Plenty of trades business owners didn't start out on their own to spend half the day doing marketing. You went solo because you're skilled at your craft — not because you enjoy chasing people for work.
But here's the thing: being great at your trade doesn't guarantee a full calendar. Referrals still matters, but it's unpredictable - particularly when work drops off after a busy run.
So what actually works? Below are some no-BS things that get results - and none of them need a fancy agency.
Set Up a Proper Online Footprint
If a homeowner Googles "local roofer" - do you show up? Too many tradies still don't have even a basic website.
You don't need anything over the top. A clean website that has real job photos, covers your service area, and makes it dead easy to call or message - that's your minimum.
A basic landing page that covers the essentials already beats the tradies who have nothing.
Google Business Profile - Free and Underrated
If you haven't claimed your Google Business Profile, you're handing work to your competition. It costs nothing.
The map listings that appears first when someone searches for a trade - those spots get the most calls. Showing up there comes down to having other source a complete, active profile.
- Upload real photos - not stock images
- Build up your review count with genuine feedback - this is massive for trust
- Respond to reviews, good and bad - Google notices and so do customers
- Update your info when anything changes
These small things adds up month after month. Blokes who put 20 minutes a month into this end up above the competition that ignores it.
Social Media - Don't Overthink It
Nobody's asking you to be a content creator. The ones actually winning work from Facebook and Insta keep it dead simple.
Snap a photo of a completed project. Transformation shots perform better than anything. A new deck or pergola - 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. Each post builds your credibility.
People trust what they can see with their own eyes. A genuine job photo beats paid ads nine times out of ten - because it's real.
Online Advertising - When They Make Sense
Spending money on online ads can absolutely work for tradies - but it needs to be done with a plan. The tradies who get burnt is running ads with no clear target.
Before putting budget behind anything: make sure your website actually converts. There's no point driving traffic if people can't find your phone number.
Don't go all-in on day one. Measure results, not just impressions. Scale the campaigns that convert and pull the plug on anything that's just burning cash.
Reviews and Reputation - The Stuff That Actually Sells
Here's something worth paying attention to: the majority of homeowners checks reviews before making contact. A tradie with 50 genuine reviews beats the competition over a tradie with none - every single time.
Make it a habit to ask for a review after every job. Most customers are happy to help - you just have to ask. Make it as easy as possible and most will do it on the spot.
Respond to negative reviews professionally - the way you deal with a negative review tells potential customers as much about you as the good reviews do.
What It All Comes Down To
Growing a trade business doesn't have to be overwhelming. The busy ones aren't doing anything magical - they've just covered the basics and stayed consistent.
Lock in your Google listing and a basic site. Let your jobs do the talking. Collect reviews. And if you go the paid route, be strategic about where the budget goes.
The quality of your work speaks for itself - getting found online doesn't take as much as you'd expect once you get the ball rolling.