Watch the webinar on demand
In this session, we’re joined by digital marketing specialists from The Digital Department, who is sharing the most common mistakes tradespeople make online and practical ways to improve your visibility and win more work.
A practical guide to improving your digital marketing
This guide brings together the key points from the webinar with The Digital Department and presents them in a clear, practical format you can come back to when you need it.
Most builders rely on word of mouth. But today, customers are searching online, comparing you to competitors and making decisions before they ever contact you.
If you are not visible, trusted and easy to contact, you are likely missing out on work.
How customers find and choose a builder
Before contacting you, most customers follow a similar journey. They will usually start by searching for a service in their area, such as ‘house extensions in Leeds’ or ‘builder near me’. From there, they will check reviews, visit your website and compare you with two or three other businesses before deciding who to contact.
Some key facts* help explain why this matters:
- 97% of people search online for local services
- 76% of mobile searches lead to same-day calls.
- 88% of people trust online reviews as much as personal recommendations.
(*from The Digital Department)
In practical terms, this means your online presence plays a big role in whether your phone rings or not.
If you want to understand why this shift matters, read our blog: Digital marketing is no longer optional for builders – it’s survival.
Digital marketing made simple
Digital marketing does not need to be complicated. At its core, it comes down to three things. You need to be visible when someone searches, you need to look trustworthy when they find you, and you need to make it easy for them to get in touch.
Everything below is about helping you improve one of these.
Digital marketing isn’t about being flashy. It’s about being visible, being trustworthy, and being easy to contact.”
Is your digital marketing costing you work?
A quick sense check can highlight where you might be losing opportunities.
- Can customers find you on Google?
- Do you have recent reviews?
- Does your website work properly on a phone?
- Can someone contact you in one tap?
- Do you know where your enquiries come from?
If you answered ‘no’ to any of these, there is a good chance you are missing out on potential work.
Mistake 1: ignoring your Google Business Profile
What’s going wrong
One of the most common issues is that builders either have not claimed their Google Business Profile or have only partially completed it. In many cases, there are few or no reviews, and key details such as opening hours or contact information are out of date.
Why it matters
Your Google Business Profile is often the first thing a potential customer sees. If it is incomplete or missing, you may not appear in local search results at all.
What to do
- Claim and complete your profile
- Add photos of your recent work
- Ask every client for a review
Quick win
Set aside 15 minutes to update your profile today. It is free and can significantly improve your visibility.
If you want more detailed guidance on improving your visibility in local search, read our blog on local SEO for builders: the ultimate guide to getting found first.
Mistake 2: having a weak or outdated website
What’s going wrong
A weak website is one of the fastest ways to lose a potential enquiry. If your site loads slowly, does not display properly on a phone or makes it difficult to find your contact details, most users will leave and try someone else.
Why it matters
Your website does not need to be complex, but it does need to work. If people cannot quickly understand what you do and how to contact you, they are unlikely to take the next step.
If your website loads slowly, doesn’t fit the screen, or your contact details are hard to find, users leave within seconds. ”
What to focus on
A strong trade website should:
- Work properly on mobile devices
- Clearly explain your services
- Show the areas you cover
- Include reviews and trust signals such as FMB membership
- Make it easy to call or request a quote
Quick win
Open your website on your phone and try to contact yourself. If it is not quick and easy, that is likely costing you enquiries.
To improve how your website turns visitors into leads, read our blog on how to convert website traffic into sales.
Mistake 3: not tracking leads or results
What’s going wrong
Another common issue is carrying out marketing activity without understanding what is actually working. This might include running ads, posting on social media or updating your website without tracking where enquiries are coming from.
Why it matters
You may be spending time or money on activity that is not generating work, while overlooking the channels that are.
What to do
You do not need complex reporting to get started. Free tools such as Google Analytics can show you how people find your website and what actions they take. Even something as simple as asking each new customer how they found you can give you valuable insight over time.
Quick win
Start keeping a simple record of where your enquiries come from. Patterns will start to appear quickly.
Mistake 4: no social media presence
What’s going wrong
Many builders either avoid social media altogether or feel unsure about what to post. As a result, they miss out on a valuable way to show their work and build trust with potential customers.
Why it matters
Social media acts as an extension of your website. It helps potential customers see current projects, understand how you work and build confidence before they contact you.
What to do
You do not need a complicated plan. Focus on showing real work. Photos and short videos taken on site are often enough.
One project can easily provide several pieces of content. You might share an update at the start, another during the build and a final post showing the completed result.
Quick win
Take photos on your next job. That is the start of your content.
Mistake 5: trying to do everything yourself
What’s going wrong
It is common to feel you need to manage everything yourself, from running jobs to handling marketing. This often leads to inconsistent activity and limited results.
Why it matters
Trying to do everything at once usually means nothing gets the attention it needs. That can lead to patchy marketing and unpredictable enquiries.
What to do
Focus on a small number of actions and do them consistently. As your business grows, you can then look at bringing in support where needed.
Quick win
Choose one area to improve this month and stick with it.
Not sure where to start?
If you are unsure where to begin, match your actions to your situation.
- No online presence? Start with your Google Business Profile <add link>
- Website but few enquiries? Make it easier for customers to contact you
- Busy but inconsistent? Focus on reviews and visibility
- Feeling overwhelmed? Pick one channel and be consistent
Taking one clear step forward is better than trying to do everything at once.
How much time does this take?
Improving your digital marketing does not mean spending hours every day.
Setting up or improving your Google Business Profile can often be done in under an hour. Website improvements may take more effort upfront but provide long-term benefits. Social media can be managed in one to two hours a week, especially if you capture content while you are already on site.
Consistency is what makes the difference.
What good looks like in practice
A strong online presence is built on a few simple foundations. A clear website, visible services and areas covered, positive reviews and straightforward ways to get in touch all work together to build trust.
You do not need to be complicated. Clear and reliable information is what customers are looking for.
If you only do three things, start here:
- Set up or update your Google Business Profile.
- Make your website easy to use on a phone.
- Start sharing simple project updates.
Small improvements like these can make a real difference.
Need support?
FMB members can access expert advice and support to improve their digital marketing and win more work.
Explore support available to FMB members.
Download the webinar slides
Next steps: improve your digital marketing
If you want to go further, these guides provide more detailed support:
