Add the Which? Trusted Trader badge to your website
Endorsement only converts if customers see it. Which? gives endorsed traders both a logo and a review widget that pulls your star rating through from your profile.
Quick answer
Endorsed traders get the Which? Trusted Traders logo and an exclusive review widget that pulls star ratings from your Trusted Traders profile. Put the logo on the homepage at eye level, at least 105 by 85 pixels so the wording is readable, and link it to your profile. Add the review widget where customers decide, usually near your quote or contact button.
Step-by-step
- 1
Check you are currently endorsed
Only currently endorsed traders may use the logo, and if you leave the scheme you must stop using it. That matters more than it sounds: a lapsed logo left on a site is a misrepresentation of an endorsement you no longer hold, and it is the kind of thing a competitor reports.
- 2
Get the logo and the review widget
Which? provides the endorsement logo to members, along with an exclusive review widget that pulls your star ratings through from your Which? Trusted Traders profile. The widget is the more valuable of the two, because a rating with reviews behind it does more work than a badge alone.
- 3
Place the logo at eye level on the homepage
Which?'s own guidance is that adding the logo on the first page at eye level is the best way to ensure customers know you are endorsed. Traders commonly use it in the homepage banner, the footer, and the About us section. Header and footer together means it is visible wherever someone lands.
- 4
Respect the minimum size
Make it big enough that customers can clearly read the writing, at least 105 by 85 pixels. Shrinking the badge to fit a tidy row of logos defeats it: an unreadable endorsement mark is just a grey rectangle, and it is the word Which? that carries the trust.
- 5
Link it to your profile
You can link the image to the Trusted Traders homepage or to your own profile page. Link to your profile. A customer who clicks wants to verify you specifically and read your reviews, and sending them to a generic homepage makes them do the search themselves.
- 6
Add the review widget near the point of decision
On Adviita, open the AI editor and say: 'Add this HTML block above the contact form', then paste the widget code. For trades, the decision point is the quote request, so the rating belongs beside that button rather than only on an About page nobody reaches.
Tips & best practices
- Use the review widget as well as the logo. A live star rating is stronger proof than a static badge.
- Keep collecting reviews. Which? moderates them, which is exactly why they carry weight, so they are worth asking for.
- Show the endorsement alongside your trade qualifications and insurance rather than in a separate trust section.
- Remove the logo immediately if your endorsement lapses. Continuing to display it is a breach of the usage rules.
Common questions
Can I use the logo if I am applying but not yet endorsed?
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No. Only currently endorsed traders can use the logo, and the same applies if you leave the scheme later. Displaying it while an application is pending is a misuse of the mark and undermines the endorsement for everyone who has passed the assessment.
Is Which? Trusted Traders worth it alongside Checkatrade?
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They do different jobs. Checkatrade is a large directory that generates leads directly. The Which? endorsement is a trust mark whose value shows up on your own website and in quotes, because the Which? name carries recognition with exactly the homeowners who research before hiring. Many trades run both and use each for what it is good at.
Where exactly should the badge go?
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Homepage banner at eye level is the primary spot, with the footer as a secondary so it appears on every page. Add it to the About page too if you have one. What matters more than the exact position is that it is large enough to read and that it links to your profile.