Choosing between Checkatrade, TrustATrader, and FatRank depends on how you want to generate new business. Checkatrade and TrustATrader help homeowners find vetted tradespeople through their directories, while FatRank focuses on generating leads for businesses.
Checkatrade vs TrustATrader vs FatRank at a Glance
The biggest mistake is treating all three services as interchangeable. They operate differently and solve slightly different problems.
| Factor | Checkatrade | TrustATrader | FatRank |
| Main model | Tradesperson marketplace/directory | Tradesperson directory | Lead generation |
| Primary audience | Homeowners and trades | Homeowners and trades | Businesses seeking leads |
| Customer reviews | Yes | Yes | Not the core product |
| Trader vetting | Yes | Yes | Different model from a trade directory |
| Homeowners browse multiple traders | Yes | Yes | Generally not positioned as a public trader directory |
| Main value for trades | Visibility, reputation and enquiries | Visibility, reputation and enquiries | Exclusive lead generation |
| Competition within platform | Other listed trades can be considered | Other listed trades can be considered | FatRank says leads are supplied exclusively |
| Best suited to | Businesses wanting a recognised consumer-facing profile | Businesses wanting local directory exposure and reviews | Businesses prioritising direct lead acquisition |
Checkatrade currently states that it has more than 48,000 checked and reviewed trades and over six million reviews. It says applicants can undergo up to 12 checks before appearing on its platform.
TrustATrader describes itself as a UK online trade directory and says membership numbers are limited by trade and geographical area. Consumers can search by trade and location, compare profiles and reviews, and contact suitable businesses directly.
FatRank describes its service differently. It says it operates lead-generation assets that produce enquiries and sends each lead to a single business rather than functioning as a public marketplace or directory. Those are FatRank’s own descriptions of its service rather than independently verified guarantees of results.
How Checkatrade Works for Tradespeople
Checkatrade connects homeowners looking for work with businesses operating in relevant trades and locations. A member profile can display reviews, business information and examples of previous work, giving potential customers information they can use before making contact.
Its biggest advantage is consumer recognition. Someone already searching Checkatrade is generally further along the buying process than someone casually browsing home-improvement information.
Checkatrade also places significant emphasis on vetting. According to the company, trades can undergo up to 12 checks, and reviews are checked to establish that they came from real people. It also advertises a £1,000 guarantee on eligible Checkatrade jobs, subject to its terms and conditions.
For a tradesperson, however, being listed does not automatically mean being selected. A homeowner may compare multiple profiles, reviews, availability and prices before deciding whom to contact.
That means your return depends on more than simply joining. Profile quality, review volume, recent feedback, photographs, response speed, geographical coverage, trade type and competition can all influence performance.
When Checkatrade may make sense
Checkatrade is particularly relevant when:
- Consumers commonly research your service before choosing a contractor.
- Reviews strongly influence purchasing decisions.
- You want a recognisable third-party profile alongside your own website.
- Your margins can absorb the cost of customer acquisition.
- You respond quickly to incoming opportunities.
A roofing company replacing £8,000 roofs, for example, can tolerate a higher acquisition cost than a handyman completing £70 jobs. Measuring cost against gross profit from completed work, rather than simply counting leads, produces a much more useful picture.
How TrustATrader Works for Tradespeople
TrustATrader also connects homeowners with vetted local tradespeople, but it operates with a deliberate limitation on the number of members accepted for particular trades and geographical areas.
According to TrustATrader, consumers enter their required trade and location, browse suitable companies, review their profiles and customer feedback, then contact their preferred tradesperson directly. The company says it does not charge commission on leads and limits membership within areas in an attempt to give members a reasonable share of enquiries.
The limited-membership approach is an important distinction. In a location with comparatively few approved businesses, a trader could receive useful exposure without appearing alongside an unlimited number of competitors.
Availability can also become a disadvantage. TrustATrader says some areas have waiting lists because membership numbers are restricted. A business therefore cannot assume it will immediately be able to join for every trade and location.
The platform also relies heavily on reputation signals. TrustATrader advises members that businesses with recent reviews, photographs and complete profiles tend to get the most from the service.
When TrustATrader may make sense
TrustATrader can suit a business that:
- Wants local directory visibility.
- Has strong customer reviews.
- Operates in an area where membership is available.
- Wants enquiries without paying commission on individual leads.
- Can maintain an attractive, active trader profile.
Before committing, ask how many businesses in your exact category currently serve your target area. National traffic figures are less useful than the amount of realistic exposure available to your trade in your postcode coverage.
How FatRank Differs From Checkatrade and TrustATrader
FatRank is the outlier in this comparison because its offering is not built around homeowners visiting a large directory and choosing from listed tradespeople.
FatRank describes its model as lead generation powered by search-ranking assets and lead-routing systems. It states that its leads are exclusive rather than being sold or distributed to multiple businesses.
That changes the buying decision for a tradesperson.
With a directory, you are partly paying for visibility and credibility. Your profile becomes one of the places a homeowner can assess your reputation.
With a lead-generation supplier, you are primarily evaluating the commercial value of the enquiries received.
