If you're a tradesperson collecting reviews, you want them where they'll do the most good. Google reviews and Checkatrade reviews both have value, but they're not equal — and putting your effort into the wrong one costs you work.
Checkatrade or Google Reviews — Which Matters More?
Google reviews matter more. They're visible to everyone searching online, they directly improve your Google ranking, and they belong to you permanently. Checkatrade reviews only help you within the Checkatrade platform.
When a homeowner searches "plumber near me" on Google — which is how most people find tradespeople — they see Google reviews right there in the search results. Your star rating and review count show up in the map pack before anyone clicks on anything. Strong Google reviews mean more clicks, more calls, more jobs.
Checkatrade reviews are only visible to people who are already on Checkatrade. That's a much smaller audience. And those people are typically comparing multiple tradespeople on the platform, which puts you in a price competition before you've even spoken to them.
How Do Google Reviews Help Me Get More Work?
Google reviews improve your ranking in local search results and build trust with potential customers before they even visit your website. Following Google Business Profile best practices alongside collecting reviews amplifies the effect. More reviews equals more visibility, which equals more calls.
The ranking effect is significant. Google uses review quantity, quality, and recency as major factors in deciding which businesses to show in the map pack. A plumber with 70 reviews at 4.8 stars will consistently appear above a plumber with 10 reviews at 5.0 stars. Volume matters.
The trust effect is equally important. When someone sees you have 80+ positive reviews, their decision is nearly made before they call. They're not ringing around for quotes — they've already decided you're the one they want. That means less price negotiation and more jobs won at your asking price.
Reviews also reduce the number of people who find you but don't call. A strong review count reassures hesitant customers that you're reliable, professional, and worth hiring. Without reviews, many people will keep scrolling and call someone who has them.
How Do Checkatrade Reviews Compare?
Checkatrade reviews have value within the platform but limited reach outside it. They help you win work from people browsing Checkatrade, but they don't help you rank on Google or build your independent reputation.
The biggest limitation is ownership. Checkatrade reviews belong to Checkatrade, not to you. If you leave the platform, change trades, or they change their terms, those reviews are gone. Years of customer feedback, disappeared. With Google reviews, your reputation stays with your business no matter what.
Checkatrade reviews also exist in a competitive environment by design. The whole point of the platform is to present multiple options to the customer. Your reviews sit right next to your competitors' reviews, and the customer is encouraged to compare and contact several tradespeople. Google reviews, shown in your map listing, position you as the clear choice — not one of several options.
Should I Stop Collecting Checkatrade Reviews?
Don't stop if you're already on Checkatrade — but make Google reviews your priority. Ask every customer for a Google review first, and let Checkatrade collect its reviews through its own follow-up process.
If a customer can only leave one review, make sure it's on Google. The Google review helps you in every way: better ranking, more visibility, permanent reputation building. A Checkatrade review only helps you on one platform.
Some tradespeople ask for both, which is fine. But if you're going to put effort into chasing reviews — sending follow-up texts, reminding customers — direct that effort to Google. That's where the return is highest.
How Many Google Reviews Do I Need?
Aim for at least 30 to start looking credible, 50+ to start ranking well, and 100+ to dominate your local area. For specific numbers, see our guide on how many Google reviews you actually need. But the exact number matters less than the consistency — a steady stream of new reviews beats a big batch from ages ago.
Google pays attention to how recently your reviews were left. A business getting two or three new reviews every week ranks better than one that got 50 reviews a year ago and has had nothing since. Recency signals that you're still active and still delivering good work.
Don't worry about the occasional lower review. A 4.7 average with 100+ reviews looks more trustworthy than a perfect 5.0 with 8 reviews. Customers know that no business is perfect, and they're suspicious of flawless ratings. What they really look at is how you respond to criticism.
How Do I Get More Google Reviews?
Ask after every job, make it dead simple with a direct link, and time it right — immediately after the work is done while the customer is happy.
Send a text message with a link that goes straight to your Google review form. Don't send them to your Google profile and hope they find the review button — they won't. The direct link takes them straight to the writing box with your business name pre-filled.
To get your direct review link, search for your business on Google, click "Write a review" on your profile, and copy the URL. Or search "Google review link generator" for tools that create shortened versions you can text easily.
Keep the message simple and warm. "Thanks for today — really appreciate it. If you've got a minute, a Google review helps us loads: [link]." That's all you need. Most happy customers will leave a review if you make it easy and ask at the right time.
What Star Rating Should I Aim For?
Aim for above 4.5 stars. That's the sweet spot where you look trustworthy without looking fake. Anything above 4.7 is excellent. Don't stress about getting every review to be five stars.
A 4.8-star rating with 80 reviews is more powerful than a 5.0-star rating with 12 reviews. The volume gives you credibility and the slightly imperfect rating makes you look genuine. Homeowners are savvy — they know that only businesses with very few reviews maintain a perfect score.
If you get a negative review, respond professionally. Don't argue, don't get defensive, and don't ignore it. Something like "Sorry to hear that — we always aim to put things right. Give us a ring and we'll sort it" shows potential customers that you care about quality and stand behind your work.
Can I Display Google Reviews on My Website?
Yes, and you should. Showing your Google reviews on your own website builds trust with visitors who haven't seen your Google profile yet. It's one of the most effective things you can put on a trade website.
You can embed Google reviews using widgets or simply display screenshots of your best reviews on your website. Having your review count and star rating visible on your homepage — "Rated 4.8 stars from 95 Google reviews" — immediately establishes credibility.
This creates a reinforcing cycle. Someone finds you on Google, sees good reviews, visits your website, sees the same reviews highlighted, and calls with confidence. Every step builds on the previous one, and the customer barely has to think about whether to trust you.
The Bottom Line
Google reviews and Checkatrade reviews both have value, but Google reviews work harder for you in every way — better ranking, wider visibility, permanent ownership, and higher trust. They also help you show up on Google Maps, which is where most local customers look first. If you're going to focus your review-collecting effort anywhere, make it Google.
If you want help getting more leads online, SwiftLead can sort your website, Google Maps, reviews, and ads — so your phone actually rings.
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