Why trades should care about social media at all
Most trades know they should post on social media, but no one ever explains what to put, where to put it, or how it actually helps you get enquiries. The truth is, you do not need to post every day, you do not need fancy branding, and you do not need to be a “content creator”. You just need a couple of pages that look alive and clear so customers can see what you do.
Customers check your socials when they want proof that your website and reviews are real. If all they find is an old page or an empty profile, they lose confidence. A few minutes a week can make a big difference.
Here is a simple guide to the platforms that work best for trades, and how to use each one without wasting time.
How it all fits together
Most trades treat each platform as if it works on its own, but that is not how customers behave.
Social media pushes people to your website.
Your website builds trust and gets the call.
Google sees this activity, crawls your site and starts showing it higher for relevant searches.
Your Google Business Profile strengthens everything because every photo, review and update signals to Google that you are active and working locally.
It all links together.
If one part is weak or ignored, the whole system feels flat. This is why so many trades post on Facebook or Instagram but still do not get consistent enquiries. The customer lands on a quiet website or an untouched Google Business Profile and the chain breaks.
When all three work together, you look established, trustworthy and present in your area. You start getting steady calls without needing to shout for attention.
If you only use one platform on its own, you are basically throwing mud at the wall and hoping something sticks.
1. Facebook – Still the strongest platform but most trades use it wrong
Facebook is still the strongest platform for trades because your customers are already there and they use it to look for local work.
What works on Facebook
- A clear profile photo and cover photo
- An up to date bio that says your trade and your area
- A pinned post that explains how to book you
- Before and after photos
- Short videos from real jobs
- Reviews
How to use it without spending loads of time
Post once or twice a week. Keep it simple. Show a job you have finished, say where it was, what the issue was, and how you solved it. Customers do not need long stories. They need proof you know what you are doing.
Example caption pattern you can use:
- Location
- Problem
- What you did
- Rough cost range
- Call to action
This lets people understand the job and the price bracket without attracting timewasters.
Community groups can help too. The trick is to reply to people who are already asking for your trade rather than posting self promotion into the group. Helpful replies get better reach and never look spammy.
What gets enquiries
Real job photos, simple descriptions, clear pricing where possible and posts that show you know your trade.
2. Instagram
Instagram works well for visual trades such as plastering, landscaping, tiling, decorating and carpentry. Customers want to see tidy finishes, clean lines and transformations.
What works on Instagram
- Clear photos
- Before and afters
- Reels that show a small part of your process
- Job locations
- A simple link in your bio
- A handful of story highlights
How to use it in a way that attracts enquiries
Every post should include your trade and area so you show up locally. Add a quick line that explains what the job was. People scroll fast so keep it short.
Reels do not need to be fancy. A clip showing the wall before skimming, then a clip showing it after, will always land better than a long reel with music.
Stories can be quick updates, reviews, or small bits of behind the scenes work. Nothing polished.
Instagram works best when you treat it like a portfolio instead of a diary.
3. TikTok
If you want reach, TikTok is the strongest platform. It works well even if you post rarely. You do not need to be funny or professional. You just need to talk normally. TikTok also works well if you post how to videos, or tips and tricks, just be careful, it’s very easy to attract DIY’ers or other trades who think they know better.
What works on TikTok
- Short videos
- Clear hooks
- You talking to the camera
- Jobs that look satisfying
- Tiny lessons that help customers understand something
How to use it without feeling awkward
You can use the same idea again and again.
For example:
- “Things customers always ask me on the job”
- “What this job cost and why”
- “How to spot a problem before it gets worse”
Say your area in the first line. Local people will find you more easily. End with a simple call to action such as “send me a message if you need help with this”.
4. Google Business Profile
It is not a traditional social platform but it behaves like one because you post photos, updates and replies. It also appears before your website most of the time, so it is more important than Instagram and TikTok combined.
What works on Google Business
- New photos each week
- Locations
- Short updates
- Recent reviews
- Correct category and service list
How to use it for better local reach
Add photos from jobs regularly. Before and afters are perfect. Keep your opening hours, phone number and website link correct. Reply to every review, even the short ones.
Customers trust this page more than any other platform, so keeping it active can raise your call volume fast.
5. LinkedIn
LinkedIn suits trades who want commercial work. If you deal with landlords, builders, housing associations or offices, this is worth using.
What works on LinkedIn
- Case studies
- Finished project photos
- Posts about safety, compliance or training
- Clean profiles that show your experience
How to use it in a simple way
Share a project with a short description of the problem and the result. Businesses want reliability. You do not need to post often. Once or twice a month is plenty.
Which platforms should you choose
You do not need them all. Pick based on the work you want.
Domestic work
Facebook and Google Business
Visual work
Instagram, Facebook and Google Business
Commercial work
LinkedIn and Google Business
If you enjoy talking on camera
TikTok and Facebook
Most trades only need two active platforms to look established and trustworthy. alive.
If you want the full step by step version
This post gives you the basics to get your socials moving. I also get asked for templates, scripts, bio examples, caption patterns and review messages every day, so I have put everything into a downloadable guide for trades who want to sort their socials without guessing. It took a week to put together, so I priced it the same as a coffee.
It includes:
- Bio templates
- Caption structures
- Group reply scripts
- Before and after layouts
- Review request messages
- TikTok hooks
- Google Business checklist
- Posting schedules
- Examples written for different trades
You can download it if you want the full set of tools.
Final note
Social media helps people find you. Your website is what gets them to ring you. If you send people from Facebook or TikTok to a site that is slow, unclear or messy, they will close it and call someone else.
This is what I sort for trades every day. Clean, simple sites from £19 per month that help you look the part and bring in more enquiries.
If you want me to look over your current website and tell you what is holding it back, I will do a free website audit. Just send me a message.
