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The Better Business Bureau (BBB) is a private, nonprofit organization that offers accreditation to companies that meet its standards for trustworthiness and quality. To get BBB accredited, review the standards for accreditation, apply online, and pay the required fee once you’ve been approved. In this article, we explore how BBB accreditation works and how it can help you grow your business.


Why should small businesses apply for BBB accreditation?

The primary benefit of being accredited is that it increases trust with consumers. By going through the accreditation process and placing the seal on your website or storefront, customers and potential customers can immediately see that the business is committed to maintaining high-quality, ethical standards. This increases both sales and customer loyalty.

How are complaints handled by the Better Business Bureau?

First, the BBB verifies that the consumer is actually a customer, then gives the business a chance to respond. If the business does not respond, the BBB will contact the business, share the complaint with them, and ask them to respond to the BBB within 14 days. If the BBB doesn’t hear back from the business, they close the case, and the business’s lack of action is negatively reflected in their BBB rating.

What is a BBB rating?

The letter grade (from A+ to F) represents BBB’s opinion of the business based on the information they have from the business itself, from its customers, and from online research. The BBB also publishes details of complaints, minus personal information, so consumers can read for themselves the experiences of other customers and see how the business responded.

BBB Statistics

Retail consumers and business buyers alike often find it challenging to find trustworthy contractors, vendors, and suppliers. BBB accredited businesses gain competitive and operational advantages by joining the Better Business Bureau, as evidenced by some of these BBB statistics:

  • Of the more than 32 million businesses in North America, 6.3 million are represented with BBB business profiles (as are 25,000 charities).

  • From 2019 to 2020, the BBB experienced a 97% increase in business searches on its website.

  • BBB-accredited e-commerce sites saw a 62% increase in profile views from 2019 to 2020 and a 383% increase in online business profile searches.

  • In 2021, the five industries receiving the most Better Business Bureau complaints were: Roofing Contractors, Online Retailers, General Contractors, Plumbers, and Used Car Dealers.

  • The Better Business Bureau’s statistics track complaint made, settled, not settled, or unable to pursue for more than 6,180 industries.

  • Over 54,000 websites display the BBB logo, including more than 31,000 U.S. business websites.

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