If you run a trade business in the UK, chances are you’ve used Bark, Checkatrade or MyBuilder at some point. They’re popular lead generation platforms. You sign up, pay a fee, and in return, you get access to local job opportunities.
But are they really worth it? And how do they compare with SEO for tradesmen – a longer-term way to get found on Google without chasing every lead?
Let’s take a closer look.
How Lead Apps Work
Apps like Checkatrade or MyBuilder promise leads delivered straight to your inbox. But in most cases, you’re paying just to bid. That doesn’t mean you’ll win the job. You often compete against several other tradesmen for the same enquiry.
If you don’t respond within minutes, the customer may have already picked someone else.
You’ll also find plenty of time-wasters – people who aren’t serious, aren’t ready to buy, or are just collecting quotes. This wastes your time and drains your marketing budget fast.
We’ve heard this from many of our clients before they switched to SEO.
How SEO Works
SEO, or Search Engine Optimisation, is different. Instead of paying per lead, you invest in making sure your own website ranks high on Google. That way, people come to you directly when they’re searching for your services.
For example, someone in your area might type “roof replacement in Crewe” or “local bathroom fitter near me.” If your website ranks well, they’ll click, read about you, and get in touch.
You’re not competing in a race to reply first. And you’re not paying for every single click. You’re attracting warmer leads who are actively looking for your help.
Our SEO Guide for Tradesmen explains how this all works in more detail.
Pros and Cons of Lead Apps
We won’t say lead apps are all bad. For new businesses, they can help you get some quick leads and fill gaps in your calendar. But they come with some common challenges:
- You pay whether you win the job or not
- You compete with several others for the same job
- Some customers aren’t serious about hiring
- You’re building up someone else’s brand, not your own
That last point is important. The more you rely on lead apps, the more your business depends on their platform. You’re a name on a list, not a brand people remember.
We talk more about this in our blog on how SEO brings in leads for tradesmen, where we explain the benefits of building long-term visibility online.
Pros and Cons of SEO
SEO takes longer to get going. It’s not instant. But once it’s working, you own it. You control your website. You own your traffic. You’re not paying to bid or chase quotes. People find your business on their own and contact you directly.
This builds trust. It also leads to better jobs and more long-term work.
And if you use the right SEO tools, you can track what’s working and where your leads come from.
Cost Comparison
Lead apps often seem cheaper at first. But when you add up all the leads you didn’t win, plus the hours spent quoting jobs that never go ahead, the cost builds quickly.
Compare this to the cost of SEO, which is an investment that builds and compounds over time, creating and expanding a lead-generating system instead of repeating the same bidding and quoting process that lead apps offer.
Which One Brings in Better Work?
Lead apps can get you jobs. But it’s often a race to the bottom. Customers compare quotes quickly, and it can turn into a price war.
SEO attracts customers who are already leaning towards your business. They’ve found you online, seen your work, read your reviews, and decided to reach out. You’re not just one of many. You’re the one they’ve chosen to contact.
How Our Clients Make the Switch
Many of the tradesmen we work with at Slingshot Marketing came to us frustrated with lead apps, tired of chasing jobs and tired of being treated like just another option.
Once they switched to proper SEO, they started getting direct enquiries from local homeowners, roofers, driveway installers, electricians, and more. These clients got to pick the jobs they wanted. Not the other way round.
Our SEO case studies include examples of tradesmen we’ve helped move away from lead apps and grow their businesses through SEO.
Still Using Ads or Other Platforms?
If you’re using Meta Ads or Google PPC as well, that’s fine. But be careful. Ads can be expensive if not managed well. We explain more in our post on Google Ads vs SEO for Tradesmen and our breakdown of SEO vs Meta Ads for Tradesmen.
The goal is long-term visibility, not just short bursts of attention.
Final Thoughts: Build a Brand, Not Just a Profile
Checkatrade, MyBuilder and Bark are built for short-term leads. SEO is built for long-term business.
If you want to stop chasing cold leads, stop competing for the same jobs, and start attracting better customers, SEO is the smarter choice.
When your own website ranks on Google, people see your name first. You’re not just listed under someone else’s brand. You’re building your own.
If you want help starting that process, our blog on SEO for Tradesmen Mythbusting clears up some of the most common doubts and misconceptions.
