Lead Platforms or Your Own Enquiries for Tradespeople?
By CodexierPublished 6 min read
For electricians, plumbers, painters, carpenters and builders in Sweden, quote platforms such as Offerta and similar services are the fastest way to get enquiries. The catch is that you pay for each lead or for a subscription, and the same homeowner usually asks several firms at once. Your own website and Google Business Profile take longer to produce enquiries, but those enquiries are yours alone. This guide compares the two by what actually matters over a year: cost per won job, lead quality and how much you control.
The short answer
If you already have a website that does not produce enquiries, a focused landing page for your main service and area is usually the quickest fix. Prices are on the pricing page.
How quote platforms work
A homeowner describes a job, the platform passes it to a handful of local firms, and each firm contacts the customer with a quote. The platform earns either per lead, per contact or through a monthly subscription, depending on the service and the package. The model rewards speed: the firm that calls first and sends a clear quote quickly tends to win. It also means your competitor is looking at the same request at the same moment.
What you get
Immediate volume, customers already in buying mode, no marketing work of your own.
What you give up
Exclusivity, pricing power and the customer relationship, which starts on someone else's site.
What it rewards
Fast response, a sharp quote template and ratings on the platform itself.
Cost per lead and win rate
Cost per lead is the number platforms show you. Cost per won job is the number that matters. If you win one job in every few leads, each won job carries the cost of all the leads you lost, plus the hours you spent visiting sites and writing quotes that went nowhere. Track it for three months in a simple spreadsheet before you judge either channel.
| Measure | How to calculate | Why it matters |
|---|---|---|
| Cost per lead | Platform spend divided by leads received | What the platform advertises |
| Win rate | Jobs won divided by leads received | Shows how much competition each lead carries |
| Cost per won job | Total spend divided by jobs won | The real acquisition cost |
| Quoting hours per won job | Hours on visits and quotes divided by jobs won | Often a larger cost than the lead fee |
| Average job value | Invoiced amount per won job | Decides how much a won job may cost to acquire |
Run the same numbers for your own enquiries, counting the website, Google Business Profile work and any ads as spend.
Lead quality and competition
A platform lead is someone comparing prices; many will pick the lowest quote. An enquiry from your own website or profile usually comes from someone who read your reviews, saw your previous work and chose to contact you first. Those customers are more likely to accept a fair price, easier to book at a time that suits you and more likely to come back or recommend you. Platform leads also vary: some are ready to buy, others are testing prices months ahead.
Building your own enquiry flow
Your own flow does not need to be complicated. It needs to answer the questions a homeowner has before calling, make contacting you easy on a phone, and get you back to them quickly.
- A Google Business Profile with correct service area, opening hours, photos of real jobs and a steady flow of reviews.
- One page per main service and area, stating what you do, where, roughly how you price, and how ROT deduction works for the customer.
- Company details that build trust: organisation number, F-tax registration, insurance and any certifications.
- A short enquiry form with photo upload, plus a phone number that is answered or calls back the same day.
- An automatic reply that confirms the enquiry and says when you will be in touch.
Expect this to take a few months before enquiries arrive steadily, because local search visibility and reviews build over time. Our guide to contact forms that get filled in covers the form itself.
Using both deliberately
The practical answer for most firms is not either or. Use platforms for what they are good at and build your own flow in parallel, then shift the balance as your own enquiries grow.
| Situation | Lean towards |
|---|---|
| New firm with an empty calendar | Platforms now, own flow started at the same time |
| Established firm with good reviews | Own flow as the base, platforms only for gaps |
| Entering a new town or service | Platforms to test demand, then a dedicated page |
| Calendar full months ahead | Own flow only; pause platform spend |
When you do not need our help: if your calendar is full through word of mouth and repeat customers, neither channel is worth money right now; keep your Google Business Profile tidy and collect reviews. And if you have no time to answer enquiries quickly, a better website will not fix that, so sort out response time first. If you want a second opinion on your numbers first, book a short call.
Frequently asked questions
Are quote platforms worth it for tradespeople?
They can be, especially for new firms and quiet periods. Judge them by cost per won job over at least three months, including the hours spent quoting, not by the price of a single lead.
How long does it take for my own website to bring enquiries?
Usually a few months, depending on competition in your area, how complete your Google Business Profile is and how many reviews you collect. A page that ranks for a specific service in a specific town is faster to reach than a broad one.
Should I mention ROT deduction on my website?
Yes. Homeowners look for it, and explaining how the deduction works and that you handle the application with Skatteverket removes a question before they call.
Can I stop using platforms completely?
Many established firms do, once their own enquiries and repeat customers fill the calendar. Pause gradually and watch your booked weeks, rather than cutting everything at once.
Want to know what your enquiries really cost?
Bring your rough numbers for platform spend, leads and won jobs. In fifteen minutes we work out your cost per won job and tell you whether your own enquiry page would pay back, or whether the platforms are doing fine for now.
Book a free 15-minute call