If you're a tradesman looking for work, you've probably considered Checkatrade, MyBuilder, Bark, or one of the other lead generation platforms. They promise a stream of customers and they can deliver, but at a cost. Here's an honest comparison to help you decide what's right for your business.
How lead sites actually work
Platforms like Checkatrade and MyBuilder act as middlemen. A customer posts a job, and multiple tradesmen compete for it. You either pay a monthly subscription, a per-lead fee, or both. The customer gets quotes from several tradesmen and usually picks the cheapest one.
That last bit is the problem. You end up competing on price against other tradesmen who are also paying for the same leads. It's a race to the bottom.
The real cost of lead sites
Let's do the maths. Checkatrade membership is around £50-100/month depending on your trade. Then you're paying for leads on top. MyBuilder charges per lead, typically £5-30 depending on the job size. And you won't win every lead. Conversion rates on these platforms are usually around 10-20%.
So if you're spending £200/month on leads and winning 15% of them, you need to think about whether that's good value compared to a website that costs a similar amount but generates leads you don't have to compete for.
The advantage of your own website
- No competition on the page. When someone finds your website, they're looking at you and only you. No side-by-side price comparison with five other tradesmen.
- Better quality leads. People who find you through Google and visit your website are usually warmer prospects. They've already seen your work, read your reviews, and decided they want to contact you specifically.
- You own it. Checkatrade can raise their prices, change their rules, or remove your listing. Your website is yours.
- It builds over time. Every month your website is live, it gets more visible on Google. Lead sites give you nothing when you stop paying.
When lead sites make sense
They're not all bad. Lead sites can be useful when you're just starting out and have no online presence yet. They can fill gaps during quiet months. And some trades get genuinely good value from them, especially emergency services like locksmiths and emergency plumbers where speed matters more than brand.
The best approach
Don't put all your eggs in one basket. Use lead sites if they're working for you, but invest in your own website at the same time. Over 6-12 months, aim to get more and more of your leads from your own website and Google presence. Eventually, you might not need the lead sites at all. That's when your profit margins really improve.
Think of lead sites as renting someone else's shop. Your website is owning the building. Both put you in front of customers, but only one is a long-term asset.