Marketing for tradespeople: what actually works

Most tradespeople don’t think of themselves as marketers. You’re a plumber, an electrician, a roofer — not a salesperson. But every tradesperson markets their business, whether they realise it or not. The question isn’t whether you market yourself. It’s whether you’re doing it well.

The marketing world loves to overcomplicate things. SEO packages. Social media strategies. Lead generation platforms. Content marketing. Paid ads. Retargeting campaigns. It’s exhausting just reading the list.

Here’s the good news: most of it doesn’t apply to you. For local tradespeople in the UK, only a handful of marketing channels actually bring in work. This guide covers each one honestly — what works, what doesn’t, and what’s a waste of your money.

Word of mouth: still king

Let’s start with the obvious one. Word of mouth has been the backbone of the trade industry forever, and it still is.

When someone needs a plumber, the first thing they do is ask around. “Does anyone know a good plumber?” gets posted on local Facebook groups daily. Neighbours chat over the fence. People ask colleagues at work.

If you do good work, charge fairly, and show up when you say you will, word of mouth takes care of itself. You can’t buy it and you can’t fake it.

But here’s the bit most people miss: word of mouth has moved online. That “does anyone know a good plumber?” question now gets asked on Facebook. And the answer usually includes a Google search. Even when someone gets a personal recommendation, they’ll still Google you before they call.

That means word of mouth alone isn’t enough anymore. You need something for people to find when they look you up.

Google: the new Yellow Pages

Google is where most new customers start. Whether they’ve been given your name or they’re searching cold, they’ll end up on Google at some point.

There are two ways to show up on Google:

Google Business Profile (free). This is the listing that puts you on Google Maps and in the local results. It’s free, it takes 20 minutes to set up, and it’s the single most effective marketing tool for tradespeople. We’ve written a full guide to setting it up.

A website optimised for local search. When someone Googles “electrician in Nottingham,” Google shows websites that mention electrical services in Nottingham. A proper website with the right content gets you in front of people actively looking for what you do. That’s the best kind of marketing there is — reaching people who already need you.

Together, a Google Business Profile and a website form the foundation of your online presence. Everything else is secondary.

If you haven’t got a website yet, that’s the first thing to sort. Blosm builds trade websites for a one-off £149 — designed to rank locally from day one.

Directories: Checkatrade, TrustATrader, and the rest

Online directories are a big industry. Checkatrade, TrustATrader, MyBuilder, Bark, Rated People — they all promise leads. But are they worth it?

Checkatrade

• Cost: Typically £1,000+/year depending on your trade and area
• How it works: You get a profile with reviews, and Checkatrade markets itself to homeowners. When someone searches on their platform, your profile appears
• The good: Generates leads, especially for newer tradespeople building a reputation
• The bad: You’re competing with every other tradesperson on the platform. The leads are often sent to multiple businesses, so you’re quoting against 3–5 others. Your margins take a hit when you factor in the membership cost

TrustATrader

• Cost: Varies by area, typically £600–£1,200/year
• How it works: Similar to Checkatrade — you get a profile, collect reviews, and appear in searches
• The good: Strong in some areas, good review system
• The bad: Same issue — shared leads and ongoing costs

MyBuilder / Bark / Rated People

• Cost: Pay-per-lead, typically £5–£30 per lead depending on the job
• How it works: Homeowners post a job, you pay to respond
• The good: You only pay for leads you want
• The bad: You’re often one of several tradespeople responding, and the conversion rate can be low. Some leads are tyre-kickers who’ve posted the same job on three platforms

The verdict on directories

Directories can work, especially when you’re starting out and don’t have a strong online presence yet. But they’re expensive over time, and you’re always renting space on someone else’s platform.

The better long-term strategy: build your own presence with a website and Google Business Profile. Then you own your online visibility instead of paying rent on someone else’s.

Think of directories as scaffolding — useful while you’re building, but you don’t want to pay for them forever.

Social media: it depends on your trade

Social media is where the advice gets murky. Some tradespeople swear by it. Others have tried and got nothing from it. The truth is, it depends entirely on your trade.

Social media works well for:

• Kitchen and bathroom fitters (before-and-after photos)
• Landscapers and garden designers (dramatic transformations)
• Painters and decorators (visual impact)
• Builders doing extensions and renovations (project progress photos)

Social media is less effective for:

• Emergency plumbers (nobody follows a plumber for content)
• Electricians (rewiring photos don’t exactly go viral)
• Locksmiths (the work isn’t visual)
• Roofers (hard to photograph from the ground)

If your trade produces visually satisfying work, a Facebook page or Instagram account with regular before-and-after photos can absolutely generate enquiries. Especially in local Facebook groups where people are always asking for recommendations.

