It's one of the most common questions we get from trades. You're already on Checkatrade, or MyBuilder, Rated People or Bark, and the work is coming in. So why pay for a website as well?
The honest answer is that a directory profile can absolutely bring in work. But relying on one alone has real downsides, and most established trades businesses end up using both. Here's why.
What directories are good at
Let's be fair to them first. Trade directories and lead sites do a few things well:
- They're already ranking. Big sites like Checkatrade have huge visibility on Google, so you can get found without doing any SEO yourself
- Customers trust them. Vetting, reviews and guarantees make people more comfortable ringing someone they've never heard of
- They can be quick. Sign up, build a profile, and enquiries can start coming in fast
If you've just started and need work now, that's valuable. Nobody's saying don't use them.
The problems with relying on them
You're right next to your competition
On a directory, your profile sits in a list alongside every other trade in your area. The customer is comparing you side by side, often on price. On your own website, they're only looking at you.
You don't own any of it
Your reviews, your profile and your ranking all belong to the platform. If you stop paying, or they change their rules or their prices, it can disappear overnight. Years of reviews you can't take with you.
The costs keep going up as you grow
Most platforms charge a monthly membership, per lead, or both. That's fine when you're starting out, but it's a cost that never goes away. Every job you win through them, you're paying for. A website is mostly a one-off build with small running costs, and the work it brings in isn't charged per enquiry.
It doesn't look like an established business
Plenty of customers find you on a directory, then Google your company name before they ring. If nothing comes up except the directory profile, it can make you look small or new. If a proper website comes up, with your work, your services and your branding, it backs up the decision they were already making.
Bigger clients expect it
Main contractors, commercial clients and property managers rarely find trades through consumer directories. When they're checking you out, they want to see a proper website.
Why most trades use both
The smart approach isn't one or the other. It's using them for different jobs:
- Directories bring in new customers who've never heard of you
- Your website is where people check you out, see your work and decide to trust you
- Your Google Business Profile gets you found on the map for free, and points people at your website
Over time, as your website and Google profile start bringing in enquiries directly, you rely less on paid leads. Some trades eventually drop the directories altogether. Others keep them as a top-up. Either way, you're not stuck depending on one platform.
A directory rents you customers. A website and Google profile build something you own.
Getting both working together
A few simple things make a big difference:
- Put your website link on your directory profile wherever it's allowed
- Make sure your business name, number and address are the same everywhere
- Use real photos of your work on both, not stock images
- Start building reviews on your Google Business Profile, not just on the directory
- Keep your website up to date, so it's never worse than your profile
So, do you need one?
If you're just starting out and need work fast, a directory is a reasonable place to begin. But if you want to look established, win bigger jobs and stop paying for every lead forever, you need a website of your own as well.
Wondering what one would cost? We've broken it down in how much a website costs for a tradesman. Or if you'd rather just get a price, get in touch.