See where your UK business really stands.
Whito publishes independent research on how UK businesses are found, trusted and priced. The studies are free to read, and nobody pays to appear on the site.
5 of 99
Manchester firms were recommended by both ChatGPT and Gemini.
- Electricians1 of 17
- Estate agents1 of 16
- Roofers0 of 15
- Cleaners2 of 11
- Accountants0 of 11
- Dentists0 of 10
- Vets1 of 10
- Plumbers0 of 9
Named by both engines. Bar length shows how many firms the two engines named in that trade.
What do you want to do?
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Check your website Free
See what stops search engines and AI assistants reading your site. 17 checks, about 20 seconds.
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Read the research Free
Studies on how UK firms are found, trusted and priced, plus practical guides.
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Find your industry Free
Guides, costs and studies for 63 UK industries.
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Find a business Free
Search UK firms by trade and town. Nobody pays to appear.
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For agencies and research buyers Paid
Watch your clients in AI answers from £280 a month. Research files from £1,280.
We’ve published independent research since 2017. We aren’t an agency, and nobody can pay for a better position. Each study gives the date its data was collected and says what it can’t prove. You’re welcome to quote any figure with a link back.
How we make money · Editorial policy · Data and sources · Corrections and removals
Original research, free to read
We collect the data ourselves, from AI engines, public registers and firms’ own websites. Each study explains how it was done and where it falls short.
Found: who AI engines recommend
6%
of 182 electricians named by ChatGPT, Gemini and Google AI Mode were named by all three.
15 UK towns · prompts run 9 July 2026
Which electrician does AI recommend?
Trusted: what the registers record
48.3%
of England’s 57,082 CQC-registered care services have no website recorded on the register.
CQC register file dated 26 August 2026
Care services with no website on the register
Priced: what firms say about cost
117 of 179
emergency plumber websites published no call-out price. The 24 that gave a figure ranged from £50 to £190.
8 UK towns · checked 2 October 2026
Emergency plumber call-out prices
- 1 in 12 questions where two of three AI engines picked the same top tradesperson. The three never all agreed. AI engines disagree on the best tradesperson4 trades, 3 English cities, 36 answers · 30 June 2026
- 6 yrs 8 mths is the median age of a current Outstanding CQC rating. The median Inadequate rating is 7 months old. How old are CQC ratings?32,247 rated services · ratings file dated 4 August 2026
- 19 of 39 UK agency pricing pages do not say when and how you can leave. One publishes a setup fee. The fees UK agencies don’t quoteAgencies with a public monthly price · read 29 September 2026
- 13 of our price studies are collected in one free book. UK Marketing Prices 2027Also see the UK Marketing Leaderboards
What is holding your website back?
The free Visibility Check reads your homepage the way search engines and AI assistants do, then lists what stops them working out who you are and whether you’re a real business.
- It runs 17 checks and scores the site out of 100. Run it twice and you get the same score.
- Results show on the page in about 20 seconds. You don’t need an account or an email address.
- Anything that fails comes with a fix you can copy.
Run your free Visibility Check
The check can’t tell you whether ChatGPT or Gemini recommends you, because that also depends on reviews, directories and press coverage. The paid Visibility Monitor tracks that each month.
What the check looks at
Points out of 100.
Start, 35 pointsCan people tell you are a real UK business? Your company number, phone number, address and a secure web address.
Build, 45 pointsCan search engines and AI tools read your site? Hidden labels that say who you are, links to your other profiles, and whether AI tools are let in.
Scale, 20 pointsIs there enough clear, recent writing, and does the page look right when shared?
Find your industry
Guides, costs and studies for 63 UK industries.
Popular industries
Plumbers Electricians Roofers Dentists Cleaning Vets Accountants Solicitors Funeral directors Letting agents Beauty and salons Cafes All industries
Trades and home services
General trades · Builders · Pest control · Painters and decorators · Tree surgeons · Locksmiths · Window cleaners · Garages and automotive · Landscapers and gardeners · Drainage firms · Kitchen and bathroom fitters · Window and door installers · Scaffolders · Renewable energy installers
Health, beauty and wellbeing
Hairdressers and barbers · Care homes · Home care providers · Personal trainers and fitness · Aesthetic clinics · Physios and clinics · Opticians · Nurseries and childcare
Professional and financial
Mortgage advisers · IFAs and wealth managers · Estate agents · Architects · Surveyors · Managed IT and cybersecurity · Consultancies · Recruitment and staffing
Food, drink and hospitality
Food and hospitality · Restaurants · Pubs and bars · Takeaways · Hotels and guest houses
Retail, property and creative
E-commerce and retail · Interior designers · Driving schools · Education and training · Travel agents · Removals and storage · Transport and logistics
A free UK business directory
Every listing is built from public information and checked at Companies House where the business is registered. Each one shows what we could confirm, and says so when we could not.
Looking for a business
Search by trade and town. No sign-up, no lead forms, and we never sell your search as a lead.
Running a business
Check that your business is listed and the details are right. Claiming your listing is free, with no card needed.
Nobody can pay for a listing or a higher position, and we don’t host reviews.
What’s free and what costs money
We charge for two things. Neither one buys a place on the site.
Free
All of the research, including the figures, which you can quote.
The directory, and adding your business to it. We only list firms we can confirm are real, using Companies House where they’re registered.
The Visibility Check and the fixes it gives you.
The industry guides.
Paid
Visibility Monitor
£280 a month, cancel any time
Once a month we put five questions your customers ask to ChatGPT, Gemini and Google AI Mode, then show you who they recommended.
Agencies watching clients pay £280 a month per client, or £480 a month for two.
Research files
From £1,280 · Quarterly Refresh £990
The full data behind a Whito study, as a PDF and a spreadsheet. If none of the published files fit, we can build one to your scope.
If your site scores under 40 on the free check, fix that first. Don’t spend money with us or anyone else until you have.
A few short emails a week
Short notes on what changed for UK businesses and whether it affects you. Now and then we mention something we sell, and we say when we do. You can unsubscribe in one click.
