Industries
Marketing for Electricians
Three businesses, one van, one marketing budget. The compliance work is the one that repeats, and it is almost never the one being marketed.
Electrical businesses serve three markets that behave nothing alike: domestic call-outs, landlord compliance testing, and installation work such as EV chargers or full rewires. The Nexclick separates them deliberately, because the channel producing a domestic call-out will never produce a commercial contract.
Is this you?
What actually goes wrong in this sector
- You want commercial and landlord contracts and your marketing produces domestic call-outs.
- EICR work repeats every five years and nobody is tracking when yours are due.
- EV charger enquiries arrive and a good share have unsuitable supply arrangements.
- Your competitors list the same qualifications and nobody explains what they mean.
- Landlords compare on price for a certificate and cannot tell a thorough inspection from a fast one.
How buyers choose
The decision you are actually competing in
Every recommendation further down this page follows from this. If it does not describe your customers, the recommendations will not fit either — tell us and we will say so.
Domestic customers behave like any other emergency trade search — map pack, reviews, and whoever answers. Landlords and letting agents are the opposite: they are buying a recurring compliance obligation, they want certainty and paperwork rather than craftsmanship, and once they have a reliable electrician they stay for years and bring the whole portfolio. That makes the letting agent relationship worth more than almost any amount of domestic advertising, and it is won by being reliable and easy to book rather than by being visible. Commercial work runs on procurement and accreditation — being on an approved list, holding the right registrations, and having insurance and paperwork ready. Installation work like EV chargers sits between the two: researched, grant-influenced, and increasingly bought from whoever appears credible about a technology the customer does not understand.
What applies here
The services that genuinely matter in this sector
Each links to the full service page. The reason underneath is specific to this sector — it is why the service matters here, not a description of what it is.
Local SEO
Google Business Profile Optimisation
Domestic and small commercial work is found in the map pack, and the profile is where scheme registration, service areas and photographs of finished installations do more than any amount of website copy.
Local SEO
Local Citation Building
Trade directories and accreditation listings carry weight here beyond the traffic they send, because customers actively check the registration bodies before booking electrical work.
Digital Marketing
Email Automation & CRM
EICR certificates expire on a fixed schedule. A firm that contacts the landlord before the certificate lapses keeps the portfolio; one that waits to be called loses it to whoever made contact first.
Paid Advertising
Google Ads for Lead Generation
For EV chargers, rewires and consumer unit upgrades, where the job value comfortably carries a search click price and the customer is genuinely researching before buying.
SEO
SEO Content Writing
EICR obligations, EV charger grants and regulation changes generate real search demand from landlords and homeowners trying to understand a requirement they did not know applied to them.
Local SEO
Review Generation & Management
Electrical work carries a safety anxiety that reviews resolve faster than any credential does. The request has to happen at the job, because it never happens afterwards.
What to skip
What is not worth your money in this sector
The section a sector page normally leaves out. Several of these are things we could have sold you.
Advertising for domestic call-outs when you want contracts
They are different businesses reached through different channels. Domestic advertising fills the van with one-off jobs and produces nothing repeatable, which is the opposite of what most electrical firms actually need.
Competing on price for EICR certificates
A race to the bottom on a legally required inspection attracts landlords who will move again to save a few pounds, and it prices in a level of thoroughness that transfers real risk onto you personally.
A large brochure website
Domestic customers arrive from the map pack and never load it. Landlords and commercial buyers want credentials and a booking route. A big designed site serves neither audience and costs more than both would have.
Chasing EV charger work without checking the grant position
Grant schemes change and eligibility is narrower than most marketing implies. Advertising against an outdated scheme produces enquiries you must disappoint and a misleading advertisement you must withdraw.
Decision tree
Which of your three businesses are you actually growing?
An electrical firm marketing all three markets simultaneously fills the van with the cheapest one. Pick the branch that matches what you genuinely want more of, and ignore the rest of the page.
01You want more domestic call-outs
Map pack position and reviews. Nothing else matters and a website will not help. If your pack position is already strong, you are at the ceiling of that market locally.
02You want landlord and letting agent portfolios
Relationships and reliability rather than advertising. One agent with forty properties is worth more than a year of domestic search, and they are won by being easy to book and never missing a certificate deadline.
03You want EV charger and installation work
Search ads and genuinely useful content on grants, supply requirements and running costs. This is researched work with a real persuasion window, which domestic call-outs do not have.
04You want commercial contracts
Accreditation, insurance and approved-list positions. Marketing plays almost no part; procurement does. Budget spent on advertising towards this is largely wasted.
05Your EICR renewals are going to competitors
This is a records problem, not a marketing one. You won those customers once already and are losing them purely by not making contact before the certificate lapses.
