From Corporate to Community: Why I Offer Web Design for Trades in Hull
- Susi Hogan
- Oct 17
- 8 min read
The face behind The Trade Marketer: Introducing Me!
If you're reading this, you might be wondering - who is she? Why did I start this business? What led me here? And why Hull trades specifically? Well, I thought you might like to find out a little bit about my journey, what shaped my experience, and why I've chosen to focus on helping local Hull businesses (businesses just like yours). Apologies in advance for a slightly longer blog.
Short on time? ⬇Click to go to #Quick Summary.
So, grab a drink and dip in....
Like many, my path wasn't exactly planned. It was shaped by years of hands-on experience, a deep love for creativity and strategy, and, ultimately, an unexpected career shift that pushed me to build something of my own. Here's how I got here - and why I'm so passionate about what I do for Hull's business community.
Where Did It Go?
You know - I've worked as a professional marketer for over 30 years (not sure where it all went to but I know I enjoyed most of it), navigating industries from beauty and engineering to telecoms, training, e-commerce, and design. Working with small businesses with fewer than five employees and giant global corporations with layers of decision-making. I've worked Business to Business (B2B) and Business to Consumer (B2C), with in-house teams and as a consultant, and no matter where I was, one thing remained true: marketing is about connection.
During that time, I worked my way up the corporate ladder to become a senior team member for a global company but I never let that distance me from the real work. I stayed hands-on, executing strategies, leading projects, and making sure that what we built actually worked. Okay, I've worked with agencies and consultants along the way, but I've always been the kind of person who believes in rolling up my sleeves and getting stuck in. In fact, I prefer it.
And through all of this, I realised something important:
✅ I love to create. ✅ I love to innovate. ✅ I love to design, build, and organise stuff.
This is where I thrive. This is my happy place!
The Unexpected Shift: Becoming My Own Boss
I didn't plan to go solo. Like many people, it happened by accident.
In mid-2018, after years in the corporate world, I decided to take on a new and exciting role. It seemed like the perfect fit - until six weeks later, I was made redundant. It was a shock. A tough moment of uncertainty. But one thing was clear - I wasn't about to give up.
The job market was shifting, opportunities weren't as abundant as they once were and after years of driving businesses forward, I realised I had everything I needed to do it for myself. So, I dug in. I took control. I built my own business.
Why I Chose Web Design For Trades in Hull
One of the great things about running your own business (aside from the never-ending advice from well-meaning family members!) is that you get to shape your own path. You can focus on what makes you happy, balance life and work (or try to—I'll admit, I'm a bit of a workaholic and occasionally stray from the path) and you need to regularly check in to make sure you're still heading in the right direction.
Recently, I took that step back and asked myself: What's next? What truly makes me tick? Who do I like to work with?
The answer was clear: People like me! But more specifically - Hull trades, local businesses, and solopreneurs who keep our community running (I've been lucky enough to work with a number of local and national businesses since becoming my own 'marketing' boss but I felt that there was a lot I could do for Hull businesses once I started digging).
Here's what really opened my eyes: Hull has some sobering statistics that most business owners don't know about. Hull has the UK's highest new business closure rate at 44.6%. Of the 8,827 businesses incorporated in Hull since 2020, 3,934 have already failed. That's nearly half of all new businesses not making it.
But here's the kicker - and the real opportunity I spotted: Only 68% of UK businesses have a website, and that number drops even further for smaller businesses. That means roughly one in three local businesses in Hull are completely invisible online when their potential customers are looking for them.
8 out of 10 people check out local businesses online before calling. If they can't find you easily or don't like what they see, they'll phone your competitor instead.
I know all of the challenges Hull business owners face when trying to get found online. Many follow their passion, excel at their trade, but struggle with websites, online visibility, and anything remotely techy. I knew I could help.
The more I thought about it, the more I realised I had something genuine to offer. I wasn't interested in building another big agency or competing on price with the DIY website builders. What I had was different - three decades of proper marketing experience, combined with a real understanding of how Hull businesses actually work and what their customers want.
Most 'web designers' focus on making things look pretty. But with my background, I bring strategic thinking, local market knowledge, and the kind of breadth of experience that usually only big agencies have - just delivered with the personal touch that local businesses actually need.
So, here I am. I've been there, I've done it (I've got the t-shirt) and now I'm here doing web design for Trades in Hull, and Hull Businesses in general. Helping Hull's business community thrive online without the stress and with the know-how. I've had successes and I'm also aware of the 'what not to do' - valuable insights. I also don't want to come across as over-confident but with age comes wisdom (at least I hope that's the case) and it's difficult to downplay over 30 years of being a professional marketer. I decided I may as well be proud and own it!
What Makes Me Different?