But here’s the key: don’t force it. If you’re spending hours each week on social media and it’s not bringing in work, that time is better spent elsewhere. Post when you’ve got something worth showing. Don’t post for the sake of it.

And never pay for social media management. If you’re going to do social media, it needs to be authentic — photos from your actual jobs, in your own words. A marketing agency posting stock photos on your behalf fools nobody.

Your website: the hub of everything

Every marketing channel eventually points to your website. Someone finds you on Google Maps — they click through to your website. A mate recommends you — they Google you and find your website. Someone sees your van — they type in your web address.

A website is the one marketing asset you fully own and control. Facebook could change its algorithm tomorrow. Checkatrade could double their prices. Google could redesign its map results. But your website stays yours.

What makes a good trade website for marketing purposes:

• It shows up on Google for local searches related to your trade
• It looks professional on a phone (where most people will see it)
• It has your phone number front and centre with a click-to-call button
• It shows reviews from real customers
• It explains what you do and where in plain, clear English

That’s it. You don’t need a blog. You don’t need a newsletter. You don’t need a fancy design. You need the basics done well.

We’ve covered this in detail in our websites for tradesmen guide.

Google Ads: a short-term boost

Google Ads (the paid results at the top of Google) can work for tradespeople, but they need careful management.

The good:

• Instant visibility — you show up at the top of Google today
• You only pay when someone clicks
• You can target specific areas and services

The bad:

• Costs £200–£500/month for a local trade campaign
• Clicks don’t always turn into calls
• The moment you stop paying, you disappear
• Easy to waste money if the campaign isn’t set up properly

Google Ads make sense as a short-term boost — maybe when you’re just starting out, or during a quiet patch. But they shouldn’t be your long-term strategy. A website that ranks organically (without paying) gives you the same visibility for free.

If you do try Google Ads, set a strict daily budget (£10–£15/day is plenty for most local trades), target a small geographic area, and track which calls come from ads so you know whether it’s worth the spend.

Van signage and traditional marketing

Don’t overlook the offline stuff. A well-signed van is one of the most effective marketing tools for a tradesperson. You’re driving around your service area every day — that’s hundreds of impressions daily.

Good van signage includes:

• Your trade (plumber, electrician, etc.)
• Your phone number in large, readable text
• Your website address
• Your areas covered

Business cards still work too. Leave one after every job. Drop some at local estate agents, letting agents, and property managers. These people need tradespeople constantly and a good relationship can keep you busy for years.

What’s worth the money (ranked)

Here’s a no-nonsense ranking of marketing spend for UK tradespeople, best to worst:

1. Google Business Profile — Free. Best return on investment possible. Do this first.
2. A proper website — £149–£500 one-off. Pays for itself with the first job it brings in. We build them for £149.
3. Van signage — £200–£800. Works every time you drive.
4. Google reviews — Free. Ask every customer. Aim for 15+ to start seeing results.
5. Business cards — £30–£50 for 500. Leave them everywhere.
6. Google Ads — £200–£500/month. Good short-term, not a long-term plan.
7. Directories (Checkatrade etc.) — £600–£1,200/year. Useful for building up, expensive long-term.
8. Social media — Free but costs time. Only worth it if your trade is visual.
9. Monthly SEO packages — £200–£500/month. Rarely worth it for local trades.
10. Lead generation companies — Variable. Often low-quality, shared leads.

Building a marketing plan that works

Here’s a realistic marketing plan for a tradesperson who wants more work without wasting money:

Start here (total cost: under £200):

• Set up Google Business Profile
• Get a trade website from Blosm or build one yourself
• Start asking for Google reviews after every job

After 3 months:

• You should have 10–15 Google reviews
• Your website should be appearing in some local searches
• Assess whether you need any additional marketing at all

If you need more work:

• Try Google Ads with a small budget (£10/day)
• Sign up for one directory (Checkatrade or TrustATrader) for 6 months and track results
• Post before-and-after photos on Facebook if your trade suits it

What NOT to do:

• Don’t sign a 12-month contract with an SEO company
• Don’t pay for social media management
• Don’t chase every shiny new marketing channel
• Don’t ignore what’s already working (word of mouth and repeat customers)

The bottom line

Marketing for tradespeople is simpler than the marketing industry wants you to believe. You don’t need to be on every platform or spend thousands a year.

You need three things: a Google Business Profile, a decent website, and a habit of asking for reviews. Get those right and you’ll have a steady stream of enquiries from people who need exactly what you offer.

Everything else is optional. Spend your energy on doing great work and the marketing almost takes care of itself.