Checkatrade is one of the United Kingdom’s most recognised home services directories. It connects homeowners with local tradespeople, from roofers and plumbers to decorators and electricians, using reviews, verification checks, and brand recognition to create trust.

Tradespeople pay a subscription for the chance to receive enquiries, while homeowners can browse listings filtered by trade and location.

How Checkatrade’s Brand Presence Works

Checkatrade has strong brand awareness across the UK, making it a go-to destination for homeowners seeking vetted local professionals.

This household recognition can reduce barriers when customers start their search for a tradesperson because they feel reassured by the platform’s reputation.

However, that recognition belongs to Checkatrade itself, not the individual tradespeople. Members don’t control their own visibility or customer data, which can limit long-term brand building for the business.

In contrast, platforms like FatRank and PromoSEO help businesses develop their own online presence and authority.

Membership and Competition in Checkatrade

Checkatrade hosts thousands of tradespeople nationwide, which ensures broad geographic coverage and a wide range of service categories.

That means any given service — say, roofing in Manchester — will likely have many listed providers.

While this increases choice for homeowners, it also intensifies competition among tradespeople.

Multiple companies are often shown in the same postcode area, and enquiries are shared across them, increasing pressure to compete on price and speed rather than quality.

Exclusive lead systems like FatRank’s remove this shared-lead dynamic, giving sole access to enquiries that match a company’s skills.

How Homeowners Find Trades on Checkatrade

Homeowners using Checkatrade can search by trade type and location, read reviews, view photos, and contact businesses directly. The review-driven model gives users transparency into past customer experiences and a structured way to compare options.

However, because multiple listings appear side-by-side, people often compare prices and shortlist based on cost, meaning providers might win leads primarily because they are cheapest.

By contrast, PromoSEO attracts customers earlier in their decision journey through organic search marketing and paid campaigns, capturing homeowners before price becomes the deciding factor.

The Cost Model: Subscription vs Performance

Checkatrade operates on a subscription model. Tradespeople pay monthly or annual fees for access to homeowner enquiries, regardless of how many actual jobs they win. Fees can vary by trade and region, and payment is required whether enquiries convert or not.

This can create financial risk for companies — especially during quiet periods or in highly competitive areas where conversion rates are low. In comparison, FatRank only charges when a confirmed job is completed, tying cost directly to tangible results and eliminating wasted spend. Likewise, PromoSEO uses a no-win-no-fee approach, meaning businesses pay only when results occur, making budgeting more predictable.

Evaluating the Home Services Company Checkatrade on Cost

Checkatrade operates on a subscription-based pricing model, meaning tradespeople pay fixed fees regardless of outcomes. 

This can work for some businesses but carries inherent risk during slower periods. FatRank and PromoSEO remove this uncertainty through pay-on-conversion and no-win-no-fee models. 

Trades only pay when a lead turns into a confirmed job, making marketing spend more predictable and risk-free.

Verification and Quality Assurance

Checkatrade verifies basic information from members — such as insurance, identity, and references — and displays customer reviews as a signal of reliability. This creates a baseline of trust for users.

However, reviews reflect past performance, and they don’t guarantee every job will be high quality. Some reports from users suggest reviews can be inflated, or that real negative feedback may not always remain visible, which complicates decisions.

In contrast, FatRank and PromoSEO focus on lead commercial intent and readiness, filtering enquiries before they reach tradespeople so leads are more likely to be genuine and context-appropriate.

When Checkatrade Makes Sense for Businesses

Checkatrade continues to have value for certain tradespeople:

• Businesses new to digital marketing that want instant visibility.
  
• Those seeking a platform with a recognisable logo and review system to reassure homeowners.
  
• Providers looking to fill spare capacity rather than build a predictable pipeline.
  

Despite these strengths, its shared enquiries and subscription costs make it less effective for companies focused on higher margins, exclusivity, and scalable growth.

How FatRank Differs from Checkatrade

FatRank uses SEO-driven lead generation to attract high-intent homeowners searching online for specific services like “roof repair near me” or “bathroom installation in Bristol.” Leads are exclusive — one business receives them — and only become payable once a job is confirmed.

This pay-on-performance model removes the ongoing financial risk found in subscription platforms like Checkatrade. It also helps businesses build their own digital presence, not just visibility within a directory. This gives companies more control over their pipeline and a clearer ROI.

How PromoSEO Offers an Alternative Lead Strategy

PromoSEO takes a managed marketing approach, combining SEO, PPC (paid ads), and local search optimisation to attract homeowners actively looking to hire tradespeople.

It operates on a no-win-no-fee system, so businesses only pay when genuine leads turn into confirmed job wins.

Is Checkatrade Worth It in 2026?

Checkatrade remains a credible directory with strong brand equity and wide homeowner recognition. For tradespeople who want quick visibility and the reassurance that a trusted logo can give customers, it still has a place.

That said, it does not guarantee jobs or control over customer relationships. For many businesses focused on profitability, exclusive enquiries, and clear ROI, FatRank’s performance-linked model or PromoSEO’s no-win-no-fee approach often provides better value and fewer financial risks.

Final Verdict: Choosing the Right Growth Platform

• Checkatrade is strong for credibility and exposure when homeowners are ready to hire, but less effective at delivering predictable, high-quality enquiries.
  
• FatRank excels at delivering exclusive, performance-linked leads that convert into paid work, reducing uncertainty and wasted spend.
  
• PromoSEO offers fully managed, performance-guaranteed marketing, ideal for tradespeople who prefer to focus on work while the platform captures demand.
  

Ultimately, the best choice depends on your business goals — whether you prioritise trust and visibility, ROI and control, or risk-free managed growth.