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  1. #1
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    BBB Accreditation, worth it?

    General consensus, is it worth it for a business to become BBB Accredited? Some people I've dealt with find the cost too high. Looking at their listings on BBB.org, you see the business information with their rating. Why not just link to the company profile page?

    Anyone have more experience with this? I'm not very familiar with the differences between paying for an "Accredited" listing vs. leaving the business profile as is (which displays the rating). I have not rummaged through their TOS's yet so I'm not sure if you are technically allowed to link to the page for a companies listing. Obviously, if it's free it's for me but I have not been convinced of spending funds on accrediting.

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  3. #2
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    Re: BBB Accreditation, worth it?

    Phil had a good article on this, here is the thread.
    My landscape marketing blog is at triple16.com

  4. #3
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    Re: BBB Accreditation, worth it?

    Thanks for sharing. It was a good read.

    The comments seem to echo some of the concern I've addressed, that is the value in paying. I'm not looking to use the logo on a site or anything of the sort. I would only be interested in linking to the BBB page of said company(ies). Some clients have their wallets stretched as far as it can go. There are better uses to put said dollars towards IMO, in some cases.

  5. #4
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    Re: BBB Accreditation, worth it?

    In certain industries where you deal with an older demographics, BBB has some weight. I'd tell the clients to give you a rough estimate of his/her customers that are over 50 and the amount they spend. If both of those numbers are significant, spending on BBB accreditation is worth it.

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    Re: BBB Accreditation, worth it?

    Interesting point. Never thought about it from a demographic perspective. Thanks for sharing.

  7. #6
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    Re: BBB Accreditation, worth it?

    Quote Originally Posted by theitsage View Post
    In certain industries where you deal with an older demographics, BBB has some weight. I'd tell the clients to give you a rough estimate of his/her customers that are over 50 and the amount they spend. If both of those numbers are significant, spending on BBB accreditation is worth it.
    I can second this. Older demographics still actually use the yellowpages phone book (believe it or not) and they do rely on the BBB.

    We have a client in the marriage coaching industry, a client who does garage door repair and an IT company who all paid for BBB accreditation. The marriage coach in particular gets a lot of people doing inquiries on their business because people are afraid it's some kind of scam (since he markets to people worldwide).

    The two others had a good number of inquiries as well about their business at the BBB.

  8. #7
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    Re: BBB Accreditation, worth it?

    There has recently been a major change since the publication date of Phil Rozek's excellent article: the link from the BBB listing for paid-up members is now a nofollow link, not a follow link.

    I stopped recommending BBB accreditation when that occurred. In my industry niche, the target audience consists largely of the adult children of the elderly. The audience is primarily women between the ages of 45 and 65.

    I owned a non-medical home care business for 13 years until I sold it at the end of December 2015. We served nearly a thousand clients during that time. More than half of the clients we served came from leads that we obtained from people searching the internet. We were paying "members" of the BBB during the entire 13 years.

    Almost all of those "online leads" came from folks who began their searches using Google or some other search engine.

    Only a handful (fewer than 10 or 20) ever told us that they found us via our BBB listing, or that they chose us because we were BBB "accredited".

    In my other business, which has been providing website dev and SEO and online marketing for other companies that serve the elderly and their families since 2013, we used to recommend that our clients "join" (pay for advertising on) the BBB, largely for the sake of the "follow" link's value, but we have stopped making that recommendation now.

    Your mileage may vary, of course...

  9. #8
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    Re: BBB Accreditation, worth it?

    While I agree the nofollow took away some of the benefits in having BBB accreditation, it makes no difference to customers who care whether a business is BBB accredited.

    I'm not a proponent of BBB because only a very small percentage of my customer base cares about it. However, I've dealt with people who specifically search "business name + BBB" as a last check before making the call. The real value here is in conversion rather than rankings.

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    Re: BBB Accreditation, worth it?

    I agree that it depends upon whether the target audience is more likely to convert based on the BBB "accreditation".


    Sent from my iPhone using Tapatalk

  11. #10
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    Re: BBB Accreditation, worth it?

    Quote Originally Posted by tcolling View Post
    I agree that it depends upon whether the target audience is more likely to convert based on the BBB "accreditation".
    This is exactly my point and what I'm trying to understand.

    I can finagle a link to the BBB page from the clients site which clearly shows the rating of said business for free. I know BBB does have some SERP real estate so they would see the business listed there as well.

    My understanding is you "pay" for usage of that logo on your site, which shows your rating. Personally, makes me feel a little more comfortable to see that on a website but for some of my clients who have crocodile arms, some of the fees seem a bit excessive and my overall impression is its not worth it. I can better allocate that money elsewhere.

    Thanks for the feedback and personal experiences folks.

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