Blog>Trade>Marketing>How to advertise your paving company and get more work
Last updated: 6 January 2025
How to advertise your paving company and get more work
The key to winning more work is to get your business name known by as many potential customers as possible. And, if you’re wondering how to advertise your paving company, we’ve put together our top tips and advice just for you.
In this article you'll find:
Whether you’re starting a new paving business or growing your established paving company, we’ll talk you through some of the best ways to advertise.
In this guide, we’ve put together ideas for advertising and tips on how to execute your advertising campaigns. So, let’s get started…
Effective ways to advertise your paving company
There’s no one-size-fits-all when it comes to advertising a local paving company. So, it helps to try out different types of advertising to see what works.
To get you started, below are various advertising ideas that can be very effective...
SEO (Search Engine Optimisation)
SEO is the art of creating online content for your business. And in doing so, increasing the number of customers who discover your brand, website, or social media accounts, so that it appears at the top of online search results for paving companies.
The most common SEO approach is optimising your website to make sure your business is the first one that potential customers see when they search Google for terms like “paving company near me.”
How to boost your SEO for trades businesses
SEO is now a multi-billion-pound industry, focused on improving website visibility. It’s a complex process and often one where those with the biggest budgets get the best rewards. By joining Checkatrade, we offer some great solutions to help improve your rankings and gain new customers from search
Here are some of our top SEO tips for your paving business:
Optimise your website – Start by checking that you’re including relevant keywords in your meta titles, descriptions, and header tags on your website
Local SEO is your best mate – Homeowners often search for “paving companies near me" or “paving businesses in [town/city]”, so include those keywords throughout your website
Get found locally – Set up a Google Business profile and keep it up-to-date with your contact details, opening hours, and customer reviews
Make your website mobile-friendly – Customers are likely to be using their phones to find local paving companies, so make sure your website is easy to use on mobile
Create helpful content – Make sure your website content has value for your potential customers so that you establish yourself as a paving expert, such as:
"Top 5 benefits of installing block paving"
"Common paving problems and how to avoid them"
"How to choose the best paving materials for British weather"
Gather and flaunt reviews – Positive customer reviews are gold, so encourage happy customers to leave reviews, especially on your Checkatrade profile
Build backlinks – Having links to your website from local directories (like Checkatrade!) and other local businesses can improve your site's authority and boost your search rankings
Want to know more about SEO? Check out our guide to boosting your SEO.
What's best for marketing as a tradesperson: Checkatrade or Google?
A steady pipeline of work is one of the most important factors in maintaining a successful business. But with so many different ways of marketing your business, it can feel confusing and a bit daunting knowing which option to choose to help generate those all-important leads. We've created a library
PPC ads (Pay-Per-Click)
PPC advertising, also known as paid advertising, is where you pay for ads that appear at the top of search results or on social media.
The PPC model means you only pay when someone actually clicks on your ad. So, it’s a great way to attract people looking for paving services in your area.
If you’re new to PPC, here are some ways you can get started:
Google Ads – You can create targeted campaigns with local keywords like "block paving [location]" or "driveway paving [location]"
Facebook Ads – Make the most of demographic targeting on Facebook to reach people who are most likely to need your services
Schedule your ads – Run your PPC ads during peak times when people are likely to be looking for paving companies, such as early mornings and evenings
Try retargeting ads – These campaigns target people who have visited your website but didn't book your services, and can be very effective
Our members get more for their money
Save on business essentials and insurance with Checkatrade
Still not sure about PPC? Read our detailed guide on how Google PPC works below:
How does Google PPC work?
Before we can jump in and start our Google PPC campaign, it’s essential to know how the system works. This is so that we know how to manage our budgets best, and what we’re actually paying for. PPC stands for Pay Per Click, that is, when somebody clicks on your ad, you get charged. The Cost Per
Social media promotion
With the huge presence of social media in the modern world, it can be a brilliant channel for promoting your paving business. Social media can also help with your SEO!
Platforms like Facebook, Instagram, and LinkedIn can be the perfect place to showcase your paving work and connect with customers.
Here are some ideas for what you should be doing on your socials:
Show off what you can do – Post before-and-after photos of your work and updates on your latest paving projects
Share useful tips – Helpful content is always popular on socials so try posting short videos of you explaining how to resolve common paving issues
Post regularly – You want to stay relevant and active so make sure you post photos and videos at least weekly (more if you can)
Engage with your followers – Responding promptly to comments and messages helps build trust for your audience and can lead to new business opportunities
Live demos – Hosting live Q&A sessions on common paving problems helps show off your knowledge and can attract a larger audience
Share customer reviews – When you receive feedback from a happy customer, share it on social media to help persuade potential clients to hire you
Need help promoting your paving business on social media? Read our guide below:
Marketing your small business on social media
Marketing, particularly social media marketing, can often be overlooked by small businesses as they assume it’s too much effort. Whilst it might require some time and energy, the business benefits of social media definitely make it a worthwhile job. To make sure you can find the best way to use
Grow your paving business with Checkatrade
Find more work in your local area as a member
Local radio ads
Advertising on the radio can be very effective for reaching a local audience. It also allows you to build a brand personality too.
