Want More Local Customers? Your Website Could Be the Key

You know that moment when you're scrolling through your phone and you need something right now? A plumber, a electrician, a hairdresser, a locksmith—someone who can help you today, not next month. Where do you look? For most people in 2025, the answer is Google. They pull out their phone, type "plumber near me" or "hair salon in [your town]," and boom—they've got a list of local businesses staring them in the face.

Here's the thing though: if your business isn't showing up in those search results, you're essentially invisible. And invisibility in the digital world? That translates to lost money. It means your competitors are getting the customers who are actively looking for what you're selling, and you're sitting at home wondering where everyone's gone.

I get it. You're probably thinking, "Isn't that what Facebook is for?" or "I've got a website—surely that's enough?" The answer's more nuanced than you might think. Your website could be the single most powerful tool for attracting local customers. But here's the catch: it has to be set up the right way.

The Real Cost of Not Having Your Website Optimised for Local Search

Let me tell you a story about a guy called Mark. Mark's a tile fitter in Essex—genuinely talented at what he does. Beautiful work, good reputation locally, and he's been getting by on word-of-mouth for years. That's worked fine. Or so he thought.

One day, his mate mentioned he'd been getting "loads of enquiries from Google" since he'd got a proper website. Mark raised an eyebrow. "People search for you online?" he asked. His mate nodded. "All the time. I don't even need to advertise on Facebook anymore."

Mark got thinking. If the same amount of work was landing on his mate's desk passively through Google, without spending money on ads, then surely that was worth looking into? So he called us, and we talked him through local SEO.

Fast forward four months: Mark's website is ranking for "tile fitter near me," "tile fitting Essex," and about fifteen other search phrases his customers were already using to find someone like him. His enquiries went from sporadic to consistent. He actually had to think about hiring someone part-time to help with the overflow. And the best bit? Most of these leads came from people actively searching for his services. They weren't interested in scrolling Facebook—they were ready to book.

That's the difference between being findable and being invisible.

What Local SEO Actually Means (And Why It Matters More Than Ever)

Let's strip back the jargon for a second. Local SEO is basically the practice of making sure your business shows up when someone in your area searches for what you do. That's it. No mystery. No wizardry.

When someone in Southend searches "emergency plumber Southend," Google needs to decide which local plumbers to show them. It's not random. Google uses about two hundred different factors to rank businesses, but for local searches, the big ones are: whether your Google Business Profile is properly set up, whether your website mentions your location clearly, how many good reviews you've got, and whether you're showing up consistently across local directories.

The reason this matters so much right now? Mobile searches with local intent have absolutely exploded. People aren't going to the phone book anymore (do those even exist?). They're not even asking friends as much as they used to. They're searching on their phones in the moment they need something.

And here's what's really important: local SEO isn't just for shops on the high street. If you're a tradesperson, a service provider, a freelancer, someone who works from home—it doesn't matter. Local SEO can work for you.

Why Your Website Deserves Better Than the Status Quo

Right, let's have a proper conversation about this. A lot of small business owners either don't have a website at all, or they've got one that was built years ago and never updated. I'm not saying this to criticise—I'm saying it because it's true, and it's costing you money.

Your website is your shop window. Except unlike a real shop window, it's open twenty-four hours a day, seven days a week. People are looking at it—or they would be, if Google knew you existed.

Here's what most small business owners don't realise: a properly built website, one that's been designed with local SEO in mind from the ground up, is like having a salesperson who never sleeps. It's always there. It's always working. It's bringing you customers even when you're not.

And the really good news? You don't have to spend thousands to get there. A professional website designed for local businesses doesn't need to be complicated. It doesn't need to be flashy. It just needs to be smart.

The website works best when it's paired with solid hosting and maintenance. Think of it like a car—you can get a brilliant car, but if you never service it, if you don't keep the oil topped up, if the tyres go flat, it's not going to drive very well. The same applies to websites. They need maintenance. They need to stay secure. They need to stay fast. A website that loads slowly or gets hacked or falls down is actually worse than not having one at all.

At 99 Quid Websites, we handle all of that so you don't have to. Our managed hosting and maintenance service keeps your website running smoothly, secure, and quick—for less than the cost of a coffee a day. Because a great website is only great if it's actually working.

The Four Pillars of Local SEO That Actually Work

If you're going to focus on anything, focus on these four things. Seriously. This isn't fluff. These are the things that actually move the needle.

1. Your Google Business Profile Is Your Foundation

Your Google Business Profile (it used to be called Google My Business, but they rebranded it) is absolutely essential. This is the thing that shows up on Google Maps. This is what determines whether you appear in those local pack results—those little boxes with three businesses on them that show up when someone searches for something near them.

