5 Simple Ways Stoke-on-Trent Businesses Can Attract More Local Customers Online

Running a small business in Stoke-on-Trent is no small feat. Whether you’re a roofer fixing leaky tiles in Hanley, a plumber sorting emergencies in Longton, or a dentist welcoming patients in Fenton, you’re likely flat out keeping customers happy and managing the day-to-day.

But there’s one challenge many local businesses face: how do you stand out online when everyone’s searching Google for “plumber near me” or “best dentist in Stoke-on-Trent”?

If you’ve ever felt like your business is a bit of a ghost online - barely showing up when potential customers search - you’re not alone. The good news? You don’t need a big budget or a degree in tech to get noticed. As a Stoke-on-Trent-based marketing team at Leads Nurtured, we’ve helped tradespeople, home improvement pros, and service businesses like yours climb the ranks and attract more local customers.

Today, we’re sharing five simple, practical tips to help your business shine online - whether you’re a builder, landscaper, chiropractor, or anyone in between.

Grab a cuppa, and let’s dive into how you can get more local customers through your door (or website!) without breaking the bank.

1. Get Your Google My Business Profile Spot-On

Picture this: someone in Burslem needs a tree surgeon for an overgrown oak, so they whip out their phone and search “tree surgeon Stoke-on-Trent.” The first thing they’ll see isn’t a website - it’s a list of local businesses on Google Maps, complete with star ratings, photos, and contact details. That’s your Google My Business (GMB) profile, and it’s one of the most powerful free tools for getting noticed locally.

Why It Matters for Stoke Businesses:

In a city like Stoke-on-Trent, where locals love supporting nearby businesses, your GMB profile is your shop window on Google. A well-optimised profile can help you appear in the coveted “Map Pack” (those top three businesses that show up in local searches), driving calls and clicks from customers in places like Tunstall, Sneyd Green, or Meir.

What You Can Do Today:

• Claim Your Profile: If you haven’t already, search for your business on Google and claim it. It’s free and takes about 10 minutes. 
• Fill in Every Detail: Add your address, phone number, website (more on that later), and exact services - like “emergency plumbing” or “loft conversions.” Mention you serve Stoke-on-Trent and nearby areas like Newcastle-under-Lyme or Stone. 
• Add Photos: Upload pictures of your work - before-and-after shots of a patio you laid in Penkhull or a sparkling clean carpet in Trentham. Customers love seeing real results. 
• Encourage Reviews: After a job, politely ask happy customers to leave a Google review. Something as simple as “If you’re pleased with the work, we’d love a quick review on Google!” works wonders. Respond to every review - good or bad - with a friendly, professional reply.

A Stoke Success Tip:

If you’re a roofer or electrician, post weekly “updates” on your GMB profile. For example: “Just finished a flat roof repair in Shelton - call us for a free quote!” These posts keep your profile active and show Google you’re a busy, trusted local business.

How We Can Help:

Managing GMB can feel like another job on your list. Our Surge package (£300/month) includes Google My Business optimisation and regular updates, so your profile stays fresh and ranks higher for searches like “builder in Stoke-on-Trent.” We’ll even help you respond to reviews professionally, saving you time.

2. Build a Website That Works as Hard as You Do

We get it - telling a landscaper in Etruria or a dentist in Hartshill they need a website might sound like extra hassle. But in 2025, a website isn’t a luxury; it’s a must-have for any business wanting to compete. Why? Because 80% of customers check a business’s website before booking, according to recent studies. If your site is outdated, hard to use on mobiles, or - worse - non-existent, you’re losing customers to competitors with slick, professional websites.

Why It Matters for Stoke Businesses:

Stoke-on-Trent is a vibrant city with thousands of small businesses, from plasterers to plastic surgeons. A website sets you apart, showing off your work and making it easy for locals to contact you. Plus, a mobile-friendly site (one that looks great on phones) is critical since most searches happen on smartphones.

