In this video and blog post, I want to show you how to use online directories to grow a local business. Some people think online directories are out of date, but I still believe they can be useful for local businesses. Not as a “magic solution”, but as part of a wider plan to spread your business presence across the internet and make it easier for customers to find you.
If you watched my previous video/post about Google Business Profile, you’ll know I consider that to be the number one priority for any local business. If you have not seen it yet, read it here: Why Every Local Business Needs A Google Business Profile.
Directories sit alongside your Google listing. They help reinforce that your business is real, consistent, and active. I have personally had customers ring me in the past and say they found me on a directory such as FreeIndex or Yell, so I know they can work.
What is a Business Directory?
A business directory is simply a website that lists businesses by category, location, and service. Some are general (covering all trades and businesses), and others are trade-specific (builders, cleaners, tree work, etc.).
Popular examples include:
- General directories such as Yell and FreeIndex
- Map/navigation listings such as Google Business Profile, Apple Maps, and Bing Places
- Trade and lead platforms such as Checkatrade, Rated People, MyBuilder, and Bark
- Local and regional listings such as council directories and Chamber of Commerce listings
Why Directories Can Still Help a Local Business
Even though fewer people may browse directories the way they used to, directories can still help in a few important ways:
- Visibility: You appear in more places online when people search for your service.
- Trust signals: A consistent footprint across reputable sites can help your credibility.
- Local SEO support: Directories can reinforce your business details and improve consistency.
- Extra contact points: Some people prefer to call from a directory listing rather than visit a website.
- Links: Many directories allow a website link (or a link to a Facebook page), even on free plans.
It’s also worth remembering that directories and trade platforms are not the same thing. A traditional directory is often about visibility and consistency. Trade platforms can bring leads, but usually depend heavily on reviews and how active you are on the platform.
Directories, Trade Platforms, and Networking Profiles
In my video, I briefly mention Bark because it’s a platform I tested. If you missed that, you can read my review here: I Tried Bark.com – Is It Worth It?.
Platforms like Checkatrade can work well for some businesses, but you have to be prepared to ask customers for reviews. That’s the reality of many of these platforms: they reward consistency, activity, and social proof.
I also mentioned having profiles on networking sites such as 4N (and of course local networking meetings can help too). A strong profile, consistent details, and a clear description of what you do can all contribute to a stronger local presence.
Best Practices: Get the Foundations Right
If you take one thing from this post, it’s this: consistency matters.
1) Keep Your NAP Consistent Everywhere
NAP means Name, Address, and Phone number. Keep these details identical across every listing. Even small differences can cause confusion (for customers and for search engines).
- Use the same business name (avoid switching between variations)
- Use the same address format
- Use the same phone number
- Use the same website (or Facebook page link) wherever possible
2) Complete Your Profiles Properly
It’s surprising what a difference this makes. Don’t just create a listing and leave it half empty.
- Write a clear business description
- List your main services
- Add real photos (work photos, team photos, vans, equipment, before/after)
- Include your opening times where applicable
- Keep it professional and accurate
3) Focus on Quality Over Quantity
Don’t waste time on low-quality spam directories. Stick to well-known, reputable sites and relevant trade platforms. A smaller number of strong listings is better than being scattered across dozens of poor ones.
4) Review and Update Periodically
This is something many people (including me in the past) are not always great at, but it’s worth doing. If you get a wet day, a quiet afternoon, or a day when work is cancelled, use it to:
- Upload a few new photos
- Check your details are still correct
- Refresh your description if your services have changed
- Respond to any messages or reviews
Directories Are Not the Main Event, But They Still Have Value
To be clear, directories are not a replacement for a Google Business Profile. Your Google listing is still the most important “directory style” asset you can create for local visibility. If you do nothing else, get that set up first and keep it updated. Then use directories to support it.
If you approach this properly, directories can help reinforce your online presence, make it easier for customers to find you, and support the overall authority of your business across the web.
Final Thoughts
If you have any questions about online directories, local SEO, or growing an offline business using online tools, feel free to leave a comment. I read the comments and I’m happy to help where I can.
Thanks for reading.