For trade businesses
Your best work is written nowhere.
Everything worth knowing about a trade business lives in the owner's head and on job sites. A search engine cannot read either.
Marketing for trade businesses
Your best work is written nowhere.
Everything worth knowing about a trade business usually lives in the owner's head and on job sites. A search engine cannot read either of those.
What is true
01
A drainlayer on staff
Almost every competitor subcontracts it, which is why homeowners spend three weeks chasing someone who does not work for the company they hired.
- A real advantage
- Mentioned on no page anywhere
What is true
02
A machine that fits through a gate
1.8 tonne, so the fence stays up on jobs where every other quote wants it removed and reinstated at the customer's expense.
- Saves the customer money
- Nobody knew to ask
What was online
03
A homepage that could not load
Sixty seven megabytes of autoplaying video. On mobile data that is a black rectangle, then they leave.
- Zero Google clicks in sixty days
- Thirteen search terms total
The fix
04
Write down what you already do
Fifty three pages and forty two articles answering the questions people type before they hire anyone.
- 0 to 175 clicks
- $577.98 to $148.10 a lead
The problem was never the business.
It was that none of it was written down.
The problem
The work is good. The record of it is not.
Most trade businesses we meet are booked out on word of mouth and have never been found by a stranger. That is fine until a quiet quarter arrives, and then there is nothing to turn on.
The pattern is always the same. One page describing everything the business does, no page for the individual job types people actually search for, photos sitting on a phone, and enquiries arriving by text where nobody can count them.
You cannot fix that with a better logo. It needs pages that answer the question a person types at nine at night, and one place every enquiry lands so none of them go missing on a Friday.
What we build
What we build for a trade business.
A page for every job type
Earthworks, drainage, driveways, retaining, site prep. Each one is a different search, so each one gets its own page, its own photos and its own enquiry form.
One place every enquiry lands
Phone, form, ad, referral. All of it arrives in a single list with a source attached, so you can see what is actually generating work.
Follow-up that happens without you
A reply goes out immediately, and a reminder goes out later if nothing happened. You are on a digger. The system does not need you to be at a laptop.
Proof from the job site
A simple way to get before and after photos off a phone and onto the page that needs them, without editing a website.
In practice
An earthworks contractor, from zero Google clicks to 175 in sixty days.
The problem was never the business.
It was that none of it was written down.
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