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BBB Resources

Explore ready-to-use BBB resources that help you share the value of trust, credibility, and Accreditation with your members.

Key Messages

These are the core messages that define BBB Accreditation and the value it brings to businesses.

 

What BBB Accreditation Means

BBB Accreditation is a verification of a business’s trustworthiness. Businesses apply and are reviewed to ensure they meet BBB Standards for Trust, which include honesty, transparency, and accountability in how they operate.

For those businesses that earn it, BBB Accreditation provides tools, including the BBB Seal, to communicate that trust wherever customers make decisions, including online, in marketing, and in person.

 

What BBB Accreditation Means

BBB Accreditation is a verification of a business’s trustworthiness. Businesses apply and are reviewed to ensure they meet BBB Standards for Trust, which include honesty, transparency, and accountability in how they operate.

For those businesses that earn it, BBB Accreditation provides tools, including the BBB Seal, to communicate that trust wherever customers make decisions, including online, in marketing, and in person.

Quick Mentions for Copy

  • When you need a simple one-liner, use or adapt one of these:
  • “BBB Accreditation helps your members turn trust into growth.”
  • “Accredited Businesses earn customer confidence and stand out in competitive markets.”
  • “When customers see the BBB Seal, they know they’re making the right choice.”
  • “Doing business the right way builds trust, and trust builds business.”

Tip: Keep the focus on how Accreditation helps members succeed. That’s what will resonate most.

 

Core Messaging Pillars

Pillar

Essence

Sample Message

Trust is what customers look for first

Every buying decision starts with confidence

Trust is the deciding factor for customers. BBB Accreditation verifies that trust so your business stands out as a leading choice people feel good about.

Credibility drives growth

Visibility backed by proof turns into opportunity

BBB Accreditation shows customers your business meets the highest standards of honesty and transparency, giving you an edge when they’re choosing who to work with.

Your reputation deserves to be seen

You’ve earned trust; now make sure people can see it.

BBB gives you tools—from your Business Profile to the Accredited Business Seal — to showcase your credibility everywhere customers search.

Doing business the right way pays off

Integrity isn’t just good ethics; it’s good business.

BBB Accreditation recognizes businesses that follow through on their promises and helps them turn that integrity into long-term customer loyalty.
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Audience Profiles

These audience profiles show how our key messages connect to the members your organization serves. Understanding who BBB targets and what motivates them is an opportunity to tailor your communications and highlight the benefits of BBB Accreditation in ways that matter most to your members.

 

Overall Audience

BBB partners with small and medium-sized businesses that are rooted in their local communities.

  • Small businesses are locally owned, family-run, or independent operators focused on reputation and referrals. Size: 1 - 49 Employees
  • Medium-sized businesses are growing regional firms expanding their reach, teams, or service areas. May have one or more locations. Size: 50 - 249 Employees
These businesses share one thing: they want customers to feel confident choosing them. BBB Accreditation helps them back up their reputation with proof that customers can see before they decide who to hire.

Industry Segments

  • Who they are: Accountants, consultants, legal firms, financial advisors, and other experts who rely on credibility and client trust.

  • What matters most: Demonstrating professionalism and ethical conduct to win and retain clients.

  • How BBB Accreditation helps: Reinforces their reputation for integrity, helping them stand out in competitive fields where reputation drives referrals and long-term relationships.
  • Who they are: Builders, contractors, tradespeople, and specialty service providers such as HVAC, plumbing, roofing, and electrical.

  • What matters most: Securing steady work through strong customer reviews, word-of-mouth, and proof of reliability.

  • How BBB Accreditation helps: Provides a clear trust signal in bids and online searches, helping them earn confidence before the first call and protect relationships through dispute-resolution support.
  • Who they are: Local retail, hospitality, and home-service businesses that depend on repeat customers and community reputation.

  • What matters most: Standing out locally and building loyalty through reliable service and positive experiences.

  • How BBB helps: Accreditation validates their commitment to honest practices and gives them recognizable proof of trust that customers see when deciding where to shop or who to hire.
  • Who they are: Clinics, private practices, wellness providers, and learning institutions that balance business operations with care and credibility.

  • What matters most: Building long-term relationships based on reliability, confidentiality, and ethical standards.

  • How BBB helps: Accreditation supports their reputation for responsibility and accountability, showing patients, students, and families that they can choose these providers with confidence.

BBB Resources

These resources make it easy to share BBB’s most popular business content with your members. Each one highlights how trust and BBB Accreditation help small businesses grow, providing you with ready-to-use materials for newsletters, social posts, events, and other member communications.

  • Benefits of Accreditation Webpage
    The guide your members can use to discover the full value of BBB Accreditation and see how it helps businesses improve their online reputation, grow through customer confidence, and protect what they’ve built through tailored support and dispute-resolution tools.

Here are our three pillar pages:

    • Improve your online reputation: Customers are looking online for businesses they can trust to get the job done right. Does your business stand out?

    • Grow your business: When customers trust you, your business grows. BBB Accreditation builds that trust by enhancing your brand’s visibility and connecting you with customers who value reliability.

    • Reduce your risk: Customer disputes don’t have to turn into headaches. BBB helps you address issues early and resolve them quickly, saving you time and money.
  • SmartBusiness Newsletter
    BBB’s AI-powered newsletter that reaches more than 20,000 subscribers with practical insights on leading with trust, growing through reputation, and standing out in today’s marketplace.

  • BBB Blog and Articles
    BBB regularly publishes new articles that show businesses how to turn trust into a competitive advantage. Each piece connects the value of Accreditation to practical steps for attracting customers, strengthening reputation, and growing with confidence.

Here are three of our most popular reads:

    • Strong online reputations: What do they look like? Explains how defining your values, engaging online, and earning reviews help businesses build visibility and credibility that customers can trust. Read the article

    • How many ways can you grow your business? Explores five types of business growth, including revenue, operations, skills, online presence, and reputation, and shows how BBB Accreditation supports each through visibility, credibility, and customer confidence. Read the article

    • The hidden costs of customer disputes: Explains how BBB’s free mediation and arbitration services help Accredited Businesses resolve customer disputes faster, protect their reputation, and avoid the high costs of court. Read the article
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BBB Partnerships

If you have additional questions, please visit our FAQ page or email Heidi.payne@thebbb.org.