Google Reviews vs Checkatrade Reviews: Which Ones Actually Win You More Jobs in South London?

Ask a South London homeowner where they check reviews before hiring a tradesperson and you'll get one of two answers: Google or Checkatrade. Ask them which one they actually trust more and the answer, nine times out of ten, is Google. That's the short version. The longer version is worth understanding because it changes where you should invest your time.

Why Google reviews carry more weight in 2026

Google reviews sit on the world's most-used search engine, next to your Google Business Profile, your Map Pack listing and your website. When someone searches 'kitchen fitter Clapham' or 'emergency plumber Croydon', Google reviews are the first social proof they see — before they've clicked anything. Checkatrade reviews only appear if the homeowner is already on Checkatrade, and increasingly they aren't.

There's a second, quieter reason Google wins: authenticity signals. A Google review comes from a real Google account with a real history. Homeowners can click into the reviewer's profile and see other reviews they've left. That's harder to fake than a directory listing and homeowners know it.

So does Checkatrade still matter?

A little. Checkatrade still catches a segment of older homeowners who genuinely browse the platform and it's a citation source Google notices. But it's a supporting act now, not the headline. If you had £100 of time to invest in reviews this month, we'd suggest £80 on Google and £20 on Checkatrade — not the other way round.

The Google review system that actually works

Most trades businesses ask for reviews the wrong way — a mumbled 'if you have a minute, a review would be great' as they pack up the van. Homeowners nod and forget. Here's a simple system that quietly compounds:

• Set up a short review link (g.page/r/... or a QR code). Save it in your phone and on the back of your invoice.
• Ask in person the moment the customer says something positive — 'so glad you love it. Would you mind writing that in a Google review? I'll text you the link now.'
• Send the link by text within 60 seconds, while you're still on-site. Response rates roughly triple compared to sending a day later.
• For jobs finishing while you're off-site, send a warm one-line text 24 hours after completion: 'Hope you're enjoying the new kitchen — if you have a spare 60 seconds, this link goes straight to a Google review page.'
• Follow up once, gently, five days later if there's no response. Never a third time.

The best time to ask for a Google review is the moment your customer says thank you — not a week later when the excitement has faded.

Aim for velocity, not volume

A trades business with 40 Google reviews earned steadily over 18 months outperforms one with 120 reviews all from three years ago. Google, and increasingly AI-powered search, weight recent reviews more heavily. Two to four new reviews a month is a healthier signal than a one-off blitz.

What to do this week

• Create your short Google review link and save it to your phone home screen.
• Add a QR code to your invoice template and the inside of your van.
• Write the three text templates above and save them as canned responses.
• Ask every satisfied customer this week — track how many say yes.

Do this for 90 days and your Google profile will do more selling for you than any Checkatrade badge ever will.