How to successfully expand your customer base in the trades

A website is essential for any craft business that wants to be successful today. It is the foundation on which the digital future can be built.

This article is part of the special feature GründerNavi – for founders and young companies

A well-maintained digital presence helps a business gain new customers, strengthens its brand, and ensures that its craft shines in the digital age . It's about establishing a presence.

Checklist: What makes a good website

• Demonstrate your skills: A company should present its services clearly and concisely. Good photos of completed projects (references) often speak louder than words. It should explain what the company specializes in and what makes its work special.
• Ensure accessibility: The website should include all important contact information: telephone number, email address, and possibly a contact form. This allows customers to easily reach the business and ask questions. A map showing the business's location is another helpful service.
• Offer added value: It's worth considering what information might be useful to customers. A small FAQ section (frequently asked questions), tips on caring for handcrafted products, or short articles on current topics can spark interest and highlight the company's expertise.
• Good view on all devices: More and more people are using their smartphones to browse the internet. Websites must function on all devices, be displayed optimally, and be easy to read – whether on a computer, tablet, or mobile phone. This ensures a good user experience.

The three most common mistakes when starting out in the online world

1. Overthinking it: Often, projects are planned too ambitiously, considering countless eventualities. But remember: it's better to start simply. An intuitive website builder allows you to quickly launch a professional online presence. True to the motto: "Done is better than perfect!" 
2. Incorrect selection of payment options in the online shop: When choosing payment methods, tradespeople often focus too heavily on price and unfortunately forget that abandoned purchases are far more expensive. Anyone wanting to sell products or services online should therefore integrate payment methods popular with their customer base, in addition to the most common and widely accepted options.
3. Marketing with a scattershot approach instead of targeted communication: Expensive marketing aimed at reaching everyone is often inefficient. Tradespeople, in particular, benefit from these three successful online marketing strategies:

3a. Social Media: This is a great way to acquire new customers and reactivate existing ones. Smaller companies, in particular, have the opportunity to build a "personality" that customers are happy to work with.

Photo: © private

"It has never been easier to be visible online."
Mario Munstermann,
E-commerce expert S-Payment

3b. Local Search: Customers love their own region and prefer to work with local businesses. Maintaining your Google Business Profile is therefore absolutely essential to be found in local search results.

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3c. Newsletter: Companies should always collect valuable email addresses from their customers and regularly send them free information and offers. This strengthens customer relationships and builds trust.

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checklist

Why a website and SEO are indispensable for your trade:

Your customers are looking for you online! Become visible – because those who aren't online will be overlooked.

• "Tile layer Hamburg": 2.400 (potential customers searching for a tile layer in Hamburg)

• "Painter Cologne": 18.100 (potential customers searching for a painter in Cologne)

This means that thousands of potential customers are actively searching for your services. A search engine optimized (SEO) website ensures that they find you, not your competitors.

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• Select S-Website or S-WebShop 
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Conclusion

Content: Good photos, interesting content and real added value enhance your website.

Contact: Telephone number, email address and postal address must be included on the website.

SEO: Optimize your website so that your company can be found on the internet.
is.

Facebook, Instagram & Co.: Use social media to draw attention to your company.

Discoverability: Create your own Google business profile to be found in local searches.

Mobile view: The website should function well not only on PCs or tablets, but also on mobile devices.

DHB now also available digitally! Simply click here and register for the digital German Crafts Journal (DHB)!