The short version
- Word of mouth is still the best work you can get. A website doesn’t replace it.
- Most people look you up before they ring, even when a friend recommended you.
- What they find decides whether they ring you, or ring the next name on the list.
- If you’re booked up months ahead with repeat customers, you may genuinely not need one yet.
I spent over eight years in general building, and most of our work came from recommendations. So I’m not going to tell you word of mouth is dead. It isn’t. But the way it works has changed, and that’s where a website comes in.
What happens after someone recommends you
A neighbour says “use him, he did our kitchen”. The customer doesn’t usually ring straight away. They search your name or your business name first, to see who they’re dealing with. They want to see jobs like theirs, read what other customers say, and check you cover their area.
If they find a tidy site with your work, your reviews and a number to ring, the recommendation turns into a call. If they find an old Facebook post and not much else, some will still ring. Some won’t, and you’ll never know they were looking.
- 97%read reviews for local businessesBrightLocal, Local Consumer Review Survey 2026
- 2 in 3more likely to hire a trade with a websiteDreamHost, Local Business Trust Index 2026
- 60%think less of a firm with a dated websiteDreamHost, Local Business Trust Index 2026
Why a Facebook or Instagram page isn’t quite enough
Social media is great for showing jobs as you go, and you should keep posting. But as the place people land when they check you out, it has gaps:
- It shows your latest work, not your best. Your best job from last spring is buried under months of other posts.
- Not everyone can see it. Instagram and Facebook push people to log in, and plenty of homeowners don’t have an account.
- It doesn’t answer the basics. What exactly you do, where you cover and how to get a quote are scattered across posts and comments.
- It isn’t yours. The platform decides who sees your posts, and an account can be hacked or locked.
The best setup is both. Keep posting, and link your website from your profiles so people who want more detail have somewhere to go.
When you probably don’t need one
Being honest, a website isn’t essential for everyone. You can probably wait if:
- You’re booked up months ahead with repeat customers who already know you.
- You only subcontract for one or two main contractors.
- You’re winding down rather than building up.
If that’s you, a Google Business Profile with good photos and a few reviews will cover most of what people look for. It’s free, and worth having whatever you decide. Here’s how it works with a website.
When it makes the biggest difference
A website earns its keep fastest when:
- You want more of a certain type of job, like bespoke joinery rather than second fix, or extensions rather than repairs.
- You’re not the cheapest, and need to show why you’re worth it.
- You have quiet spells and want work coming in from people who haven’t heard of you yet.
- You’re moving into a new area where nobody knows your name.
- Recommendations come in, but not all of them turn into calls.
A real example
Elite Interior, joinery, Huddersfield. Rory was relying on Instagram and MyBuilder for work. The only place to see his joinery was his feed, and there was nowhere to send people who wanted to see it properly or ask for a quote.
I built him a site that leads with bespoke wardrobes and storage, shows his real project photos and Google reviews, and asks the right questions in the quote form. It went live 4 days after our first call. Two weeks later a homeowner asked for a quote for a fitted wardrobe and internal doors through it.
What a small trade website needs to do
It doesn’t need to be big. One good page can do the job, as long as it answers the questions a customer has before they ring:
- Do you do what I need?
- How good is your work?
- Can I trust you in my home?
- Do you cover my area?
- How do I get a quote?
I’ve written a checklist for each of those. Or if you’d rather it was done for you, my websites for trades start from £295 and you only pay once you’re happy with it. See pricing.
