Key points
76% of higher-income homeowners research trades online before calling (Houzz, 2023).
Professional job photos increase enquiries for “premium” work by 2–3x (Houzz, 2023).
87% trust reviews as much as personal recommendations (BrightLocal, 2023).
Language and presentation matter as much as skill, “fit for purpose” vs “beautifully finished.”
Do this first: Photograph your best finished joinery job in natural light and upload it to your Google profile + socials.
Why you’re missing the premium jobs
Wealthier homeowners aren’t looking for “any joiner.” They want someone they feel safe letting into their home, and someone who can deliver work they’ll be proud to show friends.
If your online presence looks basic, out-of-date, or too generic, they assume you’re not a fit. Skill doesn’t come into it if you’re filtered out at first glance.
| Term | Plain Meaning | Why It Matters |
|---|---|---|
| Signals | Reviews, photos, presentation | Premium clients look for these before price |
| Fit | Feeling you belong in their home | Unlocks trust and bigger budgets |
| Aspiration | Work in better homes/areas | Drives reputation and respect as much as income |
How to make your joinery business appeal to nicer areas
- Upgrade your job photos
Action: Take photos in good light, focus on detail shots, avoid clutter.
Check: 5–10 strong photos of “premium” jobs online.
Evidence: Professional-looking images triple interest in higher-end markets (Houzz, 2023). - Highlight reviews from good areas
Action: Ask satisfied clients in nicer postcodes to review you.
Check: At least 2–3 visible on Google.
Evidence: 87% trust Google reviews like word-of-mouth (BrightLocal, 2023). - Polish your language
Action: Swap “cheap, reliable” for “crafted, bespoke, beautifully finished.”
Check: Update website/about section.
Evidence: Messaging shapes perception of quality. - Show you’re established
Action: Keep socials + Google active with consistent posts.
Check: No gaps longer than a month.
Evidence: Consistency = stability = trust. - Borrow credibility
Action: Share testimonials, tag clients (if they’re happy), or show referrals.
Check: Visible proof of trust from “good homes.”
Evidence: Social proof accelerates reputation in premium circles.
Gotcha: Don’t oversell luxury if it’s not your work. Premium customers want proof, not promises.
| Option | When It Wins | Risks | If This Then That |
|---|---|---|---|
| Reviews | Strongest trust builder | Need happy customers to ask | Start here immediately |
| Job photos | Show craft clearly | Poor quality pics backfire | Use natural light + tidy space |
| Messaging | Attracts premium clients | Can feel fake if overdone | Keep tone simple + honest |
| Paid ads | Put you in front of new areas | Waste if proof is weak | Only run once proof signals are strong |
FAQ
Do I need a rebrand to get higher-end jobs?
No, quality photos + reviews are often enough.
Won’t premium customers just go with bigger firms?
Not always, many prefer local, reliable trades if proof looks solid.
What’s the quickest win?
Fresh, polished photos of your best work.
Do I need to price higher straight away?
No. Build trust first, once established, you can raise rates gradually.
Should I fake it till I make it?
Never. Authentic proof beats fake gloss every time.
Evidence and sources
Houzz, 76% of higher-income homeowners research trades online, 2023
Houzz, Professional job photos increase enquiries by 2–3x, 2023
BrightLocal, 87% trust Google reviews like word-of-mouth, 2023
Why trust Dentons Digital
Author: Sam Sandars
Dentons Digital, specialises in marketing for UK trades and construction firms. First-hand: helped joinery businesses shift from everyday jobs to premium-area contracts by improving proof and presentation.