So what? I hear you say (or think)...Consider this - having facilitated marketing services for so many years, I've learned to be a chameleon. I can step into different brands, absorb their values, and reflect their voice with ease.
But when it comes to Hull businesses, I bring something extra: local understanding. I know this city. I know how Hull customers search, what they value, and how they decide who to call. Your business isn't just another client to me—it's part of the community I live in.
I don't just provide a service—I become an extension of your business. Your focus becomes my focus. Your priorities become my priorities. You will find me your best advocate, your brand ambassador, your go-to for all things website & local marketing. Along with a bit of life experience here and there thrown in.
Smart AI for Smart Businesses
It's also worth mentioning, I also became rapidly fascinated by the dawn of Generative AI in 2022. I decided that whatever I was going to do from now on, AI would be very much a part of it. I've been developing my skills in this for over 2 years now (in AI terms that's a LONG time. With so many daily developments landing) and this has helped to enhance the speed of service (and speed means less cost!).
But let me be crystal clear: AI is just a tool in my arsenal. My overall process, strategy, and approach are based on 30+ years of marketing experience and real business ownership. AI helps me work faster and stay ahead of the curve, but the insights, local market knowledge, and strategic thinking? That comes from experience you can't download.
I use AI to streamline the technical stuff so I can focus on what really matters - understanding your business, your customers, and how to connect the two in a way that actually brings in work. And because I stay totally up to date on everything that's happening (often ahead of the curve), I can pass these advantages on to you before your competitors even know they exist.
Think of it this way: I consider AI a valuable tool, part of my toolkit. It in NO WAY replaces experience and insights. A tool, after all, is only ever as good as the person wielding it. So AI has its place and if you stick around I am confident I can help you to use it effectively. And, don't think "No that's not for me, I'll never use it." You probably already are!
So that about brings me up to date.
The statistics don't lie - you're facing real challenges, but there's also a massive opportunity. While nearly half of new businesses fail, if you have a strong online presence you have a much better chance of being in that successful half.
I hope you'll join me on this adventure- even if it's just from the sidelines. I'm planning all sorts of useful content to share: local Hull business insights, practical website tips, how-to guides for getting found online, checklists, a bit of marketing education tailored for trades, and maybe even a sprinkle of techy stuff that actually makes sense.
And, of course, plenty of FREEBIE giveaways along the way!
Want to be the first to get new insights, resources, and free goodies specifically for Hull businesses? Subscribe and stay in the loop—I'd love to have you on board.
Let's Talk About Your Hull Business Website
I love creating, innovating, and building—and I'd love to do the same for you (or recommend a friend! Come all, come hither).
If you're ready for a website that actually works for your Hull business - without the stress or having to DIY - let's chat - I'd be happy to hear from you.
Now open for business in Hull!
#Quick Summary: Tl;Dr (and ideal for voice search):
I’m a marketer with 30+ years of experience, now focused on helping Hull’s trades and local businesses get found online. After leaving the corporate world, I set out to support local firms who are often invisible on the web. Nearly half of Hull’s new businesses close early, and many don’t even have a website. I use strategy, local knowledge, and smart AI tools to build websites that actually bring in work—helping Hull businesses survive and thrive.
Quick FAQs
Do I really need a website for my Hull trade business?
✅ If you want Hull customers to find you online, build credibility, and compete with other local trades, a website is essential. It works for you 24/7—even when you're not working.
I'm not tech-savvy—will I be able to manage my website?
✅ Absolutely! I build websites that are simple to update, and I provide training so you feel confident managing it. Plus, being local means I'm here if you need help.
How long does it take to build a website for a Hull business?
✅ It depends on the scope, anything from a day to 4-6 weeks from start to finish. For local trades, I can often work faster because I understand the market.
What's the difference between a DIY website and a professionally built one for Hull businesses?
✅ DIY sites often look generic and miss key elements like local SEO, Hull-specific keywords, and proper Google Business Profile integration. A professionally designed site ensures Hull customers can actually find you.
Can I start small and add to my website later?
✅ Yes! W
Glossary (terms used in this article)
➡️ Local SEO – Techniques to help your website rank higher when Hull customers search for your services on Google.
➡️ Google Business Profile – Your business listing that appears when people search for local services in Hull.
➡️ AEO (Answer Engine Optimisation) – Optimising content so it appears in AI-driven search results and voice searches.
➡️ User Experience (UX) – How easy and enjoyable it is for Hull customers to navigate and use your website.
➡️ Call to Action (CTA) – A prompt encouraging visitors to take action, like 'Call Now' or 'Get a Quote.'
➡️ Responsive Design – A website layout that works perfectly on mobile phones, tablets, and desktop computers.
➡️ Domain Name – Your website's address (e.g., yourhullbusiness.co.uk).
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