How to make customers choose you (even if you’re not the cheapest)

Digital marketing is the key to making your company more visible online. Whether you’re a plumber, electrician, builder, plasterer, or any other tradesperson, having a strong online presence helps you attract new customers and win more jobs, especially during quieter periods or economic downturns.

A common perception is that the answer to this question lies in cutting prices, on the assumption that business will soon recover. But the reality is that those investing thousands in their property or business aren’t just hunting for the cheapest quote. 

Customers want quality, reliability, and peace of mind. Many would rather pay slightly more for a trade company or individual they trust, rather than risk their home and money on the lowest bidder, who may have no credible online reviews or presence. 

Price matters, but it’s rarely the deciding factor when customers are choosing between services. What truly influences their decision is perceived value, the confidence that you’ll deliver excellent work. The good news? With the right marketing approach and strong brand identity, you can position your business as a leading, in-demand choice that customers actively seek out. 

How to make my trade company more visible 

When potential customers search for trade services online, they’re evaluating multiple factors beyond price. Here’s how to make your company stand out through proven marketing strategies. 

Social media proof builds instant credibility 

Your social media platforms serve as a powerful tool for showcasing your recent projects, reviews, and potential offers. 

Consider sharing time-lapse videos of these projects, customer testimonials, and behind-the-scenes content. This authentic approach builds lasting relationships with your target audience and creates word-of-mouth recommendations that money can’t buy. The ongoing process of consistent social media engagement demonstrates that your trade business is active, professional, and transparent. 

Social media advertising campaigns can target homeowners at precisely the right time, when they’re researching trade services. This powerful way of reaching new clients offers new business opportunities that general contractors often overlook. 

To add to this, when in the final stages of selecting a company, the public tends to search for them on social media as peace of mind more than anything, so having a presence matters. 

How TradePal’s social media services help 

We handle your social media marketing, one of the most effective ways to build your online presence. Our team creates customised content, manages regular posts across various platforms like Facebook and Instagram, and runs targeted advertising campaigns that reach homeowners in your area through their mobile devices and laptops. 

Clear reviews and accreditations establish trust 

Online reviews and professional accreditations act as powerful social proof for your company. When potential customers see positive reviews from satisfied clients alongside recognised industry certifications, price becomes secondary to proven quality work. 

Make your accreditations and customer testimonials easily accessible on your website and marketing materials. This approach plays a crucial role in building trust and establishing your company’s reputation in the competitive trade industry. 

How TradePal’s website building integrates trust signals 

Our custom websites seamlessly integrate your reviews, accreditations, and client testimonials into your online presence. We create professional galleries showcasing your best projects and ensure your qualifications are prominently displayed to build immediate credibility. 

Case studies demonstrate proven results 

Detailed case studies provide compelling evidence of your capabilities. Rather than simply stating you’re experienced, show potential customers exactly what you’ve achieved for others. This effective marketing approach transforms abstract promises into concrete proof, giving audiences an idea of what to expect if they choose you. 

Well-presented case studies also improve your search engine rankings, helping more customers discover your services. The ongoing process of documenting your best work creates a library of social proof that speaks volumes about the quality of your work. 

How TradePal’s digital services showcase your work 

We can create professional case study pages with high-quality images of completed projects, from full bathroom refurbs and home rewiring to ceiling repairs, supported by compelling descriptions and clear results. Our SEO expertise ensures that these case studies help your website rank higher on search engines, whilst our social media management shares success stories to maximise brand awareness. 

Google Business Profile management builds local visibility 

Your Google Business Profile serves as one of the most effective ways to attract local customers searching for trade services. When potential clients search for “builders near me” or similar terms, a well-optimised profile ensures your company appears prominently in local search results and Google Maps. 

Regular updates to your Google Business Profile, such as adding fresh photos, responding to customer reviews, and posting service updates, signal to Google that your business is active and trustworthy. This ongoing process significantly improves your local search rankings and helps you stand out in the competitive trade industry. 

Managing your Google Business Profile properly also allows you to showcase special offers, highlight positive reviews, and provide essential contact information that makes it easy for potential customers to reach you directly from search results on mobile devices. 

How TradePal optimises your Google Business Profile 

We handle complete Google Business Profile setup and ongoing management as part of our digital marketing packages. Our team ensures your profile is fully optimised with professional photos and accurate business information, helping maintain your company’s reputation and build trust with potential clients searching for quality services. 

