How to Market Your Trade Business Online — A Practical Guide

Word of mouth is still the backbone of most trade businesses. But relying on it alone is risky — when referrals dry up, so does your work. The good news is that marketing your trade business online doesn't need to be complicated, expensive, or time-consuming. A few well-chosen tactics can keep your pipeline full without turning you into a full-time marketer.

This guide covers the most effective online marketing strategies for UK tradespeople, in order of impact. Start with the first two and work your way down as time allows.

1. Set Up and Optimise Your Google Business Profile

If you do nothing else on this list, do this. Your Google Business Profile (GBP) is the single most important piece of online marketing for a local trade business. When someone searches "plumber near me" or "builder in Manchester," Google shows local results pulled directly from GBP listings.

Setting up your profile is free. Here's how to make it work hard for you:

• Claim and verify your listing: Go to business.google.com and follow the verification process. Google will typically send a postcard to your business address with a verification code.
• Complete every field: Business name, address, phone number, website, opening hours, service area, and business category. The more complete your profile, the more likely Google is to show it.
• Choose the right categories: Your primary category should be your main trade (e.g., "Plumber," "Electrician," "General Contractor"). Add secondary categories for other services you offer.
• Write a compelling description: Use your 750 characters to clearly explain what you do, where you work, and what makes you different. Include your key services and areas naturally.
• Add photos: Upload photos of your completed work, your van, your team, and your workspace. Listings with photos get 42% more requests for directions and 35% more clicks through to websites.
• Post regular updates: Google lets you post updates, offers, and news. Posting weekly or fortnightly signals to Google that your business is active and engaged.

2. Get Google Reviews (and Lots of Them)

Reviews are the lifeblood of local marketing. A tradesperson with 50+ five-star reviews will outperform a competitor with 5 reviews almost every time — both in Google rankings and in customer trust.

The key is making it easy for happy customers to leave a review. We've written a detailed guide on how to get more Google reviews, but here are the essentials:

• Ask at the right moment: The best time to ask is right after you've finished a job and the customer is pleased with the result. Don't wait — the longer you leave it, the less likely they are to follow through.
• Make it effortless: Send a direct link to your Google review page via text message. You can generate this link from your GBP dashboard. A text message with "Thanks for choosing us! If you're happy with the work, a quick Google review would really help: [link]" works brilliantly.
• Respond to every review: Thank people for positive reviews and address any negative ones professionally. This shows potential customers that you care about your reputation.
• Never offer incentives: Paying for reviews or offering discounts in exchange violates Google's policies and can get your listing penalised.

3. Build a Simple Website

You don't need an all-singing, all-dancing website. What you need is a clean, professional site that answers the three questions every potential customer has: What do you do? Where do you work? How do I contact you?

A good trade business website should include:

• Homepage: Clear headline, brief description of your services, your service area, and a prominent phone number and contact form.
• Services page: List each service you offer with a short description. This helps with SEO and helps customers find exactly what they need.
• Gallery/portfolio: Before-and-after photos of your work. This is often the most visited page on a tradesperson's website. Good photos sell better than any written copy.
• About page: A brief bio, your experience, qualifications, and any accreditations (Gas Safe, NICEIC, etc.). People buy from people — let them get to know you.
• Contact page: Phone number, email, contact form, and your service area. Make it as easy as possible for people to reach you.
• Testimonials: Pull your best Google reviews onto your website. Social proof is incredibly powerful.

Platforms like WordPress, Squarespace, or Wix make it straightforward to build a decent site without technical knowledge. Budget around £10–£20/month for hosting and a domain name.

4. Local SEO — Getting Found on Google

Local SEO is about making sure your website appears when people in your area search for the services you offer. It works alongside your Google Business Profile to drive enquiries.

The basics of local SEO for tradespeople:

• Include location in your page titles: Instead of "Our Services," use "Plumbing Services in Leeds" or "Electrician in South London."
• Create area-specific pages: If you serve multiple towns, create a page for each one. "Kitchen Fitter in Harrogate" and "Kitchen Fitter in York" will each rank for their respective searches.
• Keep your NAP consistent: NAP stands for Name, Address, Phone number. Make sure these are identical everywhere they appear — your website, Google Business Profile, social media, and directory listings.
• Get listed in local directories: Yell.com, Thomson Local, FreeIndex, and local business directories all help. Each listing is a "citation" that strengthens your local SEO.
• Add schema markup: If you're comfortable with a bit of technical setup (or your web designer is), adding LocalBusiness schema markup to your website helps Google understand your business details.

