Online trade directories - are they worthwhile?
Chris Hogan, 15th June 2015, Business
We last looked at online trade directories over three years ago and thought it was well worth looking at them again - apart from anything else there are now many more. Has anything changed at all?
Everyone's online
Well, the one thing that has changed is that smartphones are even more popular but tablets have taken off as well. At the beginning of 2012, when we wrote our previous article (link below), the iPad was really the only tablet that anyone know about and was quickly establishing itself as the most popular one. Suddenly people are online for longer than they ever have been before.
This means paper directories like the Yellow Pages and Thomson Local have carried on slimming down faster than ever - customers are far more likely to search online for a trader than look them up in a directory.
Directory explosion
At the same time the number of online trade directories has gone through the roof. It's very easy to set up an online directory by grabbing a database of traders from somewhere and putting it on a website. So many people see it as an easy way to make money - either by selling advertising on the site or charging tradesmen for more prominent listings than their competitors.
Here are the main categories for online trade directories:
- Free, built up from a pre-existing database
- Side lines of paper directories e.g. Yell.com and Thomson Local
- Paid-for sites with review and feedback systems
- Sites that deliver leads (at a price)
- Sites which allow you to quote for jobs that members of the public put on
- Trade-specific or area-specific databases
It's the first type of directory that's beginning to give the whole idea a bad name. If a directory is only prepared to feature people who pay more, then that's no recommendation at all for the consumer.
One trader, Elite Garage Doors in Banbury told us :"we turned down invitation to join as .... they had no idea whether or not we were good traders, yet happy to say we were. They weren't asking for any references etc, just wanted our money. I wouldn't use such sites when looking for a trader for those reasons."
References and feedback
It's the top tier of online trade directories that are better, ones like Checkatrade or RatedPeople, where customers can leave feedback which builds up trust.
Sharp practices mean these systems can be beaten though. We've heard of traders offering customers a discount if they leave a good review, and of customers whose bad feedback has never been put up on the site.
But Charlotte from AJM Electricals told us: "we are with Checkatrade, I think they're brilliant! It stops rogue traders and you're constantly getting customer feedback, we take this very seriously. People like to know there not having dodgy traders. There's too many out there and a lot of vulnerable people."
This reinforces what we're seeing in trades and business forums about directories. Although people in the trade know that it's possible to tweak the feedback systems, they are becoming trusted by the public, so it's worth being on them and taking the feedback seriously.
Try Which?
Trusted Traders is another trade directory that might be worth investigating as it's run by the independent Consumer Association under their 'Which' banner.
It's not free; you have to pay a joining fee and annual fees, but Which? will actually come and assess your business so that members and Which? Magazine readers will know that you've passed their inspections. We can't endorse or recommend any directory but the independent and trusted nature of this one makes it worth looking at.
Local directories and social media
If there are any local online business or trade directories in your area they are probably worth joining. They are unlikely to have review and feedback sections but will help direct people to you because people want to support local businesses these days. Also Google is now beginning to understand location so it will help (a little) to direct users to your own website.
Social media, Facebook in particular, is beginning to deliver for local trades. Often people post in local groups asking if anyone knows a good plumber, electrician or whatever. If you're on Facebook, particularly if you have a Facebook business page, you can see those messages and respond to them.
Word of mouth
In our 2012 article we strongly felt that the internet would begin to replace word of mouth and we think that is happening - but perhaps it's social media rather than online trade directories that's doing it.
If you have any experiences, good or bad, with either, do please email in and let us know for a follow-up article.
