What Most Agencies Get Wrong About Working with Trades Professionals
They know hammers. You know hashtags. So why can’t you seem to get on the same page?
Too many agencies treat trades businesses like tech startups or lifestyle brands. But trades professionals aren’t selling an aesthetic. They’re selling trust, timelines, and hard-earned skill.
And when agencies miss that? They don’t just miss the mark, they lose the client.
This post breaks down the biggest things marketers get wrong about working with tradespeople and explains how to fix them.
Mistake #1: Ignoring How Tradespeople Actually Get Work
Most trades businesses aren’t fueled by ad impressions. They’re built on:
Referrals and repeat customers
“Electrician near me” Google searches
Actual phone calls, not just contact forms
If your marketing strategy doesn’t support those three pipelines, it’s not a strategy. It’s window dressing.
How to Fix It:
Prioritize local SEO. Claim and optimize Google Business Profiles.
Add call-tracking and click-to-call buttons on every page.
Encourage happy customers to leave Google reviews.
A beautifully designed site is useless if it’s not found. And a site that’s found but doesn’t convert isn’t any better.
Mistake #2: Over-Complicating the Message
Trades customers don’t need brand archetypes or poetic mission statements. They need to know:
Are you legit?
Will you show up on time?
Do others trust you?
If your homepage headline reads like a TED Talk, you’re losing people.
Try This Instead:
Use clear, bold headlines that say what you do.
Show real photos, real work, and share real testimonies.
Add trust indicators like license numbers, certifications, and testimonials.
Think of your messaging like a truck wrap. “Residential and commercial applications” sounds fancy — but “We fix broken AC fast” gets the phone to ring.
Mistake #3: Chasing Vanity Metrics Over Local Results
Does your client really care about Instagram likes? Or do they care about booked jobs?
Too many agencies report on social metrics that don’t move the needle.
What Actually Matters:
Phone call volume
Website form submissions
Ranking in the local 3-pack on Google
5-star review count growth
One HVAC company we worked with was stuck at 7 monthly leads. We simplified their website, optimized their Google profile, and added a review strategy. They now average 30+ leads per month — all local.
That’s what moves the needle.
Mistake #4: Using the Wrong Voice
You don’t build trust with buzzwords. If you say “omnichannel ecosystem,” your average plumbing client just tuned out.
Trades clients want to hear from someone who “gets it.” That means speaking their language.
Fix the Tone:
Use plain English. Be direct.
Show before/after photos and project timelines.
Share real client quotes and success stories.
It’s not about dumbing it down. It’s about cutting the fluff.
Mistake #5: Not Respecting the Reality of the Work
Trades work is physical, urgent, and unforgiving.
Agencies that move slow, talk vague, or schedule four-week brand workshops? They get left behind.
Here’s What Works:
Move fast. Build quickly. Get feedback live.
Don’t waste time on deliverables that don’t drive results.
Know that their time is tight. So, be efficient.
If your work doesn’t help them close jobs or save time, it’s not helping.
What Good Agencies Do Differently
Agencies that succeed with trades clients do this:
Learn how trades sales cycles actually work
Go to job sites or shadow sales calls. Or, at the very least, take the time to understand your business BEFORE building the campaign.
Focus on trust and visibility over perfection
Build simple funnels: Google → Call → Quote → Review → Repeat
They don’t try to make the business something it’s not. They make it easier to grow.
What Trades Professionals Should Ask Before Hiring an Agency
Here’s your litmus test:
Have you worked with trades before?
How do you measure success?
Do you focus on local SEO and review generation?
Will I own my site and all content?
If they flinch at those questions, you should walk away.
Conclusion: Speak Their Language or Don’t Bother
You can’t market trades like tech. The best agencies cut the fluff, respect the trade, and get to work.
If you’re in the trades and tired of working with marketers who don’t get it — we do. Click here to schedule a time to talk with us.