BBB Accreditation: Worth the Cost or Just Another Business Expense?

By Shelley Kelly of SBTDC Raleigh

Running a small business means constantly deciding where to invest your time and money. Website updates? Check. Social media ads? Check. More coffee? Definitely. But what about Better Business Bureau (BBB) accreditation? Is it even relevant anymore?

Some business owners swear it’s a credibility booster, while others see it as just another yearly bill. So, is BBB accreditation worth it for your business? In this article, I’ll  break it down, including what’s involved in getting accredited, the cost, and whether it’s a good fit for you.

What Does BBB Accreditation Even Mean?

The Better Business Bureau (BBB) has been around for over a century, acting as a mediator between businesses and consumers. A BBB accreditation means your business meets its standards for honesty, transparency, and ethical business practices.

Once accredited, you get:

• A BBB seal to display on your website and marketing materials
• A profile on BBB’s website, which ranks well in search engines
• The ability to respond to customer complaints through BBB’s dispute resolution system
• A BBB rating (A+ to F) based on factors like complaint history and business practices

Sounds good, right? Well, let’s take a look at who benefits the most from it—and who might not need it.

Who Benefits Most from BBB Accreditation?

I’ve found that BBB accreditation is most valuable for businesses in trust-sensitive industries where consumers are cautious before making a purchase. If you’re in one of these fields, a BBB badge could be a big credibility boost.

• Home Services & Contractors (roofing, HVAC, plumbing, electrical work): Homeowners love checking BBB before hiring someone.
• Auto Repair & Dealerships: Since trust is everything, a BBB seal can make customers feel more comfortable.
• Financial & Legal Services: Accountants, tax preparers, and lawyers often benefit from BBB accreditation to build credibility.
• Moving & Storage Companies: BBB accreditation reassures customers they won’t end up on a moving scam horror list.
• Senior Care & Health Services: Families making important decisions often turn to BBB for peace of mind.

If your business depends on consumer trust and long-term financial commitments, I believe BBB accreditation can be a strong selling point.

Who Might Not Need BBB Accreditation?

• Online Businesses & E-commerce: If customers rely on Google Reviews or Trustpilot, BBB may not be necessary.
• Tech Startups & SaaS Companies: Most customers trust industry reviews and peer recommendations over BBB ratings.
• Retail Stores & Restaurants: Unless you sell high-ticket items, customers are more likely to check Yelp or Google.
• B2B Companies Serving Large Enterprises: If your clients are businesses rather than consumers, BBB is usually not a deciding factor.

What’s Involved in Getting BBB Accreditation?

Step 1: Meet the Eligibility Criteria

To apply for BBB accreditation, your business must:

1. Have been in operation for at least 6 months
2. Have all required licenses and bonding (if applicable)
3. Have a history of honest advertising and ethical business practices
4. Agree to follow the BBB Code of Business Practices

I’ll note that if you have a pattern of unresolved complaints or negative customer interactions, BBB may deny your application.

Step 2: Submit an Application

You can apply online at the BBB website. You’ll provide:

• Basic business details (name, address, website, phone number)
• Information on your ownership, structure, and services
• Agreement to the BBB Standards for Trust

Step 3: Undergo a Review Process

The BBB will:

• Verify your business information
• Review complaints and customer feedback
• Assess how you handle disputes and communication

This process typically takes 3 to 6 weeks, depending on how quickly they verify your business details.

Step 4: Pay the Accreditation Fee

Here’s where it gets real—BBB accreditation is not free. The cost varies by business size and region but generally ranges between:

• $500 – $1,500 per year for small businesses
• Higher fees for larger businesses with more employees

You’ll pay annually to maintain your accreditation.

Step 5: Start Using Your BBB Accreditation

Once approved, you’ll:

• Receive a BBB accreditation certificate
• Get a BBB Seal to display on your website and marketing materials
• Have access to BBB’s dispute resolution services

Pros & Cons of BBB Accreditation

Like everything in business, there are trade-offs to consider.

Pros:

• Boosts credibility & trust: Some customers still put a lot of weight on BBB ratings.
• Resolves disputes: The BBB acts as a mediator, helping businesses address complaints.
• SEO & visibility benefits: A strong BBB profile can appear in search results.
• Competitive edge: If your competitors are accredited and you’re not, you could lose potential customers.

Cons:

• It’s not free: Annual fees can be expensive for small businesses.
• Not as relevant for all industries: If your customers don’t check BBB before purchasing, it may not be worth the cost.
• Doesn’t guarantee an A+ rating: You still need to manage complaints and reviews carefully.

Should You Get BBB Accreditation?

YES, if: Your industry relies heavily on trust (home services, auto, finance, legal, senior care). The BBB badge could help you win more customers.

MAYBE NOT, if: Your customers don’t rely on BBB ratings, and you already have strong online reviews elsewhere.

I’d say that no matter what you decide, you should remember: Great customer service, a solid reputation, and strong online reviews matter far more than any certification. Whatever your business is . . . make it a good one!