For a UK painter and decorator, Checkatrade still drives more direct-hire enquiries than almost any other paid directory. But paying £40 to £150 a month for a listing only makes sense if your review count and rating push you above the local competition. According to Checkatrade's own 2026 consumer study, 92% of homeowners trust the top five-star rated trader in their search results — meaning the decorator with the most credible review profile wins the job before any quote is ever sent. This guide lays out the exact reviews strategy used by Mark, a Surrey-based decorator who went from 12 to 87 reviews in 9 months and grew his call volume by 62%.
We cover the 2026 Checkatrade fee tiers, a realistic 6-month plan to reach 50+ five-star reviews, response templates for both glowing and difficult feedback, the legal rules set by the Advertising Standards Authority (ASA), and how Checkatrade stacks up against MyBuilder, Rated People, TrustMark and Trustpilot. Everything below is tailored to small UK decorating businesses turning over £60k to £250k.
Checkatrade fees in 2026: what you actually pay
Checkatrade's pricing is split into tiers depending on your trade category and service area. In 2026, UK decorators typically sit between £40 and £150 per month, billed annually upfront. The cheaper tier covers a single postcode area with limited photos; the higher tier gives national visibility, a premium badge, priority search placement and unlimited photo uploads.
- Starter (£40-£65/month): one trade category, 1-2 postcodes, up to 20 photos, standard badge
- Standard (£75-£105/month): up to three trade categories, 4-6 postcodes, 50 photos, verified ID badge
- Premium (£115-£150/month): priority placement, wider service area, unlimited photos, case-study hosting and the "Shield" accreditation display
There is also a one-off vetting fee of £99 in year one (DBS, insurance and trading-history checks) and an annual membership renewal of £195. So a standard-tier Surrey decorator pays roughly £1,200 to £1,500 in year one, including vetting. To break even, most decorators need Checkatrade to generate two to three confirmed jobs per year — every review above that threshold is profit.
How to get 50+ five-star reviews in 6 months
The difference between a decorator with 12 reviews and one with 87 is rarely the quality of the work — it is the review request system. Checkatrade's algorithm rewards fresh reviews (posted in the last 90 days), five-star ratings and detailed written feedback. A consistent request process beats occasional mass campaigns every time.
Month 1-2: the foundations
Set up your Checkatrade profile properly before asking for a single review. Complete every field, upload 20+ project photos (before/after pairs work best), add your public liability cover note and display any City & Guilds or CSCS accreditations. Then invite your last 15 genuinely happy customers from the past 12 months via the Checkatrade "invite by email" tool, which posts a verified review link. Aim for 10-12 reviews in this phase to establish baseline credibility.
Month 3-4: the repeatable system
Build a three-touch request flow into every completed job. First, at final walk-through, hand the customer a printed card with a QR code linking to your Checkatrade review page. Second, 48 hours after job completion, send a short personalised SMS asking for a review with a direct link. Third, if no review has been posted after seven days, send one polite follow-up email — and nothing more. This three-touch system lifts response rates from the industry average of 8-10% to 32-38%.
Month 5-6: compound growth
By month five you should be averaging 6-10 new reviews per month from live jobs. Use this stage to re-engage older clients you did not invite initially — a one-line "How did we do?" email to anyone you worked for in the last two years. Combined with new-job requests, a steady decorator completing 4-6 jobs a month can realistically reach 50 to 60 five-star reviews within 6 months, provided the workmanship is there to back it up.
Review response templates that protect your rating
Responding to every review — positive or negative — signals professionalism to anyone browsing your profile. Checkatrade rewards engaged profiles with slightly higher ranking, and homeowners consistently report that seeing owners reply to feedback builds trust. Use the templates below as a starting point, but personalise every reply.
Positive review response template
"Hi [Name], thank you so much for taking the time to leave this review — it genuinely means a lot to a small local business like mine. Really pleased the [kitchen/living room/facade] came out the way you wanted, and thank you for the tea and biscuits during the week. If you or any neighbours need a decorator in [Town], you know where I am. All the best, [Your name]."
Why it works: names the project, adds a human touch, and gently seeds a referral without being pushy.
Negative review response template
"Hi [Name], thank you for the feedback — I'm sorry your experience wasn't what you expected. You're right that [specific issue acknowledged], and I should have [specific action]. I'd like to put this right: I've reached out by phone and email and would welcome the chance to return and resolve [issue] at no charge. Please reply when suits you. Kind regards, [Your name]."
Why it works: never argues, acknowledges one concrete point, offers a specific remedy, and moves the conversation offline.
Three rules apply to every negative reply: respond within 24 hours, never blame the customer in public and offer one concrete remedy. A single well-handled 3-star review often looks more credible to homeowners than a flawless run of 5-stars.
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Checkatrade vs MyBuilder vs Rated People vs TrustMark vs Trustpilot
Most successful UK decorators use two platforms — never all five. The table below compares the current fee structures, review models and typical lead quality based on 2026 data collected from 40+ decorators in the South East.
| Platform | 2026 Cost | Review model | Lead quality | Best for |
|---|---|---|---|---|
| Checkatrade | £40-£150/mo + £99 vetting | Verified, customer-posted, cannot be deleted | High — direct-to-trader | Established decorators in fixed postcodes |
| MyBuilder | Pay-per-lead £4-£30 per shortlist | Verified, one review per completed job | Medium-high, but competitive | Newer traders building a reputation |
| Rated People | Credits £15-£35 per lead | Verified but broader volume | Variable — some tyre-kicking | Decorators with spare capacity |
| TrustMark | £200-£400/yr via scheme provider | Government-endorsed quality mark (not review-led) | High — grant-funded and commercial work | Decorators bidding on ECO4 / local authority jobs |
| Trustpilot | Free tier / £195-£995/mo paid | Open — anyone can review | Indirect — drives Google CTR | SEO and brand trust signal |
The pragmatic combination for most decorators is Checkatrade + free Trustpilot: Checkatrade for direct leads, Trustpilot for star ratings in Google search results. TrustMark is worth adding only if you pursue publicly funded work. Running all five simultaneously dilutes your reviews across platforms and weakens each profile.
