If you're a tradesperson in the UK, you've probably thought about signing up for Checkatrade — or you're already paying for it and wondering if it's worth the money. Let's compare it properly with the one thing that's completely free: your Google reviews.
How Checkatrade works (and what it costs)
Checkatrade is a paid directory service. You pay a monthly fee (typically £50-120 depending on your trade and area), they vet your business, and you get listed in their directory with a "Checkatrade Approved" badge.
When customers search for tradespeople on Checkatrade, your profile appears alongside others. Customers can see your reviews, photos, and contact details, then choose who to contact for quotes.
The pros of Checkatrade:
- Established brand trust — customers know and trust the Checkatrade name
- Vetting process — the approval badge gives customers confidence
- Ready-made leads — customers come to the platform specifically looking for tradespeople
- Good for new businesses — if you have no online presence, it gets you visible quickly
The cons of Checkatrade:
- Ongoing monthly cost — £50-120/month adds up to £600-1,440 per year
- Shared leads — customers typically contact 3-5 tradespeople, so you're competing on price
- Price competition — customers can easily compare quotes, often leading to price wars
- You don't own the relationship — stop paying and your profile, reviews, and leads disappear
- Limited to their platform — you're only visible to people who use Checkatrade
How Google reviews work (and why they're free)
Your Google Business Profile is completely free. Anyone can set one up, collect reviews, and appear in Google search results without paying a penny.
When someone searches "plumber near me" on Google, they see local results in the Map Pack — not Checkatrade results. If you have enough reviews and a good rating, you appear at the top of the world's biggest search engine.
The pros of Google reviews:
- Completely free — no monthly fees, no per-lead costs
- Direct leads — customers call you directly, no competition
- You own everything — your reviews and ranking belong to you forever
- Massive reach — Google processes billions of searches daily
- Higher intent — people searching "emergency plumber" need help NOW
- Permanent value — every review builds long-term ranking power
The cons of Google reviews:
- Takes time to build up — you need dozens of reviews to rank well
- Requires consistent effort — you need to keep collecting reviews
- No immediate vetting badge — customers have to judge your credibility from reviews
- Learning curve — you need to understand how local SEO works
The real comparison — side by side
| Factor | Checkatrade | Google Reviews |
|---|---|---|
| Monthly cost | £50-120/month | £0 (or cost of automation tool) |
| Lead quality | Shared with 3-5 competitors | Direct to you only |
| Long-term value | Disappears if you stop paying | Reviews are permanent |
| Trust signal | Checkatrade vetting badge | Customer reviews and star rating |
| Control | Checkatrade controls your listing | You control your profile |
| Visibility | Checkatrade platform only | Google (world's biggest search engine) |
The honest verdict — it's not either/or
Let's be fair: Checkatrade has genuine value, especially for new businesses with no online reputation. The vetting badge does build trust, and some customers specifically look for Checkatrade-approved tradespeople.
But if you had to pick one thing to invest your time in, Google reviews give you more long-term value per hour spent. Here's why:
- Compound returns — each Google review makes you more visible forever
- No ongoing cost — once you've built your review count, the leads are free
- Higher intent searches — people searching Google often need help immediately
- You own the asset — nobody can take your Google reviews away
The smart play? Use Checkatrade for short-term leads while building your Google review count. Once your Google presence is strong enough to generate organic leads consistently, evaluate whether Checkatrade is still worth the monthly cost.
💡 Want to build your Google reviews faster? Grow Our Reviews handles review requests automatically after every job.
How to build your Google reviews while still using Checkatrade
If you're currently on Checkatrade, you don't have to choose one or the other immediately. Every Checkatrade job is also a Google review opportunity.
Here's the strategy: after every job (whether it came from Checkatrade, word-of-mouth, or anywhere else), send a Google review request. This way, you're building your long-term Google presence while still getting short-term leads from Checkatrade.
The exit strategy:
Once you have 40-60 Google reviews and you're appearing in the Map Pack regularly, track your leads for a month. If Google is generating enough high-quality leads to replace your Checkatrade income, you can consider cancelling and saving that monthly fee.
Many successful tradespeople follow exactly this path: start with paid platforms for immediate leads, build Google reviews in parallel, then transition to free Google traffic once their reputation is established.
What about emergency work?
Here's where Google wins hands down. When someone's boiler breaks at 10pm or they have a burst pipe on Sunday morning, they don't open the Checkatrade app. They Google "emergency plumber near me" and call the first result that looks trustworthy.
Emergency work is often higher value and less price-sensitive. Customers need help NOW, and they'll pay accordingly. Being visible on Google for emergency searches can transform your business.
The bottom line
Checkatrade can be a valuable part of your marketing mix, especially when you're starting out. But Google reviews should be the foundation of your long-term strategy.
Think of Checkatrade as renting leads. Think of Google reviews as owning your reputation.
Both have their place, but if you're only going to focus on one thing, make it Google reviews. They'll still be driving leads to your business years from now, long after you've stopped paying monthly directory fees.