If you’re a roofer, electrician, joiner, tiler, or any kind of tradesperson patiently waiting for leads to land in your inbox… and they’re just not coming, your SEO is likely the problem. And no, it’s not Google being unfair or customers being “lazy.” It’s that your website probably isn’t pulling its weight.
You might be spending money on a monthly SEO service. Maybe you’re writing blogs yourself, updating your homepage, or paying someone to “handle the techy stuff.” But if you’re still sitting on page 2 (or worse), you’re basically a digital ghost. The harsh truth is this:
Over 90% of searchers never look past the first page of Google. That means if your site’s not up there, you’re practically invisible, no matter how good your reviews are or how perfect your workmanship may be.
This isn’t a new phenomenon. We’ve reviewed hundreds of websites for all sorts of trades, from bespoke cabinet makers to boiler engineers and we keep spotting the same handful of SEO mistakes cropping up like weeds in a block-paved driveway.
The good news? Most of these problems are fixable, and they don’t require some mystical technical wizardry. It’s just a matter of understanding what Google wants, what customers expect, and where your site is falling short.
As Aimee Lycett, Website and SEO Specialist at Sash Window Websites, puts it:
“We’ve seen brilliant tradespeople with years of experience lose out on jobs simply because they don’t show up in search results. It’s not their skills that are lacking, it’s their visibility.”
It’s like having the best-looking van, the most reliable tools, and decades of five-star reviews, but parking round the corner with no signs or business cards. Customers can’t hire what they can’t find.
This blog will walk you through the most common (and costly) SEO mistakes that UK tradespeople are still making in 2025 and show you how to fix them before they cost you another job.
We hear this all the time from tradespeople:
“I get most of my work from Facebook anyway.”
Or the classic:
“I don’t need a website. I’ve got a page already.”
And while that might have worked a few years ago, things have changed. In 2025, relying solely on a Facebook page to represent your business is like turning up to a quote in your pyjamas. It might do the job, but it won’t inspire confidence.
The truth is, Facebook is not a substitute for a proper website. You don’t own it. You can’t control the layout, the rules, or even how many people see your posts. And worst of all, Facebook pages don’t rank on Google for the searches that actually matter.
Let’s say a customer types in “boiler servicing Doncaster”, “carpenter in Bromley”, or “electrician near me”. Do you think they’re scrolling through Facebook hoping your name pops up? Of course not. They’re on Google, looking for a clear answer, a fast response, and someone with great reviews. Facebook just isn’t built for that kind of search intent.
📉 In fact, 68 percent of all online experiences still begin with a search engine, while less than 5 percent begin on social media (source - Hubspot).
As Aimee Lycett, SEO Strategist at Traditional Carpentry, puts it:
“Your Facebook page is like your van’s side panel. It helps build awareness, but it’s not where the real decisions are made. If Facebook disappeared tomorrow, would your business still exist online? That’s why your own website is essential.”
A proper, SEO-optimised website gives you everything you need to grow:
Facebook is a tool, not your foundation. A modern trades business needs a website that works harder than you do and doesn’t need a coffee break.
A lot of trades websites out there look like they were built during the time of dial-up. A few photos, a vague “About Us” section, and a contact form that hasn’t seen a lead in months. If that sounds familiar, you’re not alone.
Many electricians, painters, roofers, window fitters, plasterers, and carpenters still treat their website like a digital business card. A static little square on the internet that says: “We exist.” But in 2025, existing online isn’t enough. You need to convert.
Your website should be your hardest-working salesperson. One that doesn’t need lunch breaks, never calls in sick, and works through the night while you’re watching telly or fitting a new staircase.
Think of it like this: someone searches “emergency electrician Southend” or “custom wardrobes near me.” They’re ready to spend money. But if your website just says “Welcome to XYZ Builders” with a couple of grainy photos from 2014, guess what? They’re gone.
Aimee Lycett, website and SEO specialist at Local Trade Websites, puts it like this:
“So many tradespeople think having any website is a win. But if it’s not built to capture leads, it's just a digital flyer. A good website walks your customer through your services and gives them a reason to act, right now.”
According to Blue Corona, 48 percent of people say a website’s design is the number one factor when judging the credibility of a business. That means your homepage design could literally be costing you work.
Here’s the truth: customers are already halfway to hiring someone when they hit your site. If they’re searching “plumber near me” or “sash window company Oxford,” they’re not browsing for fun. They want someone now. And if your site doesn’t tell them why you’re the right choice or doesn’t make it ridiculously easy to contact you, they’ll hit the back button and go to your competitor.
Your website should never just sit there. It should work for you. Every. Single. Day.
You could be the best plasterer in Plymouth, the sharpest tiler in Tunbridge Wells, or a joiner with three decades of experience..… but if no one can find you online, none of that matters :(.
And by “online,” we’re not talking about a Facebook post with three likes or your mate tagging you in a local group. We mean showing up in Google search results when someone types in “emergency electrician near me” or “timber window specialist in Sevenoaks.”
If your business doesn’t appear when and where people are actively searching, you’re invisible. Worse, you’re handing leads straight to your competitors without even knowing it.
📉 A shocking number of tradespeople still believe that having a van with their number on it or a couple of social media posts is enough. But in 2025, buyers are not walking the high street looking for a builder. They are searching on their phones, often while standing in the room that needs fixing.