Consequently, FatRank should not be judged simply on whether it has a bigger consumer brand than Checkatrade. The more relevant questions are:
- How many qualified leads are delivered?
- Are they genuinely exclusive?
- What locations do they cover?
- Which services generate enquiries?
- What percentage answer the phone?
- What percentage request a quotation?
- How many convert into jobs?
- What is the average revenue and profit from converted work?
- What happens when a lead is invalid or unsuitable?
FatRank states on its own website that its system is designed around exclusive leads and performance rather than directory listings. Businesses considering the service should verify commercial terms, qualification criteria and expected lead coverage directly before making a decision.
Which Produces Better Leads?
The platform producing the most enquiries is not necessarily the platform producing the best leads.
Suppose a plumbing company tests two acquisition channels for a month:
| Metric | Channel A | Channel B |
| Leads received | 40 | 20 |
| Leads contacted | 32 | 18 |
| Quotes issued | 15 | 12 |
| Jobs won | 5 | 7 |
| Average gross profit per job | £300 | £300 |
| Gross profit generated | £1,500 | £2,100 |
Channel B generates half as many enquiries but substantially more gross profit.
This is why judging Checkatrade, TrustATrader or FatRank solely by lead volume can produce the wrong decision. Track the entire journey from enquiry to completed job.
A useful formula is:
Customer acquisition cost = total channel cost ÷ number of new customers won
You can take the analysis further:
Return on acquisition spend = gross profit generated from acquired jobs ÷ acquisition cost
For example, if a channel costs £600 and generates six completed jobs worth £350 in gross profit each, it produces £2,100 of gross profit. The acquisition cost per customer is £100.
Whether that result is attractive depends on overheads, capacity, repeat business and the opportunity cost of taking those jobs.
Checkatrade or TrustATrader: Which Is Better?
For businesses specifically choosing between the two directories, neither should automatically be regarded as better nationwide.
Checkatrade currently promotes a very large review base, a broad network of checked trades and an established consumer-facing marketplace. It may therefore appeal to businesses that place high value on brand exposure and a substantial homeowner audience.
TrustATrader differentiates itself partly through limited membership within individual trades and regions. That may be attractive where a business wants directory exposure but would rather not appear alongside an unrestricted number of members.
Your local market matters more than a blanket recommendation.
A Checkatrade profile might perform exceptionally well for an electrician in one town and poorly for a landscaper twenty miles away. The opposite could happen with TrustATrader.
Before choosing, examine your own postcode coverage, category competition and likely customer value.
Checkatrade or FatRank: Which Is Better?
This comparison mainly comes down to directory visibility versus direct lead generation.
Choose a directory-style platform such as Checkatrade when you want homeowners to discover your business, inspect your profile and reviews, and decide whether to contact you.
Consider a lead-generation arrangement such as FatRank when your priority is receiving enquiries that can be worked by your sales process rather than developing visibility within a public directory.
Neither approach removes the need to sell.
Even an exclusive lead may speak with other contractors independently. Likewise, appearing prominently on a trusted directory does not guarantee that a homeowner will contact or hire you.
The better option is whichever produces the lowest sustainable acquisition cost for profitable customers.
TrustATrader or FatRank: Which Is Better?
TrustATrader and FatRank again solve different parts of the customer-acquisition problem.
TrustATrader gives the tradesperson a profile within a consumer directory. Reviews, qualifications, photographs and company details can help persuade customers to initiate contact.
FatRank says its service focuses on generating and supplying exclusive leads directly.
A mature trade business may therefore use the two for different purposes rather than seeing them as strict substitutes.
For example, a company could use:
- Its own website and Google presence for owned demand.
- A directory profile for additional credibility and customer discovery.
- A lead supplier to fill unused capacity.
The important constraint is profitability. Adding more marketing channels is useful only while the extra jobs generate sufficient margin and the business has capacity to complete them well.
Homeowners Should Choose Differently From Tradespeople
There is an important distinction that many comparisons overlook.
If you are a homeowner trying to find someone to complete a job, Checkatrade and TrustATrader are the relevant options in this three-way comparison because both let consumers search for tradespeople directly.
Checkatrade lets users search by job or trade, compare checked businesses and view reviews. TrustATrader similarly allows consumers to search by location and category, examine trader profiles and contact businesses.
FatRank is not positioned in the same way as a public consumer directory. Its stated offering is focused on lead generation for businesses.
Homeowners should still carry out their own checks regardless of which directory they use. Confirm the quotation, insurance where relevant, qualifications required for regulated work, payment schedule, scope of work and contractual terms before appointing a contractor.
Do Not Rely on Reviews Alone
Reviews are useful, but they should form one part of the hiring decision rather than replacing due diligence.
Check:
- How recent the reviews are.
- Whether customers describe work similar to yours.
- How the contractor responds to problems.
- Whether quotations clearly define the work included.
- Whether required qualifications can be independently verified.
- Whether appropriate insurance is in place.
- Whether deposits and payment milestones are reasonable.
- Whether warranties or guarantees are documented.
