For years tradespeople have joked that getting to the top of Google Maps feels harder than getting planning permission in a conservation area. Yet in 2025, your Google Maps visibility is just as important as your craft itself. When homeowners type “sash window repair near me,” the first three businesses that appear in the map pack are the ones who get the calls. everyone else might as well be invisible.
According to LocaliQ’s 2025 Local Search Report, more than 78% of people who search for a trade on Google Maps contact a business within 24 hours. That means if you’re not showing up on the map, you’re effectively turning down enquiries you didn’t even know existed.
This guide is for joiners, carpenters and window specialists who want to understand exactly how to dominate their local area; ethically, strategically and without having to spend thousands on ads.
It’s tempting to believe that Google Maps ranking is random, like some mysterious raffle of who gets the next lead, but there is a clear system behind it. Google prioritises businesses based on relevance, distance, and prominence.
According to a Whitespark Local Search Ranking Report (2024), these three factors account for over 90% of what determines who appears in the Google Map 3-pack.
Aimee Lycett, SEO strategist at Sash Window Websites, notes: “Most joiners assume it’s all about keywords or distance, but it’s really about demonstrating trust. Google rewards local businesses that look established, responsive and reliable, the exact same qualities homeowners look for.”
Your Google Business Profile is the heart of your Maps ranking. Think of it as your digital shopfront, messy details or blank sections tell Google and customers you’re not serious about your business.
Start by checking your primary category, if you’re a sash window restorer, don’t settle for “Carpenter.” Use a primary category like “Window Installation Service,” then add secondary categories such as “Joinery,” “Draught Proofing Service” or “Double Glazing Installer.”
Next optimise your description. Don’t stuff it with keywords, write conversationally but include natural terms like sash window repair in Kent or bespoke wooden doors in London.
Add at least 10–15 photos showing your workshop, finished joinery and close-ups of your craftsmanship. According to a Search Engine Journal study, listings with over 100 photos receive 520% more calls than those with none.
Rob Gould, director of Sash Window Websites, comments: “When we optimise clients’ Google profiles, we treat it like a project portfolio; the more personality the better. A well-written description and great imagery can elevate a tradesperson from ‘just another business listing’ to the obvious first choice.”
Many joiners and window companies lose visibility because their website doesn’t support their local footprint. Google can’t rank you in different towns if you don’t have pages that reflect those areas. So to dominate in multiple local searches, build location-based landing pages with unique, quality content for each town or borough you cover. Each page should:
For example, instead of one generic “Areas We Cover” page, a company might have:
/sash-window-repair-in-Canterbury/bespoke-joinery-in-Whitstable/secondary-glazing-in-MaidstoneAccording to Search Engine Land, businesses that publish multiple optimised location pages see a 64% average increase in local map impressions within three months.
Aimee Lycett adds: “Each town page acts like a signal flare for Google, you’re telling it ‘we genuinely serve this area.’ The more authentic and detailed each page, the more visibility you get across a wider radius.”
In the world of trades reviews are pure gold. For Google, they’re the single most powerful trust signal. For customers, they’re often the deciding factor between you vs your competition.
Encourage reviews by sending clients a personalised link or QR code after each job. Make it easy and genuine with no bribing or scripted comments. When responding, always thank the customer and mention what you did, for example:
“Thanks for choosing us to restore your Edwardian sash windows in Whitstable.”
According to Trustpilot’s 2024 Consumer Trust Index, 74% of UK homeowners say they are more likely to hire a tradesperson who personally replies to reviews.
Rob Gould comments: “I’ve seen joiners double their calls in a month purely through better review management. People buy into personality and reliability, not just price and Google Maps rewards the same thing.”
Ranking in Google Maps doesn’t happen in isolation, it is part of your wider local SEO ecosystem. Google looks for consistency across the web, known as NAP consistency (Name, Address, Phone).
Check that your business details match perfectly across directories such as Yell, TrustATrader, Houzz, and MyBuilder. Inconsistent details make Google doubt your legitimacy which will lower your prominence score.
Another underrated factor is backlinks from local news sites, suppliers, or heritage groups. A short feature on a “Restoring Historic Windows in Kent” project in your local paper can count as a powerful relevance signal.
The Ahrefs 2024 Local SEO Study found that businesses with strong local backlinks rank 32% higher in Maps on average than those relying solely on citations.
Aimee Lycett notes: “We treat backlinks like digital word-of-mouth. When your business gets mentioned on other credible sites, Google recognises it as trust and trust is what wins you top map spots.”
The biggest mistake joiners and window specialists make is assuming once they’re on the map, the job’s done. In reality, local SEO is like maintenance joinery, it needs checking, adjusting and refinishing regularly.
Use Google Business Profile Insights to track where views, calls and directions come from. Combine this with Google Search Console and tools like GeoGrid by Local Viking to see exactly where you’re ranking across postcodes.
If calls dip, analyse your review frequency, post updates weekly, and ensure your details remain consistent. Remember thatyour competitors are also improving.
Rob Gould says: “SEO is like sanding and painting timber, if you don’t maintain it, it deteriorates. The tradespeople who check their performance monthly are the ones who stay in the 3-Pack long term.”
At Sash Window Websites, we specialise in helping joiners, carpenters and window restoration companies dominate their local area online. From Google Maps optimisation and landing page strategy to custom-built SEO websites, we turn traditional craftsmanship into modern visibility.
Our clients across the UK have seen measurable results, more map impressions, more reviews and more calls. We know what it takes to help window specialists compete in their local market without losing the character of their brand.
Ranking high on Google Maps isn’t about luck, it’s about consistency, reputation and structure. When your business details are polished, your website supports your local reach and your reviews show real trust, you become the obvious choice in your area.
Want your window or joinery business to appear at the top of Google Maps? Contact Sash Window Websites today for a free SEO consultation and find out how we can help you become the go-to name in your town
