Beyond Facebook: Why Local Tradespeople Need a Stronger Online Presence

Beyond Facebook: Why Local Tradespeople Need a Stronger Online Presence

Recently, I embarked on a quest to find a local roofer to upgrade my cold, flat felt roof. This experience was particularly challenging and underscored the critical importance for tradespeople to establish a robust online presence beyond just social media. Let me explain why relying solely on Facebook isn’t sufficient and what local tradespeople should focus on to enhance their visibility and credibility.

While local Facebook groups like “Rugby Recommends” are popular for seeking recommendations, they should only serve as an initial research platform. Depending solely on Facebook limits exposure to potential clients who search using specific localised terms, such as “Rugby roofer.” To capture these leads, tradespeople must optimise their websites for targeted keywords. I approached my search cautiously because recommendations in these groups often come from friends and family, lacking impartiality and trustworthiness. For this reason, I specifically sought recommendations from genuine customers with project imagery to substantiate the recommendation. Although I did see the same roofer mentioned by many multiple times, I continued to dig deeper into the individual’s background; following a direct message on the platform; and subsequently via email.

During my search, I also encountered tradespeople who appeared local but were actually based elsewhere, using tactics like creating regional landing pages; which is a common digital marketing approach. For instance, tradespeople from Birmingham attempting to capture jobs in Rugby might create landing pages like “/roofing-rugby” to appear local. While this tactic can be effective for generating leads, it can lead to issues for tradespeople based far from the job site, potentially passing travel costs to clients. This underscores the importance of authenticity and transparency online. Local tradespeople should focus on building genuine connections within a reasonable radius through an honest digital presence.

Additionally, having an optimised Google My Business (GMB) listing is essential. Local tradespeople should ensure their GMB profiles are complete and accurate with business information, photos, and contact details. Encouraging satisfied clients to leave star reviews directly on Google further boosts visibility and trust. 🌟

Investing in a professional website is key. A website serves as a central hub where potential clients can learn about services, view past projects (imagery and videos are key here), and read testimonials. A well-designed website optimised for local search terms, such as “EPDM rubber roof Rugby,” can attract qualified leads and inspire confidence in potential clients.

My upgraded “fully insulated EPDM flat roof” project will cost just over £6k, and I firmly believe that investing in an amazing website for a similar price is worthwhile. It can significantly enhance a roofer’s credibility and set them apart from competitors. If this is the cost of just one job for a well-qualified roofer (without a digital presence), to have a website with a digital shelf-life of at least 5 years from launch – it’s beyond any shadow of doubt; money well spent! 💰

Who did I hire? I did eventually hire the roofer recommended on Facebook; which was a decision not taken lightly – but only after the following:

– Sourcing project imagery from those who recommended him of their roof projects 📸
– Meet face to face for on-site quote 🏠
– Details of insurance etc 📋
– Luckily the tradesperson concerned had a job scheduled 4 doors down on my road. I saw him working on the job, and following the project, spoke to my neighbour about his workmanship and costs, which reassured me
– I drafted my own agreement using DocuSign with the roofer, setting out terms for the project (i.e. start and projected finish dates), a payment plan, and sign off on any cash changing hands

In conclusion, my experience underpins the importance of local tradespeople expanding beyond just recommendations within Facebook groups, and establishing their own comprehensive online presence to substantiate their presence. By optimising for localised search terms, maintaining an accurate GMB listing, and investing in a professional website, tradespeople can enhance visibility, credibility, and ultimately, client trust. Although (in this instance) I did hire someone recommended via a local Facebook Group, the whole process was stressful. When looking at parting with a substantial sum of money, I needed to tick many more boxes in my mind as well as on paper than I would had done with a tradesperson with an established online presence, supported by a Facebook recommendation.

As a digital marketing consultant, I encourage local tradespeople to leverage these strategies to strengthen their digital footprint and stand out in a competitive market. It’s about creating meaningful connections with the community and providing clients with the confidence they need when choosing a local tradesperson. 💪