5. Social Media — Keep It Simple

You don't need to be on every platform. For most tradespeople, one or two channels are plenty. The key is consistency rather than volume.

Facebook

Still the most effective social platform for tradespeople. Create a business page, post photos of your completed work, and engage with local community groups. Many areas have "recommended tradespeople" groups where members ask for recommendations — being active in these can generate steady enquiries.

Instagram

Ideal if your work is visually impressive — kitchen installations, bathroom renovations, landscaping, plastering. Before-and-after photos and short video clips perform well. Use local hashtags (e.g., #BuilderLeeds, #PlumberBristol) to reach people in your area.

TikTok and YouTube Shorts

Short-form video is booming. Time-lapse videos of a tiling job, a satisfying plastering finish, or a kitchen transformation can reach huge audiences. You won't get direct leads from every video, but it builds your brand and credibility. Some tradespeople have built enormous followings and waiting lists through short video content.

What to Post

• Before-and-after photos of completed jobs
• Time-lapse videos of work in progress
• Quick tips and advice (shows your expertise)
• Customer testimonials and reviews
• Behind-the-scenes content (your team, your van, your tools)
• Finished project walkthroughs

Aim for 2–3 posts per week. Quality over quantity. A single great before-and-after photo is worth more than daily posts of your lunch.

6. Trade Directories — Checkatrade, MyBuilder, and Bark

Trade directories can be a good source of leads, particularly when you're starting out or going through a quiet patch. The main ones in the UK are:

• Checkatrade: The most recognised name. Customers search for vetted tradespeople and can see reviews, qualifications, and insurance details. Monthly subscription model (around £50–£120/month depending on trade and area).
• MyBuilder: Customers post jobs and tradespeople express interest. You pay per lead rather than a monthly fee. Can be cost-effective if you're selective about which jobs you go for.
• Bark: Similar lead-generation model to MyBuilder. Customers submit requests and you purchase the leads you're interested in.
• Rated People: Pay-per-lead platform. You buy credits and spend them on leads that match your services and area.
• Trustmark: Government-endorsed quality scheme. Being Trustmark registered gives you credibility, particularly for energy efficiency and home improvement work.

The key with directories is to track your return on investment. If you're spending £100/month on Checkatrade and winning £2,000 of work from it, that's a strong return. If you're spending £100 and getting nothing, redirect that money elsewhere.

7. Before-and-After Photos — Your Best Marketing Asset

If there's one habit to develop, it's this: take before-and-after photos of every job. Before you start, snap the space from multiple angles. When you're finished, take the same shots. These photos are marketing gold — they work on your website, social media, Google Business Profile, and directory listings.

Tips for better project photos:

• Clean the space before taking your "after" shots
• Use natural light where possible
• Take photos from the same angle for the before and after
• Include wide shots and close-up details
• Use your phone's portrait mode for detail shots
• Ask the customer's permission before posting

A library of quality project photos is something that compounds over time. Start now, even if you think your current jobs aren't "impressive enough." Every completed project is worth documenting.

8. Email and Follow-Up

Most tradespeople are terrible at following up. You quote a job, the customer goes quiet, and you move on. But a simple follow-up email or text a week later — "Hi, just checking if you had any questions about the quote?" — can win you work that would otherwise go to a competitor who happened to follow up.

For past customers, a yearly check-in email works wonders for repeat business: "Hi, we installed your boiler 12 months ago — just wanted to check everything's running well and remind you we offer annual servicing." It's simple, professional, and keeps you front of mind.

Sending professional, detailed quotes also makes a difference. A polished proposal stands out against a scribbled estimate and shows customers you take your business seriously. Tools like QuoteSmith can help you create professional quotes quickly.

Where to Start

Don't try to do everything at once. Here's a sensible order of priority:

• Week 1: Set up or optimise your Google Business Profile
• Week 2: Start asking every happy customer for a Google review
• Week 3: Start taking before-and-after photos of every job
• Month 2: Build a simple website or improve your existing one
• Month 3: Pick one social media platform and start posting regularly
• Ongoing: Consider trade directories if you need more leads

Consistency beats intensity. Spending 30 minutes a week on your marketing is more effective than a one-off blitz that you never repeat. Small, regular efforts build up over time and create a steady flow of enquiries that keeps your business growing beyond word of mouth.