TrustATrader is a UK directory of tradespeople, such as plumbers, electricians, builders, roofers and locksmiths, who have passed the site’s checks before being listed. Homeowners search by trade and postcode, read customer reviews, and contact the trader directly. Traders pay a membership fee to be listed and to display the TrustATrader name and badge.
How TrustATrader works
A trader applies, goes through vetting, and then gets a profile showing their trade, the areas they cover, photos of work and customer reviews. The checks typically cover things like identity, trading history and references; the exact list is set by TrustATrader and published on its site, so read it rather than relying on a sales call. Customers who have used the trader can leave reviews, which the platform checks before publishing.
It works in a similar way to Checkatrade, the better-known name in the same space. Both charge traders, both vet before listing, and both show reviews alongside coverage areas. Other trade platforms such as MyBuilder and Rated People use a different model, where tradespeople pay for or respond to individual job leads.
Why it matters
For a trade business there are three possible benefits. First, direct enquiries from homeowners who use the directory. Second, trust: a badge from a vetting scheme can reassure a customer comparing quotes, particularly for work inside their home. Third, a citation: your name, phone number and coverage listed on a relevant UK site, which supports the consistency of your details across the web.
Whether the membership pays for itself depends on your trade, your area and how many members already compete for the same postcodes. Some traders do well from one platform and get little from another. That is why I treat a paid directory as a marketing channel to be measured, not a box to tick.
If you do join, the profile itself is worth effort. Photos of finished jobs with the area named, a clear list of the services you actually offer and accurate coverage postcodes all help a homeowner decide. Replies to reviews, including the critical ones, show how you deal with problems, which is often what a careful customer is really checking.
Common mistakes
- Not tracking enquiries. Without a way to tell which calls came from the directory, you cannot judge the fee.
- Inconsistent details. A mobile number on the directory and a landline on Google splits your citations.
- Letting reviews sit only on the directory. Customers search Google first, so ask for reviews there too, without sending every customer to five sites at once.
- Overstating the badge. Describe the scheme accurately on your website and quotes. Claiming more than the scheme says can mislead customers.
How to act on it
Before joining, search the directory for your trade in the postcodes you want to work in. Count the members, read their reviews and see how your business would compare. Ask what the membership includes, the contract length and the notice period, and get it in writing.
If you join, use exactly the same business name, phone and address details as on your Google Business Profile. Give the directory its own tracked phone number or ask enquiries where they found you, then review the cost per job after three to six months. Keep the listing as part of your wider citation set, and if you would like help weighing up directories against other local channels, my local SEO service includes that assessment.