Builder SEO vs Checkatrade

Which Generates Better Leads for Building Companies?


If you're a builder, you’ve probably relied on Checkatrade at some point.


It can generate leads.


But the real question is:


Is paying for shared leads better than owning your visibility on Google?



Let’s break it down honestly.

How Checkatrade Works for Builders


Checkatrade operates as a lead platform.


You:

  • Pay a monthly fee
  • Receive shared enquiries
  • Compete with other builders
  • Often pay per lead


Pros:

  • Fast exposure
  • Immediate enquiries
  • No SEO setup required


Cons:

  • Shared leads
  • Rising competition
  • Ongoing dependency
  • Limited brand authority
  • You don’t own the traffic. Checkatrade does.

How Local SEO for Builders Works


With structured SEO for builders, you:

  • Rank in Google Search
  • Appear in Google Maps
  • Get found directly by homeowners
  • Build authority in your town


You own your visibility.

You’re not competing for the same lead at the same time.


And when someone searches:

  • “Builder in [town]”
  • “Extension company near me”



They’re already high-intent.

The Key Difference: Renting vs Owning Visibility

Checkatrade = Renting leads.


Local SEO = Owning visibility.


When you stop paying Checkatrade, the leads stop.


When your SEO is built properly, it compounds.

  • Rankings improve.
  • Authority strengthens.
  • Enquiries increase.



That’s the long-term difference.

Lead Quality Comparison

Checkatrade Leads


Often:

  • Sent to multiple builders
  • Price-driven customers
  • Competing quotes
  • Short decision windows


You win by being cheapest or fastest.


SEO-Generated Leads


Typically:

  • Found you directly
  • Viewed your website
  • Checked your projects
  • Read reviews
  • More trust established


You win by authority and reputation, not just price.

Cost Comparison Over 12 Months

Let’s simplify.


Example: Checkatrade

  • £150–£400/month
  • Plus possible pay-per-lead charges
  • Shared competition


  • Over 12 months:
    £1,800–£5,000+
  • With no long-term asset built.


Example: Builder SEO

  • £600–£1,200/month
  • Structured service × location pages
  • Google Maps optimisation
  • Authority building


  • Over 12 months:
    £7,200–£14,400


But:

  • You own the rankings
  • You reduce platform reliance
  • You increase authority
  • Leads don’t disappear overnight



If one extra extension covers several months of SEO, the ROI equation shifts.

When Checkatrade Makes Sense

Be honest.


Checkatrade can work well if:

  • You're just starting out
  • You need short-term volume
  • You don’t yet have website authority



But it shouldn’t be your only strategy long-term.

When Builder SEO Makes More Sense

SEO is stronger when:

  • You want predictable enquiries
  • You operate in one or more towns
  • You want to reduce dependency
  • You want to attract higher-value projects
  • You’re thinking long-term


That’s where a structured local SEO for builders approach becomes powerful.

The Hybrid Approach (Often Smartest)

Many builders:

  • Use Checkatrade short term
  • Build SEO long term
  • Gradually reduce paid platform reliance



The goal isn’t to eliminate platforms overnight.

It’s to stop being dependent on them.

One Builder Per Town Policy

We operate primary-town exclusivity.


That means:

  • One builder per main town
  • No internal competition
  • No dilution



We won’t optimise two competing builders in the same area.

That protects your visibility.

Want to See What SEO Could Do in Your Town?

Instead of guessing, we offer a free Builder SEO audit.


You’ll see:

  • How you currently rank
  • Whether Checkatrade competitors outrank you
  • Where enquiries are being lost
  • What’s realistically achievable



No pressure.
No obligation.
Just clarity.