Content creation is no longer just for influencers. In today’s trade landscape, being “the expert” can set you apart, boost conversion rates, and help you attract better clients if you know how to harness the right kinds of online content.
In this episode of The Site Shed, host Matt Jones is joined by Logan Turley, GoPro alumnus, content strategist, and founder of The Trades, to break down practical, easy ways tradies and contractors can create impactful content that converts leads into loyal customers.
🔨 Why Content Matters (and Why Most Tradies Never Get Started)
Matt and Logan tackle the mindset hurdles stopping tradies from picking up their phones and filming: false beliefs, imposter syndrome, and thinking content needs to be polished or viral to work. The truth? Authentic, useful content showcasing your process, team, and expertise is what today’s customers (especially Gen Z and millennials) want to see.
“Clients want to see the tradie behind the brand, not a corporate highlight reel.”
🚀 Building Trust Before the Site Visit: Show, Don’t Just Tell
The best content isn’t always the “after” shot. It’s the journey:
Before & afters, filmed with your phone
Walkthroughs and project galleries
Answering your top 5–10 customer questions via video
Clips that explain your systems and process (so clients know what to expect next)
Short, authentic “day in the life” or tool reviews
By arming your leads with this information upfront, you instantly reduce objections, pre-qualify jobs, and compress your sales cycle.
🛠 Getting Started: Gear, Strategy, and Overcoming “Camera Shyness”
You don’t need a lighting crew or expensive cameras. For $70 or less:
Use your phone and a lapel mic
Try a magnetic wear-around-your-neck phone mount for hands-free filming
Use a tripod (or your apprentice!)
Indoors? Check lighting—face a window, or use your phone’s flashlight
💡 Pro tip: Don’t overthink or script everything. Speaking directly to the camera—like you would a customer on-site—builds authenticity and trust.
📱 Social Proof and the Digital Ecosystem
Video content doesn’t just live on social media. Matt and Logan explain why you should use your website as a content hub and “syndicate” videos across platforms, ensuring you control your brand journey. Use content to:
Qualify leads before the first call
Position your business as premium, fast, affordable—whatever matches your brand
Set price expectations
Show off testimonials, team member bios, and real customer stories
“People want to work with people. Show the faces behind your business.”
🔥 Practical Tips to Take Action Now
List 5–10 FAQs and film yourself answering them
Capture before, during, and after on every project (don’t just wait for the ‘glamour’ shot)
Document real job stories: even mistakes or learning moments
Share processes, pricing, and what makes your work different
Rotate content featuring your team; people buy from people
Make content evergreen: use it with every new lead, over and over
Stop waiting for perfection, start showing your expertise with simple, regular content.
As Matt says:
“You’ll win more work and charge higher prices if you prove you’re the expert, not just claim it.”
📚 Resources from this Episode
- Logan Turley’s Website: thetradez.com
- Logan’s LinkedIn
- Logan’s Content Creator Kit Must-Haves:
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