Ask ten tradespeople how they get new work and you'll get ten different answers. Word of mouth. Checkatrade. Facebook. A mate who passes jobs on. These things work. Until they don't. The question I get asked most often is: how do I build something more reliable?
The honest answer is that there's no single magic source. But there is a hierarchy, and understanding it helps you spend your time and money in the right places.
Tier 1: Google Search (Organic)
When someone in Haywards Heath types "electrician near me" into Google, they're ready to book. They have a problem, they want it solved, and they're actively looking for someone to call. This is the highest-quality traffic available to any trade business, and it's free, once you've done the work to earn it.
Getting into the top positions on Google takes time and the right foundations: a well-built website, a fully optimised Google Business Profile, and content that tells Google (and customers) exactly what you do and where you do it. It's not instant, but once it's working it generates enquiries consistently without you paying per click.
Tier 2: Google Business Profile (Maps)
For mobile searches (which now make up the majority of local trade searches), the map results appear before the regular website results. A fully optimised GBP listing can put you in front of local customers before they've even scrolled to the organic results.
Photos, reviews, services listed, regular posts, and a complete profile description are what separates the businesses that appear in the map pack from the ones that don't. It costs nothing to optimise, and the returns are significant for any trade business operating in a defined geographic area.
Tier 3: Paid Directories (Checkatrade, Rated People, etc.)
Directories are an easy starting point but an expensive long-term strategy. You pay a monthly fee regardless of how many jobs you win, you're competing directly with every other trade in your category, and you have no control over how you're presented.
That said, reviews you accumulate on these platforms can be valuable. The mistake is treating them as a permanent marketing channel rather than a temporary bridge while you build your own search presence.
Tier 4: Social Media
Facebook, Instagram, and Nextdoor can all generate enquiries, but they're inconsistent. A post goes out, gets a few enquiries, and then disappears. You're only as visible as your last post, which means you're on a content treadmill that never stops.
Social media works best as a trust-builder alongside a strong search presence, not as a replacement for one. Showing your work, sharing local projects, and engaging with your community keeps you visible to people who already know you. It rarely generates the volume of cold enquiries that organic search does.
Tier 5: Paid Ads (Google Ads)
Google Ads can generate enquiries fast, but they require ongoing management and a decent budget to be worthwhile. For trades, cost-per-click for terms like "emergency plumber Brighton" can be expensive, and you stop appearing the moment you stop paying.
Ads make sense as a short-term boost while organic rankings build, or for specific seasonal pushes. They're not a sustainable foundation on their own.
What Actually Works Long-Term
The trades businesses I see generating consistent, reliable enquiries have the same setup: a professional website optimised for local search, a fully built-out GBP with regular reviews, and enough online credibility that Google trusts them to appear for relevant searches. Everything else amplifies that foundation.
If you want to understand where your business currently sits and what would make the biggest difference to your enquiry volume, get in touch for an honest conversation.