For regulated services, use the appropriate official register where applicable. A strong directory rating cannot substitute for a legally required registration or qualification.
Tradespeople should apply the same principle in reverse. A high-profile marketing platform is useful only when its leads ultimately produce profitable customers.
The Best Choice Depends on Your Business Stage
A new sole trader and an established regional contractor may need very different acquisition strategies.
New trade business
A newer business may value platforms that help establish credibility and collect visible customer feedback. However, limited cash flow makes careful tracking essential.
Established local business
A company with strong reviews and repeat customers may use directories selectively while investing more heavily in its own website, local search presence and referral network.
Business with spare capacity
If crews or engineers have unused availability, direct lead generation can be attractive because filling otherwise empty diary space can create additional contribution toward fixed costs.
Business already at capacity
Buying more leads makes little sense if the business cannot service them. The priority may instead be increasing prices, improving job selection or recruiting additional capacity.
This is why there is no meaningful answer to “Which gets the most leads?” without also asking, “Which produces customers the business actually wants?”
How to Test Checkatrade, TrustATrader or FatRank Properly
Do not judge a marketing source from one good job or one poor enquiry.
Create a simple tracking sheet and record every opportunity.
For each lead, capture:
- Source
- Date received
- Service required
- Location
- Contacted successfully
- Quote requested
- Quote value
- Job won or lost
- Revenue
- Estimated gross profit
- Reason lost
- Repeat work generated
After a meaningful sample of enquiries, compare channels using the same measurements.
The most useful numbers are usually cost per qualified enquiry, cost per quotation, customer acquisition cost, job win rate and gross profit generated.
This approach also prevents attribution errors. If a homeowner discovers you on Checkatrade but later searches your business name on Google and calls the number on your website, asking “How did you hear about us?” can reveal where the customer actually started.
Can You Use More Than One?
Yes. Checkatrade, TrustATrader and independent lead-generation channels do not necessarily have to be mutually exclusive.
Using multiple sources can reduce dependence on a single provider.
The danger is failing to measure them separately. If £2,000 per month is spread across several channels but all enquiries enter the same inbox without attribution, it becomes difficult to know which expenditure is generating profitable work.
Give every channel its own tracking method where practical. Call tracking, dedicated forms, CRM source fields and simple enquiry logs can all help.
Over time, shift budget toward the sources producing the strongest combination of:
volume + quality + conversion rate + profit + repeat business
rather than simply the cheapest leads.
So, Should You Choose Checkatrade, TrustATrader or FatRank?
For homeowners, Checkatrade and TrustATrader are the directly comparable choices because both are designed to help consumers discover and assess local tradespeople.
For tradespeople, the decision is broader.
Checkatrade is worth considering if you want exposure through a large, recognisable consumer marketplace supported by trader profiles, reviews and vetting.
TrustATrader is worth considering if you value a local directory model that limits membership by area and trade.
FatRank is worth investigating if you are specifically interested in a lead-generation model rather than paying primarily for directory visibility. Its claims around exclusivity and lead delivery should be assessed against your actual commercial results.
None should be selected on brand claims alone. Run the numbers. A source that generates ten highly profitable customers is worth more than one generating 100 enquiries that rarely convert.
Conclusion
The choice between Checkatrade, TrustATrader and FatRank becomes much clearer once you separate directories from lead generation.
Checkatrade and TrustATrader give tradespeople consumer-facing profiles where reputation, reviews and visibility can generate enquiries. FatRank positions itself as a different proposition, supplying leads rather than selling conventional directory visibility.
For a tradesperson, the best platform is therefore not automatically the one with the biggest name, the most searches or even the most enquiries. It is the one that consistently produces profitable customers at an acquisition cost your business can sustain.
Track each source from first enquiry through to completed job, compare the numbers after a meaningful sample, and invest more heavily in the channels that produce genuine profit rather than vanity metrics.
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FAQ’s
No. Both help UK homeowners find vetted tradespeople, but they are separate companies with different membership arrangements, search systems and commercial models. TrustATrader says it limits membership by trade and area, while Checkatrade operates a large marketplace of checked and reviewed trades.
No. Checkatrade is primarily a consumer-facing tradesperson marketplace and directory. FatRank describes itself as a lead-generation provider and says it delivers exclusive leads to businesses rather than operating a conventional public trade directory.
It depends on your trade, location, membership availability, costs and conversion rate. Rather than relying on national popularity, calculate how much each service costs per completed, profitable job within your own business.
No marketing channel should be treated as guaranteeing a particular volume of profitable work unless a specific contractual guarantee says so. Checkatrade gives members visibility within its marketplace, but homeowners still decide which businesses to approach and hire.
TrustATrader states that it does not charge commission on leads. Its model is based around trader membership and directory exposure. Businesses should confirm the current membership price and contractual terms directly before joining.
Not necessarily. Exclusivity can reduce direct competition for the same enquiry, but lead intent, accuracy, location, job value and contactability matter just as much. An exclusive enquiry from someone who never answers the phone has little commercial value. Judge leads by conversion and profit rather than the “exclusive” label alone.
