How to Get More Locksmith Customers in 2026

If you're a locksmith struggling to get steady work, you're facing a unique challenge. Your industry has a serious trust problem — scam call centres dominate Google searches, charging extortionate prices and doing shoddy work. That makes it harder for legitimate locksmiths to stand out, but it also means the ones who do stand out properly clean up.

Here's how to get more locksmith customers in 2026 — practical strategies that actually work.

1. Google Business Profile Is Non-Negotiable

For locksmiths, Google Business Profile isn't just useful — it's critical. When someone's locked out at midnight, they're not browsing Checkatrade. They're searching "locksmith near me" on their phone and calling the first result they trust.

Your Google Business Profile puts you in that map pack at the top of search results. To make the most of it:

• Verify your real business address — this is huge for locksmiths. Scam operators use fake addresses. Having a verifiable location immediately sets you apart
• Fill in every service you offer — emergency lockout, lock change, lock repair, UPVC door locks, safe opening, key cutting
• Add real photos — your van, your tools, you on a job. Scam call centres use stock photos. Real images build instant trust
• Post regularly — completed jobs, security tips, new locks you're fitting. Google rewards active profiles with better visibility
• Set your hours accurately — if you offer 24/7 emergency call-outs, make sure your profile says so

2. Reviews Are Everything

In an industry plagued by cowboys and scam operators, reviews are your most powerful weapon. A locksmith with 80 genuine five-star reviews will always beat a dodgy call centre with a handful of suspicious ones.

How to collect reviews consistently:

• Ask on site — "If you're happy with the work, a quick Google review really helps me compete with the scam companies"
• Send a follow-up text with a direct link to your Google review page. Most customers are happy to help — they just need the nudge
• Respond to every review — thank people for positive ones, address any concerns professionally. Google factors response rates into your ranking

The trust angle is key here. When you frame it as helping a genuine tradesman compete against scammers, customers are more motivated to leave a review.

3. Build a Website That Proves You're Legitimate

This is where locksmiths have a massive opportunity. Most scam call centres either have terrible template websites or no website at all — just a Google Ads landing page. A proper website immediately separates you from the cowboys.

Your locksmith website should display:

• MLA (Master Locksmiths Association) membership — if you're a member, this is your biggest trust signal. Put it front and centre
• DBS check badge — you're entering people's homes. Showing you're DBS checked removes a major concern
• Your real name and photo — scam operators hide behind company names. Showing your face builds trust instantly
• Your real business address — verifiable and consistent with your Google Business Profile
• Photos of your van and work — real proof that you're a genuine local tradesman

A hand-coded locksmith website built with proper local SEO will outperform any template site and give potential customers the confidence to call you instead of a faceless call centre.

4. Use Checkatrade as a Trust Signal

Checkatrade membership works well for locksmiths because it provides another layer of verification. Homeowners who've been burned by scam locksmiths specifically look for Checkatrade-vetted tradesmen.

To get the most from it:

• Link your website from your profile — locksmiths with websites get more enquiries
• Keep your reviews current — ask every customer to leave a Checkatrade review as well as Google
• List specific services — "Emergency lockout service," "Lock upgrades," "UPVC mechanism repair" rather than just "Locksmith"

That said, don't rely on Checkatrade alone. Most emergency locksmith searches happen on Google, not Checkatrade. It's a supporting tool, not your primary lead source.

5. Dominate Local SEO

Emergency locksmith searches are some of the highest-intent searches on Google. Someone locked out of their house at 10pm isn't browsing — they're calling whoever shows up first.

Target these keywords on your website:

• "Emergency locksmith [your town]"
• "Locksmith near me"
• "Locked out [your area]"
• "Lock change [your town]"
• "UPVC lock repair [your area]"
• "24 hour locksmith [your town]"

Create dedicated pages for each area you cover. If you work across multiple towns, a page for each one — "Emergency Locksmith in Stockport," "Locksmith in Sale" — helps you rank in all of them.

Blog posts targeting common questions work brilliantly too. Write about topics like "What to do if you're locked out," "How to tell if your lock needs replacing," or "Are smart locks worth it?" Each post is another doorway into your website from Google.

6. Compete Against Scam Call Centres

This is the elephant in the room. Search "locksmith" in most UK cities and the top results are dominated by call centres charging £150+ for a simple lockout. They dispatch untrained operatives and sometimes drill locks unnecessarily to inflate the bill.

Here's how to fight back:

• Run Google Ads with trust messaging — "Local MLA Locksmith — No Call Centre" or "Genuine Local Locksmith — Fixed Prices, No Surprises"
• Display your pricing clearly on your website. Scam operators thrive on vague pricing. Transparency is your advantage
• Get into the Google Local Services Ads programme — these are the "Google Guaranteed" listings at the very top of search results. They require ID verification and background checks, which filters out most scam operators
• Encourage customers to report scam locksmiths — the more awareness, the more people seek out legitimate operators like you

7. Google Ads for Immediate Leads

For locksmiths, Google Ads are particularly effective because "locked out" searches represent immediate intent. Someone searching "emergency locksmith" needs help right now — they're not comparison shopping.

Key tips:

• Target emergency keywords — "locked out," "emergency locksmith," "24 hour locksmith"
• Use location targeting — only pay for clicks within your service area
• Include trust signals in your ad copy — "MLA Member," "DBS Checked," "Fixed Prices"
• Send traffic to your website, not just a phone number — your locksmith website gives customers the confidence to call

The cost per click is high for locksmith searches, but the value of a single emergency call-out makes it worthwhile.

8. Build Referral Partnerships

Some of the best locksmith work comes through trade partnerships:

• Estate agents — they regularly need locks changed between tenancies. Build relationships with local agents and become their go-to locksmith
• Letting agents and property management companies — same deal, but often with higher volume. A single letting agency contract can provide steady monthly work
• Other tradesmen — builders, plumbers, and electricians get asked for locksmith recommendations. Return the favour and referrals flow both ways
• Insurance companies — some insurers have approved locksmith panels. Getting on these lists means steady emergency work

Leave business cards with every partner and follow up regularly. A reliable locksmith who answers the phone and turns up quickly is worth their weight in gold to a letting agent.

9. Social Media Done Right

You don't need to become a TikTok star, but a basic social media presence helps:

• Post completed jobs — a new lock fitted, a security upgrade, a lockout rescue (with the customer's permission)
• Share security tips — "Is your front door lock insurance-approved?" type content gets engagement
• Join local Facebook groups — when someone posts asking for a locksmith recommendation, you want your name coming up

Even a couple of posts a week keeps you visible in your local community.

The Bottom Line

Getting more locksmith customers comes down to one thing: trust. In an industry riddled with scam operators, the locksmiths who prove they're genuine — through reviews, credentials, a professional website, and a real local presence — win the work.

Build your online presence properly, and you won't just compete with the scam call centres. You'll beat them.

If you want a professional locksmith website that builds trust and brings in customers, we can have you online in 7 days. One-time payment, no monthly fees, and built to help you stand out from the cowboys.

Axel

Full-stack developer specializing in Shopify and Django. Building automated e-commerce solutions.