If you’re a small business owner, getting more local customers is always top of mind. But when you’re working with a tight budget, throwing money at Google or Facebook ads isn’t always an option.
The good news is – you don’t need to rely on ads to grow your customer base.
With the right approach, you can bring in more leads, build stronger trust, and increase visibility using free (or very low-cost) marketing tactics.
In this guide, you’ll learn how to attract more local customers without spending a penny on ads – and how to make sure your efforts actually bring in results.
1. Optimise your Google Business Profile
Your Google Business Profile (GBP) is one of the most powerful free tools for local businesses. It’s what shows up when people search for your service “near me” or see your business on Google Maps.
Set it up properly:
- Claim your listing at google.com/business
- Add your name, address, phone number, website and business hours
- Choose the right category (e.g. “Hairdresser” not just “Business”)
- Upload high-quality photos of your work, location or team
- Add a business description with relevant local keywords
Keep it updated regularly, reply to reviews, and post news or offers once a week.
2. Get more reviews from happy customers
Reviews are free – and powerful. They help you stand out in local searches and build instant trust with new customers.
To collect more reviews:
- Ask customers after each job or appointment
- Send a follow-up message with a link to your Google review page
- Keep it simple and friendly: “If you’re happy with the service, would you mind leaving us a quick review? It really helps local businesses like ours.”
Don’t forget to reply to all reviews – even the short ones. It shows you’re active and engaged.
3. Use social media to build trust and awareness
You don’t need to be on every platform. Pick one or two where your local audience hangs out (usually Facebook or Instagram) and post regularly.
What to share:
- Before and after photos
- Quick tips or advice related to your service
- Behind-the-scenes photos or stories
- Customer testimonials
- Local events or news you’re part of
Engage with local groups, comment on other posts, and tag locations to increase visibility.
4. Create helpful content on your website
You might not think of your website as a lead generator – but with the right content, it can attract new local visitors every week.
Ideas for helpful pages or blog posts:
- “How to choose the right [service] in [town]”
- “What to expect when hiring a [your trade]”
- “Top 5 questions we get asked – answered”
- Price guides, service breakdowns or FAQs
Make sure your content includes your location, clear calls to action and answers real questions your customers have.
5. Get listed on local directories
Local directories might sound old-school, but they still help with visibility and SEO.
Top UK directories to add your business to:
- Yell.com
- FreeIndex
- Yelp
- Thomson Local
- Scoot
Always use the same name, address and phone number (NAP) format across listings. Consistency helps Google trust your business.
6. Partner with other local businesses
Team up with nearby businesses that offer related but non-competing services. For example, a kitchen fitter might partner with a tiler or decorator.
Ways to collaborate:
- Share referrals
- Bundle services
- Promote each other on social media
- Leave flyers or business cards at each other’s premises
This builds your local network and introduces your business to new potential customers.
7. Join community Facebook groups
Local Facebook groups are a goldmine for connecting with people in your area. Join a few active ones and take part.
How to use groups without selling:
- Answer questions in your area of expertise
- Share helpful tips
- Offer advice when someone asks for a recommendation
- Post about special offers occasionally (if allowed)
Just showing up consistently makes people remember your name.
8. Add your business to Apple Maps and Bing Places
While Google is king, don’t forget about other platforms people use. Apple Maps and Bing both power searches on iPhones, voice assistants and some desktop browsers.
Add your business here:
- Apple Business Connect: businessconnect.apple.com
- Bing Places: bingplaces.com
It only takes a few minutes and helps widen your reach.
9. Optimise your website for local search
Make sure your website tells people – and search engines – where you are and what you do.
Checklist:
- Use your town or city in page titles and content
- Include a contact page with your address and map
- Mention the areas you cover
- Use mobile-friendly design and fast loading speeds
A clear, local website helps you show up when people search for businesses “near me.”
10. Use free tools to track what’s working
There’s no point doing all this work if you don’t know what’s paying off. Use these free tools to keep track:
- Google Analytics – see who’s visiting your site, from where, and what pages they visit
- Google Search Console – find out what keywords people use to find you
- Google Business Insights – track profile views, calls, messages and direction requests
Look at what’s getting attention and do more of it.
Final thoughts
You don’t need a big budget to attract more local customers – you just need a smart strategy and a bit of consistency.
Start by claiming your Google Business Profile, getting more reviews, and making sure your website clearly says what you do and where you do it. Then add social media, local listings and partnerships to build trust and visibility.
At Strategy8, we help small businesses across the UK build websites that get results – without the ad spend. If you want a fresh, mobile-friendly site that helps you attract more local leads, get in touch today for a free review.
