What directories do well
Well-known directories spend heavily on advertising, so customers go there looking for a trade. Being listed can bring enquiries quickly, and membership badges can reassure customers.
The downsides
- You’re listed beside your competitors. The customer is comparing you with several others on the same page.
- The cost carries on. Most charge a membership fee, a fee per lead, or both.
- Stop paying and you disappear. Your profile and its history aren’t yours.
- Leads may be shared. On some services, the same enquiry goes to several trades.
What your own website gives you
- No competitors on the page. A visitor to your site is looking only at you.
- Enquiries that are yours alone.
- Something that lasts. Your domain, your content and your reputation build over time.
- A place to send people. From your van, your cards, your Facebook page and your directory profile.
So, both?
For many trades, yes, at least to begin with. A directory can bring work while you’re getting established. Your own website means you’re not dependent on it, and it makes you look more professional when a customer from a directory looks you up, which they will.
Over time, the aim is for more of your work to come direct. A website for £0 upfront and £29 a month is a low-risk way to start.