Which? and Other Trusted Trader Websites.

Written By PhilG

Bradford Marketing Hub contains articles and information that help small and medium service businesses.

Getting the most from your Which? Trusted Trader status.

Which? Trusted Trader do not sell customer leads. They vet and endorse good traders so prospective customers can more easily find a trustworthy business to do their work.

(Ps. Which? with a question mark is just the way the brand name is written.)

Most people know the Which? Brand regarding product reviews. However, the Which? Trusted Trader scheme is less well known. So, if you’ve been accepted and endorsed, use your website and your marketing materials to educate your customers about the vetting process and the dispute resolution ombudsman. Your customer’s fears are justified, and your Which? Trusted Trader status can help to allay them. But they won’t know that unless you tell them.

A trusted trader.
Visit the Which? website

Reducing customer fear.

Customers are rightfully afraid of being ripped off by trades people. To combat this problem, trusted trader websites claim to weed out the bad traders and only list the good ones.

The problem with trusted trader websites.

These websites make money from your project. Most of these businesses charge the trader a registration fee. But some also charge the trader a fee for the leads they provide. Some that don’t charge per lead limit the number of businesses they tell the customer about.

Which? Is different.

The Which? brand champions consumer rights. Which? is a household name and sets the gold standard for recommendations.

Which? Have an impeccable reputation to uphold in both the product and service field.

The Which? Trusted Trader website focuses on helping the consumer to find good quality service providers that Which? have thoroughly vetted.

Why should you become a Which? Trusted Trader?

Which? provides several benefits to their trusted traders. Below, I summarise what you get as a Which? Trusted Trader.

Thoroughly vetted.

Which? check your business thoroughly to make sure you really are a trusted trader. The checks include finance, behaviour, competence, and references.

You know you’re up to scratch.

These checks confirm your business is in good standing. If your systems or procedures need improving, this is your chance to bring them up to scratch. Passing all the checks puts you on par with the best traders.

Your own account manager.

An account manager guides you through the vetting process.

Your own page on the Which? Trusted Trader site.

Once vetting is completed, you get a personal page on Which? Trusted Trader website.

Here you display your business information, images of work you’ve done, and reviews submitted by your customers.

Include all the necessary info here to improve your Google ranking. Once again, your account manager will advise you on what information you need.

Embed widget.

If you have your own website, you can embed your Which? Trusted Trader profile, including your reviews, into any page on your website.

Marketing advice.

Once your profile is ready, your account manager will suggest effective ways to use your new Which? Trusted Trader status.

Using Trusted Trader to bring in work.

You’ll get advice on using the Which? Logo and using your status as a trusted trader in your marketing and advertising. Once you’ve got it flaunt it.

Dispute resolution ombudsman.

In case of a dispute with a customer Which? Provide a dispute resolution ombudsman. This helps you and your customer reach agreement and can help you both avoid expensive legal bills. 

Your versatile account manager.

Your account manager knows the Which? Trusted Trader system well. They can help your business qualify for, implement, and promote your Which? Trusted Trader status. As well as helping with any customer disputes that may arise once you’re a member.


The Which? Trusted Trader scheme costs…

£240 non-refundable assessment fee.
Plus, a monthly fee from £62 depending on business size.

The Which? Trusted Trader scheme does not sell traders leads, it vets and endorses traders so customers can employ them with confidence.

Bottom line, if you’ve got it flaunt it.

Should you become a Which? Trusted Trader? As with most things, it depends on the individual circumstances of your businesses. However, if you take the plunge and become endorsed by Which? Make sure everybody knows about your new trusted trader status.

Display the Which? Trusted Trader logo on your adverts, on your website, on your van, on your uniform. Tell customers about the vetting process and endorsement by Which? a big name in consumer rights.

And if your customer is still on the fence, tell them about the Which? Dispute resolution ombudsman.

You have to work hard to attain the status of a Which? Trusted Trader and trust is the bedrock of any relationship, business or personal. So, if you’ve got it, flaunt it.

Visit the Which? website

Other options.

Other trader websites and lead schemes exist for trade businesses, but none compare to the reputation of the Which? brand.






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