A lot of tradespeople didn't start out on their own to spend half the day doing marketing. You got into it because you're skilled at your craft — not because you wanted a career in digital advertising.
The reality is: being great at your trade isn't enough to keep the phone ringing. Word of mouth is still gold, but it's unpredictable - mostly when things get quiet.
How do the blokes who are always booked solid pull it off? These are some straightforward strategies that actually make a difference - no thousands of dollars.
Set Up a Proper Web Profile
If a potential customer Googles "electrician in your area" - can they find you? Heaps of owner-operators are running without any real web presence.
Nobody's saying you need anything over the top. A straightforward page that displays what you actually do, lists where you work, read and has a clear way to get in touch - that's where you start.
A one-page setup that covers the essentials already beats most of your competition.
Google Business Profile - Still the Easiest Win
If you haven't claimed your Google Maps listing, you're invisible to local searchers. Zero dollars to set up.
That map pack that shows up at the top when a homeowner needs a tradie - those spots get the most calls. And getting there is mostly about filling out your listing properly.
- Upload real photos - not stock images
- Ask satisfied customers for reviews - this is massive for trust
- Reply to every review - it makes a real
difference
- Keep your hours and contact details up to date
This stuff compounds over time. Blokes who put 20 minutes a month into this end up above those who filled it out once and walked away.
Posting Your Work Online - Keep It Simple
Nobody's asking you to be an influencer. The ones actually winning work from Facebook and Insta aren't doing anything fancy.
Take a quick pic of a completed project. Before and afters perform better than anything. A fresh switchboard - that's content.
Add where the job was and what you did and move on with your day. Even once or twice a week is plenty. All of it is another piece of proof.
People trust actual results over polished ads. A genuine job photo does more for your business than paid ads nine times out of ten - because there's no faking it.
Online Advertising - Not a Magic Bullet
Running Google Ads gets results when it's set up properly - 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 people can't find your phone number.
Don't go all-in on day one. Pay attention to what generates real enquiries. Put more behind what works and kill the duds quickly.
Your Online Reputation - More Powerful Than Any Ad
A fact worth paying attention to: nearly every potential customer checks reviews before making contact. A trades business with strong reviews beats the competition over someone with zero social proof - every single time.
Make it a habit to ask for a review after every job. Satisfied clients will do it - they just don't think of it. Text them the Google review link and most will do it on the spot.
Respond to negative reviews professionally - how you handle criticism tells potential customers as much about you as the good reviews do.
The Bottom Line
Marketing your trades business isn't a second full-time job. The busy ones aren't doing anything magical - they got the fundamentals right and stuck with it.
Sort out your web presence. Post your work. Collect reviews. And if you go the paid route, do it with a plan, not a prayer.
You're already great at what you do - getting found online just needs a bit of attention to start working for you.