Compliance marketing
Demand that arrives on a date, whether you market or not.
Six of these eight trades have obligations the customer has never heard of. Replace a quarter of a roof and it is generally notifiable. Pave a front garden and you may need permission. A landlord’s gas check has a legal deadline. Explaining it is the sale.
Some of your work is legally required, and nobody has told the customer
There is a category of trade work where demand does not depend on persuasion. It arrives on a date, because a regulation, a certificate or a warranty condition says so. A rented property needs an electrical report at set intervals. A landlord’s gas safety check has a legal deadline. Replace a large enough part of a roof and it is generally notifiable. Pave over a front garden and permission may be required.
The customer almost never knows. Which means the business that explains it first tends to get the work, and the explanation is the entire marketing job. No discounting, no persuasion, no competing on price — just being the one who raised it.
There is a second half, which is that the same obligations decide who is allowed to quote. Approved lists, procurement questionnaires and insurance limits are gates, and being on the wrong side of them is invisible until you notice the tenders stopped coming.
What we actually do
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Map the obligations in your trade.
What is required, of whom, how often, and what happens when it lapses.
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Write the page that explains each one plainly.
Written for the person who does not know it exists, which is most of them.
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Get found for the deadline searches.
People search these questions by name, close to the date, and the pages are rarely competitive.
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Turn dates into a pipeline.
Every certificate you issue has an expiry, and that expiry is a booking if anything is tracking it.
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Get you through the gates.
Accreditations, approved lists and the questionnaire answers that decide who is allowed to quote.
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Keep the claims accurate.
Getting a regulation wrong in public is worse than saying nothing, so this gets checked.
Six of these eight trades have obligations customers cannot name
For an electrician it is reports and landlord duties. For a gas engineer it is a legal deadline with a named certificate. For a builder it is building control and warranties. For a scaffolder the compliance is not a demand generator at all — it is procurement access, and that changes the strategy completely.
The trade pages below take each one separately.
The first ninety days
- Weeks 1–4
The obligations mapped and the first explanatory pages written and checked.
- Weeks 5–8
Deadline searches targeted, and expiry tracking put in behind the certificates you already issue.
- Weeks 9–12
Renewals prompting themselves, and the accreditation gaps that block work identified.
What good looks like
- Every obligation in your trade is explained on your site in plain terms
- Certificates you issue have their expiry tracked
- Renewals prompt themselves before the date
- You are on the lists that decide who gets asked to quote
- Nothing published overstates what the rules actually say
Questions we get asked
Is this just SEO for regulations? Part of it. The rest is turning certificates into renewals and getting through procurement, which are not search problems at all.
Won’t customers find this out anyway? Often not until it goes wrong. Being the one who explained it first is the whole advantage.
Do you check the legal detail? We write it plainly and you confirm it against your trade body. The liability for a claim about the rules has to sit with somebody qualified.
What if I am not accredited? Then that is the first conversation, because for some work it decides whether you are allowed to quote at all.
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