Is Angie’s List Worth It for Contractors? Pros & Cons Revealed

Are you contemplating whether Angie’s List, now Angi, is a savvy investment for your contractor business? Here is an honest assessment of “is Angie’s List worth it for contractors”, weighing the pros and cons, analyzing costs, and exploring user experiences. This no-frills guide is designed for contractors eager to understand the real value of Angi and what it could mean for their business growth and visibility in the competitive home services market.


  • Angi offers both free and paid memberships for contractors, providing a platform for increased visibility and lead generation, but paid features come at a cost.

  • While Angi can help build trust and attract clients, contractors need to manage reviews carefully and be cautious of aggressive sales tactics and the highly competitive nature of the platform.

  • Diversifying marketing strategies beyond Angi, such as using Google Business Profile and engaging in social media marketing, is essential for maximizing business reach and not relying solely on one platform.

Understanding Angie’s List (Angi) for Contractors

Angie’s List, now known as Angi, is not just a directory but an interactive platform that facilitates the connection between contractors and homeowners seeking home improvement services. As a contractor, you might be wondering, “Is Angie’s List worth it for me?” To answer that, we need a comprehensive understanding of the platform’s operation and its offerings, which will help us determine Angie’s List worth for your business.

How Angie’s List Operates

Angie’s List, or rather Angi, operates as a kind of matchmaking service for homeowners and contractors in the home service business. As a contractor, you can create a detailed profile showcasing your services, operational hours, and contact information. However, the real distinguishing factor is the customer reviews. Angi’s consumer review-driven approach allows homeowners to rate your services on a scale from ‘A’ to ‘F’, influencing your business’s visibility on the platform.

But how did Angie’s List transition to become Angi?

The Transition to Angi

Angie’s List rebranded as Angi to better reflect its evolution from a directory to a dynamic platform where users can book, schedule, and pay for home services. This transition was a response to the rise in online spending for home services business, especially during the COVID-19 pandemic.

Angi’s new look is not just skin deep – it also came with a change in the parent company’s name, from ANGI Homeservices Inc. to Angi Inc., maintaining the same stock symbol ‘ANGI’.

Analyzing the Costs of Angi for Contractors

When assessing Angi’s value for contractors, cost analysis is a fundamental factor. Angi offers both free and paid memberships, each with its own set of benefits and drawbacks. A free membership allows you to list your business and gain basic visibility, but is that enough? We will now examine the cost implications and differences between free and paid memberships.

Free vs. Paid Membership

Angi’s free membership allows you to list your business and create a profile. However, bear in mind that paid competitors may rank higher, potentially affecting your visibility. Despite this, a free Angi listing offers basic visibility and could be worth considering due to its wide user base and potential business opportunities.

On the other hand, paid memberships come with advanced features and benefits, which could provide a competitive edge.

Advertising and Lead Generation Costs

Paid membership opens up additional opportunities such as Angi Ads and Angi Leads. These tools enhance your listing visibility and help generate leads, albeit at an extra cost. The costs of these services include an annual membership fee and operate on pricing models like pay-per-lead or cost-per-click. However, judicious management of these investments is vital for a favorable return on investment.

Pros and Cons of Using Angi for Contractors

Like any platform, Angi has its own set of pros and cons for contractors. On the bright side, Angi can be a powerful marketing tool, offering access to a large user base and lead generation tools. However, some drawbacks need to be considered, such as costs associated with membership, potential biased reviews, and increased competition.

We will now scrutinize these advantages and disadvantages.

Benefits of Angi

One of the biggest benefits of Angi for contractors is increased online visibility. A well-crafted profile on Angi, showcasing your services and highlighting positive customer reviews, can attract potential clients actively searching for specific services. Additionally, as a trusted platform, Angi can enhance your credibility and help build your reputation.

However, there are potential downsides to consider as well.

Drawbacks of Angi

While Angi offers numerous benefits, it’s important to be aware of potential pitfalls. Some of these include:

  • Aggressive sales calls promoting paid services after signing up with a free account

  • The competitive environment on Angi can push contractors to lower their prices to win leads

  • The subscription-based model for homeowners limits the audience reach of contractor listings, potentially affecting your ability to attract non-subscribing homeowners.

Strategies for Success on Angi

Regardless of its drawbacks, Angi can be an excellent platform for contractors when used effectively. Success on Angi comes down to strategic profile optimization, effective review management, and diversifying marketing efforts.

We will now explore these strategies to maximize your Angi experience.

