Angi vs. BBB: Which lead generation tool works best for your business?

Finding new leads is essential for business growth. Getting listed on an online directory with lead-generation tools can make all the difference. Two major platforms that help are Angi (formerly Angie’s List) and Better Business Bureau (BBB). But which one should you choose?

Angi: Founded as Angie’s List in 1995, merged with HomeAdvisor in 2017, and rebranded to Angi in 2021. As a directory for local services, Angi also helps businesses generate leads via reviews and paid ads.

BBB: Founded in 1912, BBB is a non-profit, membership-based organization with a mission to be the leader in advancing marketplace trust. The BBB Directory can be accessed at BBB.org.

Angi: Angi offers free business listings, but to truly stand out, you’ll need to pay. Their paid features – like Angi Ads and Angi Leads – boost visibility and can drive more business your way. But it’s a “pay-to-play” model. Reviews and customer engagement also factor heavily into how your business ranks on the platform.

BBB: With BBB, businesses get more than just a listing. If you become BBB Accredited, you get access to tools like the Get a Quote program. You can also put to work your BBB rating and Accredited Business Seal, as well as feature business logos, photos, videos and detailed product and service descriptions. 

Angi: Businesses pay for each lead and promotional boost through ads. Becoming Angi Certified gives you access to premium features but those come at a cost, whether the leads convert or not. Customers can also become paid Angi Key members to gain access to exclusive discounts.

BBB: BBB operates a bit differently. Accreditation comes with an annual fee that varies based on the size of your business. But that’s the only cost – there’s no pay-per-lead system here. Accredited Businesses also get access to marketing tools, learning resources, and the BBB Accredited Business Seal, which is what customers look for ahead of making a purchase.