Consider affordable ads on local radio stations in your area. Use your ads to highlight seasonal offers or special promotions.
How to generate more leads for your trade business
There are lots of different opportunities to get your business noticed, and therefore, to get more leads (potential customers). Let’s jump into the many ways that you could get more customers coming your way for quotes on their next home project. Where to find new customers Customers are everywhere
Sponsor local sports teams or events
Local sponsorship is a great way to get your paving company’s name in front of potential customers.
You might want to get involved in local fairs or charity events, offering paving demonstrations or small sponsorships for local exposure.
By sponsoring local events and organisations you can benefit from:
Having your logo on local sports team kits
Featuring on the banners of local community events
Getting listed in local community magazines or newspapers
Seeing your business name can prompt homeowners to contact you when they need your services.
Leaflet drops in your local area
Distributing high-quality leaflets that promote your paving services can directly boost your number of local paving leads.
Hand out your flyers and deliver them to neighbourhoods where you see homes that could benefit from paving upgrades.
The benefits of print marketing: why it isn’t dead for trade businesses
Types of print marketing Print marketing is a form of advertising that uses printed media. 'Printed media' includes: Newspapers and magazines Brochures, directories, and catalogues Flyers, leaflets, and postcards Posters and site boards The benefits of print marketing Broadly speaking
Showcase your sustainability
Modern homeowners tend to be more eco-conscious and will often make decisions that are influenced by sustainability and environmental impact.
Therefore, it often pays to highlight eco-friendly paving materials and practices. For example, promoting permeable paving for better drainage or advocating recycled materials.
Our members get more for their money
Save on business essentials and insurance with Checkatrade
Top tips for advertising your paving business
To help you smash it when it comes to advertising your paving company, we’ve put together a list of what to do (and not do)…
Do…
Highlight your local presence and mention your experience and work in the local area
Showcase before and after photos to show the quality of your work
Encourage reviews and testimonials from happy customers
Offer free quotes or consultations
Use simple, clear language and avoid any industry jargon
Advertise on local platforms with a focus on places like community boards, local magazines, or online directories like Checkatrade
Digital marketing tips for tradespeople
Looking for digital marketing tips? A great way to reach more people is by joining a reputable online directory like Checkatrade. However, there are other ways you can build your online reputation too. As you start your journey with online marketing, it's best to be focused and start with just a few
Don’t…
Overpromise or make unrealistic claims that you can’t deliver
Spam local groups with excessive posting online
Neglect your Google Business account (make sure you keep it accurate and up-to-date)
Ignore customer complaints or negative feedback
Use low-quality images or videos
Undercut too much on price (going too cheap can raise doubts about the quality of your work)
Forget about signage – use your company vans and job sites as mobile adverts
However you choose to advertise your paving business, make sure it accurately reflects the quality of your work and the services you offer.
Boost your business with Checkatrade
Marketing a business costs time and money, so it’s important to focus on activities that will help you build your business.
With our digital marketing strategy and strong online presence, becoming a Checkatrade member makes it easier for customers to find you:
Be seen by customers with a business profile on the UK’s leading trade directory
Get an online listing on Google
Access paving more leads – there were over 529,000 searches for driveways, patios, and paths on the Checkatrade website in 2024 alone**
The Checkatrade tick that homeowners trust can help you secure more work
Save money with exclusive access to offers and discounts from our partners
Already a member? Log in to our members' app now to see what offers are currently available!
Make running your business easier with the Checkatrade Trades app
Once upon a time, our members told us that it would be awesome if there was an app to make their lives easier. They wanted one place to simplify managing their membership and profile. We liked the idea. So much so, we made it a reality with the help of our members in the community! The Checkatrade
Getting to grips with a Checkatrade membership
As a Checkatrade member, you and your paving company can benefit from features such as:
Display customer reviews, testimonials, and examples of your work on your profile page
Control your flow of leads by marking your availability in the Checkatrade app
Manage customer enquiries on-the-go, directly from the app – keeping everything in one handy place
With the Checkatrade tick by your name, it makes your marketing just that little bit easier.
We’ll also help you with marketing materials and exclusive discounts on business essentials.
Grow your paving business with Checkatrade
Find more work in your local area as a member
** Internal search data from users of the Checkatrade.com website in 2024