Checkatrade is one of the most recognised names in trade directories in the UK. Many tradespeople have been using it for years. But at £600-£1,500+ per year depending on your trade and region, it deserves scrutiny. Here is an honest, unsponsored assessment.

What Checkatrade Actually Provides

At its core, Checkatrade offers a profile listing in their directory, vetting and verification (background checks, qualifications verification), access to their “Find a Tradesperson” search results, and a recognised trust badge you can display. They also run TV and digital advertising to drive consumers to their platform.

Where Checkatrade Works Well

Checkatrade works well for tradespeople in areas where: the local market trusts the brand strongly, you have limited or no Google presence, you are starting a new business and need immediate lead flow, and your trade has strong search volume on Checkatrade specifically (plumbers and electricians particularly).

For tradespeople with no online presence at all, Checkatrade can provide immediate leads while you build your own digital marketing. It is also a valid backlink source for SEO purposes — a Checkatrade profile passes some authority to your website.

Where Checkatrade Falls Short

Checkatrade leads are often lower quality and more price-sensitive than Google search leads. Customers using Checkatrade are comparison shopping — they see multiple quotes from multiple tradespeople simultaneously. This can drive down your prices and increase your time spent quoting for work you do not win.

The leads you generate through Checkatrade also benefit Checkatrade, not you. If they raise prices or change their algorithm, your lead flow changes. You own nothing. Compare this to Google SEO where you are building a long-term asset: rankings that continue generating leads independently.

The Opportunity Cost

£1,200/year on Checkatrade could instead fund: a properly optimised Google Business Profile (free to set up, plus management), 6 months of targeted Google Ads, and the beginnings of a solid SEO strategy. For many tradespeople, especially those in competitive urban markets, this reallocation generates significantly more leads at better quality.

Our Recommendation

Do not cancel Checkatrade if it is currently generating profitable leads. But do not rely on it exclusively. Build your own Google presence in parallel. Over time, as your SEO and Ads deliver more leads, you can evaluate whether the Checkatrade spend is still justified.

Want to see how much Google could deliver for your trade? Book a free strategy call and we will give you an honest assessment.