What You Can Do Today: 

• Check Your Current Site: Pull up your website on your phone. Does it load quickly? Is it easy to find your phone number or book a service? If not, it’s time for a refresh. 
• Showcase Your Work: Create a gallery of projects - like a kitchen you fitted in Bentilee or a damp-proofing job in Kidsgrove. Real photos build trust. 
• Add a Contact Form: Make it dead simple for customers to get in touch. A form with fields for name, phone, and “What do you need help with?” works better than just listing an email. 
• Include Local Keywords: Sprinkle phrases like “Stoke-on-Trent roofing” or “dentist in Fenton” naturally throughout your site to help Google understand where you operate.

A Stoke Success Tip:

If you don’t have a website yet, start small. A simple site with 5–10 pages (like our Pulse package offers) can include your services, contact details, and a few photos. It’s affordable and gets you online fast.

How We Can Help:

At Leads Nurtured, we craft stunning, mobile-friendly websites using the Duda platform, designed to convert visitors into customers. Our Pulse package (£150/month) gives you a 10-page website, hosting, and local SEO for one area of Stoke-on-Trent, plus a monthly blog to keep things fresh. After 12 months, the website’s yours to keep!

3. Master Local SEO to Climb Google’s Rankings

Ever wondered why some Stoke-on-Trent businesses always seem to pop up at the top of Google? It’s not luck - it’s local SEO (search engine optimisation). SEO is about helping your business appear when locals search for services like “carpenter in Hanley” or “pest control in Longton.”

Why It Matters for Stoke Businesses:

Stoke’s a city of proud, local-first customers. If your business ranks high for searches in areas like Blurton or Abbey Hulton, you’ll get more calls without relying on expensive ads. Local SEO also helps you compete with bigger firms from outside the Potteries.

What You Can Do Today: 

• Use Local Keywords: On your website and GMB, include phrases like “Stoke-on-Trent plumber” or “landscaping in Newcastle-under-Lyme.” Be specific - mention neighbourhoods like Meir or Shelton if you serve them. 
• Get Listed Locally: Add your business to free directories like Yell, FreeIndex, or the Stoke-on-Trent City Council’s business listings. Make sure your name, address, and phone number are identical everywhere. 
• Write a Blog: A monthly blog about your work can boost SEO. For example, a tree surgeon could write “How to Spot a Dangerous Tree in Your Stoke-on-Trent Garden” with tips and local references. It shows expertise and helps Google rank you higher. 
• Optimise for Mobile: Google loves fast, mobile-friendly sites. If your website’s slow, it could hurt your rankings.

A Stoke Success Tip:

Focus on one or two key services to start. If you’re a plumber, optimise for “emergency plumber Stoke-on-Trent” rather than trying to rank for everything at once. Small, consistent efforts pay off.

How We Can Help:
SEO can feel overwhelming, but we’re here to make it simple. Our Surge package includes local SEO for your region (like all six towns of Stoke-on-Trent), two blogs a month to boost rankings, and a full SEO audit to spot quick wins. For businesses wanting more, our Nova package (£500/month) adds advanced SEO and AI tools to supercharge your results.

4. Use Reviews to Build Trust and Credibility

Nothing convinces a customer faster than seeing glowing reviews from other locals. In Stoke-on-Trent, where word-of-mouth is king, online reviews on Google, Facebook, or Trustpilot are like digital recommendations from a neighbour.

Why It Matters for Stoke Businesses:

Whether you’re a chiropractor in Trent Vale or a driveway installer in Baddeley Green, reviews show you’re trustworthy. They also boost your SEO - Google loves businesses with fresh, positive reviews. But managing reviews (especially negative ones) can be tricky when you’re busy.

