There was a time when good work spoke for itself. A few happy customers, a handful of recommendations and you’d have enough work to last the year. Fast forward to today and the landscape has changed. Word of mouth still matters, but it’s primarily gone digital.
More than 94% of UK homeowners now search online before hiring a tradesperson (Rated People Home Improvement Trends Report 2024). Whether they’re looking for “bespoke wardrobes in Islington” or “sash window restoration in London”, they expect to find you on Google, not in the phonebook.
The problem is that most joiners and carpenters invest in a website, then stop there. Aimee Lycett, SEO strategist at Local Trade Websites, calls it “the great digital ghost town. Carpenters fork out for a luxurious new webpage, but then nobody visits. It’s like opening a store in the desert. Without SEO and ongoing content, you’ll never see a customer.”
A polished website is important, but not for vanity. It’s your online shopfront, your portfolio and your lead generator all in one.
According to SEMrush’s 2025 SEO Trends Report, businesses that publish regular service or case study content see 67% more leads than those that don’t. For carpenters and joiners, that means turning every completed project into online proof: before-and-after photos, client testimonials, and keyword-rich descriptions of the job.
The key is local specificity. A page titled “Bespoke Oak Staircase in Tunbridge Wells” will do more for your SEO than a generic “Our Work” gallery ever could. Search engines love details and so do customers.
Rob Gould, SEO specialist lead at Local Trade Websites, explains:
“When you publish location and service-specific content, you’re telling Google exactly where and how you work. That’s how you rank above generic competitors who just have one vague ‘Services’ page.”
While your craftsmanship might be timeless, your customers aren’t searching by trade alone. They search locally. According to Moz’s Local Search Ranking Factors 2024, proximity and local content are the top two signals in Google’s map pack.
That’s why we focus on location landing pages. unique, SEO-optimised pages for every area you cover. Not only do these target searches like “joiner in Bedford” or “carpenter near Luton”, but they also make your site appear more trustworthy and established.
We also optimise your Google Business Profile (GBP) a free yet massively underused tool. A complete profile with posts, photos, and regular updates can increase your visibility by up to 70% in local search results (LocaliQ 2024 Consumer Insights Report).
Aimee adds:
“A strong Google Business Profile is like having a second website on Google’s front page and it’s free. Ignore it, and you’re handing leads to your competitors.”
Joinery is a trust-based business. Customers are letting you into their homes, often for high-value work. Without reviews, you’re invisible.
A study by Trustpilot (2024 Business Trust Index) found that 89% of customers check reviews before contacting a tradesperson, and 72% say a company with recent positive reviews feels “more professional”. Reviews are no longer just nice extras, they’re currency.
That’s why we build automated review systems into every site we create. When you finish a project, you can send a simple WhatsApp link or email asking for a Google review. The easier it is for customers, the more you’ll collect.
Rob explains:
“We’ve seen carpenters triple their inbound leads just by gathering 10 solid reviews in the right towns. People buy from people they trust and Google rewards that trust with better rankings.”
Your craftsmanship is your biggest marketing asset, but unless you show it off online it’s invisible to the people who matter.
Each project you complete can become a blog or case study. According to Ahrefs’ 2025 Content Benchmark Report, businesses that publish two or more blog posts per month receive up to 3.5x more organic traffic than those that don’t.
For joiners and carpenters, this means turning day-to-day work into SEO fuel. Posts like:
Each one uses your photos, your expertise and your location, this is the perfect SEO mix.
Aimee puts it neatly:
“Every photo you take on-site is potential marketing gold. You’re already doing the work. SEO just makes it visible.”
If someone wants to hire you, they should never have to hunt for your contact details. That’s why our websites are designed with multiple easy contact options; forms, phone, email, and even WhatsApp chat buttons.
According to Zendesk’s 2024 Customer Experience Report, 65% of customers expect multiple contact options when enquiring online, and speed of response is now the top deciding factor in choosing who to hire.
We make sure every contact route is clear and instant:
Rob explains:
“Carpenters don’t lose jobs because of quality. They lose them because the customer couldn’t figure out how to get in touch. We fix that.”
The biggest mistake we see? Carpenters launch a beautiful site and then do nothing with it. SEO isn’t a one-time job. it’s a continuous never ending process.
Search algorithms, competitors, and customer trends evolve constantly. According to Search Engine Journal’s 2025 SEO Industry Study, websites that update content monthly see 55% higher ranking stability than static sites.
That’s why at Local Trade Websites, we include ongoing SEO management in every package. Each month, we:
Aimee explains:
“SEO is a bit like sanding and finishing. you can’t rush it. It’s consistency that gives you the smooth, lasting result.”
We’re not a general digital agency that builds random sites for anyone with a wallet. We’re specialists in trades and that makes all the difference.
Here’s why carpenters and joiners across the UK trust us:
Rob Gould sums it up:
“We don’t build websites that just look good. We build websites that work. For joiners and carpenters, that means more calls, more jobs, and more profit.”
At Local Trade Websites, we combine traditional marketing values; trust, communication, consistency with modern digital performance. We’re the SEO agency carpenters rely on, the marketing agency that understands joinery and the digital agency that builds websites designed to rank, convert, and last.
Book your free consultation today, and let’s build a website that works as hard as you do! one that turns every completed job into your next new lead.
