If you’re a tradesperson or contractor, you’ve probably heard the same advice: “Run ads.” Ads can work — but they can also become expensive, inconsistent, and hard to manage when you’re busy on the tools.
The good news is you can generate consistent local enquiries without paying for ads. The key is to build a simple system that helps customers find you, trust you, and contact you fast.
1) Win the ‘near me’ searches with your Google Business Profile
For most trade businesses, the fastest route to more enquiries is Google Business Profile (GBP). It’s what powers the Google Maps results — the section many customers click first.
Start with the basics:
• Choose the right primary category (the closest match to your main service)
• Add your services and service areas
• Upload real job photos regularly (not stock images)
• Add a short, clear business description that includes your main service + location
Next, focus on activity. A quiet profile looks less trustworthy. Post updates, add photos, and keep your hours accurate — especially around holidays.
2) Get reviews that help you rank and convert
Reviews don’t just build trust — they influence local rankings. The trick is to collect reviews that mention what you do and where you work.
A simple approach:
• Ask every satisfied customer within 48 hours of completing the job
• Send one direct link to your GBP review form
• Prompt them gently with: “If you can mention the service and the area, that really helps.”
Don’t overthink it. Consistent reviews beat occasional bursts.
3) Build service pages (not just one ‘Services’ page)
If your website has one generic services page, Google has very little to work with.
Instead, create a page for each core service. For example:
• Boiler installation
• Emergency plumbing
• Commercial electrical maintenance
• Industrial inspections
Each page should explain:
• Who it’s for
• What you do (in plain English)
• Typical jobs and outcomes
• FAQs that match real customer questions
• A clear call-to-action (call / quote request)
4) Add location signals the right way
Local SEO isn’t about stuffing town names everywhere. It’s about making it easy for Google and customers to understand where you operate.
Add:
• Your address or service area clearly (consistent with GBP)
• A short ‘Areas we cover’ section
• Location-specific testimonials or case studies when possible
If you cover multiple areas, create dedicated location pages — but only if you can make them genuinely useful (unique content, not copy/paste).
5) Make contacting you effortless (this is where most leads are lost)
You can rank #1 and still lose leads if customers can’t contact you quickly.
Your site should have:
• A clickable phone number in the header
• A “Request a Quote” button on every service page
• A short form that captures the essentials (name, phone, postcode, job details)
• Optional WhatsApp/booking if it suits your workflow
Speed matters. Even without ads, customers often contact 2–3 businesses. The easiest one to reach usually wins.
6) Use automation so you don’t miss enquiries when you’re on the tools
When you’re busy, leads slip through the cracks. Automation keeps your response rate high.
Examples:
• Instant reply confirming the enquiry
• Automatic follow-up if a quote hasn’t been answered
• Simple job tracking so nothing is forgotten
TradeWeb can connect your website enquiries into automation workflows via TradeOps when you’re ready to scale.
A simple weekly routine that compounds results
If you only do one thing each week:
• Upload 3–5 job photos to GBP
• Request 1–3 reviews
• Add one improvement to a service page (FAQ, photos, clearer CTA)
Do this for 8–12 weeks and you’ll usually see a noticeable lift in calls and quote requests.
