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.
Run your free Visibility Check Explore the research
Looking for something on your trade? Find your industry
5 of 99
Manchester firms were recommended by both ChatGPT and Gemini.
5 by both 94 by one engine only
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
Which firms AI engines recommend, and how often they agree.
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?
1 in 12
questions where two of three AI engines picked the same top tradesperson. The three never all agreed.
4 trades, 3 English cities, 36 answers · 30 June 2026
AI engines disagree on the best tradesperson
Trusted
What the public registers record, and how out of date it gets.
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
6 yrs 8 mths
is the median age of a current Outstanding CQC rating. The median Inadequate rating is 7 months old.
32,247 rated services · ratings file dated 4 August 2026
How old are CQC ratings?
Priced
What firms say about cost on their own websites.
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
19 of 39
UK agency pricing pages do not say how you leave. One publishes a setup fee.
Agencies with a public monthly price · read 29 September 2026
The fees UK agencies don’t quote
See all research. Thirteen of our price studies are also collected in one free book, UK Marketing Prices 2027.
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.
How the score is built
Points per stage, out of 100.
Start, 35 pointsSecure connection, company number, phone, UK address, page title.
Build, 45 pointsStructured data, business schema, linked profiles, AI crawler access, llms.txt, sitemap, meta description, main heading, FAQ schema.
Scale, 20 pointsReadable text, share preview tags, fresh content.
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.
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.