Building a strong brand identity for premium pricing 

Customers understand that quality work requires investment. By clearly communicating the value you provide, for example, better materials, superior craftsmanship, and comprehensive warranties, you justify premium pricing even in the competitive trade industry. 

Professional presentation across all touchpoints reinforces this perceived value. From your initial quote to your final invoice, every interaction should reflect the quality standards customers can expect. This consistent approach to building relationships helps establish a strong brand identity that supports premium pricing. 

What makes customers choose the right trade services? 

Research shows that 73% of customers will pay more for a better customer experience, especially for significant investments like home improvements or trade services. Building a strong brand identity through effective strategies creates the foundation for premium pricing in the trade sector. 

TradePal’s marketing packages 

Package		Ideal For
Starter		Solo contractors establishing their first professional online presence and basic brand awareness
Classic		Growing teams wanting comprehensive digital marketing, email campaigns, and lead management
Pro		Established general contractors targeting larger contracts with advanced marketing automation and advertising campaigns

Get in touch today 

Ready to stop competing on price alone and start attracting customers who value quality work? Our comprehensive marketing packages help companies and individuals build the professional presence that overrides pricing in today’s competitive trades industry. 

The right time to invest in professional marketing is now. Our proven marketing approach combines the best ways to build brand awareness, generate new business opportunities, and create lasting impressions with potential clients. 

Contact us today on 02045 720845 to discover how we can help your business attract better clients and achieve sustainable business growth. 

Who are TradePal? 

We’re TradePal, and we specialise in helping trade businesses and professionals reach the next level through professional marketing strategies designed for this competitive industry. 

Our comprehensive packages include custom-built websites, search engine optimisation, social media management, professional branding, email marketing, and business management tools through our TradePal app. 

With over 100 marketing experts and backing from the established Construction Marketing Group, we bring more than 20 years of experience supporting UK businesses. Our proven effective strategies help tradespeople build stronger reputations and achieve sustainable business growth. 

How Can Digital Marketing Help Construction Companies Grow?

Digital marketing helps construction and trade businesses attract new customers, generate quality leads, and build trust online. Below, we answer common questions about using digital marketing to increase visibility and grow your business in today’s competitive market.

Can marketing efforts really help me charge premium prices? Absolutely. Professional marketing builds trust and perceived value through consistent brand awareness, allowing you to attract customers who prioritise quality of work over price. 

What if I’m not tech-savvy? We handle all technical aspects of your marketing plan, and support whenever you need assistance. 

How do you measure marketing success? We track website visitors, enquiry conversions, search rankings, positive reviews, and the quality of leads generated through our comprehensive marketing approach. 

What’s the difference between traditional marketing and digital marketing for construction companies? Traditional marketing can involve things like direct mail and advertisements, but digital marketing offers a wealth of opportunities to reach specific demographics 24/7. A strong online presence allows your business to showcase projects and track results precisely in the competitive trade or construction industry. 

How does a social media strategy help construction companies build their client base? A consistent social media strategy keeps your trade services visible to satisfied customers and prospects. These marketing efforts maintain your company’s reputation by showcasing completed projects and engaging with your audience, with the aim of creating repeat business and referrals in the sector. 

Ready to Grow Your Business with Professional Digital Marketing?

Stop relying on word of mouth alone. At TradePal, we help tradespeople build strong brands, attract better clients, and grow their businesses through
digital marketing that works.
From SEO and social media to
websites and review management, our team will create a clear, results-driven plan.

Talk to our team today →

You Might Also Like to Read

Explore these helpful guides and articles to improve your marketing, generate more leads, and grow your trade business with actionable strategies.

• SEO for Tradesmen
  Learn the key aspects of SEO to help your trade business appear higher in local search results and get more enquiries.
• How to Build Customer Trust
  Practical ways to create trust with potential clients through reviews, reputation management, and professional branding.
• How to Get More Trade Leads
  Step-by-step tips for using Google Maps, reviews, and targeted marketing to increase quality leads and bookings.
• Reasons Your Competitors Rank Higher on Google
  Find out why other businesses are ahead in search rankings and what you can do to compete effectively

About the Author – Martyn East

I’m Martyn East, an SEO Executive at The Ascot Group, the parent company of TradePal.
I specialise in digital marketing strategies for trade businesses, helping them build strong online visibility and attract new customers.
My work includes SEO services, content planning, and local search optimisation to generate more leads and improve search rankings.

Connect with me on LinkedIn or read more of my articles on TradePal.