Do You Really Need to Pay for a Business Directory? (No.)
Let’s say it clearly:
If you’re paying £60+ a month to be listed on a business directory, you’re probably wasting your money.
Sure, there are exceptions. But for most local trades, creatives, and small service businesses, these directories just… don’t do that much.
In fact, many rely on confusion
They set up your Google Business Profile (GBP), which naturally increases your visibility, then imply it’s their listing that’s driving the results.
It’s not. You’re paying to keep something that’s already yours.
Here’s why - and what you should be doing instead.
1. Most People Don’t Use Them
When you want a local plumber, hairdresser, dog groomer, or electrician, you probably search Google, right?
Not Yell.
Perhaps Checkatrade?
Not “UK’s Top 100 Verified Business Listings”.
But definitely Google.
And that’s what your customers are doing too.
Today’s searches happen in seconds, usually on mobile, with people choosing from the first few local results that show up on Google Maps - not buried pages in directories.
2. They Don’t Rank Like They Used To
Once upon a time, directories like Yell and Thomson Local dominated search results.
Now?
Google’s own listings (that map box with reviews and hours) take priority. After that, it’s often real websites, Facebook pages, and industry-specific platforms (like TrustATrader for trades).
Generic directories? They’re sliding further down the page.
Even if your profile is on page 1 of Yell, Yell itself might not be on page 1 of Google anymore. That means less exposure and fewer clicks, especially compared to your own website or Google listing.
3. They Gatekeep Your Info
Some directories make you pay to show your phone number or link to your own website.
So you’re spending money just to let people contact you?
Nah.
In contrast, platforms like Google, Facebook, and your own website let you highlight your contact details, show off your reviews, and take control of your messaging.
All for free.
4. You Can Do Better with Free Tools
Instead of shelling out £600+ a year for a vague “premium listing”, you could:
Set up your Google Business Profile properly
Keep it updated
Ask for reviews
Post weekly photos or updates
Add location keywords to your site
Use Facebook or Instagram to connect with locals
All of that? Free or cheap.
— And actually effective.
Even one new review or photo on your GBP each week can make a bigger impact than a whole year of sitting on a directory. Google rewards fresh activity, while directories usually don’t even notice you’re there.
5. Some Industry-Specific Sites Are Worth It (But Be Choosy)
This isn’t to say all directories are useless. Some industry-specific sites still pull weight:
TrustATrader, Rated People (if you’re in the trades)
Bark (for photographers, coaches, therapists, etc.)
Treatwell, Fresha (for beauty/wellness)
Just make sure it’s not a “pay to exist” situation. You want platforms that actually send leads - not just charge you to sit on a dusty page.
Here’s a tip: ask them for data. How many views did your profile get last month? How many leads? If they can’t answer, they’re hoping you won’t ask.
6. Beware of the Directory Trap
Some directories will set up your Google Business Profile (GBP) for you, which can indeed boost your visibility and traffic.
However, they often use this as leverage, making you feel that discontinuing their service will result in losing that traffic. This is what we call the Directory Trap.
They’ll say, “Without us, you won’t be found.” But really, once your GBP is verified and under your control, you don’t need them to manage it. You can update it yourself in minutes.
In reality, once your GBP is properly set up and verified, you can manage and maintain it independently. It's important to recognise that while directories might contribute to your online presence initially, they are not the sole drivers of your traffic.
Relying solely on them can create a dependency that's hard to break. Instead, focus on building a robust online presence through your own channels.
TL;DR?
Before paying for a listing, ask: “Will people actually find and choose me here?”
If the answer’s no - skip it.
What to Do Instead (This Bit’s Important)
Focus your energy on the stuff that brings local customers to you:
A solid Google Business Profile
A clear, trustworthy website
Good reviews
Helpful content
Real local visibility
Your time and money are better spent on things you own and control - not rented space on someone else’s platform.
That’s what I help with at SO SEO - and I do it for a fraction of what most directories charge.
💡 Tired of monthly payments that do nothing? Let’s make your online presence actually work.
Ping me a message as soon as you’re ready.
Do I really need to pay for a business directory listing?
Because it addresses a common misconception and can save local businesses money right away.
What are better alternatives to paid directories for local SEO?
This gives actionable advice on what to focus on instead, helping businesses get better results.
Are any paid directories worth considering?
This helps filter the noise and highlights when paid directories might actually be worthwhile.