Setting one up is free, and it takes about twenty minutes. You need to claim your business (if it's already listed), verify it, and then fill in everything properly. And I mean properly—your business name, address, phone number, photos, operating hours, categories. All of it. No shortcuts.

The reason this matters is that Google uses your profile to understand where you are and what you do. If your profile is sparse or inaccurate, Google gets confused. And confused Google doesn't rank you.

A good example of this working is a dog grooming business in Brighton. She set up her Google Business Profile, uploaded photos of her grooming salon and happy dogs, filled in all the details, and started getting enquiries from people searching "dog grooming near me" in Brighton. Within two months, she was seeing a consistent flow of local customers. And it started with just setting up her profile properly.

2. Your Website Needs to Clearly State Your Location

This seems obvious, right? But you'd be surprised how many business websites don't actually mention their location clearly anywhere.

Your homepage should mention where you are. Your service pages should mention where you serve customers. Your blog posts (if you have them) should mention your location. When Google crawls your website, it needs to understand that you're a local business serving a specific area.

If you're a roofer in Manchester, your website should say "roofing Manchester" or "Manchester roofer" somewhere prominent. Not repeatedly, obviously—that's spam—but naturally, in the places where it makes sense.

And if you're a tradesperson or service provider, location pages can be incredibly powerful. If you serve multiple areas, a page for each area (like "tiling services in Colchester" and "tiling services in Ipswich") can help you rank in those areas individually.

One electrician we worked with added a simple "We serve the following areas" section to his homepage, listing all the towns and villages he covers. Combined with properly optimised content, his visibility in those areas went up noticeably within two months.

2. Reviews Are Your Secret Weapon

Google loves reviews. They're a trust signal. They tell Google that real people have used your business and been happy enough to say something about it. Reviews also help convince potential customers to choose you.

Here's the honest truth though: asking for reviews can feel a bit awkward. "Oi, can you leave me a Google review?" It sounds a bit needy, right? But you know what? Most people are happy to do it. They just need to be asked. And they need it to be easy.

Set up a direct link to your Google review page. When a customer has just paid you, when they're happy with the job you've done, ask them to leave a review. Make it dead simple. Send them a text with a link. Send them an email with a link. Most people will do it if it takes less than a minute.

A local plumber in Kent started systematically asking customers to leave reviews on Google. After three months, he had about twenty reviews. His ranking improved noticeably. But more importantly, potential customers clicking on his business now saw a steady stream of positive reviews. That closed deals. People called him and said, "I saw your reviews—they looked great."

Reviews matter. And they're free.

4. Consistent Information Across All Platforms

This is the one thing that trips people up more than almost anything else. Your business name, address, and phone number need to be identical everywhere. Not just your website, but Google, your Facebook page, any business directories you're listed on, LinkedIn, TripAdvisor—everywhere.

Even small differences cause problems. "Street" vs "St." Different versions of your phone number. Your full address on one platform and a shortened version on another. Google gets confused when the data doesn't match, and confused Google can't rank you properly.

Spend an hour creating a spreadsheet of everywhere your business is listed online. Then go through each one and make sure the name, address, and phone number are exactly the same everywhere. It takes time, but it's time well spent.

Local SEO for Service Businesses: The Practical Approach

If you're a service business or tradesperson, you've probably got some specific challenges. Maybe you don't have a fixed storefront. Maybe you work from home. Maybe you cover multiple areas. Here's how to navigate that.

If You Work From Home or Don't Have a Physical Storefront

You can still do local SEO. Properly. You just set up your Google Business Profile differently.

Instead of showing your home address to the world (which, fair enough, most people don't want), you can set a "service area." You tell Google: "I operate in these postcodes" or "I serve these areas." You still show up in searches, but you're not plastering your home address all over the internet.

A virtual assistant in Sheffield does this beautifully. Her Google Business Profile shows that she serves Sheffield and surrounding areas. She doesn't have an office—she works from home. But when someone in Sheffield searches "virtual assistant near me," she shows up. It works.

If You Cover Multiple Areas

Some tradespeople or service providers cover quite a wide area. A roofer might work right across their region, for example. The strategy here is to create location-specific pages or content.

It doesn't have to be complicated. Just pages for each of your main service areas. "Roofing in Manchester," "Roofing in Salford," and so on. Use those pages to describe the specific services you offer in each location. Mention local landmarks, local events, local character. This helps Google understand that you're genuinely local to those areas, and it helps potential customers feel confident that you know their area.

The Role of Your Website in Local SEO (This Is Where It All Comes Together)

Okay, so all of this—your Google Business Profile, your reviews, your listings, your information consistency—it all ties back to your website. Your website is the hub. Everything else points to it.

When someone finds you on Google, clicks on your business, and sees your reviews, they're probably going to visit your website next. That's where you seal the deal. That's where they decide whether to call you or click to your competitor.

