Why Checkatrade & Rated People Are Costing You Leads (And What to Do Instead)

If you're a plumber, electrician, roofer, or builder paying for Checkatrade, Rated People, MyBuilder, or Bark—this post will be uncomfortable reading. But it might also save you thousands of pounds a year.

Here's the uncomfortable truth: Every lead you get from a directory is a lead you're renting. You don't own it. The directory does. And the moment you stop paying, those leads disappear forever.

The Maths: What Directories Really Cost You

Let's look at a typical tradesperson's directory spending:

Over 5 years, directory fees cost £6,000-£12,000+. A professional website with local SEO costs under £2,000 total—and you own the leads forever.

You Don't Own Directory Leads

This is the fundamental problem with lead-generation platforms, and it's the one most tradespeople miss:

• The directory owns the customer relationship. When a homeowner searches "plumber near me" on Google and clicks a Checkatrade result, they land on Checkatrade—not your website. Checkatrade captures their data, shows them competitor profiles, and keeps them in their ecosystem.
• You're commoditised. On a directory, you're one of 20 plumbers in a list. The only differentiator is your review score and price. Race to the bottom.
• Leads are shared. Platforms like Rated People and Bark send the same lead to 3-5 tradespeople. You're paying to compete against others for the same job.
• You can't build brand equity. Years of paying for directory leads builds their brand, not yours. When a past customer wants to recommend you, they search your name—and find your competitors' directory profiles above your website.

The Alternative: Own Your Leads

Imagine this instead:

1. A homeowner searches "emergency plumber Edinburgh" on Google.
2. Your website appears at #1 or #2 (organic result, not an ad).
3. They see your branding, your reviews, your real photos, and your clear pricing.
4. They call you directly. No middleman. No shared lead. No directory fee.

This isn't fantasy. It's what a professionally built, SEO-optimised website does. And it costs less than 6 months of Checkatrade fees.

The Smart Approach: Directory + Website (Not Directory Only)

To be fair, directories aren't entirely useless. They provide:

• Quick visibility while your website builds SEO authority (3-6 months)
• Review collection (but you should be collecting Google reviews anyway)
• Trust signals for customers who've heard of them

The smart play: Use directories as a short-term lead source while your website builds organic rankings. After 6-12 months, when your website ranks on page one for your key terms, reduce or cancel directory spending. Redirect that £100-300/month into Google reviews, local content, and maybe even Google Ads for high-value services.

Ready to Own Your Leads?

Get a free quote for your own website. From £399, live in 10 days. Includes local SEO so you can start reducing your directory dependence within months—not years.

Quick FAQs

How long until my website ranks on Google?

Local terms ("plumber [your town]") typically rank within 3-6 months with proper SEO. Competitive metro areas may take 6-12 months. During that time, you can still get leads from your Google Business Profile, social media, and yes—directories as a temporary bridge.

Should I cancel all directories immediately?

No. Keep 1-2 that are delivering real ROI while your website builds authority. Track lead sources carefully. Cancel directories once your website + GBP generate enough leads independently.

What about Google Guaranteed / Local Services Ads?

Google LSA (the green "Google Guaranteed" badge) is pay-per-lead advertising—different from organic rankings. It can complement a website strategy but shouldn't replace it. LSAs work best alongside strong organic presence.