Three options. Only one actually works for your business.
Three businesses, one licence, one website that does none of them justice
An electrical business is really three businesses stapled together: residential (no-power callouts, switchboard upgrades, RCD installs, downlight conversions), commercial (test and tag, three-phase fault-finding, shop fit-outs, exit-light compliance), and the new high-margin niche (solar inverter installs, EV chargers, battery storage, MEN system upgrades to handle them). Each has its own customer, its own keyword set, its own ad-group structure, its own price point. Most sparkies run one generic 'Smith Electrical' homepage that ranks for none of them and converts even worse. Meanwhile hipages and Service Seeking sit at the top of every 'electrician near me' search, charging you forty bucks a lead and sharing it with three competitors. The real licensed sparky with twelve years' experience and proper liability insurance sits on page two.
Good electrician marketing is three things, in this order: a suburb-page library that ranks 'electrician [suburb]' across every postcode your ute covers, three separate service pages (residential / commercial / solar and EV) so each niche gets its own keyword set and conversion path, and a Google Business Profile that screams 'licensed sparky' rather than 'lead generated by an aggregator'. The trust signals matter here in a way they don't for plumbers or locksmiths: your licence number above the fold, the public liability cover, the ASP level 2 badge if you have it, the brands you install (Clipsal, HPM, Schneider, Tesla Powerwall, Fronius). On the after-hours side, a call-only Google Ads campaign that lifts the bid from 6pm to 7am wins the no-power callout that pays double. Get this right and the hipages bill drops to zero by month three.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Builds your annual plan around the niche mix you actually want this year, not the random mix hipages dumps on you. If solar and EV chargers are the margin work, the briefing tilts that way; if commercial test-and-tag contracts are paying for the apprentice, the suburb pages and ads tilt toward that. Briefs the other agents so residential, commercial and solar each get their own ad group and landing page rather than fighting for a generic 'electrician' slot.
Imports your existing site so you stop paying for hosting plus a CMS subscription, and ships a clean three-niche structure (residential / commercial / solar and EV) instead of one generic homepage. Spins up a new suburb service page in five minutes every time you start working a new postcode, with licence number above the fold, liability cover, the brands you install, and a click-to-call CTA. To your live site in two taps.
Goes through your live site for the things that actually move local rankings: 'licensed [suburb] electrician' on every H1, electrician-specific schema with licence-number markup, internal links from suburbs into the right niche page (Marrickville → solar, Parramatta → EV chargers, Newtown → switchboard upgrades), and a Google Business Profile reconfigured as a proper service-area business across every postcode you actually work. Auto-applies the low-risk fixes.
Launches call-only Google Ads on the queries that actually convert ('[suburb] electrician', 'no power [suburb]', 'switchboard upgrade [suburb]', 'EV charger installer [suburb]') with a sharp bid lift from 6pm to 7am when the hipages aggregators expect you to be asleep. Drops broad 'electrician' bids entirely. Switches Meta off unless you specifically chase solar and battery storage (which sells well there). Tracks calls so you see which suburbs and niches pay back.
Turns every job you finish into a post in your real accounts: a switchboard upgrade in Erskineville, a Tesla Powerwall in Newtown, a three-phase fault find in a Parramatta warehouse. Builds the licensed-sparky trust signal that wins the customer choosing between you and a hipages lead. You upload one photo per job, the agent drafts the caption in your voice, you approve.
Drafts the long-form pieces customers Google before they ring: 'how much does a switchboard upgrade cost in NSW', 'do I need a level 2 ASP for my meter swap', 'EV charger install cost: 7kW vs 22kW', 'RCD vs MCB explained'. Two drafts a month, in your voice, that pull the careful researcher onto your site weeks before they need a sparky.
Your first 30 days.
- Three-niche site structure live: residential no-power and switchboard work, commercial test-and-tag and three-phase, solar-EV-and-battery storage
- Google Business Profile rebuilt as a 14-postcode service-area business with licence number, $20m liability cover and 'emergency service' attribute live
- Suburb pages indexed for switchboard upgrade, EV charger install and 11pm no-power callout across your three core postcodes
- Call-only Google Ads live with the 6pm-to-7am bid lift that wins the no-power callout when the hipages aggregators sleep
- Dedicated 'Tesla wall connector installer [region]' and 'level 2 ASP' ad groups split out from the residential bids and running at lower CPCs
- Local-business schema with licence-number, MEN-upgrade and EV-charger markup deployed
- Caption library running on switchboard rebuilds, Powerwall installs and three-phase fault-finds from the photos on the ute
- EV-charger pricing guide (7kW vs 22kW, level 2 ASP install cost) and switchboard-upgrade explainer drafted for approval
- First quarterly review scheduled with no-power-callout volume and EV-install enquiry rate as the headline metrics
Electricians lose to hipages not on quality or licence or workmanship, but on visibility. A licensed sparky with twelve years on the tools and full liability cover is invisible to the customer standing in a dark kitchen at 9pm if their Google search hands them three aggregator results before yours. Owning that visibility, in every suburb you work, at every hour the power can go out, is the only marketing that actually pays back.
Agencies are too dear to actually ship the three-niche site, the suburb-page library and the after-hours ads for $3.5k a month. DIY tools are cheap but you tune the bids in the ute at 9pm and the EV-charger page never gets written. In-House is the third option: for $299 a month the agents ship the pages, launch the suburb-by-suburb after-hours ads, post the switchboard and EV-charger jobs, and keep your Google Business profile beating the aggregators. You stay in the driver's seat, two taps to approve, minutes a day. Stop renting your customers from hipages.