What You Can Do Today: 

• Ask for Reviews: After a job, send a quick text or email: “Thanks for choosing us! If you’re happy with the work, could you spare a minute for a Google review? It really helps!” Include a direct link to your GMB review page. 
• Respond to Reviews: Reply to every review, even the not-so-great ones. For example: “Thanks, John, for the kind words about our roofing job in Fenton!” or “Sorry to hear you weren’t happy, Sarah - please give us a call to make things right.” 
• Show Off Reviews: Add a “What Our Customers Say” section to your website with snippets of your best reviews. 
• Stay Consistent: Aim for one or two new reviews a month to keep your profile active.

A Stoke Success Tip:

Make it easy for customers to leave reviews. Print a small card with a QR code linking to your Google review page and hand it out after jobs. It’s a small touch that goes a long way.

How We Can Help:
Our Nova package includes review management, so we’ll monitor your reviews, respond professionally, and encourage more customers to share their feedback. It’s one less thing for you to worry about while you’re busy fitting kitchens or fixing roofs.

5. Keep Your Website Fresh with Blogs and Updates

A website isn’t a “set it and forget it” job. To keep Google and customers interested, your site needs regular updates - like new photos, blog posts, or service pages. This shows you’re an active, thriving business, not a ghost online.

Why It Matters for Stoke Businesses:

In a competitive market like Stoke-on-Trent, fresh content helps you stand out. A blog about “Why Winter Is the Best Time for Loft Conversions in Stoke-on-Trent” or “Top Dental Care Tips for Families in Tunstall” keeps your website relevant and boosts SEO. It also gives you something to share on social media or with customers.

What You Can Do Today: 

• Write a Blog: Pick one topic a month, like “5 Signs Your Stoke-on-Trent Home Needs Damp Proofing.” Keep it 500–800 words, use local references, and include a call to action: “Need a free quote? Contact us!” 
• Update Your Gallery: Add new photos of recent projects - whether it’s a patio in Lightwood or a staircase you built in Endon. 
• Share on Social Media: Post your blog or new photos on Facebook groups like “Stoke-on-Trent Business Networking” or on X with hashtags like #StokeBusiness or #LocalTrades. 
• Check for Errors: Once a month, click through your website to spot broken links or outdated info (like old phone numbers).

A Stoke Success Tip:

Don’t worry about being a great writer - keep blogs simple and heartfelt. Share a quick story about a job you did in Burslem or a tip you’ve learned over the years. Customers love authenticity.

How We Can Help:
All our packages include blogs to keep your website fresh. Pulse gives you one blog a month, Surge offers two, and Nova includes five, all written to boost your SEO and engage local customers. We also handle web maintenance, so your site stays secure and up-to-date.

Ready to Stop Feeling Invisible Online?

If you’re a Stoke-on-Trent business owner - whether you’re a scaffolder in Smallthorne, a pest controller in Chell, or a plastic surgeon in Oakhill - getting noticed online doesn’t have to be complicated or expensive. By optimising your Google My Business profile, building a mobile-friendly website, mastering local SEO, managing reviews, and keeping your site fresh, you can attract more local customers and grow your business.

At Leads Nurtured, we’re passionate about helping Stoke’s small businesses thrive. We know you’re busy, so we’ve made it easy with our affordable packages: 

• Pulse (£150/month): Perfect for startups, with a 10-page Duda website, local SEO for one area, and one blog a month. 
• Surge (£300/month): Ideal for growing businesses, with a 25-page website, GMB management, and two blogs a month. 
• Nova (£500/month): Full-service support, including review management, AI tools, and five blogs a month.

After 12 months, your website is yours to keep - no strings attached. We’re not here to push sales; we just want to see Stoke-on-Trent businesses like yours succeed.

Next Steps: 

• Try one of the tips above-like adding photos to your GMB or writing a quick blog. 
• Fancy a chat about getting your business online? Drop us a line at info@leadsnurtured.com or give us a call. We’d love to hear about your business and share a few ideas over a virtual cuppa. 

Here’s to making your business the talk of the Potteries!