Optimizing Your Profile

A strong profile is one of the keys to success on Angi. High-quality photos and videos can give potential customers a better look at your services. Detailed descriptions and relevant keywords in your profile can also help attract potential clients.

Additionally, keeping company information up-to-date and offering discounts can set you apart from competitors.

Managing Reviews

Reviews play a crucial role in a contractor’s reputation on Angi. Responding to every review professionally and courteously maintains a positive reputation. When faced with a negative review, promptly addressing the concerns and settling issues can help resolve negative reviews, turning the negative into a positive experience.

Remember, encouraging customers to leave detailed and good reviews can enhance your standing on Angi, while negative reviews might affect it. By paying attention to online reviews, you can better understand your customers’ experiences and improve your business accordingly.

Diversifying Marketing Efforts

While Angi can be a valuable part of your marketing strategy, it’s important not to put all your eggs in one basket. Diversifying your marketing strategies can enhance your business reach and prevent overreliance on Angi.

Engaging in offline and online marketing campaigns, including hyperlocal ads and social media efforts, can complement your use of Angi.

Real-Life Experiences with Angi

The experiences of contractors with Angi are as diverse as the contractors themselves. Some have found the platform to be a valuable tool for lead generation and business growth, while others have had less positive experiences.

We will now delve into a few of these real-life accounts.

Success Stories

Many contractors have found success using Angi. Companies like Duncan Enterprises and Paint Authority have expressed appreciation for Angi’s advertising reach and the customer acquisition the platform facilitated for new businesses.

Long-standing businesses have also found the platform beneficial, with WyattWorks Plumbing and Artisan Quality Roofing endorsing Angi’s services.

Challenges and Disappointments

On the flip side, some contractors have faced challenges with Angi. Some contractors have reported substantial costs to earn a review on Angi, with estimates of at least $100 per review. Additionally, if a contractor decides to cancel their Angi account after acquiring reviews, they may face considerable financial losses.

Alternatives to Angi for Contractors

While Angi may be a well-known platform for connecting contractors with potential clients, it’s not the only player in the game. Several alternatives to Angi offer various options for lead generation and business promotion, including:

  • HomeAdvisor

  • Thumbtack

  • Porch

  • Houzz

  • Yelp

These platforms are worth it for contractors, as they can help them expand their reach and find new clients.

We will now examine some of these alternatives.

Google My Business

Google My Business, now known as Google Business Profile, is particularly valuable for local businesses, including those in the construction business, to increase visibility and connect with customers through an effective business listing. By focusing on your local business, you can also ensure a trustworthy reputation by checking with the Better Business Bureau.

Direct messaging through Google Business Profile is available, allowing potential clients to easily get in touch with contractors for estimates or queries.

Social Media Marketing

Social media marketing, which includes platforms like:

  • Facebook (including private Facebook group)

  • Twitter

  • Instagram

  • LinkedIn

enables contractors to enhance brand awareness and interact with a larger audience. Through targeted ads on social media, contractors can efficiently promote their services to specific groups, enhancing lead generation and sales.


Angi, formerly Angie’s List, is a dynamic platform that offers a variety of features and benefits to contractors. From increasing online visibility to generating leads, Angi has the potential to boost your business. However, it’s important to be aware of the costs associated with membership and the competitive environment of the platform. Whether Angi is right for you ultimately depends on your business goals, budget, and marketing strategy. Remember, a diversified marketing approach, coupled with a well-optimized profile and effective review management, can pave the way for success, not just on Angi, but in your overall business growth.

Want better exclusive phone leads than Angi? Let’s Talk!

    Frequently Asked Questions

    How does angie’s list work?

    Angie’s List is an online review platform where users subscribe and pay a fee to access and post reviews of various businesses and services. It provides ratings and reviews for a wide range of products and services.

    How much do you pay per lead on Angie’s List?

    You can expect to pay between $15 to $85 per lead on Angie’s List, with an average cost per lead ranging in that range. This makes it important to budget around $300 per month for lead generation.

    What is the angies list scandal?

    The Angie’s List scandal involves allegations that the company allows un-vetted companies to buy their good ranking, making a large portion of their income from advertising sales. This practice has been subject to a complaint filed by the FTC in 2022.

    Is Angi List good for contractors?

    Kind of, Angi List is a decent platform for contractors to gain online visibility and generate leads. It connects homeowners with trusted service providers. You have to manage your spend and have a differentiator that allows you to win bids without dropping estimates to unprofitable margins.

    What is Angi?

    Angi is an online platform that connects clients with home improvement service providers based on contractors’ profiles and clients’ reviews.

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