A website that's built with local business customers in mind is faster to build, easier to maintain, and actually works. You don't need WordPress if what you need is a simple, professional site that ranks locally and brings you customers. A lot of people assume WordPress is the only option, but honestly, for most small businesses, it's overkill.

A purpose-built website for local businesses can be built quickly, designed to rank locally, and set up so you can make updates yourself or have someone update it for you without hassle. And the cost? Nowhere near what you might think.

The real magic happens when your website is optimised for the keywords your local customers are actually searching for. If someone in your area searches "electrician near me" or "emergency plumber [your town]" or "[your trade] available today," your website should be in that mix.

What You Actually Need (And What You Can Skip)

A lot of confusion comes from not knowing what's actually important for local business websites and what's just nice-to-have fluff.

You Actually Need:

• A mobile-friendly website (over half of searches in the UK come from mobile)

• Clear information about who you are, what you do, where you operate, and how to contact you

• Professional design that looks credible (first impressions are made in milliseconds)

• A Google Business Profile that's complete and accurate

• Regular updates and maintenance to keep the site secure and fast

You Don't Actually Need:

• Lots of complicated features

• A blog (though a simple blog can help)

• Flashy animations that slow your site down

• Social media integration (though social media itself is useful)

• Complex e-commerce if you're not selling online

Too many business websites are overcomplicated. They've got features nobody uses. They're slow. They're hard to update. And they're not bringing customers in because nobody can actually find them.

A good local business website does one thing brilliantly: it helps local customers find you, trust you, and contact you. That's it. That's the whole job.

Real-World Examples: How This Actually Works

Example 1: The Landscaper Who Went from "Maybe" to "Definitely"

A landscaper in Grays didn't have a website at all. He'd been getting work through word-of-mouth and the odd Facebook message. It was fine, but inconsistent. He'd get busy, then quiet. He wasn't sure if a website was worth it.

He built a simple website showcasing his work (photos of gardens he'd landscaped), his location (Grays and surrounding areas), and how to contact him. Within three months, he was getting consistent enquiries from Google searches. "Garden design near me" type searches. Within six months, he was busier than he'd ever been. He actually had to turn down work. A website that cost less than a day's labour brought him more work than he could handle.

Example 2: The Hairdresser Who Owned Her Local Market

A hairdresser in Southend wasn't getting much traction from traditional advertising. She built a website, set up her Google Business Profile, and started asking customers to leave reviews. She took it seriously—every customer who left happy was asked to leave a review.

Within a couple of months, she had about fifteen reviews. Then thirty. Then fifty. Her ranking improved. But more importantly, people started choosing her because of those reviews. Her online presence became so strong locally that when new people moved to her area and searched "hairdresser near me," she showed up. A lot of her new clients were just people who'd moved to the area and found her on Google.

Example 3: The Plumber Who Learned Too Late

This is a less happy story. A plumber in Kent didn't think a website was necessary. He'd been in business for years, had a good reputation locally, and thought Google was a waste of time. Meanwhile, a younger plumber opened up nearby with a simple website and a Google Business Profile. The younger guy got all the "emergency plumber" searches. The established plumber eventually had to build a website just to stay competitive. He was about five years late.

Frequently Asked Questions About Local SEO

Q: Do I really need a website if I'm already on Facebook and Instagram?

A: Short answer: yes. Facebook and Instagram are great for visibility and engagement, but you don't own those platforms. If Facebook changes the algorithm (and they do, constantly), your visibility disappears. If you lose your page, you've lost everything. A website is yours. You own it. And it ranks on Google, which is where people search when they're ready to buy or hire. Your website and social media should work together, with your website as the hub. Social media drives people there.

Q: How long does it take to see results from local SEO?

A: Honestly? It varies. Some changes show up in a few weeks. Others take a couple of months. Google needs time to notice the changes you've made and reflect them in rankings. A fully optimised website with a proper Google Business Profile usually starts showing meaningful results within six to twelve weeks. But it's not magic—it's not overnight. It's consistent, gradual improvement.

Q: What if I work from home? Can I still do local SEO?

A: Absolutely. You can set a service area on your Google Business Profile instead of displaying your home address. You mention your location on your website. You get reviews from local customers. You can rank locally without having a physical storefront. Plenty of people do it successfully—virtual assistants, consultants, online coaches, remote tradespeople. It works.

Q: How much does a proper local SEO strategy cost?

A: This is where a lot of confusion comes in. Setting up and optimising your own website, Google Business Profile, and local listings? That's something you can do yourself with a bit of guidance. It's just time investment. If you're paying for it, a simple website for a local business shouldn't cost thousands of pounds. It shouldn't cost hundreds, frankly. You can get a professional, fully optimised website built for a fraction of what most people think they need to spend.

Q: Should I be doing paid ads in addition to organic local SEO?

