Checkatrade vs Google Business Profile: Which Is Best for UK Trades?

If you're running a plumbing, electrical, or roofing business in the UK, you’ve almost certainly faced the dilemma: Should you pay hundreds of pounds a month for trade directories like Checkatrade, or focus on your free Google Business Profile?

With rising advertising costs, many sole traders are evaluating where their marketing budget actually goes. Let’s break down the key differences in cost, lead quality, and long-term business value so you can decide where to focus.

1. The Cost Breakdown: £0 vs £1,000s per Year

• Checkatrade: Requires a monthly subscription membership, often ranging from £70 to £200+ per month (+ VAT) depending on your tier, category, and coverage radius. That's over £1,000–£2,500 every single year.
• Google Business Profile: 100% Free. Google does not charge local businesses to list their location, display reviews, or show up on Google Maps.

💡 The Reality: While lead directories act as rented land where you pay every month to stay visible, your Google Business Profile is a permanent digital asset that belongs to your business.

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When homeowners search "electrician near me" on Google, they call the top 3 map results with the highest reviews. TradeTrust helps you collect 5-star Google reviews on-site in 1 tap so you can dominate your local map pack without paying directory fees.
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2. Lead Quality & Customer Mindset

Who buys from where?

• Directory Buyers (Checkatrade/MyBuilder): Often "price shoppers." Homeowners posting on job portals are usually getting 3 to 5 quotes simultaneously, putting heavy downward pressure on your profit margins.
• Google Search Buyers: High-intent local emergency buyers. When someone's boiler breaks or a fuse box trips, they open Google Maps and tap "Call" on the closest, highest-rated local trade. They want reliability fast, not the cheapest quote.

3. Review Ownership & Control

What happens if you decide to cancel your subscription?

If you leave a directory service, your review profile and hard-earned reputation disappear from their platform. You cannot transfer those reviews over to another service.

With Google Reviews, every review you collect stays attached to your Google Business Profile forever. It builds compounding local SEO authority that stays with your business for life.

The Verdict: How to Balance Both

If you are a brand-new sole trader with zero reviews, paying for a directory for 3-6 months can help kickstart initial cash flow.

However, your primary focus should always be building your Google Business Profile. Over time, a strong 5-star Google presence will generate a steady stream of free local calls, allowing you to cut paid directory costs completely.

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