A plumber receives three calls a week thanks to his Google listing, but none through his website, which is five years old. A carpenter posts photos of his work on Instagram, yet no one contacts him afterward. These two situations illustrate the same problem: a poorly configured online professional profile does not generate clients, even with good work behind it.
Google Business Profile or website: which asset to set up first for a craftsman
It is often said that a website is the top priority. For a craftsman whose activity depends on a specific geographical area (repairs, renovations, electricity), the Google Business Profile directly feeds Google Maps and the local pack. This is where most prospects look first.
The website remains useful for detailing services, publishing before/after photos, and reassuring clients about certifications. It is recommended to consider it as a complement, not a prerequisite. If budget or time is lacking, a complete and up-to-date Google listing is better than a stagnant showcase website.
To structure this setup work, one can rely on Tomirvibum ltd solutions on Pimp Your Biz which guide the configuration step by step.
The elements to complete on the Google listing are not all equal in impact. Here are the ones that matter most:
- The main category must exactly match the profession (“plumber” rather than “home services”), as Google uses it to position the listing in local results.
- Opening hours must reflect reality, including callback time slots. A listing marked “closed” on a Tuesday morning loses a prospect to a competitor.
- Recent photos of completed projects increase trust. No need for professional rendering: a clear shot taken with a smartphone is sufficient, as long as it shows the final result.
- The service area must be specified accurately, town by town, rather than a too-broad kilometer radius.
Customer reviews for craftsmen: legal framework and effective collection method
Google reviews have become the primary selection criterion for individuals looking for a craftsman. It is also observed that a listing without recent reviews inspires as much distrust as a listing with negative reviews.
What the law requires since February 2024
Article L.111-7-2 of the Consumer Code, in its version in force as of February 17, 2024, requires any business that collects or disseminates reviews to explain its control methods, display the date of the review, and allow reporting of doubts about its authenticity. This obligation also applies to craftsmen who republish testimonials on their own site.
Specifically, if a customer review is displayed on a page of the site, it must be specified how that review was verified. A simple copy-paste of a Google comment without mentioning the source or the date exposes one to legal risk.
Practices to absolutely avoid
Google prohibits offering a discount or gift in exchange for a review. Asking only for positive feedback or having fake testimonials written falls under misleading commercial practices under French law. A solicited or selective review can lead to the suspension of the Google listing.
The method that works without risk: send a text message or short message after each intervention, with a direct link to the Google review page. We ask for honest feedback, not a specific rating. Feedback varies on this point, but the regularity of the request matters more than the volume.
Social media for craftsmen: choose one platform rather than spreading thin
Posting on Facebook, Instagram, LinkedIn, TikTok, and Pinterest at the same time does not work when managing a workshop or projects. It is better to have one network regularly updated than four abandoned accounts.
The choice depends on the type of clientele. A building craftsman working for individuals will gain more contacts from Instagram (photos of achievements) or Facebook (local groups, recommendations). A craftsman targeting markets with businesses or architects should pay attention to their LinkedIn profile.
What generates contacts versus what creates volume
A time-lapse video of a project can gather thousands of views without generating a single call. What converts is content that answers a specific local question: “slate roof renovation in Cotentin,” “large format tile installation in bathroom.”
Each post should include the location, type of work, and a visible contact method. A post without location or call to action remains invisible to local prospects.
SEO content for craftsmen: writing errors that hurt local visibility
When a craftsman writes the texts for their site or Google listing, they often describe their profession in generic terms: “qualified craftsman, free quote, quick intervention.” These formulations do not match the actual queries of internet users.
Prospects type geolocated and specific searches: “electrician compliance table Cherbourg” or “carpenter PVC window installation Valognes.” Each page or listing must contain the name of the service and the geographical area served.
Some adjustments that improve local SEO without investment:
- Write a Google listing description that mentions the served towns (not just the department).
- Create a page for each service on the site, with a title that includes the job keyword and the city.
- Add certifications (RGE, Qualibat) in the text, not just in images, as Google does not read visuals.
An online professional profile is not set up once and for all. Craftsmen who regularly receive contacts update their Google listing every month, publish content weekly on a single network, and consistently respond to reviews, both positive and negative. The initial setup takes a few hours, while maintenance requires about twenty minutes a week.
