Summary
When it comes to social media, most trade businesses are doing just enough to stay visible—but not enough to actually grow. In this episode of The Site Shed, Matt is joined once again by Mike Andes, founder of Augusta Lawn Care and a master of turning local content into high-converting strategies.
From the outside, social media might look like a numbers game: likes, shares, followers. But as Mike points out, those metrics mean little without clear intent behind your posts—and a solid conversion strategy on the backend.
Key Takeaways
🎯 The Social Media Reality Check
Mike hits hard on a simple truth: “Most small businesses aren’t trying to be influencers—they’re trying to get customers.” That’s where many business owners lose their way. They treat social media like a stage when it should be a conversation starter.
If your content doesn’t build trust, demonstrate authority, or guide people to your website, it’s not doing its job.
📍 Go Local or Go Home
One of the biggest takeaways from this chat? Localisation is everything.
If you’re a tradie in Bellingham, don’t post generic tips—talk about local projects, council updates, or even neighbourhood insights. That’s how you become the go-to expert in your area.
It’s also the best way to connect with the algorithm and your audience at the same time.
💻 Your Website Is Your Best Marketing Asset
Mike and Matt agree: your website is where the magic happens. If your posts lead to a dead-end homepage or a slow-loading site, your conversions will suffer.
“Don’t send traffic to a pathetic website,” Mike says. “Build the house on a strong foundation.”
They both share examples of how simply rebuilding their website with conversion in mind tripled their results—without spending an extra dollar on ads.
The Power of Strategy Over Spamming
Posting for the sake of posting doesn’t build your business. Instead, develop a strategy that creates:
- 📚 Educational content
- 🧰 Showcases of real projects
- 🎥 Behind-the-scenes stories
- 🔁 Posts that guide people back to your website, newsletter, or contact page
Mike also covers how his franchisees get better results by combining light automation (like scheduled posts) with personalised local content that actually builds connection.
🚀 Need Help Growing Your Trade Business?
At Tradie Web Guys, we help trade businesses succeed with digital marketing—from high-performing websites to SEO and paid ads.
👉 Click here to get in touch and see how we can help grow your business.
