The blog

Practical advice for firms on the tools.

No marketing waffle. Short, useful reads on branding, websites and getting found, written for heat pump installers, HVAC firms, electricians and plumbers. Pick your topic below.

Branding

Logos, vans, uniforms and the first impression homeowners get before you say a word.

Branding4 min read

Your logo lives on a van doing 80 on the M50. Design for that.

A logo that looks grand on a laptop can disappear completely on a moving van. Here is what a trade logo actually has to do.

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Branding4 min read

Matching vans win jobs before you knock on the door

Homeowners judge the fleet before they judge the work. Why consistent livery is the cheapest advertising a heating or electrical firm can buy.

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Branding5 min read

Thinking of renaming the business? Read this first

Your name has years of goodwill in it. Sometimes a rename unlocks growth anyway. How to decide, and how to switch without losing customers.

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Websites

What a working website actually needs if you install heat pumps, rewire houses or fix leaks for a living.

Websites5 min read

What homeowners check before they ring an installer

Before the phone rings, you have already been shortlisted or binned. The exact checklist people run through on their phone at 9pm.

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Websites4 min read

A Facebook page is not a website

Facebook got many trade businesses their first customers. Here is why it stops working as the jobs get bigger, and what a website does that a page cannot.

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Websites4 min read

Service area pages: how to get found in the towns you want to work in

Google matches searches to pages. If you have no page for 'electrician Naas', you are invisible in Naas. The straightforward fix.

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Getting found

Google, reviews and photos. How local customers find you and what convinces them to ring.

Getting found5 min read

Google Business Profile: the free listing that feeds local trades

The map results get the clicks for 'plumber near me'. Setting up and maintaining your profile properly costs nothing and outperforms most paid ads.

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Getting found4 min read

Before and after photos are your best salesman

Nobody can see the quality of your work in advance. Photos are the closest thing, and most firms waste them. A simple system that takes two minutes per job.

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Business & pricing

Presentation, pricing confidence and playing the long game with your company image.

Business & pricing5 min read

Look established, charge properly

Two firms quote the same heat pump job. The scruffier-looking one has to be cheaper to win it. How presentation sets the ceiling on your pricing.

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Business & pricing5 min read

Starting a heating, electrical or plumbing business? Get these five things right first

Before you print anything or wrap anything, five decisions that are cheap to get right now and expensive to fix later.

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Rather talk it through than read about it?

Book a short discovery call and get a straight answer on what would move the needle for your business first.

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