Marketing for tradesmen: how to get more work

Marketing for tradesmen is how people who need a job done find you, trust you and get in touch. For most trades that comes down to six routes, and you only need two or three of them working well.

Most firms I speak to get by on word of mouth until a quiet month shows up. Then they ask what else they should be doing. This guide answers that, and tells you what I’d do first.

In this guide

1. What are the six ways a trade gets work?
2. Does a trade need a website?
3. How does a Google Business Profile bring in jobs?
4. How much do reviews matter?
5. Are lead sites worth paying for?
6. What about social media and email?
7. Where should marketing for tradesmen start?
8. What to do next

What are the six ways a trade gets work?

The six routes are a website, a Google Business Profile, reviews, lead sites, social media and email. Word of mouth sits underneath all of them, because every route works better when the people who find you can check that others trust you.

Digital marketing for tradesmen is just those six, done in a sensible order. None of it needs a big budget. It needs a few hours a month and a bit of patience.

Does a trade need a website?

Yes, because it is the one place you control and the place every other route points to. A Google profile or a Facebook page can change overnight. Your own website cannot.

Ofcom’s Online Nation report, published in December 2025, found that Google Search is used by 82% of UK adults online. When someone searches for a roofer or a builder, they often end up on a site before they ring anyone.

The FMB and the HomeOwners Alliance published a survey on 2 June 2026. It found 20% of homeowners under 35 judge a builder by their website or branding. That is one in five people deciding before you have spoken.

A good trade website is short. It says what you do, where you cover, shows real photos of your work and has an easy way to ask for a quote.

The most common problem I see on a trade website is that the owner can’t update it. They have to ask someone else every time, and they can’t wait for an email reply while they’re on a job. That costs them, because they’re busy.

They need to be able to change the site themselves, straight away, with some guidance on what to update. Often the site is simply out of date because the owner has no time.

If you want to see how that works, read about Aeroy websites and what they cost.

How does a Google Business Profile bring in jobs?

A Google Business Profile is the free listing that shows your firm on the map when someone searches near them. It is often the first thing a customer sees.

Google says local results rest mainly on relevance, distance and popularity. You cannot change how far away you are. You can fill in every detail so you match the search, and you can earn more reviews.

For a trade, that means choosing the right main category, listing the towns you cover and adding photos of finished jobs. I’d also add new photos after each job, because a profile that looks alive gets more trust.

How much do reviews matter?

Reviews matter a lot, and recent ones matter most. They are often what turns a quick look into a message.

The FMB and HomeOwners Alliance survey found 33% of homeowners under 35 use online reviews to check a builder. Among homeowners over 55 the figure was 16%. The group that checks reviews is growing as younger people buy their own homes.

BrightLocal’s 2026 survey of 1,002 US adults found 74% look for reviews written in the last three months. BrightLocal sells review tools, and this is American data, so treat it as a guide and not a UK rule. It matches what I’d expect here too.

So ask for the review right after you finish the job, when the customer is happiest. The best way is in person. Hand over a business card with a QR code on it, so they can leave a review straight away.

If you’ve done an extra service, just say, “Could you leave me a review using this QR code?”

If you miss the chance in person, send the review link on WhatsApp later. Say something nice about them first. The aim is to get the review on the same day.

Are lead sites worth paying for?

Lead sites such as Checkatrade, Rated People and MyBuilder can bring work quickly, especially when you are new or quiet. They suit a firm that needs jobs this month.

The catch is that you rent the customer. If you stop paying, the enquiries stop, and the reviews sit on their site, not yours. Check the minimum term and how many other firms get the same enquiry before you sign.

I haven’t quoted their prices here. They change often, and I could not confirm them on the firms’ own pages today. Look at each site’s current terms yourself.

What about social media and email?

Social media suits trades that do visual work, such as landscaping, building and decorating. Email suits trades with repeat customers, such as plumbing, heating and servicing.

On social, finished job photos with the town named do more than adverts for the firm. On email, a short note to past customers once or twice a year can bring in jobs from people who already trust you. Neither one needs daily effort.

I’d leave both until the first four are in place.

Where should marketing for tradesmen start?

Start by taking plenty of photos and videos of your own work. Every other route needs them.

Research online how to capture professional looking images. Your own visuals are essential for social media, a website or any advertising, and they make a huge difference.

Next, set up your Google Business Profile and ask for reviews. They cost nothing but time, and they work together.

Then add a website if you do not have one that loads fast on a phone and shows your real work. After that, pick from lead sites, social or email based on your trade and your quiet months.

Quick tip. Write down where your last ten jobs came from. Put your effort where the work really comes from, then work on the weakest route.

What to do next

Today, search for your own trade and your nearest town on your phone. Note where you appear, what customers see, and how many recent reviews you have.

If you would like a hand fixing what you find, message me on WhatsApp on 07464 890742 and I’ll tell you where I would start.

More guides

• SEO for tradesmen: what to fix first
• Websites for tradesmen: what yours needs
• How much does a website cost in the UK
• Google Business Profile for tradesmen: ten minutes a week
• How to get more Google reviews
• Social media for tradesmen: what to post and where
• Email marketing for small business: where to start
• Small business branding for trades and local firms
• Marketing budget for small business: where it goes first
• How to add a user to your Google Business Profile
• Is Checkatrade worth it
• How to add social media links to your Google Business Profile
• Broken links on a website: how to find and fix them
• Business name ideas for tradesmen and how to check them
• Logo design for tradesmen: what a good one looks like

Sources

1. Ofcom. From apps to AI search: how the UK goes online in 2025 (Online Nation). 10 December 2025.
2. Federation of Master Builders and HomeOwners Alliance. Young homeowners ditching traditional builder checks for online reviews. 2 June 2026.
3. BrightLocal. Local Consumer Review Survey 2026. 1,002 US adults.
4. Google. Tips to improve your local ranking on Google.