In this episode of Grow with Evergreen, Aaron and Darren are joined by Mariane from In2Interiors: a solo business owner specialising in made-to-measure curtains and blinds in Ashford, Surrey.
Mariane wants to move beyond just referrals and recommendations to generate more consistent leads. But she doesn’t want to grow into a large company or get bogged down in complicated advertising.
The team dive into practical, low-cost marketing tips for local service businesses looking to kick on, get more local work, and maintain a true lifestyle business.
Understanding the goal
Not every business wants to scale. For some, success means having enough work, more choice in the jobs they take on, and the freedom to take time off when needed. That’s where clarity is key: understanding what you want from your business (and being honest about it) is the first step in shaping the right marketing plan.
Website & local SEO quick wins
Most local service websites fail to clearly say where they work. Adding this information (your town, county, and surrounding areas) to your homepage, page titles, and about section can make an instant difference. It helps search engines understand your relevance and ensures people know you’re nearby.
Your Google Business Profile also needs to be fully updated with your location and services to boost local visibility.
Make your business personal
Customers are more likely to trust and hire a local expert when they can see who they’re dealing with. That means showing your face and personality across your website and social channels.
Update your site with recent projects, especially before-and-after photos. Tell your story and share customer stories, because people don’t buy from faceless brands, they buy from people.
Content & social media tips
The best content for local service businesses shows your work and gives people a sense of what it’s like to work with you. Document the journey, from the consultation to the finished product.
Short videos introducing yourself and your process help build trust quickly and can be reused across platforms. And don’t underestimate the power of local Facebook groups and community pages for getting seen by the right people.
Offline: old-school still works
Leaflet drops may feel old-fashioned, but for small service businesses, they still generate leads.
A simple, friendly design with your photo, what you do, and a message like “just finished work for your neighbour!” can catch attention. Time your drops with busy seasons and consider delivering them yourself or using a local distributor. It’s often just pennies per house.
When to use paid ads
If your goal is modest growth, you may not need paid ads at all. Focus on nailing the basics first. But if you do want to scale up, ads on Google or Meta can work, as long as you invest in proper setup and use hyper-local targeting. Without that, you’ll waste money quickly.
Should you offer workshops?
Sharing your craft through workshops can be a great side income and a way to give back. To test demand, add a waiting list form on your site, talk about it on social media, and collect email interest.
Even filming a few simple how-to videos can position you as an expert and bring more attention to your business.
The power of clarity
The clearer you are about your goals, the easier it becomes to choose the right tactics. Stay focused, avoid the temptation to chase every new idea, and make your strategy work for the lifestyle you want.
Conclusion
You don’t have to “go big” to build a successful, rewarding local business. A few smart tweaks, such as clearly stating your location, showing your face, telling your story, and tapping into your community, can unlock a steady stream of leads without changing the nature of your business.
For brands like In2Interiors, it’s about being “famous to a few” and becoming the go-to expert in your local area.
Keep it simple. Stay true to your goals. Focus on what makes you different, and build your business your way.
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