A: Not necessarily. If your organic SEO is working, you're getting customers through free traffic. Paid ads (Google Local Services Ads, for example) can supplement that, but they're not essential. Focus on getting the organic stuff right first. The ROI is usually better, and it's more sustainable.

Q: My business doesn't fit neatly into Google's categories. What do I do?

A: Pick the closest fit. If you're a mixed tradesperson—maybe you do a bit of plumbing, a bit of gas work, a bit of heating—pick the category that covers the majority of your work. You can have multiple categories, and you can also use your description to clarify what you do. Google's smart enough to understand context.

Q: How do I know if my local SEO efforts are actually working?

A: Track enquiries. Where are they coming from? Set up Google Search Console (it's free) and Google Analytics (also free) to see how many people are visiting your website, where they're coming from, and what they're looking at. You should also ask new customers how they found you. After a couple of months of local SEO work, you should be seeing patterns—more Google searches, more organic enquiries, more leads.

Q: Can I do this myself, or do I need help?

A: You can do a lot of it yourself. Setting up your Google Business Profile, asking for reviews, making sure your information is consistent everywhere—that's all stuff you can do. Building the website might be a bit more technical, depending on what you're doing. There's also value in having someone who knows what they're doing handle it properly from the start rather than having to fix it later. Sometimes it's worth the investment.

The One Thing That Stops Most Small Businesses from Succeeding Online

I'll be honest with you: the biggest barrier I see is not technology, not cost, not complexity. It's getting started.

A lot of small business owners know they probably should have a website. They know they should probably be ranking on Google. They know reviews are probably important. But knowing and doing are two different things. It's easy to put it off. It's easy to tell yourself you'll do it next month. Or next quarter. Or next year.

Meanwhile, your competitor is getting busier and busier because they've sorted their online presence out.

The second thing that stops people is doing it half-heartedly. Building a website but not maintaining it. Setting up a Google Business Profile but never updating it. Asking for reviews once and then giving up. Local SEO requires consistency. It requires showing up. But once you've built that foundation, it keeps working. It keeps bringing you customers.

The Path Forward: How to Actually Get This Done

Here's what I'd suggest. First, be honest about where you are right now. Do you have a website? If yes, is it mobile-friendly? Does it clearly show your location? Is it fast? Does it rank in Google? If no, that's your first priority.

Second, claim and properly set up your Google Business Profile. This takes about an hour, and it's the single most important thing you can do.

Third, get some reviews. Ask happy customers. Make it easy for them. Aim for at least five to start with.

Fourth, check that your business information is consistent everywhere it appears online. Twenty minutes with a spreadsheet solves most of this.

After that, you're in good shape. If you want to go deeper—local content, blog posts, really optimising keywords—that's the next level. But get the foundations solid first.

If you're looking at all of this and thinking, "This sounds good, but I don't have time for this," I get it. That's exactly why services exist to help. A website built properly from the start, designed for local business owners and set up with SEO in mind, doesn't need to be complicated or expensive. It just needs to work.

A good local business website starts at £99 for the design and build, with hosting and maintenance at £49 a month. Compare that to what you spend on, say, a week's worth of coffee, and suddenly the cost doesn't look so bad. Especially when you consider that single customer who finds you through Google could easily be worth hundreds or thousands of pounds to your business.

Your Website Is Waiting for You

Here's the bottom line: your local customers are searching for you right now. On their phones. In their cars. Late at night when they've got an emergency. They're searching for someone like you, in your area, ready to help.

The question isn't whether you should be ranking on Google. The question is how long you're going to wait before you claim your spot.

If you're ready to stop wondering if you're missing out on local customers and start actually capturing them, it's time to get serious about your website and your local SEO.

Ready to Get Started?

Don't let another day go by with potential customers searching for you and not finding you. Whether you need a website built from scratch, optimisation of an existing site, or a full local SEO strategy, we're here to help.

At 99 Quid Websites, we work with local business owners, tradespeople, and service providers across the UK. We build websites that rank. We optimise for Google. We handle the technical stuff so you can focus on running your business. And we've been doing this successfully for over 15 years.

Here's what you should do now:

1. Audit where you currently stand. Do you have a website? Is it working for you?

2. Set up your Google Business Profile if you haven't already.

3. Ask three customers to leave you a review on Google.

4. Check your business information is consistent everywhere online.

5. Get in touch with us for a conversation about your local SEO.

Your local market is out there. Your customers are searching. The only question is whether they're going to find you or your competition.

Let's make sure it's you they find.

99 Quid Websites helps local business owners and tradespeople build affordable, professional websites that actually rank on Google. We've been supporting UK small businesses for over 15 years, and we're committed to making online visibility accessible and stress-free. If you're ready to take your local SEO seriously, reach out. Let's talk about how we can get you found.