Which? Trusted Traders is an endorsement scheme that recognises trustworthy traders and provides the gold standard in consumer confidence. 

If you're looking for a way to help your business stand out from the competition, or appeal to more customers, read on for some more information on how to become a Which? Trusted Trader, and how it could positively impact your business.


1. A trusted brand associated with your business

Which? is the UK’s consumer champion with more than 1m subscribers and supporters, making it one of the most recognised, trusted and powerful brands in the country. As part of the Which? Trusted Traders endorsement, traders are able to use the exclusive Which? logo on all aspects of their marketing and advertising. 

An endorsement from Which? Trusted Traders can increase your brand recognition, customer engagement and help convert potential customers.Traders have to pass our rigorous assessment process to receive an endorsement, and customers have stated they are 74% more likely to choose a service that has been endorsed by Which?.

Ready to boost your business by becoming a Which? Trusted Trader? Find out how to sign up.

2. You’ll get your own profile page

Each Which? Trusted Trader is provided with their own profile page on the Which? Trusted Traders website. This allows you to reach customers when they search the site for businesses in their local area, showcase genuine moderated reviews left by your previous customers, and post photos of previous work you’ve undertaken to demonstrate its quality.  

These individual pages also appear on Google search results, and  can be optimised for a higher ranking.

If you already have your own website, this  can be linked seamlessly to Which? Trusted Traders by embedding our ‘review widget’.This online tool  pulls through your Which? Trusted Trader profile reviews, star rating and service category breakdown into an appealing display. The coding can be provided by your account manager and it’s simple to install.      


3. You’ll receive reviews your customers can trust 

Which? is campaigning against fake reviews -  fictitious and sometimes malicious posts that can harm both businesses and customers. All reviews left through Which? Trusted Traders are moderated and checked for their authenticity by our dedicated team to ensure they are genuine.

Customers can leave a review online via a link or by scanning a QR code. Alternatively, you can also leave reviews over the phone, which is  convenient and simple, especially for those who are not so tech-savvy.

4. You’ll have your own dedicated account manager

As part of  the Which?Trusted Traders endorsement scheme, you will be assigned a dedicated account manager, who will be your point of contact and friendly voice at the end of the phone. Each of our team are highly experienced and knowledgeable on every aspect of incorporate the endorsement into your marketing strategy.

You’ll have regular phone and email contact with your account manager, where they’ll give trustworthy advice and assess the best way to achieve your business goals. The service you’ll receive is tailored to each individual business, whether you have one employee or 1,000.

You will also be allocated an account manager for the operations and compliance side of the endorsement. They’ll be on hand to manage the ongoing checks, document requirements and liaise with you business if there are any customer complaints.


5. You’ll get help with resolving complaints

We know jobs might not go to plan from time to time. If you receive a complaint from a customer your account manager will be there to guide you through best practice and ensure you handle the situation effectively and efficiently.

Sometimes it's not possible to come to an agreed resolution. As part of the Which? Trusted Traders endorsement, your customers have access to the Dispute Resolution Ombudsman, who will look at the facts and make an independent ruling. This can save valuable time and money, and can prevent court action, protecting both the customer and the reputation of your business.



‘Once we started to accept the free help and advice from our account manager, we quickly saw the full benefits and understood how being a Which? Trusted Trader could help us grow. A lot of customers quote Which? Trusted Traders as the place they found us and the growth of the business came down taking simple advice and accepting what Which? were offering. We are now a 5-star Which? Trusted Trader and benefit year on year.' - Ecocute Limited 

Ready to boost your business by becoming a Which? Trusted Trader? Find out how to sign up or call our dedicated team on 029 2267 0040. Lines are open Monday to Friday, 9am - 5pm.


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