When you work in the trades, trust is everything. Most customers won’t hire someone to come into their home (or onto their site) unless they feel completely confident in who they’re dealing with.
But here’s the catch — before they ever pick up the phone, most people check you out online first. They’ll look at your website, your reviews, and your photos to see if you seem like the real deal. So, how do you build that trust online and turn browsers into bookings? Let’s break it down.
1. Show Your Face and Your Team
People want to see who they’re hiring. A faceless website or Facebook page doesn’t give anyone confidence.
✅ Add clear photos of you and your team — not stock images.
✅ Include shots of you on-site or with your van (bonus points if it’s branded).
✅ Add a short “About” section explaining who you are, what you do, and what you care about.
Even a quick photo with a smile builds instant familiarity and trust.
2. Use Real Job Photos (Not Stock Images)
You don’t need to be a professional photographer — just real.
Show before-and-after photos of your work. Make sure they’re well-lit, tidy, and taken from the same angle if possible. This gives potential customers proof of the quality you deliver and separates you from “cowboy” trades who have nothing to show.
💡 Pro tip: Create a simple gallery on your website or post your best photos on Google Business Profile.
3. Collect (and Reply to) Reviews
Reviews are your online reputation. The more genuine, detailed reviews you have, the more confident people will feel contacting you.
Ask every happy customer to leave a review on:
- Google Business Profile (most important)
- Checkatrade or Trustpilot (if you use them)
And don’t forget to reply to reviews — good or bad. A polite, professional reply shows that you care about your customers and your reputation.
4. Keep Your Website and Socials Updated
A website or Facebook page that hasn’t been updated since 2021 doesn’t inspire confidence.
Post regular updates: recent jobs, team news, or customer feedback. Even one post a month shows that your business is active and reliable.
Keep your contact details visible and make sure everything works — broken links or missing forms can lose trust fast.
5. Be Clear About Pricing and Services
You don’t have to publish every price, but transparency goes a long way.
Be upfront about what you offer, what areas you cover, and how people can get a quote. Simple things like “Free quotes and advice” or “No call-out fee” help people feel comfortable reaching out.
6. Show Proof of Qualifications and Memberships
If you’re Gas Safe, NICEIC, or part of another trade body — show it off!
Badges, certificates, and accreditations tell customers you’re qualified and accountable. Add them to your website footer or business card.
7. Add a Personal Touch
Building trust online isn’t just about showing work — it’s about showing you.
Talk about why you started your business, what you love about the job, or how long you’ve been in the trade. A bit of personality goes a long way in making people feel they’re hiring someone genuine, not just another name on Google.
Final Thoughts
Trust isn’t built overnight, but with a few simple steps, you can make your online presence reflect the same honesty and reliability that customers see in person.
Be visible. Be real. Be proud of your work — and let your online presence do the talking.
