Comparison Guide
Checkatrade vs Direct Lead Generation
Should you rely on Checkatrade or build your own direct lead sources? Cost analysis and the honest truth about each approach.
Real cost comparison: 12 jobs a year
Checkatrade
Revenue from these 12 jobs: £36,000. Cost: 8.3%
Direct (Google)
Revenue from these 12 jobs: £36,000. Cost: 0.5%
Difference: £2,833/year — that is direct leads giving you 94% more profit on the same 12 jobs.
Detailed comparison
| Factor | Checkatrade | Direct |
|---|---|---|
| Monthly cost | £99-£299 | £0-£200 (if doing SEO) |
| Lead commission | 5-12% on each job | £0 (no commission) |
| Lead quality | Medium (shared with competitors) | High (warm leads from search) |
| Number of competitors on each job | 5-15 other tradespeople | 0 (they found YOU) |
| Price pressure | High (price comparison) | Low (they called you) |
| Booking time | Hours (fast) | Days (you control pace) |
| Reviews matter | Critical (need high ratings) | Important (builds trust) |
| Control over pricing | Limited (competition-based) | Full control |
| Build asset over time | No (dependent on platform) | Yes (your website/rankings) |
| Sustainability | Dependent on platform | Owned by you forever |
Checkatrade: Pros
- Immediate leads (start booking within days)
- Zero learning curve (ready to go)
- Trusted platform (customers already there)
- Built-in verification (customer reviews)
- Good for building initial reputation
Checkatrade: Cons
- High monthly fee (£99-£299)
- 5-12% commission on every job
- Share leads with 5-15 competitors
- Price pressure (customers compare quotes)
- Dependent on platform (they control rules)
Direct Leads: Pros
- No commission (100% of revenue is yours)
- Price control (you decide rates)
- They found YOU (high intent)
- Builds asset (your website, rankings)
- Sustainable long-term (not platform-dependent)
Direct Leads: Cons
- Takes 3-6 months to establish
- Requires upfront investment (£1,500-£3,000)
- Depends on your reputation/reviews
- More competitive (harder market)
- Need to be proactive (respond to enquiries fast)
Which approach for your situation?
Need quick leads right now, have limited budget
Now
Checkatrade (3-6 months)
Later
Transition to direct + Checkatrade hybrid
Why
Checkatrade gets you leads immediately. Use those jobs to build Google reviews. Switch to direct after 50+ jobs and strong reputation.
Competitive market (London, Manchester, Birmingham)
Now
Combination: 50% direct, 50% Checkatrade
Later
Phase Checkatrade out gradually
Why
Direct gives you margin and control. Checkatrade provides volume. Together = best of both worlds.
Established with good reviews, want to scale sustainably
Now
Direct only (Google + SEO)
Later
Build your own customer database
Why
You have reputation. Direct leads let you scale without paying commissions. Own your lead source.
High-value services (extensions, renovations)
Now
Direct only (no Checkatrade)
Later
Focus on premium positioning
Why
Checkatrade attracts price shoppers. High-value clients search Google for specialists. Direct is better match.
The winning strategy: Hybrid approach
Most successful tradespeople use both: Checkatrade provides volume now, while you build direct lead sources (Google, SEO, reviews). As direct leads grow, Checkatrade becomes optional.
Months 1-3: Checkatrade only
Get leads fast, build reviews and reputation.
Months 4-8: Checkatrade + Direct (70/30)
Start building your own website and Google presence while Checkatrade provides stable income.
Months 9+: 50% Direct, 50% Checkatrade (or phase out Checkatrade)
Direct generates enough leads and higher margins. Keep Checkatrade for volume or stop using it entirely.
This hybrid approach gets you immediate leads (keeping you busy and paid), while you build a sustainable lead source that does not depend on any platform.
The verdict: Which should you choose?
Short-term (next 3 months): Checkatrade is faster. You need income now. Use it.
Medium-term (3-12 months): Use both. Checkatrade provides stable income, direct leads become sustainable.
Long-term (1+ years): Direct leads provide better margins and sustainability. Checkatrade becomes optional for peak periods or backup.
Want to build a sustainable lead source?
We can help you build direct leads so you are not dependent on any platform.
Book a free consultation