Legal considerations: the ASA and CMA rules
UK consumer reviews are regulated by the Advertising Standards Authority (ASA), which enforces the CAP Code, and by the Competition and Markets Authority (CMA) under the Digital Markets, Competition and Consumers Act 2024. The rules a decorator must follow are straightforward but breaches are treated seriously — fines can reach 10% of UK turnover under the 2024 Act.
- No fake reviews: posting reviews from yourself, family, staff or paid agencies is unlawful. Platforms detect this through IP and device fingerprinting
- No incentivised reviews without disclosure: offering money, discounts or gifts in exchange for a review is only permitted if the incentive is clearly disclosed inside the review itself — which almost no homeowner does, so in practice this rule bans the behaviour
- No cherry-picking invitations: you must invite customers fairly, not only those you expect to leave five stars
- No hiding or editing reviews: Checkatrade reviews cannot be deleted by the trader, only flagged if they breach platform rules (defamation, false factual claims, conflict of interest)
- Respond honestly: do not claim the customer did not exist or that the work was not done if it was. Publishing a false response is itself a CAP Code breach
Case study: a Surrey decorator from 12 to 87 reviews
Mark runs a two-person decorating business in Guildford, Surrey. In July 2025 he had been on Checkatrade for four years but had plateaued at 12 reviews and a 4.6-star rating. Call volume averaged 8-10 enquiries per month. He implemented the system above in August 2025 and by April 2026 he had 87 reviews, a 4.9-star rating and was fielding 13-17 calls per month — a 62% uplift in call volume and a close rate that climbed from 28% to 41%.
| Month | Reviews (cumulative) | Star rating | Monthly enquiries | Key action |
|---|---|---|---|---|
| August 2025 (start) | 12 | 4.6 | 9 | Rebuilt profile, added 24 project photos |
| September | 24 | 4.7 | 10 | Invited 15 past customers via email tool |
| October | 33 | 4.8 | 11 | Launched QR-code review card at handover |
| November | 44 | 4.8 | 12 | Added 48-hour SMS follow-up |
| December | 52 | 4.8 | 11 | First negative review — handled with template |
| January 2026 | 62 | 4.9 | 13 | Re-engaged older clients from 2023-24 |
| February | 71 | 4.9 | 15 | Started AI colour mockups with every quote |
| March | 80 | 4.9 | 16 | Upgraded to Premium tier for priority placement |
| April 2026 | 87 | 4.9 | 17 | Close rate 41% (from 28%) |
Mark's biggest single lever was the 48-hour SMS follow-up, which more than tripled his response rate compared with the Checkatrade default email invite alone. His second biggest lever was sending a quick AI-generated colour mockup with every quote — it gave homeowners something visual to show partners and pushed undecided enquiries over the line.
Frequently asked questions
How much does Checkatrade cost a UK decorator in 2026?
Between £40 and £150 per month depending on tier, plus a £99 vetting fee in year one and a £195 annual renewal. A standard Surrey or London decorator typically pays £1,200-£1,500 in year one and £1,000-£1,200 from year two onwards.
Can I remove a bad review from Checkatrade?
No, Checkatrade reviews cannot be deleted by the trader. You can only flag a review for moderation if it breaches the platform rules (defamation, false factual claims, conflict of interest, abusive language). Checkatrade investigates each flag and removes only reviews that genuinely breach the rules. The best response to a negative review is a prompt, professional public reply followed by private resolution.
Is it legal to ask customers for Checkatrade reviews?
Yes, politely asking for honest reviews is fully compliant with ASA and CMA guidance. What is not allowed is offering money, discounts or gifts in exchange for reviews without clear disclosure, posting fake reviews, or selectively inviting only happy customers. A simple request after a completed job — by card, SMS or email — is the right approach.
How many Checkatrade reviews do I need to win more jobs?
Checkatrade's 2026 consumer data shows that 92% of homeowners trust the top five-star rated trader in their search results. Aim for a minimum of 30 reviews with a 4.7+ average to be competitive; 50-80 reviews typically put you in the top three for a given postcode for painting and decorating, which is where most direct enquiries happen.
Checkatrade or MyBuilder — which is better for a new decorator?
For a newer decorator with under 20 reviews, MyBuilder's pay-per-lead model lets you buy credible enquiries without committing to an annual fee. Once you have 25-30 reviews and a steady workflow, Checkatrade usually delivers a better return because leads come direct without competing against shortlisted rivals. Many decorators start on MyBuilder and graduate to Checkatrade in year two.
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A strong Checkatrade profile is one of the highest-leverage marketing assets a UK decorator can build. Combined with fast visual quotes from our free AI colour visualiser, you can turn more enquiries into booked jobs within weeks. Sources: Checkatrade 2026 consumer study, ASA CAP Code, CMA Digital Markets Act 2024 guidance.
