SEO for Painters and Decorators: A Practical Guide to Getting More Local Jobs

3 hours ago

5 min read

SEO for painters and decorators isn't about tricks. It's about making sure that when someone near you searches "painter and decorator near me", "exterior house painters" or "kitchen cabinet spraying", your business is one of the first they see, and that what they find makes them want to call you.

This guide is part of our series on trade SEO. For the fundamentals that apply to every trade, read our main guide to SEO for tradesmen.

Quick answer: SEO for painters and decorators

The basics of SEO for decorators are: a complete Google Business Profile with the right category, a separate website page for each type of work (interior, exterior, wallpapering, kitchen spraying, commercial), plenty of before-and-after photos, and regular Google reviews that mention the job and the area. Then plan your content around the seasons, because exterior work and interior work peak at different times.

Break "decorating" into the jobs people search for

Most decorators have a single page that says "painting and decorating services". The trouble is, customers don't search like that. They search for the specific job in front of them. Pages worth building include:

Interior painting and decorating
Exterior house painting and masonry painting
Wallpaper hanging, including feature walls and specialist papers
Kitchen cabinet painting and spraying
uPVC window, door and conservatory spraying (if you offer it)
Period property and sash window painting
Commercial, office and retail redecoration
Landlord and end-of-tenancy redecoration

Each page should explain how you do that job, what prep is involved, what products you use, which areas you cover and what the customer can expect on the day. Spraying services in particular attract people who are comparing a respray against replacing a whole kitchen, so explaining the process clearly is a big part of winning the job.

What customers type into Google

A few typical examples:

"painter and decorator near me"
"decorators in [town]"
"exterior house painters [town]"
"kitchen cabinet painting [town]"
"wallpaper hanger near me"
"commercial decorators [city]"
"uPVC spraying near me"

There's also a lot of research-style searching in this trade, which is an opportunity. People search for things like "best paint for a bathroom ceiling", "how long does exterior paint last" or specific paint colour names they've seen online. Short, honest blog posts answering those questions, with photos of rooms you've actually painted, can bring in customers who are still deciding what they want.

The proof that matters for decorators

Before-and-after photos

Decorating is a visual trade, and photos do most of the selling. Google's own guidance encourages businesses to use photos and videos to "show customers what you offer". Aim for:

Before and after shots from the same position and in similar light
Close-ups of cutting-in, clean lines and wallpaper joins
The paint brand and colour in the caption where you can ("Hallway in Farrow and Ball Hague Blue, Clifton")
Short videos of spraying work, which show the finish better than a still photo

Add new photos to your Google Business Profile regularly and put the best ones on the matching service pages.

Accreditations

Only show what you genuinely hold, and link to your listing where you can. The ones customers in this trade tend to recognise include:

Dulux Select Decorators. Dulux says its members are independent decorators assessed and accredited by Dulux, and that the scheme offers customers a two-year quality workmanship guarantee. If you're a member, explain that guarantee on your site.
Painting and Decorating Association (PDA). The PDA says its members are vetted for quality workmanship, fully insured and follow a code of practice.
TrustMark, if you're registered.
Checkatrade, MyBuilder or Rated People profiles, as extra third-party proof.

Put the logos near the top of your homepage and on every service page, rather than hiding them in the footer.

Reviews

According to Google, more reviews and positive ratings can help your local ranking. Ask for a review when the dust sheets come up and the customer is happiest. Encourage them to mention the type of work and the area. Reply to every review, and deal with any negative ones calmly and professionally; future customers will read your reply as well.

Planning around the seasons

Decorating has one of the clearest seasonal patterns of any trade, and your SEO should reflect it:

Spring to early autumn: exterior painting, masonry and render painting, fences and woodwork. Refresh your exterior pages and Google posts in late winter so they're ready when the good weather arrives.
Autumn and winter: interior work, including pre-Christmas redecorating. This is the time to promote hallways, stairs and landings, and living rooms.
Summer: landlord and student let turnovers are often busy in some areas, so a landlord page and a direct approach to local letting agents can help fill the diary.

A simple trick: when the weather stops you working outside, spend an afternoon adding photos, writing a blog post or chasing reviews from recent jobs.

Common mistakes decorators make online

One generic services page that ranks for nothing in particular.
Stock photos of rollers and paint tins. Customers want to see rooms you've actually finished.
Not saying where you work. List your towns and areas clearly, and create pages for the main ones with real local jobs as examples.
Hidden accreditations. A Dulux Select or PDA logo only helps if people see it.
No spraying page. If you've invested in spray kit, give that service its own page; it's often a higher-value job.
A Google Business Profile left half finished, with the wrong category, no services listed and no recent photos.

If you're also thinking about paid ads alongside SEO, our guide to Google Ads for tradesmen explains how the two work together. You can see the kind of work we do on our work page.

FAQs

Is SEO worth it for a small decorating business?

For most decorators, yes. Customers increasingly search online before calling anyone, and a well-set-up Google Business Profile plus a few strong service pages can bring in enquiries without paying for every click.

Should I create pages for each town I cover?

If you genuinely work across several towns, a page for each main area can help, as long as each one has real content such as local jobs, photos and details. Copying the same text and swapping the town name doesn't help and can look spammy.

Do paint colour blog posts really bring in work?

They can. People researching colours are often planning a project. A post showing a popular colour in real rooms you've painted, with a clear link to your services, puts you in front of them early.

How much does SEO cost for painters and decorators?

It depends on how competitive your area is, how many services and locations you want to target and the state of your current website. We quote each business individually after a free consultation.

Want more decorating enquiries from Google?

Lead Pilots helps UK trades businesses get found online through web design, SEO and Google Business Profile work. Take a look at our services, then book a free, no-obligation consultation. You can also call 07734 453386 or email info@leadpilots.co.uk.