The Five Pillars We Use to Rate Every Business, Explained

1. Reputation & review quality

We read reviews for substance, not just the average score: recency, specific detail, how the business responds to criticism, and consistency over time. Quality and pattern beat raw star count every time.

2. Service-area expertise

A business should genuinely serve the area it claims and know it well. We look for a defined, realistic service area rather than a company that lists every city to capture leads it can't properly serve.

3. Licensing & compliance

Where a trade requires licensing, insurance, or certification, we expect to see it. This pillar carries extra weight in higher-risk categories — locksmithing, trades, and anything medical or aesthetic.

4. Digital presence

A clear website, accurate contact details, transparent pricing or process, and an active, claimed business profile all signal a real operation that stands behind its name.

5. Cross-platform consistency

Trustworthy businesses look the same wherever you find them — matching name, address, and phone, and a reputation that holds up across platforms rather than one polished profile masking complaints elsewhere.

Frequently asked questions