The verdict in three sentences
For most Manchester SMEs, the free Google Business Profile is the most cost effective source of local enquiries. A paid directory or trade membership only earns its renewal if call tracking proves it brings customers, and that is rarely measured. Track call sources for 60 days, then keep only the channels that pay for themselves.
The three year comparison
Figures are 2026 estimates. Directory and membership pricing varies by package, category and area, so always get the exact price in writing.
| Criterion | Google Business Profile | Yell paid listing | Checkatrade or similar trade membership | Industry directory (paid) | Free directories |
|---|---|---|---|---|---|
| Monthly cost | £0 (or £150 to £400 if outsourced) | Varies by package, roughly £40 to £250 | Monthly membership, public pricing varies | £25 to £150 | £0 |
| Three year cost | £0 to £14,400 | about £1,440 to £9,000 | Depends on plan and area | £900 to £5,400 | £0 |
| Time to go live | 2 to 7 days | 1 to 3 weeks | 2 to 6 weeks including vetting | 1 to 2 weeks | 1 to 3 days |
| Dependency | None if you own it | High, visibility stops when you stop | High | High | None |
| Room to grow | Posts, photos, services, reviews | Paid upgrades | Vetting badge, trade reviews | Sector only | Low |
| Reviews | Shown in Maps and Search | Platform specific | Central to the model | Sometimes | Rarely |
| Share of local calls (measure your own) | Often the majority | Varies by sector and age group | Strong for some home trades | Low but qualified | Very low |
Directories still have a role: they reinforce consistent business details, and trade vetting platforms reassure homeowners in Stockport, Sale or Didsbury who search there first. The problem is renewals made on autopilot without any measurement.
Aligning name, address and phone across 5 to 20 directories
Google cross checks your details against other sources. A stale address in Ancoats or an old landline weakens the trust placed in your profile.
| Step | Volume for an SME | Estimated time |
|---|---|---|
| List every directory you appear on | 5 to 20 | 2 hours |
| Fix one exact format for name, address and phone | 1 reference | 30 minutes |
| Update free directories | 5 to 12 | 3 to 5 hours |
| Update paid ones via customer service | 2 to 5 | 1 to 3 weeks lead time |
| Remove duplicates | 1 to 4 on average | 1 to 2 hours |
| Review | Every 6 months | 1 hour |
Keep the business name identical to your Companies House or trading name everywhere.
Recommendation by business profile
| Profile | Recommendation |
|---|---|
| Home trades (heating, electrical, plumbing) | Google first, one vetting platform if tracking supports it |
| Healthcare or legal | Google plus the profession's own register or booking platform |
| High street retail or hospitality | Google alone, free directories for consistency |
| Older or semi rural customers | Test one paid directory for 6 months with a dedicated tracking number |
| B2B services | Google, B2B industry directories, no consumer upgrades |
To measure, use a separate tracking number per channel or ask 'how did you find us?' on every call for 60 days. On Google, if a tracking number becomes primary, keep your usual number as an additional phone.
Mini case study
Illustrative example: Gareth, owner of a heating and plumbing firm with 9 engineers in Stockport, pays £170 a month for a general directory listing and £95 for a trade membership, £3,180 a year. Over 60 days he logs 160 calls: 108 from Google, 12 from the general directory, 15 from the trade platform, the rest word of mouth.
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- Cost per call, general directory: £340 for 12 calls, about £28.
- Cost per call, trade platform: £190 for 15 calls, about £13, mostly boiler installs at higher value.
- Decision: he keeps the trade platform, cancels the general listing and moves £170 a month into managing his Google profile.
These figures are illustrative: only your own tracking counts.
FAQ
Is Yell still worth paying for in 2026?
It depends on your customers and sector. Track calls for 60 days with a dedicated number before renewing anything from roughly £40 to £250 a month.
How many directories should I clean up?
Between 5 and 20 for an SME, starting with those that rank for your business name. Allow 6 to 10 hours in total.
Does a tracking number on Google cause problems?
Not if the tracking number is primary and your usual number is listed as additional. Avoid changing the primary number more than once a year.
Do I have to pay for a Google Business Profile?
No, the profile is free. Only management can be outsourced, at £150 to £400 a month in Manchester depending on posting and review volume.
How do I cancel a paid directory?
Check the term and notice period, often 1 to 3 months before renewal, and cancel in writing with proof of delivery.
Get found by the customers already searching for you. Start with a visibility audit at 100,000 FCFA (about €152), credited against setup if you start within 30 days, then a Traffic Engine plan with a weekly report showing where your calls and quote requests come from. Traffic Engine. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.