# 15.5, How to get your first customers when nobody knows you
You’re unknown, you’ve got bills to pay, and you don’t want to blow money on stuff that doesn’t work. Here’s what actually brings in first customers in the UK.
1. What actually works for new trades
From UK marketing data and local SEO studies, a few channels consistently punch above their weight for small, local trades:
Google Business Profile (GBP)
- Local search studies show that a well‑optimised GBP can appear in up to ~45% more local searches and that the “map pack” (top 3 on the map) grabs around half of all clicks.
- Agencies working with UK SMEs say GBP is one of the highest‑return, lowest‑cost ways to get inbound enquiries for any local service business.
Lead‑gen sites (Checkatrade, MyBuilder etc.)
- These give you instant access to live jobs in your area. You pay membership and/or per‑lead, but you don’t have to wait a year for word of mouth.
Local Facebook groups and word of mouth
- For domestic trades, local “recommendations” groups regularly generate work. Once a couple of people vouch for you, you start getting tagged in posts asking “Know a good plumber?” etc.
Your basic starting stack: GBP + at least one lead‑gen platform + a bit of local Facebook and offline networking.
2. Lead‑gen platforms: costs, pros, cons
Exact prices change all the time, but the patterns are stable. Check current deals before signing up.
| Platform | Cost model (typical) | Pros | Cons |
|---|---|---|---|
| Checkatrade | Monthly/annual membership (often £70–£150+/month depending on area and trade, with occasional discounts). | Strong brand with homeowners, central profile + reviews, can bring steady leads once established. | Fixed cost whether you win work or not, competitive categories, can be pricey for someone brand new. |
| MyBuilder | No membership; you pay per lead when you “shortlist” a job. Small jobs often under £10, big jobs can be £80+VAT per lead. | Low barrier to start, pay only for leads you choose, good for filling gaps. | Lots of trades chasing the same job, can burn cash on tyre‑kickers, prices creep up in busy areas. |
| Bark | Pay‑per‑lead using credits; bundles bought upfront, lead prices vary by trade/size. | Wide range of services, not just trades; can find higher‑value clients. | Quality can be mixed, lots of “just browsing” enquiries; easy to overspend. |
| Rated People | Monthly fee plus per‑lead or just per‑lead depending on plan. | Established in home‑improvement space, review system, app. | Same issues as others: competition, cost creep, homeowner expectations driven down by “cheap quote” shoppers. |
How to use them without burning money:
- Use 1–2 platforms max at the start so you can learn how to convert leads without spraying money everywhere.
- Track every lead: cost, did you quote, did you win, value of job. Drop any platform where the numbers don’t stack up after a fair trial.
3. How strong is Google Business Profile really?
GBP is free and, for local trades, weirdly powerful.
- UK local SEO agencies report that an optimised GBP can increase local search visibility by around 45% and that map‑pack listings take 44–61% of clicks for local service searches.
- Marketing firms call GBP “one of the most cost‑effective and highly visible ways to get in front of local customers”, especially for location‑based services like plumbers and electricians.
What this means in practice for a new tradesperson:
If someone searches “plumber near me” or “emergency electrician [your town]”, Google often shows the map pack before websites. If you’re not in that pack, you’re invisible at the exact moment someone is ready to book.
A filled‑out profile with proper categories, services, photos and a few good reviews can start bringing in free, phone‑ready enquiries once Google trusts you.
GBP should be a day‑one job:
- Claim and verify your profile.
- Add service area, opening hours, real photos, and clear services.
- Ask every happy customer for a review and reply to them.
Done right, GBP becomes a “compounding asset”: reviews and engagement build over time, and leads grow without extra spend.
4. Local Facebook groups, worth the hassle?
For domestic work, yes – if you’re not spammy.
- UK social media and marketing sources consistently report that community and “recommendation” groups are a key way homeowners find trades, especially for smaller jobs, because they trust local word‑of‑mouth and tags from friends over adverts.
- Posts like “Can anyone recommend a reliable roofer?” show up daily in most town groups; the trades who consistently get tagged are usually busy.
How to use them without looking desperate:
- Join groups where your customers actually hang out (local community, parents, landlord groups, not just general buy/sell).
- Don’t plaster adverts; instead:
- Comment helpfully on relevant posts.
- Ask previous customers to recommend/tag you when someone asks.
- Once in a while, share a before/after with a clear, low‑key call to action.
Facebook also quietly acts as social proof: people see your name pop up repeatedly and start to recognise it.
5. What does a first customer actually cost?
Nobody publishes a perfect “cost per first customer for plumbers” table, but from platform pricing and local marketing studies you can give sensible ranges.
Think in cost per job won, not cost per lead.
Lead‑gen sites (MyBuilder, Bark, Rated People etc.)
- Small job lead costs £8–£20 and you win 1 in 3 → £24–£60 marketing cost per job.
- Big jobs can have lead fees of £80+VAT or more; even winning 1 in 4 makes your cost per job £80–£100+ before fuel and quote time.
Checkatrade‑style membership
- Pay £100/month and win 4 decent jobs a month → £25/job direct marketing cost, plus your time on quotes.
- Win only 1 job a month → effectively £100+ per job before time and fuel.
Google Business Profile
- No direct cost. Your “spend” is time: setting it up, asking for reviews, posting updates.
- If you get 2–3 jobs a month from GBP alone (very achievable once it beds in) your cash cost per job is close to £0, just your effort.
Local Facebook groups / word of mouth
- No direct fee – cost is your time and maybe a bit of fuel for quotes.
- Properly looked after, this tends to be your cheapest per‑job channel over time, because referrals usually convert without much selling.
The honest message:
Paid platforms are useful for speed – getting money through the door while you’re unknown. GBP + Facebook + reputation are where your cheapest, best quality work will come from if you stick at it.
Social and lead gen reality check
Don’t let marketing hype fry your head.
Ignore the “I’m fully booked for 6 months” screenshots. You’re seeing the best day they’ve ever had, not the cancellations, late payers and quiet weeks.
Followers, likes and views are nice, but they don’t pay the merchant. A half-empty Instagram with a full diary beats a flashy account with no real jobs.
There are whole businesses built on selling you the “dream”, paid ads, branding, courses, lead hacks. Most of it only works if you’re already decent at your trade and looking after customers.
Keep your priority list simple:
- Do good work.
- Turn up when you say.
- Don’t ignore people.
Then use marketing to support that, not replace it.
What to do next
- Read: 15.6 – The money reality · what you’ll actually earn in years 1-3
- Read: 15.13 – Building a reputation from zero (the longer game)
- Read: 15.4 – Your first year self-employed · what actually happens
- Read: 14.5 – How to explain your price when they’ve had a cheaper quote (you’ll need this fast)
- Download: First customer conversation script (once live in Doc Hub)
- Use: Employment Status Checker · if a lead-gen site or contractor is pushing you towards an arrangement that feels like employment
Sources (UK)
- UK local SEO agencies and studies – GBP visibility uplift (~45%), map-pack click share (44–61% of local clicks).
- SME marketing research – GBP as highest-return local marketing channel for service businesses.
- Lead-gen platform pricing pages – Checkatrade, MyBuilder, Bark, Rated People current plan structures.
- UK social media marketing commentary – role of local Facebook groups and community recommendations for trades.
- FSB / trade press – late payment impact on small trades (£6,000+ average owed).
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