I admire tradespeople. Well, not all of them. Just the ones who show up on time, communicate clearly, give upfront costs, and take pride in clean workmanship. The ones who treat every job like their name is on it, because it is.
So it genuinely frustrates me when I find one of those tradespeople online and see how badly they've let themselves down.
I scout Google Maps every day looking for exactly that type: skilled at their craft, invisible on the internet.
Here's what I keep finding.
A Google Site
Google's own free website builder carries exactly zero SEO weight. Google does not rank its own free product in its own search results. That's not a conspiracy, that's just how it works. A Google Site is the digital equivalent of a handwritten sign in a window. It tells the algorithm this business hasn't invested in being found. You're better off with nothing, because at least nothing doesn't actively signal neglect.
One way to get in touch
No email address anywhere. Just a phone number. I understand the logic. You want someone to call now, book the job, move on. But not every customer has an emergency. Some are planning a bathroom renovation for next summer. Some want a quote before they commit. Some are doing research at 11pm when you're not picking up. Those customers are future revenue, and they're quietly banking it with whoever made it easy to reach them. A single phone number and nothing else is leaving a whole category of customer on the table.
A single page with no content
One paragraph of text, a phone number, and a background image of a pipe. Anyone searching "plumber Stretford" tonight won't find this. Google needs content to understand what you do, where you do it, and who for. A page with three sentences gives it nothing to work with.
Present but invisible
This is the most dangerous position to be in, because it doesn't feel dangerous. The work is coming in through word of mouth. The phone rings enough. Things seem fine. But right now, someone in your town is searching for exactly the service you offer and there are 40 other businesses ahead of you on Google Maps, not because they're better at the trade but simply because they've made it easier to be found.
Most trade businesses in the UK are sitting in exactly this position. On the map, not in the results. Real businesses with real customers who are simply not the first choice for anyone who doesn't already know them.
If you read this and felt even a flicker of recognition, ask yourself honestly whether your listing would make a stranger call you first.
If the answer is no, take Ricky Gervais' advice: get in there with a spoon, son. Fix it.
The tradespeople I described at the start deserve to be found. If you're one of them and you know your website, your Google profile, and how you appear on Maps could be a lot better, start here.