Which Licenses and Credentials Should You Show on Your Business Listings?

By Bill Stilwell · Last reviewed October 16, 2026

The short answer

Only show licenses, certifications, insurance, bonds, and memberships you hold right now and can prove. Make license numbers easy for customers to check, and take anything down the day it expires. The Federal Trade Commission (FTC) says ads must be truthful and you need proof before an ad runs, and your state licensing board may have its own rules on how you show a license.

What this means

A credential is anything that tells customers you’re qualified or protected. That includes:

State or local licenses, like a contractor or electrician license
Certifications from a manufacturer or trade group
Insurance and bonds
Memberships, like a trade association or chamber of commerce
Awards

“Current” means it hasn’t expired or lapsed. “Verifiable” means a customer could check it, usually through a state license lookup, the group that issued it, or a certificate you can show.

Say an electrician lists “Licensed, bonded, and insured” on his website and Google Business Profile (GBP). That phrase makes three promises. He needs a current license, an active bond, and an active insurance policy for it to be true. If his bond lapsed last month, the phrase is now false.

Why it matters

Legal risk. The FTC says ads must not mislead and you need evidence for claims. The FTC also points out that every state has its own consumer protection laws for ads. Licensing boards often have rules too.
Listing problems. Google’s Maps content policy bans false or misleading descriptions of a business’s goods or services.
Customer trust. Many customers look up a license before they hire. A number that doesn’t check out ends the conversation.
Complaints. If someone hires you because of a credential you don’t have, you may face a complaint to your licensing board or a dispute.
Clear signals. Credentials listed the same way on your website and listings give search engines and artificial intelligence (AI) tools consistent facts about who you are. This is part of what search marketers call Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT) (see 19.8 EEAT Signals).

Who this applies to

Every business that shows any credential in public. It matters most for licensed trades like electricians, plumbers, roofers, and heating and cooling contractors, and for licensed professionals like accountants, real estate agents, and health providers.

If you hold no licenses or certifications, you can skip the display part. Just make sure nothing on your listings suggests you do.

Licensing rules depend on your state and sometimes your city or county. Check with your state licensing board for your trade.

How to do it

List every license, certification, insurance policy, bond, membership, and award you mention anywhere.
Write down the number, who issued it, and the expiration date for each.
Look yourself up in your state’s online license lookup. Make sure the name and status match what you show.
Ask your state licensing board whether you must show your license number in ads, listings, or on vehicles (see 9.5.7 License Display Rules).
Remove anything that’s expired, lapsed, or that you can’t prove.
Put current credentials on your website, ideally on a proof or about page with license numbers (see 13.4.8 Proof Page).
Mention key credentials in your GBP business description where they fit (see 14.9.1 Business Description). Use the same wording everywhere.
Only use a trade group’s logo or badge if you’re a current member and the group allows it.
Add every expiration date to your renewal calendar with a reminder well ahead (see 9.5.6 License and Permit Renewals).
If a license belongs to a person, such as a qualifying electrician, plan what you’ll change the day that person leaves.

What proof to keep

A copy of each license and certificate
Your current certificate of insurance and bond paperwork (see 10.8.8 Bonds)
Membership confirmations
Screenshots showing where each credential appears online

Store these in your compliance folder. Update it every time something renews.

Common mistakes

Saying “licensed, bonded, and insured” without all three. Each word is its own claim.
Showing a license held by someone who left. Some licenses belong to a person, not the business.
Leaving an expired credential online. Expired is the same as not having it.
Keeping a manufacturer’s “certified” badge after the program ended.
Listing a license from one state when you work in another.
Writing vague claims like “fully certified.” Customers can’t check them, and they invite questions you can’t answer.
Claiming a license that’s still pending. Pending isn’t licensed.

When to get help from a pro

State licensing board: to confirm what license you need and how you must show it. Questions to ask:

Does my license number have to appear on listings, ads, or vehicles?
Is this license tied to me personally or to the business?

Attorney: if you’re unsure whether a claim could be seen as misleading, or you get a complaint.

Insurance agent: to confirm what your policy covers before you advertise it.

Bill’s note

[Bill: add a short story or lesson here. For example, a business that kept an expired certification badge on its site, or how you help clients show their licenses on their websites.]

If you’d rather have this done for you, SiteSmarty handles Google Business Profile setup and websites.

How I did this for SiteSmarty

[Date I did this:]
[What I actually did, step by step: which credentials SiteSmarty holds and where I show them]
[What it cost and how long it took:]
[What surprised me or what I’d do differently:]
[Screenshot or photo to add, with private info blurred: the website credentials section and the tracking list with expiration dates]
[Result so far:]

Questions people ask

Should I put my license number on my Google Business Profile? If your trade is licensed, putting it in your description and on your website makes it easy to check. Your state may require it in ads, so ask your licensing board.

Can I say “licensed and insured” if I work under another company’s license? Only if your own business holds the license and the policy. If you’re unsure, ask your licensing board, insurance agent, or attorney before you use the phrase.

Can I list an award I won five years ago? Yes, if you include the year. Don’t make it sound recent.

What if my license is pending? Don’t claim it until it’s issued.

Audit check

Question: Is every credential shown on the Google Business Profile, website, and listings current, held by the business, and easy for a customer to verify?
Pass looks like: Only current credentials shown. License numbers that match the state lookup. The same wording everywhere. A renewal calendar with every expiration date.
Fail looks like: Expired licenses or badges still online. “Licensed, bonded, and insured” without all three. A license tied to a former employee. Vague claims nobody can check.
Evidence to collect: Copies of each license, insurance certificate, and bond; state lookup screenshots; screenshots of each place credentials appear; and the renewal calendar.

Where this fits

Do this first: 9.5.2 State Licenses, 14.1.9 Photos

Do this next: 14.2.1 In-Person Contact Requirement

Sources

Federal Trade Commission (FTC), "Advertising FAQ's: A Guide for Small Business" (checked October 16, 2026)
Maps User Generated Content Policy Help, "Prohibited and restricted content" (checked October 16, 2026)
Google Business Profile Help, "Edit your Business Profile" (checked October 16, 2026)

This page explains general rules and Bill's own experience. It is not legal, tax, or insurance advice. Talk to a qualified professional about your situation.