How Trades Businesses Can Use Google Search Console to Win More Local Enquiries
If you run a building, roofing, electrical, plumbing, landscaping, or any other trade business, your website should help bring in enquiries.
But how do you know whether Google is showing your website to the right people?
That is where Google Search Console comes in. It is a free tool from Google that helps you understand how your website is performing in Google search results. And the good news is that you don’t need to be technical to get value from it.
What can Google Search Console tell you?
Google Search Console can show you:
What people type into Google before they find your website
Which pages on your website are appearing in Google
How often your website is shown in search results
How many people click through to your website
Whether Google is having trouble finding or reading important pages
This is useful because it helps you move away from guessing. Instead of assuming people are finding you for “roof repairs in Horsham” or “builders in Crawley”, you can see whether that is actually happening.
A few simple terms worth knowing
Google Search Console uses a few phrases that can sound more complicated than they are.
Clicks are the number of people who clicked through to your website from Google.
Impressions are the number of times your website appeared in Google’s results, whether someone clicked or not.
Position is roughly where your website appears in the results. A lower number is better, as position 1 is near the top.
Indexing simply means Google has found a page and included it in its records, so it has the chance to appear in search results.
You do not need to obsess over every number. The main point is to look for useful patterns and opportunities.
Check what customers are searching for
One of the most useful areas is the list of search terms people use before reaching your site.
For example, a roofing company may discover people are finding them through searches such as:
Flat roof repair Horsham
Emergency roof repair West Sussex
Fascia and soffit replacement near me
A builder may find searches related to extensions, loft conversions, renovations or particular towns they serve.
This gives you a clearer idea of what potential customers want. It can also reveal gaps. If people are searching for a service, you offer but you do not have a clear page about it, you could be missing enquiries.
For example, if you install garage conversions but only mention them briefly on a general “building services” page, a dedicated garage conversion page may make it easier for Google, and potential customers, to understand exactly what you do.
Find pages that are being seen but not clicked
Another useful check is to look at the pages on your website that appear in Google results.
Sometimes a page may be shown regularly but receive very few clicks. This can mean people can see it, but your listing is not convincing enough for them to choose it.
Possible reasons include:
The page title is vague or does not mention the service clearly
It does not say where you work
A competitor’s listing looks more relevant or trustworthy
The page does not properly answer what the customer is looking for
For example, “Services | ABC Building” tells a customer very little. A title such as “House Extensions in Horsham | ABC Building” is clearer and more relevant.
Small improvements to service-page titles, descriptions, project examples, photographs and customer reviews can make a real difference over time.
Make sure key pages can be found
Your most important pages should be visible to Google. That includes your:
Main service pages
Area or location pages
Case studies and project pages
Contact page
About page
If Google cannot find a page, it is unlikely to send customers to it.
Google Search Console can flag pages that are missing from its records or have problems that need attention. Some issues are quick to fix; others can be more technical. Either way, it is better to know about them than leave a valuable page hidden from potential customers.
A simple monthly check
You do not need to spend hours inside Google Search Console every week. A monthly check is a sensible place to start:
Look at whether clicks to your website are increasing, dropping or staying flat.
Check whether people are finding you for the services and locations you want to target.
Identify pages that are visible in Google but not attracting many clicks.
Check that your main service and location pages can be found.
Make a note of anything that needs improving.
The important thing is not just looking at the information; it is deciding what to do with it.
Knowing the problem is only the first step
Google Search Console can highlight opportunities, but it will not rewrite a weak service page, improve your website’s content, fix technical issues or decide which changes will bring the best return.
For a busy trades or construction business, that is often the difficult part. You may be able to see that a page is underperforming but finding time to work out why and put it right is another matter.
The best approach is usually to focus on the pages most likely to generate good enquiries, such as the services you want more of, in the areas you most want to work.
Not sure what your Search Console results are telling you?
Google Search Console can give you plenty of information, but it doesn’t always make it clear what needs attention first, or which changes are most likely to bring in more of the right enquiries.
RBC Marketing can help you make sense of what Google is showing, spot the most worthwhile opportunities, and explain the next steps in plain English. Whether your website needs clearer service pages, stronger local content or help fixing issues that could be holding it back, we’ll help you focus on what will make the biggest difference.
Book your free 20-minute marketing consultation with RBC Marketing and find out what your website could be doing better.
About the Author
John Wright started his career in the construction industry at Kennedy Builders Merchants in the 1980s. This marked the beginning of a 35-year journey in sales, marketing, and business development in construction.
In 2016, John transitioned into digital marketing as an it’seeze web design franchisee, before founding RBC Marketing in 2022. Today, he uses his strong knowledge of the construction industry along with marketing skills. He helps construction companies create a strong online presence. He also drives business growth through both digital and traditional marketing strategies.
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