If you’re a joiner, carpenter, or window specialist and your phone’s been quieter than usual, you’re not imagining it. Across the UK, tradespeople have been reporting a steady decline in customer enquiries since early 2022 and the trend has continued right up to today.
This isn’t just a seasonal slump or a bad patch of weather. Data from Rated People’s 2024 Home Improvement Trends Report shows that 48% of homeowners have postponed planned renovation or maintenance works due to financial pressure, with many opting to delay non-urgent work like bespoke joinery or timber window restoration.
We’ve seen this reflected in our own analytics. At Local Trade Websites, we track hundreds of websites across the UK trades sector, and enquiry volumes for joinery and window firms dropped by an average of 23% between 2022 and 2024. This pattern has continued into 2025 and beyond, with some firms seeing lead volumes shrink by up to 35%.
One of our clients, a sash window restorer based in Kent, put it plainly:
“It’s not the quality of work that’s changed, it’s the mindset of customers. They're holding onto their cash, especially for anything that isn’t leaking or falling off the hinges.”
That hesitation is understandable in today’s climate, but for small businesses, it can mean long stretches without work, missed revenue targets, and more time spent chasing leads than actually doing jobs.
The slowdown has hit both rural and urban firms, but it’s especially noticeable in areas that previously relied on middle-income families doing mid-sized upgrades, think front door replacements, bespoke bookcases, or heritage sash window repairs.
Whether you’re a one-person operation or manage a team of installers, this drop in demand has likely forced you to rethink your marketing, your pricing, and even your services. But while it might feel like the market’s drying up, it’s actually shifting and those who adapt will be the ones still standing in five years’ time.
One of the major reasons enquiries have dipped for trades like joinery, carpentry, and window installation is the ongoing cost-of-living crisis in the UK. When energy bills, rent, and grocery costs are soaring, consumers start cutting back and unfortunately, it's often home improvements that get bumped down the priority list.
According to the Office for National Statistics, over 60% of UK households reduced non-essential spending in 2023. That includes big-ticket items like timber door replacements, loft conversions, and even draught-proofing sash windows. For many homeowners, unless the job is urgent or safety-critical, it’s being postponed or ignored altogether.
We’re also seeing a shift in the psychology of spending. People used to view joinery work as an investment, bespoke storage, new doors, or timber windows added value to their homes. But with mortgage rates climbing and inflation still lurking, that "investment mindset" has turned into a “survival mindset.”
One of our London-based carpentry clients told us:
“I used to be booked three months in advance just from repeat customers. Now I’m chasing quotes and competing with companies I’ve never even heard of.”
That growing competition is another side effect of the economic squeeze. More tradespeople are entering local markets, prices are dropping, and customers are comparing quotes like never before. The result? A race to the bottom that makes it harder for high-quality craftsmen to stand out, unless they’re investing in the right kind of marketing.
So, what’s the takeaway here? The economy is forcing customers to be choosier. If your website doesn’t scream “value and trust” from the first click, you’ll lose the job, even if you’re the best joiner or carpenter in town.
Now more than ever, it's essential to make your business the obvious choice and that starts with being seen.
Ask most experienced tradespeople how they built their business, and you’ll often hear the same thing: “Word of mouth.” it’s true, personal recommendations are gold. But in 2025 and beyond, they’re simply not enough.
Customers now Google you before they call you, even if a friend gave them your name. If your business doesn’t show up in search results with glowing reviews, clear contact info, and a well-presented website, chances are you’ve already lost the job.
In fact, Bright Local’s 2025 Local Consumer Review Survey revealed that:
That means your online presence now carries the same weight as your craftsmanship. A well-built, SEO-optimised website with recent reviews, local landing pages, and quality photos of your work doesn’t just help — it converts.
We often hear trades say:
“I’ve got a Facebook page, that should be enough.”
It’s not.
Social media is great for engagement, but it’s not where most people search when their sash window won’t close or they’re looking for someone to fit built-in wardrobes. That’s where Google comes in. It’s intent-driven. people search when they’re ready to hire.
And unless you’re showing up in the top three results, you’re invisible. According to Backlinko, the #1 result on Google gets 27.6% of all clicks. Position #2 drops to 15%, and anything after that falls off a cliff.
So, if your only “strategy” is relying on previous customers to pass your number along, you’re gambling with your future. Visibility is no longer optional. It’s your first tool for survival.
Let’s clear something up, just having a website isn’t the same as using it to generate leads.
Far too many tradespeople in joinery, carpentry, and glazing say, “Yeah, I’ve got a site,” as if that’s job done. But then you look at it and find a homepage, a gallery with six blurry photos, and a contact form last updated during lockdown.
