Brilliant at the trade. Invisible to the people looking for you.
That's the gap ContentWorks exists to close. Not with rented leads or ad spend you can't switch off… with local authority you build, own and keep. The kind that means the phone rings with the jobs you'd choose to take.
4 minutes · no call · no catch… you get your score and the pillar that's costing you calls.
Good at the work. Easy to miss online.
Dave does excellent work. Customers who've used him recommend him without being asked. But someone searching online for what he does finds a competitor first… one whose workmanship he'd laugh at, but whose visibility he can't match. That's the problem.
Brilliant at the work
The rented-leads trap
Checkatrade, Bark, and every lead site like them put trades in a race to the bottom. You pay to compete on price against rivals in the same box… and the moment you stop paying, the work stops too. You own nothing.
The wrong kind of busy
Some trades are busy, just never with the right work. Taking whatever comes in because the pipeline is too thin to be selective. A stronger local presence changes that… you attract the jobs worth taking, and can afford to turn the rest down.
Generic marketing that misses the point
Most agencies sell a website, a few posts, maybe some ads. None of it is built for a trade doing local work… and none of it compounds into authority that keeps paying out after you've paid for it.
Visibility that should be earned, not bought
A brilliant trade with strong reviews, real proof and consistent local presence should out-rank a weaker one every time. ContentWorks is built to make that happen… for the trades that deserve to be found first.
"Authority you own beats attention you rent."
Not a marketing guy who works with trades.
A tradesperson who learned marketing. Grandson of a carpenter, nephew of plumbers and kitchen fitters, on the tools at 16.
Dan's granddad was a carpenter, joiner and cabinet maker. His uncles fitted kitchens and plumbed bathrooms. From the age of 10 he was in that workshop most weekends, making spice racks and learning the thing this whole business is built on… good work speaks for itself, but only when people can see it.
At 16 he left school and went on the tools himself. Carpentry, roof trusses, building sites. Furniture built on the side and sold at markets at the weekend. He didn't watch the trades world from the outside… he worked in it.
"I'm not a marketing guy who decided to work with trades. I'm a tradesperson who learned marketing."
The marketing came later, and not in a straight line. Market stalls, then five clothing shops. E-commerce back when most businesses still didn't have a website. SEO learned by doing it, breaking it and working out what actually moved the phone. Local marketing since 2014, originally as Dan Jaques Online Marketing. ContentWorks followed in 2023.
The reason trades? Because he's seen it from both ends. Skilled people doing real work and staying invisible, while cowboys with louder marketing take the jobs. Lead sites that turn a craft into a race to the bottom. Agencies that treat a trade as an afterthought.
ContentWorks is run by Dan as a sole trader… which means no account managers, no hand-offs, no loss in translation. The work stays close to the person responsible for it.
The principles behind how we work.
These aren't values we put on a wall. They're the decisions that shape what we build and how we build it.
Get found before they look elsewhere
A trade with real local authority doesn't compete for attention… they're already where the customer is looking when the need is there.
Build assets, not subscriptions
Rankings, reviews, content and your customer list are yours to keep. Not access you lose the day the direct debit stops.
Calls, enquiries, booked jobs
Not impressions, clicks or likes. If it doesn't move the phone or the calendar, it's decoration.
Phone footage beats a studio shoot
Actual job photos, genuine reviews, real before-and-afters. Proof a customer can trust, not copy a homeowner has to wade through.
AI-powered, human-led
AI handles the repeatable work faster and more thoroughly than any one person could. Human judgement makes the calls that matter. Neither replaces the other.
No padding, no fluff
If a page, post or piece of content doesn't serve the trade or the customer reading it, it doesn't get made.
The numbers that pay your mortgage… not likes.
Plenty of agencies report traffic, impressions and follower counts. None of it pays a wage. We measure what a busy month feels like on your phone… calls answered, enquiries in, reviews earned. If a piece of work doesn't move one of those, we don't count it.
Illustrative… the outcomes the framework is built to produce.
What you're choosing between.
Every option for getting more work has a trade-off. Here's an honest comparison of the alternatives and what ContentWorks does differently.
Rent leads, compete on price
You pay per lead and compete in a crowded box… often against worse tradespeople. Stop paying, stop getting leads. You own nothing at the end.
Build assets you own for life
Rankings, reviews and content keep working after we've built them. No monthly fee to keep the work. Authority compounds; rented attention resets.
Optimise a website, tick a box
Most agencies handle the website and stop there. No review building, no local content, no proof layer. One pillar out of five.
Complete local authority framework
The OMNIlocal™ framework covers all five pillars… APPEAR, PROVE, CAPTURE, COMPOUND, DOMINATE. Each one builds on the last.
Piecemeal, doesn't compound
A page here, a post there… built separately, with no framework connecting them. Often cheaper upfront, rarely cheaper over time.
Integrated, compounding framework
Every piece of work fits the same framework and feeds the next pillar. Month three builds on month one; year two builds on year one.
Serve everyone, shallow on trades
A broad client list means no deep knowledge of how trades buy, search and win work. You get a generalist approach dressed up in jargon.
Trades-only, built deeper
Every skill, AI Employee and process is built for the trades specifically. No adapting generic templates… this is the thing.
Five pillars. One direction. Authority you keep.
Each pillar builds on the last… so the authority you earn in month one is still working in year three. See exactly how each pillar works →
See where you stand… in four minutes flat.
The free OMNIlocal™ Visibility Scorecard shows you exactly where you're losing work and which pillar to fix first. No call, no catch… just a clear picture of where you are today.
Four minutes, and you’ll know exactly where you stand… no call, no catch.