Stop Sounding Like Every Other Sparkie/

Plumber/

Builder Online

G'day tradies! Quick question – if I covered up your business name on your website, could someone tell it was YOUR business? Or does it sound exactly like every other tradie in your suburb?

If you're honest, it probably sounds pretty similar to everyone else. And mate, that's a problem.

When potential customers are scrolling through Google looking for a sparkie, plumber, or builder, they're seeing dozens of websites that all say the same thing. "Professional service." "Quality workmanship." "Reliable and affordable." Yawn.

The tradies who win the job? They're the ones who sound like actual humans with personality, not copy-paste robots.

Why Cookie-Cutter Copy is Costing You Jobs

Here's what happens when your website sounds like everyone else's:

You become forgettable. Even if someone likes what they see, by the time they've looked at three more websites, they can't remember which one was yours.

You're competing on price alone. When there's nothing else to differentiate you, customers default to "who's cheapest?" And let's be real – you don't want to be the cheapest tradie. You want to be the BEST tradie.

You look like you don't care. Generic copy suggests you couldn't be bothered putting thought into your business. If you're lazy with your website, are you lazy with your work too? That's what customers wonder.

What Makes a Tradie Business Unique (Hint: It's Not What You Think)

Most tradies think they need something massive to stand out – like being the only electrician who works on heritage homes or the plumber with a pink van.

But here's the truth: your uniqueness comes from YOU. How you talk. How you approach problems. What you value. What annoys you about the industry. Your personality.

Think about it – there are probably 50 plumbers in your area who can fix a blocked drain. But there's only one who shows up in work boots covered in stickers from their kid, cracks dad jokes while they work, and always leaves the place cleaner than they found it. That's memorable.

Finding Your Voice (Even If You Think You're Boring)

"But Saira, I'm just a regular sparkie. I'm not interesting."

Rubbish! Everyone's interesting when they stop trying to sound like a business and start sounding like themselves.

Here's how to find your voice:

How do you actually talk to customers? Not how you think you should sound in writing – how do you actually explain things on the job? That's your voice. Write like you talk.

What drives you mad about your industry? Cowboys who don't clean up? Dodgy electrical work that creates safety hazards? The way some tradies ghost customers? Talk about that. Customers want to know you care about doing things properly.

What do you love about your work? Is it solving tricky problems? Helping families get back to normal after a disaster? Seeing the look on someone's face when their renovation is finished? Let that passion show.

What's your approach to work? Are you the meticulous type who measures three times? The problem-solver who always finds a creative solution? The straight-shooter who tells it like it is? Own it.

Real Examples: Generic vs. Unique

Let's look at how different businesses in the same trade can sound completely different:

Generic Plumber: "ABC Plumbing provides quality plumbing services to the greater Brisbane area. We pride ourselves on professional workmanship and customer satisfaction."

Plumber with Personality: "Look, plumbing emergencies are stressful enough without dealing with tradies who show up three days late or leave your bathroom looking like a war zone. We show up when we say we will, fix it properly the first time, and won't leave until your place is spotless. That's not us being heroes – that's just basic respect."

See the difference? The second one has an opinion. It acknowledges customer frustrations. It sounds like a real person who gives a damn.

Generic Electrician: "We offer comprehensive electrical services for residential and commercial properties."

Electrician with Voice: "Dodgy electrical work keeps me up at night – literally. I've seen too many close calls from cowboys cutting corners. When we wire your place, we do it like we're wiring our own mum's house. Safe, clean, and built to last decades."

Which one would you trust in your home?

Your Personality is Your Competitive Advantage

Here's something most tradies don't realise: customers aren't just buying your technical skills. They're buying the experience of working with YOU.

Are you the friendly, chatty type who'll have a cuppa and talk footy with them? Say so.

Are you the quiet professional who just gets on with the job efficiently? Own it.

Do you specialise in explaining things in plain English so customers understand what's happening? Make that part of your brand.

Are you the perfectionist who won't sign off on a job until it's absolutely spot-on? Customers who value quality will love that.

There's no "right" personality for a tradie – there's just YOUR personality. And the customers who vibe with that are the ones you want anyway.

Stop Hiding Behind Business Jargon

Business jargon is where personality goes to die.

Instead of: "We strive to exceed customer expectations", Try: "We won't leave until you're happy – and that's a promise"

Instead of: "Utilising industry best practices", Try: "We do it the right way, even when no one's watching"

Instead of: "Committed to excellence", Try: "We're fussy about details – your place will be sorted properly or we'll fix it"

See how the second versions sound like an actual human said them? That's the goal.

When Everyone Zigs, You Zag

Look at what every other tradie in your area is saying, and say something different.

If everyone's advertising "24/7 emergency service," maybe you focus on "We'll actually answer our phone – not just have a voicemail pretending to be 24/7."

If everyone's promoting "30 years' experience," maybe you talk about "Fresh eyes and up-to-date methods – we're not stuck in 1995."

If everyone's being super serious and professional, maybe you're the one who keeps it real and has a laugh.

No rule says you have to market your business the same way as everyone else. In fact, being different is usually better.

Your Website Should Sound Like You, Not a Template

I see so many tradie websites that are clearly built from the same template with slightly different words filled in. You can spot them a mile away.

Your website should read like you wrote it (or at least like you told someone what to write). If someone who knows you reads your website and thinks "That doesn't sound like you at all," that's a problem.

Test this: Read your website copy out loud. Does it sound like something you'd actually say? Or does it sound like corporate waffle? If it's the latter, time for a rewrite.

The Bottom Line

Standing out online doesn't mean having the flashiest website or the biggest marketing budget. It means sounding like yourself – a real person who's good at what they do and gives a damn about their customers.

When you stop trying to sound "professional" and start being genuine, something magical happens. The right customers – the ones who get you and appreciate your approach – start finding you. And they're usually the best customers to work with.

So ditch the boring, cookie-cutter copy. Tell them who you really are, what you actually believe, and why they should choose you. Your personality is your secret weapon – use it.

Want help finding your unique voice and standing out from the crowd? That's what I specialise in. I help Australian tradies get found online with SEO copywriting that sounds like them and wins more local jobs. Let's make your business unmissable. Drop me a line at saira@sairasays.com