There’s nothing wrong with feeling a little buzz when you post a photo of a gleaming new front door, a beautifully spliced sill, or a freshly restored sash window and the likes roll in. But here’s the kicker: likes won’t keep your workshop busy. They won’t pay for timber, Accoya upgrades, or even your apprentice’s tea runs.
Statista reports that less than 1% of people who engage with a social post ever make a purchase or booking source. For trades like joinery or window fitting, that means those likes are more often from curious browsers than paying clients.
Aimee Lycett, SEO expert at Sash Window Websites, says it plainly: “We’ve seen joiners with thousands of likes on Facebook and carpenters with impressive Instagram followings, but no new enquiries. Social engagement doesn’t equal leads.”
Social media is designed for entertainment. Customers admire your craftsmanship, but when they actually need sash window repairs or a bespoke oak wardrobe, they’re not scrolling Instagram. They’re Googling.
Facebook, Instagram, and TikTok are like passing conversations, they’re exciting while they happen, but gone almost instantly. HubSpot found the average Facebook post has a lifespan of just five hours source. Imagine putting hours into staging, editing, and posting your work, only for it to vanish into the feed the same day.
By contrast, SEO is permanent. A blog post about “sash window repairs in Canterbury” or a landing page for “bespoke carpentry in Maidstone” can sit at the top of Google search results for months or even years. That means it keeps working for you long after you’ve moved on to the next project.
Rob Gould, sash window specialist and SEO strategist, puts it this way: “A social media like is gone in seconds. A Google ranking stays put and keeps bringing enquiries. For trades, SEO is like a well-built sash box... it lasts.”
Social media is a sparkler. SEO is a hardwood frame. Which one would you rather rely on?
If a homeowner can’t open their sash window or wants a new set of French doors, they don’t scroll Instagram hashtags for solutions. They head straight to Google and type “sash window repair near me” or “carpenter in Canterbury”.
BrightLocal’s survey showed that 87% of people used Google to evaluate local businesses in 2023 source. Only a tiny fraction said they relied on social media to find trades.
And let’s not forget the scale of these projects. We’re not talking about a £40 impulse purchase. A full sash window replacement, a bespoke set of wardrobes, or a handcrafted oak staircase can cost £10,000–£20,000 or more. Customers making those decisions want reassurance, they want to see a professional website, detailed case studies, reviews, and proof of expertise. They won’t gamble on a business they stumbled across in a Facebook feed.
As Aimee Lycett explains: “Nobody scrolls social media looking for a £20,000 job. For high-value work, people look for proof. That means a website, reviews, and project examples they can trust.”
This is where SEO trumps social media every time. A like on Facebook doesn’t prove you can be trusted with a £15,000 sash window overhaul. But a portfolio page showing a similar project in the customer’s town, backed up by a five-star review, absolutely does.
Spiegel Research found that customers are 270% more likely to buy when a business has reviews - source. For carpenters and joiners, that’s often the difference between winning or losing a big quote.
Rob Gould says it best: “If someone is about to spend £20,000, they’re not looking for a Facebook post with likes. They’re looking for a proper website that proves you’ve done this kind of work before.”
Now, don’t rush to delete your Facebook page. Social media has its place, just not at the centre of your strategy. Think of it as the finishing touch, like a coat of paint on a well-made frame.
Here’s how to make it work:
HubSpot reports that SEO-driven leads close at 14.6%, compared to just 1.7% for outbound leads from ads and cold outreach source. Social works best when it drives people back to the content you control... your website.
As Aimee sums it up: “Social media is the shop window. SEO is the workshop. Without the workshop, all you’ve got is a pretty display.”
Likes are flattering, but they won’t keep your diary full. If you want long-term enquiries, you need SEO: reviews that build trust, project pages that rank, and content that proves your expertise. Social media is a handy sidekick, but it’s not the engine.
Paid ads vanish as soon as the budget runs out. Facebook likes disappear within hours. But a glowing Google review for a sash window restoration in Rochester, or a detailed case study about a bespoke wardrobe project in Ashford? Those can send you enquiries for years.
At Sash Window Websites, we help window companies, joiners, and carpenters turn everyday projects into long-term marketing assets. From SEO-optimised landing pages to review integration and case study blogs, we build websites that actually bring in enquiries while you focus on your craft.
Book your free consultation today and let’s make your website work harder than social media ever will.