The reality is that a passive website won't bring in work. It’s like buying a top-of-the-line mitre saw and never plugging it in.
Your site needs to be:
As Aimee Lycett, website and SEO expert at Local Trade Websites, explains:
“We still audit sites where the only content is a one-liner that says ‘Quality Joinery Services.’ That’s not SEO. That’s a business card on the internet. If your site doesn’t explain what you do, where you work, and why someone should choose you, it won’t show up and it won’t convert.”
This is where so many trades fall down. They’ll invest in top-notch tools, premium materials, and a shiny van, but not the one asset that can bring in enquiries 24/7. Think of your website like your best salesperson. But unlike a human, it doesn’t sleep, it doesn’t take weekends off, and if built right, it never stops generating leads. If you want to survive the next few years as competition ramps up and enquiries get tighter, your site needs to work for you, not just sit there gathering digital dust.
The last few years have been tough for most trades and not just because of inflation or material costs. While people were home during lockdowns, they had the time and incentive to fix their windows, commission bespoke joinery, or update their interiors. But since then, the demand has dipped, while competition has exploded.
A quick search for “carpenter near me” or “sash window repair Kent” now returns pages and pages of companies, many of them with snappy websites, SEO-optimised blogs, and 100+ Google reviews.
And guess what? If you’re not doing the same, you’re falling behind.
According to Statista, the number of self-employed tradespeople in the UK has steadily increased, especially in carpentry and construction. At the same time, data from Barbour ABI shows residential improvement projects slowed significantly in 2023, with homeowners tightening their belts due to interest rates and general uncertainty.
This means the pie is shrinking and more people are fighting for a slice.
Here’s what Aimee Lycett, SEO specialist for trades, had to say:
“In 2021, it felt like enquiries were falling into people’s laps. In 2024, they’ve had to get smart. The companies that get found on Google and show up well online are still booked out. The ones waiting on word of mouth are starting to panic.”
It’s not doom and gloom, but it is reality. If you’re a skilled joiner, glazier, or carpenter and you're wondering where the enquiries have gone, they haven't vanished... they've gone to your better-optimised competitors. Now is the time to adapt, not just to survive but to grow when others are shrinking.
Even if your craftsmanship is second to none, most potential customers won’t know that from the outside looking in. Before you ever get a phone call, message, or site visit request, your business has already been judged.... by your online presence.
Today’s homeowners (especially those spending thousands on custom joinery or timber window restoration) do their homework. They Google you, scan your site, and check your reviews before they even think about calling.
If your competitor has:
..… and you have a Facebook page with a phone number, guess who gets the call?
It’s not always about who's best at the job, it’s about who looks the most trustworthy and professional in those crucial first 10 seconds of a search.
Here’s a comment from Aimee Lycett, website and SEO expert at Local Trade Websites:
“People don’t buy from who’s best, they buy from who makes them feel safest. Your website needs to build trust instantly, or they’ll go back to Google and try the next one.”
In other words, your leads might be slipping away not because you’re expensive, or unavailable, but because someone else looks the part better online.
This is especially true for window and joinery firms, where projects are highly visible, often pricey, and take time to plan. Buyers want reassurance, examples, and clarity and if your site doesn’t offer that, they’ll never make it to the quote stage. To fix this, treat your site like your showroom. Fill it with great photography, detailed descriptions, honest reviews, and clear instructions on how to get in touch. Make it effortless to trust you.
Trades like joinery, carpentry and window restoration have always been about skill, patience and pride in your work. But in 2025, none of that matters if your future customers never see you.
It’s not that people have stopped needing sash window repairs or bespoke wardrobes or wooden doors that actually close. They still want these things, they’re just choosing the tradesperson who appears first, looks trustworthy and makes contacting them easy.
This shift isn't temporary. It’s not just because of inflation, or the economy, or a rough summer. It's the future of how customers choose trades. Online visibility is now just as important as your toolkit.
And yet, this change isn’t something to fear. It’s something to embrace.
With the right strategy, you can turn your website into your hardest-working asset. SEO brings you traffic while you’re on-site. A properly built website builds trust before you even speak to the customer and long after your competitors are throwing money at paid ads that stop working the second they stop paying, your organic rankings will still be working quietly in the background, sending you warm, local leads every week.
Aimee Lycett, SEO expert for trades, says:
“In the world of trades, the businesses winning are not always the best at what they do. They’re the best at being found.”
So whether you’re a one-person joinery outfit, a growing sash window company, or a full-service window installation team, now is the time to take your visibility seriously. It’s no longer optional. It’s essential.
You’ve already got the skills. Now get seen.
