Content Marketing for Electricians
The most valuable page you could write is aimed at letting agents, not homeowners
Two audiences, and only one of them reads anything
A full rewire is £3,990. An EV charger installation, £1,015. A consumer unit changeover, £710. A new lighting circuit, £581. An EICR, £266.
The homeowner side of your business barely reads. Someone wanting a consumer unit changed searches, looks at three profiles, and rings one. There is no research phase worth writing for, and content aimed at them mostly goes unread.
The commercial side is the opposite. Letting agents, portfolio landlords and property managers have genuine, recurring, compliance-driven questions and they research them properly because getting them wrong carries a penalty. What is the EICR requirement for a rental, how often, what counts as a C2, what happens if a property fails, who is responsible for remedial work, what does a landlord need to keep on file.
Those questions are being asked constantly in your area and answered almost entirely by national portals and legal sites. A local electrician who answers them clearly is the only local result that is genuinely useful — and the reader is somebody with forty properties.
Why that reader is worth writing for
A homeowner rewire is £3,990 once, then nothing for fifteen years.
A letting agent with forty properties is forty EICRs on a rolling five-year cycle — roughly £10,640 of certificate work — plus the remedial work a meaningful share of them generate, plus callouts across the portfolio, plus every property they take on.
That relationship is won slowly, by looking like the competent, current, compliance-literate contractor in the area. Content is how you look like that to somebody who has never met you, and it is the only channel that reaches them while they are researching rather than while they are buying.
The ratio
Our Booked package is £99 a month — £1,188 a year. One rewire covers more than three years.
Win one portfolio landlord from a page explaining EICR requirements and it pays for the better part of a decade. That is the case for writing seriously here rather than posting occasional tips.
What we’d actually write
The landlord EICR guide. What the law requires, how often, what a fail means in practice, what the remedial process looks like, how fast certificates come back, and what a batch of twelve addresses costs. That single page is the highest-value thing an electrician can publish.
A C1/C2/C3 explainer. Agents see these codes on reports and frequently do not know what they oblige them to do. Explaining it plainly makes you the electrician they ring with questions, which is how the relationship starts.
An EV charging page with the grant position on it. This is the fastest-moving domestic area you have, the rules change, and most published content is out of date within a year. Being current is the whole advantage.
Cost pages for the standard jobs. Rewire, consumer unit, EICR, EV charger. Ranged honestly. Homeowners may not read much, but they do search prices.
The compliance calendar. A short page explaining what a landlord has to hold, when it expires, and what happens if it lapses. It gets bookmarked, which almost nothing else does.
What good looks like at twelve months
- A landlord-facing section on your site that is genuinely the best local resource on EICRs
- Four to six substantial pages rather than thirty short ones
- Enquiries from agents that reference something you wrote
- The EV page current with this year’s rules rather than last year’s
- Domestic cost pages doing the price-filtering before the phone rings
The mistakes we see most
Writing for homeowners because they feel like the main customer. By value over five years, the agent is worth more and is the only one reading.
Letting compliance content go stale. Out-of-date regulatory content is worse than none — it damages exactly the credibility it was meant to build.
Explaining it the way you would to another sparky. The reader is a property manager, not an electrician. Codes need translating into obligations.
Hiding what accreditation buys. NICEIC at around £400 a year, NAPIT at £280, TrustMark at £180. Say what each one means the customer never has to deal with — building control, for instance — rather than displaying the logo.
The first ninety days
Weeks 1–4. The landlord EICR guide, written and published. Everything else on this page is secondary to it.
Weeks 5–8. The C1/C2/C3 explainer and the compliance calendar, which together make you the obvious person for an agent to ring with a question.
Weeks 9–12. EV charging brought current, plus the domestic cost pages so the homeowner side is doing its own filtering.
At ninety days the measure is whether a property manager who has never met you would come away from your site believing you handle portfolios routinely.
Where this lands in Gaffer
EICRs generate certificates against the property and the client, so a page that claims same-day certificates is describing something the system actually does rather than something you hope to manage.
Expiry dates go into the compliance schedule, which means the five-year renewal prompts itself. Content brings the agent in; the schedule is what keeps them.
And remedial work quoted against the original certificate means the process you describe in writing is the process they experience, which is the part that turns one job into a portfolio.
A page you send, not only one that gets found
Most content is judged on whether search brings people to it. The landlord guide has a second job that matters more, and it is one nobody plans for.
Property managers do not usually find you by searching. They find you because somebody mentioned you, or because you rang them, or because a maintenance contractor put your name forward. What happens next is that they look you up, and they look you up while deciding whether to trust you with a portfolio.
That is the moment the EICR guide is doing its work — not as a search result, but as the thing sitting there when somebody checks you out. It is also the thing you attach to the first email. “Here is what the process looks like and what a batch of twelve costs” is a far stronger opening than a price list, because it answers the questions they were going to ask on the call and demonstrates you have done it many times.
So the guide gets written to be read cold by a stranger and to be sent deliberately. Same page, two jobs. It means it has to stand on its own without a conversation around it — dates, obligations, timescales and figures all present — which is a higher bar than a blog post and the reason it is the first thing we write.
The same applies to the compliance calendar. Agents forward it internally, and your name goes with it.
Questions electricians ask
Will agents really read a long page? They will read the one that answers a question that carries a penalty. That is the difference between this and general blogging.
Should I publish EICR prices? Yes, including a batch rate. Agents compare, and a published figure gets you shortlisted before a conversation.
How often does this need updating? The regulatory pages, once a year at minimum, and immediately when rules change. That is part of what you are paying for.
Is there any point writing for homeowners? For prices, yes. For advice, much less — they are not in a research mood.
Get your free website review · Bigger outfit? Talk to us