Max out the free/cheap ways to promote your business before spending loads on advertising or gimmicks.

For trades, word of mouth and online reviews are so important. Get testimonials/reviews from every job to build your reputation.

Social media is your friend and you don’t have to pay to get traction. Post regularly with lots of before and after photos. Videos - especially with clever transitions from before to after work well too (doing this on your phone is fine, you don’t need professional filming). If you use particular brands, tools or products, tag the companies - they might repost your content and you’ll reach a wider audience. Make the most of local Facebook pages to reach the communities you serve. Don’t overlook LinkedIn too - although it’s more B2B, everyone on there has a home!

Get a website - even just a basic one that explains what you offer, the geographic areas you cover and how to contact you.

Think about your company name and branding - imo something memorable is better than John Doe Home Improvements (but do your research to make sure the name isn’t already used). Ask customers if you can leave a promotional board outside their home while you’re working on it. If you have a van, get your business details on it, even if it’s on magnetic boards to start with.

Ensure all your family, friends and contacts know what you’re doing so that they use you or recommend to their friends.

Get listed on trade directories - often one of the first places people look when researching contractors.

Double-down on great customer service. Yes, the finished work is important, but customers remember politeness, accurate quotes and timescales, punctuality, cleaning up, flushing the toilet (I speak from bitter experience on the last point lol).