For many tradespeople across the UK there’s a common fork in the road when it comes to marketing, do you keep paying for leads through Checkatrade, or invest in SEO to grow your own website and take control of your future. It might seem like both options get your name out there, but they couldn’t be more different in how they work, or what they deliver.
In 2025, the smart trades businesses are building something that lasts. Not by chasing every new lead alert, but by showing up consistently in Google search results, appearing in front of local customers at the exact moment they need help. That’s the power of SEO and it’s leaving lead-buying platforms like Checkatrade behind.
If you’re still weighing up SEO vs Checkatrade, here’s everything you need to know.
What Is Checkatrade and Why Do So Many Trades Use It?
Checkatrade is a paid lead generation platform that connects tradespeople with homeowners. You sign up, create a profile, collect reviews and pay a monthly fee to appear in local searches. The system sends leads your way but often, they’re shared with other businesses in the area. That means you’re not only paying for access, you’re racing others to win the job.
Plenty of local tradespeople sign up thinking it’s the only way to get found. While it can bring some quick wins, the reality is more complicated. The monthly cost keeps climbing, visibility depends on how much you pay and the platform controls how you’re presented to potential customers.
If you stop paying, your leads stop too. That’s a risky way to build a business.
What Is SEO and Why Does It Matter for Trades?
SEO stands for Search Engine Optimisation. It’s the process of improving your online visibility so that when people search for things like “plumber in macclesfield” or “roofer in manchester” your business shows up in the top search results on Google.
Rather than relying on another company’s directory, SEO puts you in front of customers directly through your own website, Google Business Profile and local map listings. When done well, SEO brings in a steady flow of enquiries from local searches and you don’t pay for each lead. If your website isn’t converting those visitors into real enquiries yet, our blog on why your website might not be bringing in customers explains exactly what’s going wrong and how to fix it.
The best part? SEO is an investment, not a subscription. Once your site ranks, the leads keep coming even if you stop paying someone else to list you.
Lead Quality: SEO Attracts Better Customers Than Checkatrade
Not all leads are created equal. On Checkatrade, customers often fill out a form and get pinged to five or six trades at once. You end up in a race to respond, with price often being the deciding factor.
With SEO, customers find your business through a Google search, land on your web pages, read your reviews and make a choice. That means they’re coming to you and not to a pool of people. These leads are warmer, more trusting and more likely to convert into actual work.
Customers that find you through search are already searching with intent. They’re not comparing quotes from ten trades. They’ve read about you, seen you on the map and decided you’re the right fit.
Cost Comparison: Renting Leads vs Building Visibility
One of the biggest differences between Checkatrade and SEO is how you pay for visibility.
Checkatrade is a rental model, meaning you pay hundreds a month for the right to appear. You might also pay for boosted listings, extra regions, or promotional add-ons. It adds up fast and if you stop paying, you vanish overnight.
SEO is different. You’re building your own presence and your own traffic source. You might hire an SEO agency, or learn the basics yourself, but once your site ranks and your SEO strategy kicks in, you don’t have to keep spending to stay visible.
Good SEO gives you an asset, a particular page or local landing page that ranks consistently in your area and brings in traffic on autopilot.
What Search Engines Look For in 2025
Google’s search engine algorithm has become incredibly sophisticated. It prioritises relevance, trust and user experience. That means trades websites that load quickly, answer real customer questions and show strong local signals will rank higher in search engine rankings.
This is where technical SEO and on page SEO come into play. Optimising your headings, adding relevant keywords, improving mobile performance and including high quality images all contribute to better visibility in search engines.
Unlike Checkatrade, where your profile sits on other sites, SEO helps your own website rank for what people are actually searching for.
How Customers Really Search for Trades in 2025
There’s a growing assumption that people only go to directories like Checkatrade to find trades, that’s no longer true. In reality, most users start with Google search. They type in “shutter blinds in Stockport” or “electrician for rewiring job,” then choose from the first few listings they see.
