What is Checkatrade

Full definition

Checkatrade is a UK-based trade directory and lead generation platform founded in 1998 and headquartered in Portsmouth. It connects homeowners seeking domestic services with vetted tradespeople across categories including plumbing, electrical work, roofing, building, and landscaping. The platform operates on a subscription model: tradespeople pay a fixed monthly fee to maintain a profile, while homeowners search and contact trades at no cost.

Checkatrade is distinct from pure pay-per-lead platforms in that membership grants access to an inbound enquiry flow rather than a marketplace where each contact is purchased individually. The platform positions its editorial vetting and review ecosystem as its primary trust signal.

How the lead and vetting model works

Before a tradesperson profile goes live, Checkatrade performs up to 12 background checks. These include verification of photographic ID, proof of business address, professional qualifications, valid public liability insurance, and a credit history review. From April 2025, updated Competition and Markets Authority (CMA) guidelines extended the scope of these checks to cover employees, subcontractors, and all on-site workers engaged by the member business — not only the registered owner.

Once admitted, members select the postcode areas and trade categories they wish to be visible in. The monthly membership fee is determined by the volume of enquiries they want to receive and the geographic spread they choose. The most basic plan starts from £30 + VAT per month on an annual commitment.

Customer reviews are collected after jobs. Checkatrade does not publish anonymous feedback and states that it spot-checks all submissions for authenticity. Members who receive consistently poor reviews or who breach platform standards can be removed. The platform also offers a £1,000 guarantee to homeowners on jobs booked directly through the site.

Tradespeople do not pay per lead. Enquiries arrive through the profile listing; the member handles conversion independently.

Why it matters for trades

Checkatrade's scale — it describes itself as the UK's leading trade directory — means a verified profile can generate consistent inbound volume for businesses that lack the time or resource to build organic search visibility. The vetting badge carries consumer recognition that smaller independent websites rarely replicate quickly.

For trades entering a new postcode area, a Checkatrade listing provides a credibility layer before local reviews have accumulated on owned channels. The guarantee feature also reduces purchase hesitation in high-value jobs such as roof replacement or rewiring.

The risk is dependency: enquiry volume is controlled by the platform and can shift if the algorithm changes or competition within a postcode increases. The fixed monthly fee continues regardless of lead quality.

Difference from owned demand (local SEO and AI)

Dimension	Checkatrade	Owned demand (local SEO + AI visibility)
Traffic ownership	Platform-controlled; rented audience	Owned; accumulates on your domain
Cost structure	Fixed monthly subscription	Setup investment, then compounding returns
Lead exclusivity	Non-exclusive; multiple trades visible per search	Can be exclusive if you rank first
AI citation potential	Platform domain cited by AI, not your brand	Your own content citeable by AI assistants
Vetting signal	Platform-issued badge	E-E-A-T signals, schema, licensed body profiles
Portability	Lost on cancellation	Retained indefinitely on owned domain

Checkatrade enquiries arrive because homeowners trust the directory brand. Owned demand arrives because homeowners trust your business directly — a distinction with compounding value as AI-powered search increasingly cites specific businesses by name.

Related terms

Rated People, TrustATrader, local SEO.