Most tradies didn't pick up a tool to spend half the day doing marketing. You started your business because you're skilled at your craft — not because you enjoy marketing yourself online.
The reality is: top-shelf workmanship isn't enough to keep the phone ringing. Word of mouth hasn't died, but it's unpredictable - especially when things get quiet.
So what actually works? Below are some practical things that shift the needle - without thousands of dollars.
Sort Out Your Digital Profile
If a homeowner searches for "local carpenter" - are you anywhere to be seen? Too many owner-operators are running without any real web presence.
You don't need anything over the top. A simple page that shows photos of your work, covers your service area, and makes it dead easy to call or message - that's the baseline.
A basic landing page that covers the essentials outperforms most of your competition.
Your Google Listing - Costs Nothing, Does a Lot
If you've been sleeping on your GBP, you're missing the easiest free leads going. Zero dollars to set up.
The map listings that pops up before everything else when someone searches for a trade - that's prime real estate. Showing up there is mostly about having a complete, active profile.
- Upload real photos - not some generic handshake pic
- Get your happy clients to leave a review - this is massive for trust
- Reply to every review - Google notices and so do customers
- Make sure your phone number and service area are correct
These small things builds up quietly. Tradies who stay on top of their profile consistently outrank the ones who set and forget.
Facebook and Instagram - Don't Overthink It
You don't need to become a content creator. What works for trades businesses online keep it dead simple.
Snap a photo when you finish a job. Side-by-side comparisons perform better than anything. A fresh switchboard - that tells the story on its own.
Write a line or two about the job and move on with your day. Even once or twice a week is plenty. All of it builds your credibility.
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 it's real.
Online Advertising - Not a Magic Bullet
Running Google Ads can absolutely work for tradies - but it needs to be done with a plan. Where most people waste their budget is paying for clicks that go to a dodgy website with no clear call to action.
If you're going to invest in ads: have a landing page that works. There's no point driving traffic if your site looks like it was built in 2005.
Start with a small budget. Measure results, not just impressions. Scale the campaigns that convert and cut what doesn't.
Reviews and Reputation - What People Check Before They Call
One thing a lot of tradies underestimate: nearly every potential customer looks at what other people have said about you first. A trades business with strong reviews will win the job over a tradie with none - every single time.
Make it a habit to ask for a review after every job. People generally don't mind - you just have to ask. Make it as tradie marketing easy as possible and you'll be surprised how many follow through.
Respond to negative reviews professionally - the way you deal with a negative review is just as important as the positive ones.
The Bottom Line
Getting more work as a tradie doesn't have to be overwhelming. Blokes with full schedules aren't marketing geniuses - they set up a few things properly and keep showing up.
Lock in your Google listing and a basic site. Post your work. Collect reviews. And if you go the paid route, do it with a plan, not a prayer.
Your skills aren't the problem - the marketing side just needs a bit of attention to start working for you.