Angie’s List offers “FREE access to ‘top-rated pros’, exclusive online deals and more than 12 million verified reviews from real people” so how can you go wrong with a recommendation from Angie’s List?

Well, for starters, only advertisers are described as “top-rated pros” and they’re listed ahead of other contractors. They’re also given special treatment when it comes to negative reviews and, when a consumer asks for a recommendation – they’re only given the names of advertisers.

In fact, the Consumer Federation of America (CFA) warns “If you use Angie’s List, ignore their recommended companies.” CFA recommends that “When possible, consumers should rely on nonprofit organizations that evaluate businesses and are not funded by the companies they are evaluating.”, but Angie’s List isn’t a great deal for advertisers either…

When consumers are sent 4 or 5 recommendations, they tend to choose the lowest priced option. On top of that, advertisers are encouraged to offer discounted prices and onsite search results seem to favor businesses that offer coupons. For this reason, established contractors who are unwilling to sacrifice quality in order to offer bargain prices avoid Angie’s List.

Angie’s List started out as a subscription-based service in 1995. In 2017, IAC