Those search queries are where SEO shines. Your business appears in the map pack, shows up in the organic listings and links through to your web pages. You’re meeting customers at the exact moment they’re ready to call or message.
In contrast, Checkatrade requires them to go looking for the platform first, an extra step most people don’t bother with.
How SEO Builds Long-Term Success for Trades Businesses
The power of SEO is that it gets better over time. As your site builds authority, your rankings improve. Once you gather more reviews, your Google Business Profile becomes more trusted. When adding more content, you rank for more search terms.
This compound effect means that one effort today can deliver results for years. To understand what kind of timeline to expect from your SEO efforts, our blog on how long SEO takes to work breaks it down month by month so you can plan realistically.
With SEO, your online visibility becomes self-sustaining. You’re not stuck in the cycle of chasing leads from platforms that own your profile and reputation.
Why SEO Makes You More Trustworthy
When customers see your business on Google with a well-optimised website, a clean Google Business Profile and positive reviews, it builds instant trust. You’re no longer just a name on a list, you’re a business with a brand, a presence and a track record.
That kind of authority isn’t possible when you’re buried in someone else’s platform. You can’t control how Checkatrade displays you, how your reviews are prioritised, or how easily a customer can contact you.
With SEO, you control your presentation. You decide what your site says, how your images look and what pages customers land on. That matters when people are looking for someone reliable and professional.
Can’t I Just Use Both?
It’s true some trades do use both SEO and Checkatrade, but the key difference is ownership. SEO gives you full control and long-term visibility, while Checkatrade only works while you’re paying.
Even if you start with both, the goal should be to reduce your reliance on third-party platforms. By putting effort into your own website, keyword research and content strategy, you create a system that brings in leads on your terms.
For most tradespeople Checkatrade becomes a crutch, something they want to leave behind but can’t. SEO is what lets you walk on your own.
How to Start with SEO as a Tradesperson
Getting started with SEO doesn’t have to be complicated. Begin with your website, make sure it has clear contact information, fast loading times and web pages targeting the areas you work in. Use simple keyword research tools to find what people are actually searching for.
Make sure your Google Business Profile is claimed, verified and regularly updated with photos, posts and reviews. This is often the first impression customers get of your business.
Over time, consider working with an SEO agency that understands SEO for trades businesses. They’ll help you with off page SEO strategies like backlinks from other sites, improve your technical SEO and guide you on how to rank for more local searches.
Even basic tools like Google Analytics can help you see what’s working, where people are coming from and which pages are generating calls.
Why Local SEO Is a Game Changer for Trades
For trades, it’s not about ranking nationally it’s about owning your patch. Local SEO is how you dominate in your postcode, not just appear in vague listings. It means showing up in the map pack when someone searches for “heating engineer near me” or “builder in Bramhall.”
That hyper-local focus is exactly what SEO for trades is built for. You’re not competing with national firms you’re capturing local demand in real time. For more insight into how smaller companies are outsmarting big names in search, see our guide to local SEO in the UK.
In contrast, Checkatrade doesn’t care where you’re based, only how much you’re paying.
Why SEO Is the Smarter Choice for Tradespeople
When you break it down, there’s no comparison. SEO gives you control, long-term visibility and better leads. It helps you show up in Google search results, rank for relevant keywords and turn your own website into a lead-generating machine.
Checkatrade is temporary. You’re always paying to stay visible, you don’t own your profile, your reviews or your reputation. You’re renting space (often at a high cost) with no guarantee of returns.
SEO builds something permanent. It adapts to changes in search engine optimisation, grows with your business and sets you up for long-term success, not short-term lead grabs.
If you’re ready to stop chasing leads and start attracting them, now’s the time to make SEO your priority. Don’t let another year go by relying on platforms that profit off your effort. Give Rank Kings a call today and let your customers find you, exactly where they’re already searching!
