I'm Tom Riley. I build marketing systems for trades that actually work.

Ten years of SEO in the hardest UK markets: insurance, fintech and health. I led organic growth at Zego, the UK's first insurtech unicorn, from around 60,000 to over 150,000 clicks a month, and have consulted for venture-backed startups like Beams and GoJoe. I write about AI search at tom-riley.co.uk, and my work on getting brands recommended by ChatGPT and Google AI has earned hundreds of citations for client brands.

So why trades?

It happened naturally. Alongside the big brands, trades kept asking for help: a brickwork firm in Essex, an industrial painting contractor, a window fitter in Durham. I built their sites the way I would for an insurer, a page for every service and every town, built to rank and convert. The results were faster and bigger than anything in the enterprise world, because almost nobody in trades marketing does it properly.

Then I watched what happened next. The trades who asked for reviews pulled away. The ones who texted back a missed call won jobs the others never saw. The ones who sent a proper quote page closed more. None of it was complicated. It just needed building once and leaving to run. I do not build websites. I build systems: the site, the reviews, the text back and the CRM wired together so the work keeps coming. That is Riley Marketing: the same expertise that competes with national insurers, packaged for a one-van trade, for one fixed fee, with me on the phone.