10 ways sole traders can get more customers
By Justyna, founder of Anjuros Development • 22 July 2026
Introduction
Winning new customers isn't always about spending more money on advertising. In many cases, it's about making it easier for people to find your business, trust your services and contact you when they need help.
Whether you're a plumber, electrician, builder, gardener, cleaner, decorator or another local sole trader, there are practical steps you can take to generate more enquiries without relying entirely on recommendations. The businesses that consistently attract new customers are usually the ones that are easiest to find online and the easiest to contact.
In this guide, we'll look at ten proven ways sole traders can get more customers, improve their online presence and grow their business. Most of these ideas cost very little to implement, but together they can make a significant difference over time.
1. Optimise your Google Business Profile
When someone needs a local tradesperson, their first stop is usually Google. Before they even visit a website, they'll often look at the businesses displayed on Google Maps. That's why having a complete and up-to-date Google Business Profile is one of the simplest ways to attract more enquiries.
Make sure your profile includes accurate contact details, opening hours, the areas you cover, recent photographs of your work and a clear description of your services. The more complete your profile is, the more confidence potential customers will have in contacting you.
Regularly uploading new photos, responding to reviews and keeping your information current also sends positive signals to Google. Combined with a professional website, your Google Business Profile becomes one of the strongest tools for helping local customers discover your business.
2. Build a professional website
Many sole traders still rely entirely on Facebook or recommendations. While both are valuable, neither gives you complete control over your online presence. A professional website allows potential customers to learn about your business, view your previous work and contact you whenever it's convenient for them.
Your website should clearly explain what services you offer, where you work and why customers should choose you. It should also load quickly, work perfectly on mobile phones and make it easy for visitors to request a quote or call you directly.
A well-designed website also supports your Google rankings. Every service page creates another opportunity for your business to appear when someone searches for the services you provide in your local area. Unlike social media posts that disappear over time, your website continues working for your business every day.
3. Ask every happy customer for a review
People trust other customers more than they trust advertising. Positive reviews help potential customers feel confident that they'll receive a reliable service, especially when they're comparing several businesses.
Instead of waiting for customers to leave a review, make it part of your process. Once you've completed a job and the customer is happy, politely ask if they'd be willing to leave a quick review on Google or another platform where your business is listed.
Over time, those reviews become one of your most valuable marketing assets. They improve trust, help your Google Business Profile stand out and often influence whether someone chooses your business over a competitor.
The Job Management Portal can help you request reviews after completing a job.
4. Make it easy for customers to contact you
It doesn't matter how many people visit your website if they struggle to get in touch. Every extra step increases the chance that a potential customer will leave and contact somebody else instead. Your contact details should always be easy to find, whether someone is visiting from a phone or a desktop computer.
Include a clear contact form, click-to-call phone number, email address and the areas you cover. If you're often working during the day, let customers send an enquiry whenever it's convenient for them rather than expecting them to call immediately.
A professionally designed website should make contacting you effortless. The easier you make it, the more enquiries you'll receive.
5. Show examples of your previous work
Customers want proof that you can deliver a high-quality job. Before choosing a tradesperson, many people look for photographs of previous work, especially for larger projects where they're investing a significant amount of money.
Take photographs before, during and after each completed job whenever possible. Over time you'll build an impressive portfolio that demonstrates your experience and gives customers confidence in your workmanship.
Displaying these projects on your website is far more effective than leaving them buried on social media. Your best work remains easy to find and continues helping you win new customers for years to come.
Even simple before-and-after photographs can make a huge difference when someone is deciding who to contact.
6. Improve your local SEO
Most sole traders don't need to rank nationally—they only need to appear when people nearby are searching for their services. Local SEO focuses on helping your business appear for searches such as 'plumber in Leeds' or 'electrician near me'.
Creating dedicated service pages, mentioning the towns and areas you cover, keeping your Google Business Profile updated and collecting genuine customer reviews all contribute towards better local rankings. Small improvements across several areas often produce better long-term results than spending heavily on advertising.
SEO isn't something that happens overnight, but once your website starts ranking well it can generate enquiries month after month without paying for every click.
Find out how ongoing SEO helps local customers discover your business.
7. Stay active on Facebook and social media
Social media remains an excellent way to stay visible and remind existing customers about your business. Posting photographs of completed work, sharing customer testimonials and showing what you're working on helps build familiarity and trust over time.
However, social media works best when it's supporting your website rather than replacing it. Posts quickly disappear from people's feeds, whereas your website permanently showcases your services, contact details and previous projects.
Whenever you share a completed project on Facebook, include a link back to your website. This encourages potential customers to learn more about your services and makes it easier for them to request a quote.
Together, social media and a professional website create a much stronger marketing strategy than relying on either one alone.
8. Reply to enquiries quickly
When somebody contacts several businesses, the first person to respond often has the best chance of winning the work. Customers usually don't want to wait hours—or even days—for a reply, especially if they need urgent help. A quick response shows you're professional, organised and interested in their enquiry.
You don't always need to provide a full quote immediately. Even a short message confirming you've received the enquiry and will get back to them later can leave a much better impression than complete silence.
