays what you actually do, lists where you work, and doesn't make people hunt for your number - that's where you start.
A basic landing page that covers the essentials already beats most of your competition.
Your Google Listing - Still the Easiest Win
If you haven't claimed your Google Business Profile, you're handing work to your competition. Zero dollars to set up.
The map listings that shows up at the top when people look for local
services - those spots get the most calls. And getting there is mostly about not leaving your profile half-empty.
- Put up photos of your work - real before-and-afters from site
- Ask satisfied customers for reviews - this is massive for trust
- Respond to reviews, good and bad - Google notices and so do customers
- Make sure your phone number and service area are correct
All of this builds up quietly. Blokes who put 20 minutes a month into this consistently outrank the ones who set and forget.
Facebook and Instagram - It's Not Rocket Science
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.
Grab a shot before you pack up and leave site. Side-by-side comparisons get the most engagement by far. A new deck or pergola - that's all you need.
Write a line or two about the job and that's it, done. Even once or twice a week is plenty. All of it is another piece of proof.
People trust what they can see with their own eyes. Real work on display outperforms paid ads nine times out of ten - because there's no faking it.
Online Advertising - Not a Magic Bullet
Paid advertising can absolutely work for tradies - but it needs to be done with a plan. 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. Paying for eyeballs is pointless if your site looks like it was built in 2005.
Don't go all-in on day one. Track which ads news bring actual calls. Put more behind what works and kill the duds quickly.
Customer Reviews - What People Check Before They Call
Here's something a lot of tradies underestimate: most people looks at what other people have said about you first. A tradie with 50 genuine reviews gets the call over a tradie with none - even if their prices are higher.
Make it a habit to send a quick message asking for feedback. Satisfied clients will do it - they just don't think of it. Send them a direct link and the reviews will stack up faster than you'd expect.
If you get a bad review, reply calmly and factually - how you handle criticism tells potential customers as much about you as the good reviews do.
The Bottom Line
Growing a trade business doesn't have to be a second full-time job. The busy ones aren't doing anything magical - they got the fundamentals right and stuck with it.
Get your online profile in order. Share what you do. Ask happy customers to back you up online. And if you go the paid route, be strategic about where the budget goes.
Your skills aren't the problem - the marketing side is easier than most tradies think.