Marketing for Trades Businesses

Jon Richardson • September 7, 2025

Why regular marketing is essential (and easy)!

If you’re a tradesperson, you already know the drill: one minute you’re up a ladder or under a sink, the next you’re trying to chase quotes, answer calls, and somehow keep on top of your marketing. It’s no wonder so many trades businesses either put marketing off until they’re quiet or throw money at directories like Checkatrade, hoping the work keeps coming in.

But here’s the truth: marketing isn’t just “extra work” it’s an essential part of the job of a small business owner.

Without it, you’re relying on luck. And in today’s world, with more people Googling “plumber near me” than asking their next-door neighbour, luck won’t cut it.

In this blog, we’ll look at how you can balance working on the tools with managing your marketing. We’ll cover what you can do quickly yourself, what’s worth outsourcing, and how to build a routine that doesn’t feel like another job.

The Reality of Wearing Many Hats

Running a trade business means you’re not just the sparky, roofer, or builder, you’re also the bookkeeper, receptionist, HR manager, and (whether you like it or not) the marketing team.

The problem is, when you’re busy, marketing slips. You’ve got jobs lined up, so why worry? But then the jobs finish, the phone goes quiet, and you’re back to square one. When you have more enquiries than you can manage you can either sub contract, increase your prices, be pickier about the jobs you take on (or all of the above).

Here’s the kicker: According to Google, 76% of people who search for a local service on their phone contact a business within 24 hours. If your business isn’t showing up, those enquiries are going to someone else.

That’s why marketing needs to happen consistently, not just when you’ve got spare time.

Why Marketing Matters More Than You Think

Think of marketing as your pipeline. Every ad, review, or website click is another drip feeding into it. Stop filling it, and eventually, the work runs dry.

A few quick stats that prove the point:

97% of consumers search online for local businesses (BrightLocal, 2024).
Businesses with 20+ Google reviews generate 54% more leads than those with fewer reviews (Search Engine Journal, 2023).
39% of people are more likely to click on a 5-star business than a 3-star one (Moz, 2023).

So if you’re not actively marketing, you’re not just missing out – you’re handing work to your competitors.

👉 Want to know how visible your business is right now? Grab a free website & SEO audit, and we’ll show you exactly where you stand.

Request your Free Website & SEO Audit

Why relying only on referrals isn’t enough...

Many tradespeople I speak to rely solely or almost solely on referrals. While referrals are great, they usually mean the customer already trusts you and the job is yours to lose. But the problem with relying on them alone is you can’t control when or how often they come in. One month you might get three solid leads, the next month none. Referrals are unpredictable, and that unpredictability makes it tough to keep your diary full. Plus, if you’re not visible online, the people who are referred to you will often Google you before calling – and if they don’t like what they see (or can’t find you at all), you might lose that job before you even knew about it.

What about Checkatrade

Directories like Checkatrade can feel like a safety net, but the truth is you’re playing by their rules, not yours. You’re competing with dozens of other tradespeople in the same postcode, often racing to the bottom on price just to win the job. Worse still, if they change their fees, ranking system, or even suspend your account, your main source of leads can vanish overnight. It’s a bit like renting your customers instead of owning them. Building your own presence, through Google, your website, and reviews, gives you control and long-term stability.

The most successful trades businesses don’t put all their eggs in one basket. Instead, they build three or four reliable sources of leads, for example, Google reviews, a professional website, word of mouth, and maybe some paid ads. That way, if one slows down (like referrals or Facebook), the others keep the phone ringing. Having multiple streams of leads gives you consistency, security, and the confidence to turn away time wasters and low-paying jobs because you know the next enquiry isn’t far behind.

>>> Take our 73 point marketing audit <<<

Quick Wins That Take Less Than 30 Minutes a Week

You don’t need to spend hours every night “doing marketing.” Here are a few jobs that take less time than making a cuppa and can bring in more work:

Ask for Google reviews after every job - Text your customer the link before you leave. Those reviews build trust fast.

>>> Learn how Google reviews can get you more business <<<

Post before-and-after photos on Facebook or Instagram(and your website).

If a picture says 1000 words a before and after is a full novel

Reply to enquiries quickly. According to the Harvard Business Review study, businesses that reply within an hour are 7x more likely to win the job. Even a quick “I’ll call you later today” makes a difference.

Update your Google Business Profile. Add a photo, update opening hours, or write a quick post. It tells Google you’re active, and keeps you higher in local search results.

Share customer testimonials. Got a happy client? Write up a short quote and pop it on your website or socials.

👉 If you’re not sure your Google profile is set up correctly, check out our step-by-step guide or book an audit, and we’ll run the numbers for you.

>>> Download our Google Business Profile Checklist <<<

What to Outsource and What to Keep in-House

Here’s the honest truth: you can’t do everything yourself. You wouldn’t tell a customer to fit their own boiler or rewire their own kitchen, so why try to do every bit of marketing solo?

Worth doing yourself:

Taking site photos and videos (nobody captures your work better than you).
Asking for reviews in person.
Posting quick updates to socials.
Updating your Google Business Profile

Worth outsourcing:

Website & SEO – A professional site isn’t a “nice to have.” It’s where serious customers check you out. DIY sites might save money short-term, but usually cost you work long-term.
Google Ads – Done well, they put you at the top of search results. Done badly, they burn your budget fast.
Regular SEO - This is a very specialist function and needs to be done by an expert.
Blog content – Helps keep you visible in Google and attracts steady enquiries.

👉 Not sure if your website is working hard enough? >>> Get a free audit <<< – we’ll show you what’s helping and what’s holding you back.

Building a Routine That Sticks

Marketing doesn’t need to eat your weekends. The trick is to make it part of your workflow:

Monday morning: Add last week’s photos to Google or socials.
Before starting a Job - Take a 'before' photo which can then be combined with an after phot for your marketing.
End of each job: Ask for a review before you leave the site. and don't forget that all important 'after' photo.
Once a month: Check your website, update services if needed, and look at traffic reports (we’ll send you these if we manage your SEO).
Every quarter: Review your pipeline, is it full enough? If not, it’s time to push ads, more content, or refresh your Google profile.

It’s about making marketing a habit, not a hassle.

The Pay-Off: More Jobs, Better Customers, Less Stress

Here’s the part most tradespeople underestimate: consistent marketing doesn’t just get you more jobs – it gets you better jobs.

When you’re visible online with a professional site, strong reviews, and an active presence, you attract customers who trust you. And trusted tradespeople can charge what they’re worth instead of competing on price.

Read how we get one business owner over 120 leads per month

Conclusion

Balancing time on the tools with marketing might feel like a headache, but it doesn’t have to be. By building habits, outsourcing the tricky stuff, and making sure you’re not putting all your eggs in one basket, you can keep the enquiries rolling in without burning yourself out. The tradespeople who win in today’s market aren’t necessarily the cheapest or the busiest – they’re the ones who are easiest to find and quickest to trust. With a bit of focus, your marketing can work just as hard as you do on site, keeping your phone ringing and your pipeline full all year round.

👉 Ready to see where your business stands? Get your free website & SEO audit today and find out how visible you really are online.

About Overt Digital Media

At Overt Digital Media, we specialise in helping tradespeople like you generate consistent, high-quality leads without relying on Checkatrade or expensive directories. Based in Christchurch, we work with builders, plumbers, roofers, electricians, landscapers and more across Dorset, Hampshire, and The New Forest.

We design and manage professional websites, run SEO and Google Ads campaigns, and handle social media so you can focus on the job while we focus on keeping your phone ringing. Our approach is simple: no jargon, no fluff, just clear reports and proven results.

👉 Explore our services: