How to Research a Business Online Before Hiring or Buying

Bright Concierge

Aug 30

5 min read

Updated: Sep 3

A quick Google search may be enough before visiting a nearby café or making a small purchase. For an expensive project or ongoing service, however, it is worth doing more research. This article shows how to use Google, Yelp, and the Better Business Bureau (BBB) as three levels of research for evaluating a business. Each level provides more detailed information to compare, helping you match your research to the cost and importance of your decision.

When Comparing Businesses, Search Google First

Google is an easy place to begin to get a general idea of which businesses can do the job well, and with outstanding customer service.

When already considering a particular business, search for its exact name. When there is no specific business in mind, search for the type of business needed along with a ZIP code or neighborhood.

For example:

“Mechanic 85255”
“New York-style pizza”
“Plumber near me”
“Roof repair 85018”

Google will show a list of nearby businesses with helpful details, including star ratings, customer reviews, business hours, phone numbers, websites, photos, and directions.

Look at the star rating and number of reviews

A star rating provides a quick first impression, but it does not tell the whole story. Consider both the average rating and the number of reviews. A 5-star business with only five reviews may be promising, but a 4.5-star business with 2,000 reviews provides a longer record of customer experiences. Businesses with many reviews and an average rating of 2 or 2.5 stars deserve extra caution.

Look for the word “Sponsored"

A sponsored listing is an advertisement, and they appear at the top of the search results because the business paid to appear higher. This does not mean the business is bad, but it does mean the placement was purchased.

From the options, click on a business's profile to learn more about it, such as its address, services, recent reviews, and whether it is open.

Review customer photos

Business photos usually show products, services, and spaces at their very best. Customer photos can offer a more realistic picture of what a meal, repair, hotel room, haircut, or home project may look like during an ordinary visit.

See how far away the business is

Look at the map that appears to see where each business is located and how close it is. Keep in mind that distance can affect the order of results. A good restaurant or service provider close by may appear above an excellent business that is farther away.

Check the review dates

A business may have a strong overall rating because of reviews posted years ago. If recent reviews are mostly negative, the quality of service may have changed. Older negative reviews may describe problems the business has since corrected.

Read the business’s responses

Read a few owner responses, especially replies to negative reviews. A calm, specific response can show that the business listened and wants to make things right. Be more cautious if a business repeatedly responds with anger, insults, or blame.

Look for comment trends

Pay attention when several reviewers mention the same concern, such as long waits, poor communication, unexpected fees, or incomplete repairs. One complaint may be an isolated experience, but repeated concerns can point to a pattern.

Look for changes in feedback

A sudden wave of highly positive reviews after a long period of poor ratings may be worth checking on another review site. Reading a few recent 5-star, 3-star, and 1-star reviews can provide a clearer picture. Three-star reviews are often especially useful because they may explain both what went well and what did not.

For a Second Opinion,

Check Yelp.

Google ratings may sometimes be influenced by incentivized review requests that do not reflect the typical customer experience.

When we want added confidence in a business’s reputation, we search Yelp for a second opinion. This is especially important on major decisions like vehicle repairs or large home projects.

Like Google, Yelp lets you search by business name or category, enter your ZIP code, and compare star ratings, review counts, photos, and customer feedback.

Yelp is less widely used than Google and tends to be more selective about which reviews appear on its platform. As a result, businesses often have a lower total amount of reviews on Yelp, while Google may have thousands. This is normal. A business with a 4.4-star Yelp rating from 40 reviews is likely an established business worth considering.

If a business has strong Google ratings but poor Yelp ratings, compare the difference rather than relying on one rating alone.

Check for Serious Complaints at the Better Business Bureau

Use the Better Business Bureau (BBB) as a third layer of research after checking Google and Yelp for the typical customer experience.

The BBB can show you how a business responds when a customer has a serious problem or dispute.

Because people often file BBB complaints only after something has gone wrong, negative comments and lower letter ratings are common. Rather than focusing only on the letter grade, read the complaint details.

Look for:

What happened and how serious the problem was.
When the issue occurred and whether it appears to be an isolated incident or a pattern.
How the business responded.
Whether the company worked toward a fair resolution or left the issue unresolved.

BBB accreditation can be a positive sign, but it is not required for a business to be legitimate or trustworthy. Some excellent businesses may not have a BBB profile or choose not to become accredited.

When Shopping Online for Tech, Be Clear on the Seller

When shopping for technology, get informed about the seller's policies, including their ratings, shipping costs, return info and warranty options. This is especially important when looking for used, open-box, or refurbished phones, computers, appliances, and other expensive electronics.

Know who the actual seller is. Many major retailers have online marketplaces where third-party sellers can list and sell products on their website. Find out who sells the product by clicking on the item and looking near the "Add to Cart" button. Look for wording such as "Sold and shipped by Best Buy" or “Sold by [company name]”.

Whoever it's sold by is generally responsible for the order, customer service, and returns. If a laptop is listed as “Sold and shipped by [company name],” that company handles the sale under its policies.

When choosing the 'right' company really matters, let Bright Concierge do the research for you.

Sometimes, finding a dependable service provider takes more than a quick online search. If you would like, Bright Concierge can research, compare, and carefully vet local businesses for you. We only recommend companies we believe will be responsive, professional, and respectful to our clients.

We go a step beyond looking at online reviews, ratings, and location convenience. We contact companies directly to: