The Complete Guide
Most marketing advice for tradies is written by agencies trying to sell you a $5K-a-month retainer. This guide cuts through the noise: the channels that work, the ones that don't, and the website that ties it all together.
5–10%
Site conversion rate
vs 0.5% on cheap sites
2×
Lift from reviews
50+ vs <10 reviews
$0
Spend on local SEO
Set up properly
Marketing for tradies isn't complicated. It's being findable, contactable, and trustworthy, in that order. Findable means somebody can Google “plumber + your suburb” and your business shows up. Contactable means when they click, they can call, text, or fill in a form in two seconds without scrolling. Trustworthy means real photos, real reviews, real team members.
Almost every dollar wasted on marketing for tradies fails on one of those three. A Facebook campaign sending traffic to a slow site. A flashy logo on a page that hides the phone number. A $300 SEO retainer that hasn't touched the Google Business Profile. None of it works because the foundation isn't there.
The foundation is your website. Get that right and most of the rest takes care of itself. Websites for tradies covers what that actually looks like. Packages from $1,490, fixed price, you own everything.
What Most Tradies Try
What Actually Works
The Problem
Things we hear from trade and service business owners every week. If you recognise even one, the fix is closer than you think.
“I've spent thousands on Google Ads and got nothing.”
Most tradies pay for ads that send traffic to a website that doesn't convert. The ad isn't broken. The landing page is. A proper website turns 5–10% of clicks into enquiries instead of 0.5%.
“I'm on page 5 of Google for my own trade.”
Local SEO for tradies is the cheapest lead source you'll ever have, and most tradies have never set up their Google Business Profile properly. Two hours of work can put you in the local 3-pack.
“I post on Instagram but it doesn't bring in any work.”
Social media is brand-building, not lead-gen, for most trade businesses. The work comes from search. Somebody Googles "electrician near me" and your site shows up. Social helps you look legit when they get there.
“My marketing guy says I need a rebrand and a $10K campaign.”
You don't. You need a website that loads fast, ranks for your service + suburb, and captures the lead when they find you. The fancy stuff comes later, if at all.
90%
of tradie sites convert poorly
Industry average for tradie websites is under 1% conversion. A site built to win work converts at 5–10%. Same traffic, 10× the leads, without spending a dollar more on marketing.
What Actually Works
Not strategy decks. Not 90-day campaigns. The five things that bring in real work for trade and service businesses.
1
Local SEO for tradies is the foundation. Google Business Profile, location pages, service pages, reviews. When somebody types "plumber Werribee" your name shows up before the Yellow Pages directories do.
Example
Tradie ranks for 'electrician + suburb' for 12 surrounding suburbs. Gets 3–5 enquiries/week from search alone, no ad spend.
2
Most tradie sites lose 90% of their visitors because the site is slow, looks untrustworthy, or hides the phone number. A proper site converts 5–10% of visitors into enquiries. Same traffic, 10× the leads.
Example
Two tradies, same Google Ads budget. One site converts at 1%, the other at 8%. Same money, eight times the jobs.
3
Tradies with 50+ Google reviews convert at twice the rate of tradies with 5. Marketing isn't just getting them there. It's making them call. Reviews are the single highest-leverage piece of marketing you can do.
Example
Automated review request after every job. 30% reply rate. 50 → 200 reviews in twelve months. Conversion doubles.
4
Half your enquiries come in after 5pm. If your site has no enquiry form, no auto-reply, no instant SMS, those leads call the next tradie on the list. Marketing isn't just attracting traffic; it's catching it.
Example
Form submit at 8:47pm → instant SMS to your phone + auto-reply email to the customer. You ring them at 7am. They booked you.
5
Logo, photos of real jobs, named team members, testimonials, an actual About page. Most tradie sites have none of this. The ones that do charge 30–50% more for the same work because customers trust them before they ring.
Example
Two quotes, same scope. One from a generic-looking site, one from a site with team photos and 80 reviews. Customer picks the second one, and pays 30% more.
Cut the Noise
| The Hype | The Reality |
|---|---|
| You need a $5K Google Ads budget to get started | You need $0 of ad spend if your local SEO is set up properly. |
| TikTok is the future for tradies | Search is. Tradies who rank locally win. Social is brand-build, not lead-gen. |
| You need a marketing agency on retainer | You need a website that works and a Google Business Profile that's set up. Most retainers are just maintenance fees. |
| Cheap websites are fine, content is what matters | Cheap websites lose 90% of visitors. The content is irrelevant if nobody sees it. |
| You need to post on every social platform | Pick one. Post once a week. Spend the time on Google reviews and your site. |
| Marketing is about being clever | Marketing for tradies is about being findable, contactable, and trustworthy. That's it. |
The Channels
Six channels. Ranked by ROI for an Australian trade business. You don't need all of them. Start at the top.
Google Business Profile, location pages, schema
The cheapest, highest-ROI marketing channel for any local trade business. Most tradies have never set theirs up properly.
Service pages, suburb pages, lead capture
Where every other marketing channel ends. A bad site wastes every dollar you spend on ads, SEO, and social.
Search campaigns, call-only ads, Performance Max
Pay-to-play for the same searches your local SEO targets. Useful when you need leads now and your SEO isn't ranked yet.
Google reviews, automated request flows
Cheapest conversion-rate boost on the internet. Tradies with 50+ reviews convert at 2× the rate of tradies with 5.
Mailchimp, Klaviyo, SMS auto-replies
Past customers are 5× cheaper to win back than new ones. Most tradies never email their list. Easy win.
Instagram, Facebook, TikTok
Brand-build, not lead-gen. Pick one platform, post weekly, don't burn time chasing reach. The work is in search.
Getting Started
Don't try to do everything at once. Here's the order that compounds.
Every other marketing channel ends here. A slow, ugly, hard-to-navigate site wastes every dollar you spend on ads, SEO, and social. Start at websites for tradies. Packages from $1,490, fixed price, built to convert.
Google Business Profile, service pages, suburb pages, schema markup. This is the cheapest, highest-ROI marketing channel for any local trade. Most tradies have never done it properly. Two hours of work can put you in the local 3-pack.
Set up an automated review request after every completed job. 30% of customers reply when asked. 50 reviews → 200 reviews in twelve months. Conversion roughly doubles. Costs nothing.
Need a website that converts?
Every dollar of marketing for tradies ends at your website. We build them in 14–28 days. Fixed price. You own everything.
See Website PackagesDig Deeper
Practical articles on the channels that move the needle: websites, SEO, Google Ads, and more.
For the foundation, start with websites for tradies for what a converting trade site actually looks like, with packages and pricing. For the AI side of marketing automation, see AI for tradies. Specific channel guides: local SEO for tradies, Google Ads for tradies, getting Google reviews, social media for tradies, and email marketing. The full library is on the blog.
What tradies say
5.0 on Google across 15 reviews. Real businesses, real outcomes.
Google review“I highly recommend ServiceScale. They have made it SO much easier for me to share details of my business with potential clients, trades, suppliers, literally everyone! We now have one, professional looking, easy link that can quickly be shared with people that contains details of the business: what we actually do and without needing to explain it 10 different ways. It's been a brilliant advertising, marketing + PR tool for Toni + Co and I've had new leads say it helped them quickly understand what services we offer and why they should work with us.”
Google review“Pat really helped us by creating scalable systems that allowed the business to grow without creating a mountain of admin. I can spend more time focusing on meeting new clients and growing the business. Highly recommend to anyone struggling to grow their trade business.”
Google review“Great to work with! Created a perfect website for my business as well as improved systems and workflow! Would highly recommend!”
Common Questions
Get the engine right first. See websites for tradies. Packages from $1,490, fixed price, you own everything.
15 min · Free · You'll leave with a plan