Making it easy to receive and manage enquiries means you're less likely to miss opportunities, even when you're busy on another job.
9. Keep existing customers coming back
Finding a new customer usually costs more time and effort than keeping an existing one. Once you've completed a job, stay in touch where appropriate and make it easy for previous customers to contact you again in the future.
Many homeowners save the details of a reliable tradesperson and return whenever they need similar work. They may also recommend you to friends, family and neighbours, helping you generate more enquiries without spending anything on advertising.
Providing great customer service, arriving on time and leaving a positive impression are often the most effective marketing tools you'll ever have. Happy customers naturally become your biggest advocates.
10. Stay organised as your business grows
Getting more customers is only half the challenge—you also need a reliable way to manage them. As your enquiries increase, relying on notebooks, text messages or memory quickly becomes difficult, and it's easy to lose track of important information.
Keeping all your enquiries, customer details, notes and completed jobs organised in one place helps you work more efficiently and provide a better experience for your customers. It also reduces paperwork and saves valuable time throughout the day.
If your website automatically sends new enquiries into your job management system, you can respond faster, keep everything organised and spend more time doing the work that earns you money.
Common mistakes that stop sole traders getting more customers
Sometimes the biggest obstacle isn't a lack of marketing—it's small mistakes that make potential customers choose someone else. Avoiding these common problems can significantly improve your chances of winning more work.
| Common mistake | A better approach |
|---|---|
| Relying only on Facebook | Use Facebook alongside a professional website |
| Not asking for reviews | Request a review after every successful job |
| Slow responses to enquiries | Reply as quickly as possible, even with a short message |
| No photos of previous work | Build a portfolio of completed projects |
| No website | Create a professional website that works for your business 24/7 |
Which marketing methods give the best return?
There are countless ways to promote a business, but not every marketing method delivers the same long-term value. The most successful sole traders usually combine several approaches rather than relying on a single source of enquiries. The table below compares some of the most common ways to attract new customers.
| Marketing Method | Typical Cost | Time to See Results | Long-term Value |
|---|---|---|---|
| Google Business Profile | Free | Fast | Excellent |
| Professional Website | Medium | Medium | Excellent |
| Local SEO | Low to Medium | Several months | Excellent |
| Free | Fast | Good | |
| Paid Advertising | High | Immediate | Good while you're paying |
For most sole traders, the best results come from combining a well-optimised Google Business Profile, a professional website, strong customer reviews and regular updates on social media. These marketing channels support each other and continue generating enquiries long after individual posts or adverts have disappeared.
Key takeaways
If you're wondering how sole traders can get more customers, the answer isn't one big marketing trick—it's consistently doing the small things well. The businesses that attract the most enquiries are usually the easiest to find, the easiest to trust and the easiest to contact.
- Keep your Google Business Profile complete and up to date
- Build a professional website that showcases your business
- Collect Google reviews after every successful job
- Share examples of your previous work
- Improve your local SEO so nearby customers can find you
- Reply to enquiries as quickly as possible
- Stay active on social media and link back to your website
- Keep your enquiries and jobs organised as your business grows
You don't need to implement everything overnight. Start with one or two improvements, build on them over time and you'll create a business that consistently generates more enquiries and wins more customers.
Frequently asked questions
How can a sole trader get more customers?
The best way to get more customers is to make it easy for people to find and trust your business. A complete Google Business Profile, a professional website, positive customer reviews and strong local SEO all work together to generate enquiries. Consistently delivering excellent service and asking satisfied customers for reviews will also help your business grow through recommendations.
What's the best way to advertise as a sole trader?
There's no single marketing method that works for everyone. Most successful sole traders combine several approaches, including Google Business Profile, a professional website, local SEO, customer reviews and social media. Together, these channels help attract both new and returning customers while building long-term trust.
Do I really need a website if I already get work through recommendations?
Recommendations are one of the best ways to win new business, but many recommended customers will still search for your business online before contacting you. A professional website reassures them they've found a trusted business, showcases your previous work and makes it easy to get in touch. It also helps you attract customers who wouldn't have discovered your business through word of mouth alone.
Is Google Business Profile free?
Yes. Google Business Profile is completely free to create and maintain. Keeping it updated with accurate information, recent photographs and genuine customer reviews can significantly improve your visibility in local search results and Google Maps.
How long does local SEO take to work?
Local SEO is a long-term strategy rather than a quick fix. Some improvements can be seen within a few weeks, but meaningful results often take several months, depending on your location and competition. The good news is that once your website begins ranking well, it can continue generating enquiries without paying for every click.
Need help growing your business?
Whether you're just starting out or looking to generate more enquiries, having the right online presence can make a significant difference. A professional website, combined with good local SEO and an organised way of managing enquiries, gives your business the best chance of attracting new customers consistently.
If you're looking for website design for tradesmen or a website built specifically for UK sole traders, I'd be happy to help. Every website is designed to perform well on Google, look great on every device and make it easy for customers to get in touch with you.
You can also compare website plans, learn more about my SEO services, check how contact forms work, or see how the Job Management Portal helps you easily manage enquiries, customers and jobs from one place.