If you’re a joiner, carpenter, or window company still waiting for leads to trickle in from your website, there’s a high chance your SEO strategy isn’t working and you might not even realise it. You could be spending money on blog posts, fiddling with keywords, or paying an agency monthly, but if you're still stuck on page 2 of Google, something’s broken.
Let’s start with this uncomfortable truth: over 90% of searchers never look beyond the first page of Google. If you’re not on that first page (ideally in the top three spots), you're invisible to most potential customers.
The problem isn’t just bad luck or “the algorithm.” Most of the time, it’s fixable. We’ve audited hundreds of sites for joiners and window firms, and we keep seeing the same SEO mistakes pop up like rotting sash cords. So let’s look at the biggest culprits and how to avoid them.
“We’ve seen brilliant craftspeople with years of experience lose out on jobs simply because they don’t show up in search results. It’s not their skills that are lacking, it’s their visibility.”
- Aimee Lycett, Website and SEO Expert, Local Trade Websites
You’ve probably heard (or even said), “I get all my leads from Facebook” or “My Facebook page does the job just fine.” But here’s the reality: Facebook is not your website. It’s a social media platform that you don’t control, and it’s not built to rank in Google search results when someone types “sash window repair near me” or “bespoke carpenter South Wales.”
While Facebook can support your brand and act as a customer engagement tool, it’s not a substitute for a well-built, SEO-optimised website. And in 2025, people expect more.
Your ideal customers are typing their problems into Google, not Facebook. Whether they’re searching “rotten sill replacement Canterbury” or “custom wardrobes Sevenoaks,” they want fast, trustworthy results. Facebook simply isn’t built for this kind of buyer intent.
📉 Still not convinced? According to HubSpot, 68% of online experiences begin with a search engine. less than 5% start on social media.
“Your Facebook page is a nice extra, but it’s not your home base. If Facebook disappeared tomorrow, would you still be visible online? That’s why your own website is essential.”
- Aimee Lycett, SEO Strategist at Local Trade Websites
A proper website means:
Far too many joiners, carpenters, and window specialists treat their website like a digital business card. It has a homepage, maybe a gallery, and a lonely contact page, nothing more. That kind of static site might’ve worked in 2009, but in 2025, it’s not enough to stand out, compete, or convert visitors into paying customers.
🧠 Think about this: your website should sell your services 24/7. It should guide visitors through who you are, what you do, where you work, and why they should choose you over the competition.
Here’s what a lead-generating trade website should include:
📈 According to Blue Corona, 48% of people say a website’s design is the number one factor in deciding the credibility of a business.
Remember: customers searching for “timber sash window restoration near me” are already halfway to booking. If your site doesn’t tell them why you're the best choice (and make it easy to act), they’ll hit the back button and call someone else.
Here’s the cold truth: if your business isn’t appearing on Google when someone searches for “carpenter near me” or “sash window specialist in Kent,” you basically don’t exist.
Too many window firms, joiners, and carpenters still rely on old methods like word of mouth, van signage, or social media alone. While those help, they’re not enough. If you're not on Google Maps, not listed in local directories, and not appearing in location-based search results, you're handing jobs to your competitors on a silver platter.
🔍 Let’s break it down. To show up in the right places, you need:
💡 According to BrightLocal’s Local Consumer Review Survey, 76% of consumers regularly use Google to find a local business. If you're not there, you're nowhere.
“I’ve seen tradespeople do incredible work that no one ever finds. It’s not enough to be good at what you do, you have to be visible where people are looking. And 90% of the time, that means Google.”
- Aimee Lycett, SEO Specialist at Local Trade Websites
You might be the best sash window repairer or joiner in your area… but if people can’t find you online, someone with half your skill (but better SEO) will win the job.
If you're not actively collecting reviews, you're leaving money on the table. In the window and joinery world, trust is everything. Customers are often parting with thousands of pounds for sash window overhauls, bespoke timber work or full door replacements. They want proof you’re the real deal.
And that proof? It’s called social trust and it usually comes in the form of Google reviews, Checkatrade ratings, or testimonials with photos on your website.
📊 In fact, 88% of consumers trust online reviews as much as personal recommendations (BrightLocal, 2024). Even more eye-opening? Over 57% of people won’t use a business with fewer than 4 stars.
Still not convinced? Consider this:
And here’s the biggest kicker, most happy clients will leave a review if you just ask. You don’t have to beg. Just send a polite follow-up email or WhatsApp after a job, include a link, and thank them for their time.
“We see amazing results when tradespeople ask for reviews as part of their process. It takes two minutes, but it can double your local credibility overnight.”
- Aimee Lycett, Sash Window Websites
Oh, and don’t just collect reviews, show them off:
The more trust signals you show online, the more likely you are to get that first phone call.
A beautiful website means nothing if it’s slow, broken, or confusing to Google.
Far too many window companies, joiners and carpenters put all their effort into how their website looks, without checking how it actually functions. If your site loads like it's on dial-up, has broken links, or isn’t mobile friendly, you're not just annoying your visitors, you're actively harming your Google rankings.
Google now ranks websites based on Core Web Vitals, which focus on:
And guess what? If your site is sluggish or awkward to use on a phone (where over 60% of searches now happen), Google will shove you down the rankings, no matter how nice your pictures are.
Some of the most common technical SEO issues we see in trades websites:
“We’ve taken on carpenters with beautiful-looking sites that were completely invisible on Google. The technical side had been totally ignored. Once we fixed it, their leads tripled in a matter of weeks.”
- Rob Gould, Traditional Sash WIndows
If this sounds over your head, don’t worry. You don’t need to become a coder, but you do need someone who knows what to check under the bonnet. Think of it like car maintenance. A flashy paint job won’t get you far if the engine’s knackered.
You can have the slickest branding, a stunning logo, and all the right keywords, but if your website doesn’t feel trustworthy, you’ll lose the lead in seconds.
This is where so many window specialists, joiners, and carpenters fall short. They think that once the site is live, the job’s done. But customers are now more cautious, more research-driven, and far more likely to bounce if they don’t feel secure.
Here’s what builds trust on a trades website in 2025:
Even something simple like an out-of-date blog or broken link can make a potential customer think, “Hmm, maybe I’ll call someone else.” The trades industry is trust-based. If someone is about to hand over £4,000 for a bespoke wardrobe or £8,000 for sash window replacements, they want to know you’re the real deal, before they pick up the phone.
“Your website is your first impression. It should make people feel like they’ve just stepped into your workshop, not a dusty back alley on the internet. Make it warm, real, and up to date.”
— Aimee Lycett, Website & SEO Expert at Local Trade Websites
When your website radiates trust, it becomes your best salesperson and it never takes a holiday or a tea break.
If you’ve made it this far and recognised a few of your own habits, you’re not alone. Most carpenters, window specialists, and joinery firms are still getting SEO wrong. not because they’re bad at their craft, but because digital marketing isn’t their craft.
And yet, the firms who do get it right? They’re the ones pulling in leads while they’re on-site fitting casement windows, repairing rotten sills, or building a built-in wardrobe in someone's Victorian terrace.
SEO isn't about quick tricks. It's not about paying for magic backlinks or cramming keywords into dull paragraphs. It's about:
And above all, it's about building a long-term digital asset — a website that works as hard as you do.
So ask yourself:
If not, it’s time to fix that.
At Local Trade Websites, we build websites and SEO strategies specifically for joiners, carpenters, and window firms. We know your tools, your customers, and your challenges — and we turn that knowledge into leads.
👉 Book your free consultation here and let’s build you a site that finally works as hard as you do.
