The plumber still drives a van marked with phone numbers. The electrician’s business card sits in kitchen drawers across town. The roofer relies on neighbours talking over garden fences. But when pipes burst at 2am or the air conditioning fails on the hottest day of summer, most people reach for their phone and start with a Google search.
The gap between how tradespeople have always found work and how customers now look for help has created a problem. The skilled professionals who keep homes and offices running often lack the digital presence that brings in steady business. Digital marketing agency Scale Selling has launched a partnership programme specifically targeting this disconnect, offering what they call a ‘full-service’ approach to getting skilled trades professionals found online.
Where customers actually look
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Research shows that 78% of local mobile searches for home services result in a purchase within 24 hours. More than half of consumers use online searches before booking services like pest control, locksmith work or lawn care. When someone needs a contractor, they’re not flipping through the Yellow Pages.
Many small trades businesses struggle to show up in those crucial first moments when customers are looking. The primary barriers include a shortage of skilled personnel – 32% of small businesses cite this challenge – and budget constraints affecting another 26% of companies.
The digital skills gap leaves many capable contractors invisible to potential customers who might live just streets away. While big-name aggregators like Angi and Thumbtack have stepped in to connect consumers with service providers, these platforms come with their own challenges for small operators.
What digital marketing actually means for trades
For most tradespeople, digital marketing remains somewhat mysterious. Scale Selling’s approach breaks it down into practical components: professional websites designed to turn visitors into phone calls, local SEO to appear in Google Maps searches and paid advertising campaigns across Google, Facebook, Instagram and TikTok.
The agency also handles email and text message follow-ups with potential customers and creates content like blogs, videos and social media posts that position trades professionals as local experts in their field.
‘Most tradespeople are too busy running their business to focus on digital marketing, and that’s where we step in,’ said Spencer Williams from Scale Selling. ‘It’s not just about getting clicks, it’s about building a reliable system that brings in jobs week after week.’
The partnership covers a wide range of skilled trades: electricians, plumbers, HVAC technicians, general contractors, landscapers, carpenters, roofers, painters, drywall installers, welders, appliance repair technicians, garage door installers, pest control specialists and masons.
Changing how work comes in
The practical impact centres on visibility. When someone searches for ’emergency plumber near me’ or ‘roof repair in [town name]’, the contractors who appear at the top of results get the phone calls. Those who don’t remain invisible, no matter how skilled they are at their actual trade.
Local SEO particularly matters for trades businesses because customers typically want someone nearby. A well-optimised Google Business Profile with positive reviews and current contact information can make the difference between a full schedule and waiting for the phone to ring.
The visibility helps level competition with larger companies and national chains that have dedicated marketing teams. Solo contractors and small firms get access to the same digital tools that bigger players use to attract customers.
Beyond the basics
Scale Selling’s full-service approach goes beyond just building a website. The agency handles the ongoing work of maintaining digital presence: updating content, managing online reviews, adjusting advertising campaigns based on what’s working and staying current with changes in search algorithms.
For trades professionals, outsourcing the technical side means they can focus on the actual work. The automation aspect – particularly email and SMS follow-ups with leads – helps ensure potential customers don’t slip through the cracks during busy periods.
Content creation tailored to each trade helps establish expertise. A heating contractor might share maintenance tips for homeowners, while a landscaper posts seasonal advice about garden care. The content helps with search engine rankings and builds trust with potential customers.
What business owners should consider
Digital marketing requires ongoing attention and investment. Business owners considering these services should understand that results take time to build and campaigns need regular monitoring and adjustment.
The effectiveness of any digital strategy depends partly on the quality of the underlying business. Consumers read an average of 10 reviews before choosing a service provider, and 57% only use contractors with four-star ratings or higher. No amount of digital marketing can overcome consistently poor service or negative reviews.
Cost is another factor. While digital marketing can generate more leads and jobs, it requires upfront investment and ongoing monthly costs for advertising, website maintenance and content creation. Business owners need to budget accordingly and track return on investment.
The digital marketing skills gap affects 14.8% of marketing teams who lack social media expertise, despite 77% of businesses using social platforms for marketing. Optimising social media properly can significantly reduce marketing costs while improving results.
Looking ahead
The push toward digital presence reflects larger changes in how people find and hire service providers. The move toward convenience and digital engagement particularly affects younger consumers who expect to research, compare and book services online.
The home services market, valued at $211.7 billion in 2023, continues growing as more transactions move online. Industry trends for 2025 include increased demand for on-demand services and digital booking platforms that handle scheduling and payments.
For skilled trades professionals, adapting to these changes isn’t optional. The contractors who get found online will stay busy, while those who rely solely on traditional methods may find their phones ringing less often.
Scale Selling’s initiative represents one approach to bridging the gap. Whether through agencies like this or by developing digital skills internally, skilled trades businesses need some form of online presence to remain competitive. The customers are searching online – the question is whether local contractors will be there when they do.
