I’ve always thought the Better Business Bureau (BBB) had a great opportunity in local that it wasn’t capitalizing on. A recent survey by BuildZoom would seem to confirm that.
In a a survey of 546 homeowners “who had hired at least one home improvement contractor in the past year” the firm found that the BBB was the most commonly used source to find contractors and the most trusted, after word of mouth.
I’m tempted to say “WTF” here. I question the findings that the BBB site is more commonly used than Google or IYP sites. I never have used the BBB site to find a contractor nor has anyone I know. It’s clunky and very awkward. However people apparently value the BBB “brand” (apparently) and ratings and are using the site.
These survey results at a minimum illustrate that if the BBB puts a little more effort into building a more user-friendly site experience it could become a meaningful player in local search.