Most tradies didn't start out on their own to sit around doing marketing. You got into it because you're bloody good at your trade — not because you wanted a career in chasing people for work.
The reality is: doing quality work isn't enough to keep the phone ringing. Word of mouth still matters, but it's unpredictable - mostly when work drops off after a busy run.
So what actually works? These are a few no-BS strategies that actually make a difference - and none of them need massive budgets or marketing degrees.
Sort Out Your Online Profile
If a potential customer Googles "local builder" - can they find you? Too many owner-operators are running without any real web presence.
You don't need anything over the top. A straightforward site that shows photos of your work, lists where you work, and doesn't make people hunt for your number - that's where you start.
A one-page setup showing your work and how to reach you outperforms most of your competition.
Google Business Profile - Free and Underrated
If you've been sleeping on your Google Business Profile, you're missing the easiest free leads going. It costs nothing.
Those three local results that shows up at the top when a homeowner needs a tradie - that's where you want to be. Showing up there is mostly about filling out your listing properly.
- Add pictures from actual jobs - not stock images
- Ask satisfied customers for reviews - people read these before they call
- Engage with what people write - Google notices and so do customers
- Update your info when anything changes
These small things builds up quietly. Tradies who stay on top of their profile consistently outrank the competition that ignores it.
Posting Your Work Online - Don't Overthink It
Forget about being a content creator. The tradies who get results from social media is a lot more basic than you'd think.
Grab a shot when you finish a job. Side-by-side comparisons get the most engagement by far. A freshly painted room - that tells the story on its own.
Post it with a short caption and that's it, done. Even once or twice a week is plenty. Every photo you share shows potential customers you're the real deal.
Customers believe photos of real work. An honest before-and-after beats any amount of fancy marketing - because there's no faking it.
Online Advertising - Worth It If Done Right
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: have a landing page that works. There's no point driving traffic if people can't find your phone number.
Start with a small budget. Measure results, not just impressions. Double down on the winners and kill the duds quickly.
Your Online Reputation - What People Check Before They Call
One thing a lot of tradies underestimate: most people checks reviews before making contact. A tradie with 50 genuine reviews beats the competition over someone with zero social proof - even if their prices are higher.
Get into the routine to ask for a review after every job. People generally don't mind - you just have to ask. Text them the Google review link and the reviews will stack up faster than you'd expect.
Don't ignore or argue with bad feedback - how you handle criticism says more about your business than you'd think.
What It All Comes Down To
Growing a trade business doesn't have to be a second full-time job. Blokes with full schedules aren't marketing geniuses - they got the read this article fundamentals right and stuck with it.
Get your online profile in order. Share what you do. Ask happy customers to back you up online. When you put money into advertising, 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.