Running a trade business isn’t cheap. Between tools, materials, fuel, insurance, and keeping everything running smoothly, costs quickly mount up. The idea of paying for Google or Facebook ads on top of that can feel overwhelming.
The good news is that you don’t need to spend big on ads to bring in a steady flow of enquiries. By making the most of free tools and focusing on consistency across the web, you can make your trade business much more visible to local customers.
Here’s how.
1. Optimise Your Google Business Profile
Your Google Business Profile (GBP) is one of the most powerful free marketing tools available to tradespeople. It’s what shows up on Google Maps and in the “local pack”. Ideal for when someone searches for a service like “plumber near me” or “electrician in *town* ”.
Here’s how to get it right:
- Accurate details: Make sure your business name, phone number, and address match exactly what you display on your website. Even small differences (like “Street” vs. “St”) can cause issues.
- Add your address on your website: Google uses your website to confirm your location. If your business address isn’t clearly displayed, it can harm your visibility. Place it in the footer of every page and on a dedicated contact page.
- Service categories: Don’t stop at just one category. If you’re a plumber, add boiler installation, central heating, and bathroom fitting if they apply. The more accurate your categories, the more searches you’ll show up for.
- Photos: Upload recent, high-quality images of your work, van signage, and your team. Customers want to see proof you’re professional.
- Regular updates: Post weekly updates. These could be photos of completed jobs, short tips, or even simple “We’re working in [Town] today” posts.
The more complete and consistent your profile is, the more trust you’ll build with both Google and potential customers.
2. Collect More Customer Reviews
Reviews are the online equivalent of word-of-mouth recommendations. The more positive reviews you gather, the more likely local customers are to pick up the phone and call you. Reviews also play a major role in how high you appear in Google’s local results.
How to collect them effectively:
- Make it simple: Use NFC review cards to make leaving a review as easy as tapping a phone. The less effort required, the more reviews you’ll get.
- Follow up politely: After a job, send a message with a direct link to your Google review page. Thank them for their business and ask if they’d share feedback.
- Show you care: Reply to every review, even the negative ones. This shows professionalism and gives future customers confidence in your service.
Make sure your reviews mention the areas you cover. For example, “Great plumbing service in Gloucester” reinforces your location to both Google and customers.
3. Use Local Keywords and Keep Details Consistent
Your website is the backbone of your online presence. If you’re not using local keywords, you’re missing out on valuable traffic.
Instead of saying “We offer plumbing services,” try “We provide boiler repairs, installations, and servicing in Gloucester, and surrounding towns.” This approach matches how people search online and gives you a better chance of showing up in results.
Consistency is key here too:
- Make sure your business name, address, and phone number on your website match your Google Business Profile exactly.
- Place your address in the footer of every page, so it’s easy for both visitors and Google to see.
- Use your location in page titles, headings, and meta descriptions — for example, “Drain Unblocking in Northampton.”
Google rewards businesses that keep their details consistent across every platform. If your information is different in one place, it can confuse the search engines and hurt your ranking.
4. Post Photos and Videos Regularly
People want proof before they hire you. Posting before-and-after photos or short videos of your jobs shows that you’re reliable and professional. It also helps build trust with new customers.
Where to post them:
- Google Business Profile: Keeps your profile active and shows up in searches.
- Social media: Facebook and Instagram are ideal for tradespeople because customers love visual proof of work.
- Your website: Add a gallery page or sprinkle images throughout your service pages.
Again, make sure your photos and videos are backed up with consistent business details. If you watermark images or add contact info, use the same phone number and business name you list everywhere else.
5. Build Local Citations
Local citations are mentions of your business across online directories. Common examples include Yell, Thomson Local, and local business listings in your area.
Why they matter:
- Citations give Google more confidence that your business is real and established.
- They improve your chances of appearing higher in local searches.
- Customers often find trades through these directories directly.
To get the benefit:
- Use the exact same business name, phone number, and address format everywhere.
- Include your website link where possible.
- Update any old listings that show outdated phone numbers or addresses.
Final Thoughts
Getting more enquiries doesn’t have to mean paying for ads. By optimising your Google Business Profile, collecting reviews, using local keywords, showing off your work, and keeping your details consistent across the web, you’ll attract more customers naturally.
The most important thing is consistency. If your address, phone number, or business name doesn’t match everywhere it appears online, you’ll confuse both customers and Google. Make sure your website clearly displays your business address and matches your profiles on Google, directories, and social media.
Done right, these free steps create trust, boost your visibility, and bring in enquiries. All without costing a penny in advertising.
If all of this sounds like a lot to keep on top of, don’t worry. It’s exactly what we do. At Trade Found, we help tradespeople get found online by setting up and managing Google Business Profiles. We also provide tradespeople SEO services customised to you. That way, you can focus on the jobs while we bring in the enquiries.