We continuously explore ideas — both within and beyond our field — that could help our clients improve. We organise this as a kind of continuous improvement process. Feel free to ask us about it — there may well be a good idea for you among them. Part of this approach is engaging closely with the industries our clients operate in. One of our key focus areas is the local and regional skilled trades sector. When reviewing trade publications and specialist literature, one finding has stood out repeatedly: only around 54% of skilled trades businesses have any kind of website at all. Even fewer use Xing, Facebook or other social media. This was the result of a study by the industrious master painter and skilled trades marketing expert Werner Deck, who examined more than 1,600 skilled trades businesses in July 2012 with regard to their online presence. So a word of caution to the skilled trades sector: today, more than 40% of customers look for tradespeople and other businesses online. Don't give away orders, revenue and profits — show your expertise online and on social media.
Frequently asked questions
Frequently asked questions
How many skilled trades businesses in Germany have their own website?
According to a 2012 study by master painter and marketing expert Werner Deck, which analyzed more than 1,600 skilled trades businesses, only about 54% have a website. The use of social media such as Xing or Facebook is significantly lower still. As a result, many businesses miss out on visibility and potential customers.
Why is an online presence economically relevant for skilled trade businesses?
More than 40% of customers today search for tradespeople and other service providers specifically online. Without a web presence, businesses are simply not found by a large share of potential clients. In concrete terms, this means lost orders, revenue and profits.
Which online channels should skilled trades businesses use alongside a website?
In addition to your own website, a presence on social media such as Facebook, Xing or comparable platforms is recommended. These channels help demonstrate professional expertise, build trust and stay in touch with existing and potential customers. At present, the skilled trades sector still uses these channels significantly less than average.
What opportunities arise from the low internet usage in the skilled trades sector?
Since only about half of all skilled trade businesses are visible online, there is a clear competitive advantage for those who invest in a professional internet presence. Companies that engage early with a website and social media can stand out from competitors, reach new customer groups, and strengthen their regional market position.