06You are the cheapest EICR provider in your area
Stop. It attracts landlords who leave for a small saving, and it compresses inspection time in a way that moves real risk onto you personally.
07You cover several towns and rank in only one
Proximity governs the map pack. Genuine location content and a second base help; more budget on the same profile does not.
08You are at capacity and still advertising
Raise prices, or shift the mix towards the repeating compliance work. More domestic leads will only mean more of them declined.
Compliance
The rules that shape the marketing
Electrical work carries genuine regulatory weight and advertising it inaccurately is a real exposure. Notifiable work under Part P of the Building Regulations must be certified, and registration with a competent person scheme — NICEIC, NAPIT, ELECSA or similar — is what allows self-certification. Advertising membership you no longer hold, or implying that registration covers work outside your scheme, is a misrepresentation customers can and do check on the public registers. EICR reporting is governed by BS 7671 and, for rented property in England, by the Electrical Safety Standards regulations requiring inspection at least every five years — any claim about landlord obligations must be current, since the requirements differ across England, Scotland and Wales. Where you offer finance on an installation, consumer credit rules apply. EV charger grant eligibility changes regularly, and an out-of-date claim is a misleading advertisement.
Buying cycle
How long this sector actually takes
Three clocks again. Domestic faults are immediate — searched and booked within the hour, with no persuasion window at all. EICR and landlord compliance runs on a fixed statutory cycle, which is the single most valuable characteristic in this trade: you know exactly when the work recurs, so the firm holding the record wins the renewal by default and the firm that has to be searched for loses it. Installation work runs two to six weeks with multiple quotes, and is heavily influenced by grant availability and energy prices. Commercial contract work follows procurement cycles measured in months and depends on accreditation far more than on marketing. Judging all four in one monthly report tells you nothing useful about any of them.
First 90 days
What the first quarter realistically looks like
Ordered by what has to be true before the next thing works, not by what is quickest to show you.
- 01Week 1–2
Decide which of the three businesses you are growing
Domestic, landlord compliance or installation. Trying to grow all three at once on one budget is why most electrical marketing produces the wrong kind of work.
- 02Week 1–4
Capture the compliance calendar
Every EICR you have issued, with its expiry, in a system that prompts you before it lapses. The highest-return fortnight available in this trade, and it involves no advertising at all.
- 03Week 2–6
Profile, credentials and reviews
Google Business Profile configured with scheme registration prominent, service areas accurate, and a review request process the engineers can run on site rather than from the office.
- 04Week 6–12
Build demand for the work you actually want
Search and content for installation or landlord work specifically, with domestic call-out terms deliberately excluded rather than left to absorb the budget by default.
Questions
Electricians questions
How do we win landlord and letting agent work?
Mostly by being reliable and easy to book rather than by advertising. Letting agents move a whole portfolio at once and stay for years, so the acquisition is a relationship rather than a click. What marketing can do is make you findable and obviously credentialed when they go looking for a replacement.
Should we advertise EV charger installations?
Yes, if you check the grant position first and keep it current. It is genuinely researched work with a decent job value, so search advertising works. The failure mode is advertising against a scheme that has changed, which produces disappointed enquiries and a misleading advert.
Do customers actually check our scheme registration?
Increasingly, yes — the registers are public and searchable, and landlords in particular check before instructing. That makes displaying your number a conversion asset rather than a formality, and it makes claiming a lapsed membership a risk that is easy to discover.
How do we stop getting only domestic call-outs?
By excluding the terms that produce them. Emergency and call-out searches are more frequent and cheaper per click than installation or compliance terms, so a single undifferentiated campaign will always drift towards them. Separate campaigns with explicit negatives is the whole fix.
Is it worth tracking when our EICR certificates expire?
It is the highest-return thing in this list and it costs nothing in media. You have already won those customers once. Contacting them before the certificate lapses converts at a rate no advertising channel approaches, and failing to do it hands the renewal to whoever contacted them first.
What should an electrician put on their Google Business Profile?
Scheme registration and number, the specific services you want more of rather than everything you can do, accurate service areas, and photographs of completed work rather than stock images of consumer units. The services list is the part most firms leave at whatever was set on day one.
How do we compete with a national firm on EICR pricing?
Do not compete on price at all. National operators run volume models with tight inspection windows. Compete on reliability, on certificate turnaround, and on being the firm the agent can call at short notice — which is what letting agents actually buy once they have been let down once.
Last reviewed 28 July 2026.
Tell us what you are trying to fix
A 20-minute call, no pitch deck. The Nexclick will tell you what we would do, roughly what it costs, and whether we are the right people for it.