Online marketing for craftsmen: 9 simple steps to increase your visibility

Many tradespeople deliver outstanding work – yet remain almost invisible online. That has consequences: fewer enquiries, difficulty finding new staff, and growing competition from businesses that are more digitally advanced.

The good news? Effective marketing doesn’t have to be expensive or complicated. In partnership with Bosch OfficeOn, this guide walks you through 9 practical steps to make your trade business more visible online – even without a big budget or marketing team.

1. Your Website - the First Thing Customers See

Your website is your digital shop window. It should clearly show who you are, what you do, and how to contact you. Key points to get right:

• Authentic photos of your work and team

• Short, clear text that gets to the point

• A mobile-friendly layout (most people search on their phones)

💡 Tip: Keep your structure simple – Home, Services, Projects, Contact. It looks professional and helps Google understand your site.

2. Google Business Profile - Be Found Locally

If someone searches for “plumber in [your town]”, you need to appear – not your competitors. A free Google Business Profile helps you show up in Google Search and on Google Maps.

Make sure to:

• Fill out all details (address, phone, opening hours)

• Add regular photos and updates

• Encourage customer reviews

This strengthens your local SEO and ensures you’re visible to nearby customers looking for your services.

3. Reviews Build Trust

Customers trust other customers more than adverts. Positive Google reviews can drive more clicks and enquiries than any paid campaign. Ask happy clients for feedback straight after finishing a job – a quick link or QR code makes it easy.

⭐ More stars = more clicks = higher Google ranking.

4. Showcase Your Projects

Pictures speak louder than words, especially in the trades. Create a small portfolio showing finished projects, ideally with before-and-after photos. You can share these on your website, Google profile or Instagram.

💡 Tip: Each completed job is proof of your quality – a long-term asset for your business.

5. Social Media for Tradespeople

Social media isn’t just for influencers - it works brilliantly for trades too. Share real moments: your team at work, behind-the-scenes shots, or progress photos. Authenticity matters: the more genuine you are, the better your engagement.

6. Advertising with Purpose

Gone are the days of leaflets and hoping for calls. With targeted ads on Facebook or Google, you can reach exactly the people who need your services - homeowners, property developers, or renovators in your area.

💡 Tip: The more personal and localised your adverts, the better your results.

7. Email Marketing Instead of Letterboxes

Already worked with a client? Stay in touch. A short, friendly email newsletter with maintenance tips, seasonal advice, or funding updates keeps your business top of mind.

💡 Use it to thank clients and gently ask for a Google review too.

8. Data Beats Guesswork

Even if you’re online, do you know if anyone actually visits your website? Free tools such as Google Analytics show:

• How many visitors you get

• Where they come from

• What they click on

These insights help you understand what works and where to improve.

9. Save Time with Digital Tools

Visibility is one thing - efficiency is another. Many tradespeople now use all-in-one platforms like Adlarion to manage digital advertising and reporting automatically. That means less admin, more clarity, and more time for your actual work.

Conclusion: Visibility Is Achievable - Even for Small Trade Businesses

Whether you’re a sole trader or a growing team, today’s challenges are the same: digitalisation, visibility, and consistency. You don’t need to be a marketing expert to be found online.

With the right steps, you can attract better clients, generate more enquiries, and build sustainable growth. If you’d like a helping hand, Adlarion is built specifically for tradespeople — combining software and service to make digital marketing effortless.

👉 Learn more about Adlarion – digital marketing for tradespeople