A tradesman business in the UK has long depended on “word of mouth” for its success. There’s no doubt that reputation and personal recommendation are important to the trades, but as customer behavior increasingly moves online and competition is increasing, relying solely on word of mouth can stunt growth and income and leave dependable firms open to stopping work unexpectedly.
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Surveys show that over 75% of UK homeowners now look online before finding and booking a tradesperson, while almost 60% choose based on the level of reviews, the presence of a website and social media pages, and responsiveness. If a tradesman business wants to succeed in today’s economy, it needs to move beyond word of mouth; fortunately, there are standardized ways to do this safely and effectively.
1. Get Found Online: Build a Professional Website
Having a professional website can immediately distinguish your tradesman business from competitors who may not be as established. Showcase completed work, real testimonials and affiliations, and your contact information on every page. UK customers often cite having an easy to use website as a contributing factor for choosing a tradesperson. Small businesses or sole traders can quickly have a mobile-optimised website built for less than a day’s work.
2. Harness Local SEO & Google Business Profile
More than 90% of local consumers search Google when looking for trade services. Optimising your site and setting up a robust Google Business Profile means showing up in local map results, the “digital word of mouth” where people look for instant trust signals such as reviews and recent photos. Many tradesman business owners see a 30% jump in enquiries just by updating their Google profile monthly with photos and recent jobs.
3. Collect and Promote Reviews, Everywhere
Today, five-star Google or Trustpilot reviews are as powerful as direct referrals. Build a habit of politely asking every satisfied customer for a review and responding to them professionally. Display these reviews on your website and social profiles. Not only does this boost search ranking, but it also provides vital social proof for those considering your tradesman business.
4. Social Media for Show & Tell
Seeing is believing. Regularly post before-and-after shots, project walkthroughs, real stories, and tips on platforms like Instagram, Facebook, or TikTok. Showcase your craftsmanship and unique solutions, highlight client feedback, and use stories to feature urgent slots or seasonal promotions. Real UK tradesman business owners have secured high-value contracts after customers discovered in-progress videos and real project solutions through Facebook community groups.
5. Create How-To and Expert Content
Many successful tradesman businesses publish practical blog posts, short videos, and “how-to” guides for common home repair or renovation issues. This not only helps clients but strengthens your online authority, making your business the go-to for expertise.
6. Join and Optimise Trade Directories
Register with Checkatrade, MyBuilder, Rated People, or local council-approved lists. Having a well-maintained directory profile, ideally with customer testimonials and up-to-date insurance details, grows trust and generates direct leads, often for larger or commercial projects.
7. Strategic Partnerships for Consistent Leads
Build relationships with estate agents, letting agencies, property developers, architects, or even local retailers and suppliers. The best tradesman businesses supplement their seasonal work with contracts, maintenance packages, or ongoing agreements, gaining reliable work regardless of market shifts.
8. Network Offline and Online
Attend business breakfasts, join your local Chamber of Commerce, and participate in property, building, or renovation events. Make yourself known in community Facebook groups or online neighbourhood forums. Several builders and decorators have recalled a single online answer or community post sparking months of work, simply by being present and helpful where clients spend time.
9. Offer Service Packages or Maintenance Plans
Customers increasingly value certainty. Even small tradesman businesses can benefit from packaging services, offer annual heating checks, property MOTs, or multi-service discounts for landlords or regular clients. This builds recurring revenue and strengthens client loyalty, even when larger one-off jobs slow down.
10. Streamline Communication and Booking
Speed matters: 42% of customers choose the first business to reply. Invest in good mobile comms, set up online quote or booking forms, use WhatsApp Business, or trial simple job management apps. Quick, professional responses don’t just win jobs, they build a reputation for reliability that fuels reviews and repeat business.
Real-World Example
A North West joinery firm that relied 100% on word of mouth found workloads fluctuated wildly after 2020. By adding a simple site, claiming their Google Business Profile, and posting project photos weekly, they doubled new customer calls in a year, and even won a local authority contract previously out of reach.
Another plumber used WhatsApp and Facebook to handle bookings, showcase emergency availability, and share feedback. Over 60% of their new 2024 business came via direct online enquiries, not just traditional referrals.
Final Thoughts
In the current environment, growing your tradesman business means reconciling traditional relationships with digital strategy, proactive communication with innovative service, and all points in between. Whether you want to ride out seasonal covid-swings, land higher-paid contracts, or are simply ready to take your trade business into larger commercial work, these 10 proven approaches will support you in moving your trades business past word-of-mouth referrals into planned, sustainable, and controlled growth phases. And importantly, not losing the personal touch which differentiates trades businesses in the UK.