Here’s what you need to do to show up properly:
📊 And just to hammer the point home, 76 percent of consumers regularly use Google to find a local business, according to BrightLocal’s 2024 Local Consumer Review Survey. That means if you’re not on page one or in the map pack, you’re not even in the race.
As Aimee Lycett, SEO specialist at Local Trade Websites, puts it:
“I’ve seen tradespeople do incredible work that no one ever finds. It’s not enough to be good at what you do. You have to be visible where people are looking and nine times out of ten, that means Google.”
And here’s the issue, even someone with half your skill, charging twice as much, will win the work if they appear first in search results and you do not.
So stop relying on luck and referrals alone. Make sure your business is listed, optimised, and linked in all the right places so the next time someone searches for a local tradesperson, it is your name they see.
Whether you are a bathroom fitter, sash window restorer, heating engineer, or garden landscaper, your business relies on trust. And in today’s world, trust is built online, not just on referrals or recommendations, but through public, verifiable reviews.
If you are not actively collecting and displaying customer reviews, you are losing business.
Think of it from the customer’s perspective. They are about to spend hundreds or even thousands of pounds on a service. They want reassurance. They want proof that you are reliable, professional, and worth the investment.
That proof? It usually comes in the form of Google reviews, Checkatrade scores, or client testimonials on your website. If you have not made this part of your business process, you are already one step behind your competitors.
📈 Consider these statistics:
Here is the good news. Most happy customers will leave a review if you simply ask them. You don’t have to chase or bribe anyone. Just send a message after the job is complete; via email, WhatsApp, or even SMS, with a direct link to leave a review, and a quick thank you.
As Robert Gould, website owner of Trqadition Carpentry LTD, says:
“We see amazing results when tradespeople ask for reviews as part of their process. It takes two minutes, but it can double your local credibility overnight.”
But don’t stop there. Make those reviews visible:
The goal is simple, make it impossible for a visitor to question your reputation. Let your past customers do the selling for you. One good review could be the difference between landing the next job or losing it to someone else.
A clean, stylish website is great, but if it’s slow, unstable, or hard for Google to understand, it’s working against you.
We see this constantly in the trades industry. From joiners and glaziers to electricians and plasterers, many businesses proudly show off beautiful websites, yet they still struggle to rank or attract leads. Why? Because their technical SEO is completely neglected.
You wouldn’t fit a doorframe without checking it’s level. The same applies to your website. Behind the scenes, things need to be solid for Google to trust and promote your site.
Let’s talk about Core Web Vitals Google’s key metrics for site performance:
If your site takes too long to load or doesn't behave well on mobile (which now accounts for over 60% of all Google searches, according to Statista), Google will penalise it in search rankings. That means fewer people see it, and even fewer will trust it.
Here are the most common technical SEO issues we find on tradespeople’s websites:
These are not minor flaws. They’re roadblocks preventing your business from appearing in local searches like “bricklayer near me” or “kitchen fitter in Oxford”.
Here’s the good news - you don’t need to be a developer to get this right. But you do need a team that understands what’s happening under the bonnet. Just like you wouldn’t use an uncalibrated spirit level, your website shouldn’t go unchecked.
The key takeaway? Don’t just focus on how your site looks. Focus on how it works, for users and for search engines. Because in today’s online world, performance is just as important as presentation.
You could have the slickest logo in town, a gorgeous homepage, and rankings on Google, but if your website doesn’t feel trustworthy, visitors will leave faster than you can say “free quote”.
This is one of the most common mistakes across the trades. Whether you're a plasterer, tiler, decorator, roofer, or carpenter, your work is only half the battle. Customers are now more cautious than ever. If they’re going to part with hundreds or even thousands of pounds, they want proof you're real, reputable, and reliable.
🛠️ Trust isn’t just built on skill. It’s built through your online presence.
Here’s what every trust-building trade website should include in 2025:
Even something as small as an outdated blog post or a missing phone number can knock customer confidence. And the trades are personal, people need to trust who’s turning up at their home.
Aimee Lycett, SEO expert at Sash Window Websites, explains:
“Your website should feel like a handshake. Warm, confident, and clear. If someone lands on your homepage and gets the digital equivalent of a shrug, they’ll go elsewhere.”
Remember, people don’t just want a good job. They want to feel safe choosing you. Make your website the strongest argument for why they should.
till wondering why your phone isn’t ringing? Why you’re stuck chasing quotes while others are turning work away?
It’s probably not your fault. Most skilled tradespeople, from glaziers and floor fitters to fencing pros and kitchen installers, didn’t get into this line of work to mess around with websites or SEO. You build things, you fix things, and you do it better than anyone. But in 2025, being great at your trade isn’t enough. You have to be found.
And SEO? It’s not a fad. It’s not “something for big companies.” It’s the only marketing tool that keeps working while you're on-site, stuck in traffic, or sleeping.
Here’s what SEO really means for trades:
As Aimee Lycett says:
“We see tradespeople working 12-hour days and still struggling to get work. Not because they’re bad at what they d, but because they’re invisible online. Fix that, and everything changes.”
So ask yourself:
If the answer to any of those is no, let’s fix it.
At Local Trade Websites, we specialise in building fast, high-converting websites and SEO campaigns for trades across the UK. Whether you're a one-person operation or a growing team, we’ll help you get seen, get leads, and stop relying on luck.
✅ Book a free SEO check-up or message us to find out how we can help your trade business grow online.
