Lead generation
A steady flow of enquiries, not a feast and famine.
Contracts, rounds and repeat commercial work behave nothing like one-off domestic jobs. We market them differently.
Volume is the wrong target for almost every trade
The standard pitch is more leads. It is the wrong measure, and chasing it has put more trade businesses in trouble than under-marketing ever has. A hundred enquiries you cannot service is worse than three you can, because the hundred still cost you the time to sort through them.
What a trade business needs is a predictable flow at a size it can actually deliver, weighted towards the jobs worth having. That is a different exercise from generating volume. It means deciding which work you want more of, working out where those specific people are, and turning the tap accordingly.
It also means being honest about capacity. There is a size where more enquiries stop being an opportunity and start being a quality problem, and knowing where that is for you is part of the job.
What we actually do
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Decide which jobs you want more of.
By value, by margin and by whether you enjoy them. Not all revenue is equal and most trades know exactly which work they would rather have.
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Find where those particular customers look.
Which is rarely the same place as where the cheapest enquiries come from.
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Build the pages that catch them.
Service-level, priced, and specific enough that the wrong customer self-selects out before ringing.
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Balance the fast and the slow.
Ads for now, search and content for the months after, so the flow does not depend on one channel.
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Filter before it reaches you.
The form and the first questions do the sorting, so your time goes on real jobs.
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Watch the flow, not the total.
Enquiries per week and what they were worth, against what you can actually deliver.
Contracts and rounds behave nothing like one-off jobs
A commercial cleaner is not looking for enquiries at all — they are looking for one contract worth £36,000 a year, and that is a procurement problem. A window cleaner needs a dense round in three postcodes rather than scattered work across twelve. A builder needs six good jobs a year and can be ruined by sixty enquiries.
The trade pages below are written around those differences.
The first ninety days
- Weeks 1–4
The target job defined properly, and the pages and tracking built to catch it.
- Weeks 5–8
The fast channel switched on where the arithmetic works, and filtering tightened against real enquiries.
- Weeks 9–12
A weekly flow that can be forecast, and a clear view of which channel produced which job.
What good looks like
- Enquiries arrive weekly rather than in bursts
- Most of them are for work you actually want
- You can say what an enquiry costs and what one is worth
- More than one channel is producing
- The volume matches what you can deliver well
Questions we get asked
Can you guarantee a number of leads? No, and a number without a job value attached would not tell you anything useful anyway. What we report is enquiries, their source and what they were worth.
Do you sell shared leads? No. Everything generated here goes to you, on your own site and your own profile, because a shared lead is one you are already competing for.
What if I get too many? We turn the fast channels down. That is easier than the other direction, which is why capacity gets discussed early.
How quickly does it start? Paid channels within days where they suit the trade. The rest builds over months, and once it does the enquiries keep arriving without a click being bought for each one.
Find out what your website is costing you
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