For many trades businesses, word of mouth has traditionally been the main source of new work. While recommendations remain extremely valuable, more and more customers now search online when they need a local service.
Whether someone is looking for a plumber, electrician, builder or landscaper, their first step is often to search Google for businesses operating in their area.
If your business isn’t appearing in these search results, potential customers may never discover your services.
Fortunately, there are several practical steps trades businesses can take to improve their visibility online.
1. Optimise Your Google Business Profile
One of the most important tools for any local trades business is a Google Business Profile.
This is the listing that appears in Google Maps and in the local results when someone searches for services nearby.
A well-optimised profile can significantly increase your chances of being discovered by local customers.
To improve your profile you should:
- Ensure your business name, phone number and address are accurate
- Select the correct service categories
- Upload photos of your work where possible
- Encourage satisfied customers to leave reviews
- Respond to reviews when appropriate
Businesses with strong reviews and active profiles often appear more prominently in local searches.
2. Create Service Pages on Your Website
Many trades websites only have a single page describing their services. While this may look simple, it can make it harder for search engines to understand what the business offers.
A better approach is to create dedicated pages for each core service.
For example:
- Boiler installation
- Electrical repairs
- Garden landscaping
- Bathroom renovations
Each page should explain the service clearly and include useful information for potential customers.
This not only improves the customer experience but also helps search engines understand when your website should appear in search results.
3. Include Location References
Trades businesses often serve specific towns or regions.
Including location references within your website content helps search engines connect your services with local searches.
For example, instead of simply mentioning “plumbing services”, a page might reference:
- Plumbing services in Chesterfield
- Emergency plumber in Derbyshire
- Boiler repairs in Sheffield
These location signals help search engines match your website with people searching for services in your area.
4. Encourage Customer Reviews
Online reviews play an important role in local search visibility.
Businesses with a strong number of positive reviews often appear more trustworthy to both search engines and potential customers.
Encouraging satisfied customers to leave reviews on your Google Business Profile can help strengthen your online reputation and improve your chances of appearing in local search results.
Even a steady stream of reviews over time can make a significant difference.
5. Keep Your Website Active
Websites that are regularly updated tend to perform better in search results.
Adding new content such as blog posts, project examples or helpful advice can show search engines that your website is active and relevant.
For trades businesses, this might include articles about:
- Common repair issues
- Maintenance tips
- How certain services work
- Advice for homeowners
Content like this can attract visitors who are researching problems before contacting a professional.
Turning Your Website Into a Source of Enquiries
When a trades website is properly structured and optimised, it can become a reliable source of new enquiries.
Instead of relying solely on recommendations or social media, your business can start appearing when customers actively search for services in your area.
Over time, this can lead to a steady stream of potential customers discovering your business online.
Want to Know How Your Website Is Performing?
If you’re unsure why your website isn’t appearing in Google search results, there may be opportunities to improve its visibility.
I offer a free website SEO review where I analyse your site and highlight areas that could improve rankings and enquiries.
If you would like an honest review of your website, feel free to get in touch.
Chris Maloney
Web Design & SEO
