Website for craftsmen in French-speaking Switzerland: what really works

An electrician, plumber, carpenter or painter in French-speaking Switzerland generally does not need an elaborate website. What he needs is to be found by the right people at the right time, and to inspire enough confidence to be called instead of someone else.

A well-made website can do just that. A poorly designed site does nothing at all, or almost nothing.

The problem of word of mouth alone

Many craftsmen in French-speaking Switzerland operate essentially by recommendation. This is an excellent sign: it means that their work is good and that their clients are talking about it. The problem is that word of mouth has structural limits.

It only works in existing networks. And it doesn't help you find customers in a geographic area where you're not yet known.

A new resident in the canton of Friborg who is looking for an electrician does not have a local network. He opens Google. If your name does not appear there, you do not exist for him, regardless of your reputation in the neighboring town.

What potential customers are searching for on Google

Searches are predictable and very localized. “Fribourg emergency plumber”, “Bulle quote carpenter”, “Romont tiler”, “Châtel-Saint-Denis electrician”. These requests are typed by people who have a specific need and who want contact quickly.

The good news for French-speaking artisans: competition in these local searches is still low. A properly built site with the right local keywords can rank on the first page of Google within two to four months, without an advertising budget.

What an artisan site absolutely must contain

The geographic area of ​​intervention. Clearly specify the municipalities and cantons you cover. It’s also what tells Google which local searches your site is relevant for.

Photos of your achievements. Not stock photos. Real photos of your completed projects. A customer who sees ten photos of successful parquet installations immediately understands your level of work.

A telephone number immediately visible. On mobile, this number must be clickable to call directly. Many customers looking for a craftsman are in urgent need.

Information on your usual deadlines and availability. “Intervention within 48 hours” or “available for emergencies” is information that makes you choose.

Customer reviews. Ask your best customers to leave a review on Google. A craftsman with ten positive, detailed reviews inspires immediate trust in someone who doesn't know you.

The Google My Business listing: often more useful than the site itself

For a craftsman, a well-filled Google Business Profile can be enough to receive local calls without even having a site. It is displayed in search results and on Google Maps, with your contact details, hours, area of ​​intervention and customer reviews.

The optimal strategy is to have both: a properly completed Google listing, and a website that builds your credibility when people click to learn more.