Fire risk assessment is a recurring, deadline-driven service. That helps, because customers have a reason to find you, and the work comes round again. It also means many providers are competing for the same searches. Here is where I'd put effort.
1. Be easy to find for local searches
Many customers search for the service plus a place. Make sure you have a complete Google Business Profile, set up as a service-area business if you visit customers, with the right categories and your real service area. A separate page on your own site for each main service and town you cover gives Google something specific to rank.
2. Write for the customer's trigger
People rarely wake up wanting a fire risk assessment. They get a licence deadline, an insurer's question or a letter from the council. Pages that speak to those situations (HMO licence renewal, new managing agent, change of use) tend to feel more relevant than generic ones. Plain headings and a visible phone number matter more than clever copy.
3. Build relationships with the people who refer
- Letting agents manage many properties and need compliance checks across them.
- Insurance brokers are often the ones asking for an assessment.
- Landlord associations and local groups are a natural audience.
- Accountants and solicitors who deal with property clients meet landlords at the right moment.
4. Respond fast, then quote clearly
Many enquirers contact more than one provider. Answering quickly and asking three simple questions (property type, number of units or storeys, when they need it) puts you ahead of most. See how to follow up an enquiry.
5. Turn one job into a relationship
A fire risk assessment is reviewed regularly and whenever something changes. Record when each one is due and contact the customer before it lapses. Landlords with several properties often need several assessments, plus alarm, electrical and other checks. Knowing what landlords need checked helps you spot the next job.
6. Use leads as one channel, not the only one
Pay-per-lead is a way to add enquiries without running campaigns. It works best alongside your own profile and referrals. If you are weighing it against ads, read pay per lead vs Google Ads. For my service, see leads for fire risk assessors.
Questions
How do fire risk assessors get customers?
Mostly through local search, referrals from letting agents and insurers, repeat business and, increasingly, lead generation. The best mix depends on your area and capacity.
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