Most tradespeople we speak to get nearly all their work from word of mouth, and that is a wonderful problem to have. But word of mouth has a ceiling. It only reaches people who already know someone who knows you. The customer who has just moved to the area, or whose geyser burst at six in the morning, does not know anyone yet. They pick up their phone and search.
What that customer is thinking
When someone searches for a plumber or an electrician, they are usually in a hurry and a bit worried. They want to know three things quickly: are you legitimate, do you work in my area, and how do I reach you right now? If they cannot answer those in a few seconds, they move on to the next result.
A Facebook page can answer some of this, but it is hard to find, hard to read on a phone and not something you control. A proper website answers all three questions on the first screen.
What a good trade website does
- Shows you are real. Your name, your face or your van, your qualifications and registrations, and real photos of your work.
- Showcases your work. People trust what others say about you far more than what you say about yourself. Photos of finished jobs, before-and-after shots and a few words from happy customers show that other people have hired you and been glad they did. A US survey found that 75% of consumers always or regularly read online reviews [2], and a website is the one place where you can gather all of that proof in front of a customer.
- Says where you work. Listing the suburbs and towns you cover helps customers and helps Google show you to the right people.
- Makes contact easy. A big call button and a WhatsApp button, so someone can reach you with one tap. Most of your customers will be on a phone.
- Lists your services plainly. Geyser repairs, rewires, compliance certificates, emergency call-outs. If it is not on the page, the customer assumes you do not do it.
- Collects enquiries after hours. A simple form lets people send you the details at 10pm, so you can reply in the morning.
The advantage over bigger competitors
Google's local results reward businesses that are close to the searcher, that match what they asked for and that look well established. Google says local results are based mostly on relevance, distance and prominence, and that reviews and links from other websites help prominence [1]. A small tradesperson with a clear website and good reviews can compete very well in their own area against a large company that does not bother with local detail.
What we have built for trades
We have put together demo sites for local electricians and plumbers, and the pattern is always the same: one page that opens with the trade and the area, a prominent call and WhatsApp button, a clear list of services, a few real photos and a short enquiry form. You can see the thinking behind this on our trade and local service sites page and our page on websites for trades.
Not sure where to start? Ask for a demo of your site and we will show you what yours could look like before you commit to anything.
