Tradespeople: how to find new customers online in French-speaking Switzerland

Word of mouth is still a tradesperson’s best friend. But today, even a customer recommended by a neighbour will check your name on Google before calling. And everyone without a recommendation simply types ‘plumber Onex’, ‘emergency electrician Lausanne’ or ‘joiner Fribourg’. If you don’t show up, that job goes to someone else.

The good news: for a tradesperson looking to find customers in their area, you need neither a huge advertising budget nor a presence on every social network. You need a few solid, well-maintained foundations. Here they are.

1. A Google Business Profile, your number one shop window

For a local search, Google first shows a map with three businesses. That’s where most calls are made. To appear there, your Google Business Profile must be complete and active:

• the exact primary category (‘Plumber’, ‘Electrician’, ‘Joiner’…) and relevant secondary categories;
• your service area (towns and cantons covered);
• a detailed list of your services;
• photos of your work, added regularly;
• up-to-date opening hours and a number that gets answered.

2. Customer reviews, requested every time

Reviews are a major ranking factor on Google and the first element of trust for someone letting a tradesperson into their home. Get into the habit of asking for a review at the end of every successful job: a text message with the direct link is enough. Reply to every review, including criticism, calmly and professionally. A tradesperson who replies inspires trust.

3. A simple, fast website that gets the phone ringing

Your website doesn’t need fifty pages. It must answer three questions within seconds: what you do, where you work and how to reach you. The essentials:

• a clickable phone number visible at the top of every page on mobile;
• a short quote request form, with the option to send a photo;
• one page per main service (‘bathroom renovation’, ‘heat pump installation’…);
• the towns you cover, clearly stated.

4. Your projects as proof

Nothing sells your craftsmanship better than your work. Publish before/after photos with a short description: the problem, the solution, the town, the duration. These pages reassure prospects and rank for very specific searches, such as ‘kitchen renovation Meyrin’ or ‘wooden deck Vevey’.

5. Targeted local SEO

Every page of your website should target a ‘trade + place’ combination: a clear title, a meta description that makes people want to click, and content that mentions your towns and specialities. Also make sure your name, address and phone number are identical everywhere: website, Google profile, local.ch, search.ch and trade directories. This consistency is a strong signal for Google. That is what local SEOis all about.

6. Anticipate searches made through AI

Some customers now ask ChatGPT or Gemini directly: ‘which reliable electrician in Geneva can replace my fuse box?’. These tools rely on reviews, directories and clear, well-structured websites. A website that precisely describes your services, area and certifications, with an FAQ, increases your chances of being cited. That’s what we work on with GEO.

7. Few social networks, but well chosen

There’s no need to be everywhere. For most tradespeople, an Instagram or Facebook account fed with project photos once or twice a month is enough to show that the business is active. The time saved is better invested in your Google profile and reviews.

Frequently asked questions

Does a tradesperson really need a website if their Google profile is good?

Yes. The profile catches the first glance; the website convinces, showing your work, detailed services and guarantees. The two reinforce each other in Google’s rankings.

How long does it take to see results?

An optimised Google profile and a few new reviews can bring in calls within a few weeks. Website SEO builds up over several months.

I don’t have time to deal with it. What can I do?

That’s exactly our job. We build the website, optimise your Google profile and set up a simple system for requesting reviews. You keep your time for your jobs.

More calls, less time wasted

At 360 Web Agency, we support tradespeople across French-speaking Switzerland with a complete offer: website, Google profile, local SEO and visibility in AI search. Discover our website for tradespeople offer or contact us.