The Lead Generation Playbook for Trades
Stop hoping for word of mouth. Build a system that generates a constant stream of qualified leads.
Inbound
Customers find you via Google, directories, website
Referrals
Happy customers send their friends
Outbound
Cold outreach to local businesses
1. Google Business Profile (Essential)
Your most important free listing. When someone searches "plumber near me," you need to be there.
- • Claim and verify your listing
- • Add all details, services, and photos
- • Post updates weekly (offers, photos, news)
- • Respond to every review
2. Directory Listings
Get on the platforms where customers actively search for trades.
Checkatrade
£120/year • High intent leads
Yell
£348/year • Massive reach
Trustatrader
£240/year • Verified members
Rated People
Free + leads • Competitive
3. Your Website as a Sales Tool
Your website should turn visitors into leads automatically.
- Speed: Must load in under 3 seconds
- Mobile: 70%+ of searches are on mobile
- Call to Action: Phone number visible on every page
- Trust: Show testimonials, examples of work
- Chat: Add a chat widget for instant inquiries
4. Referral System
Your happiest customers are your best salespeople. Make it easy for them to refer.
The Ask
After a successful job: "It was great working with you. Know anyone else who might need our services?"
5. Social Media (Free)
Show your work. Before and after photos convert beautifully.
- • Post 5x per week on Facebook/Instagram
- • Use hashtags: #plumber #electrician #[your town]
- • Join local Facebook groups
- • Reply to every comment and message within 1 hour
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