I watched the Water Quality Association’s podcast this week, and I want to talk about what their own numbers say — because they say a lot.
For the first half of 2026, the WQA reported 492,544 unique visitors to their websites and 581 direct inquiries from the public. And when they listed what people came asking about, the number one topic wasn’t a product. It was education. Number two was PFAS. Number three was product support.
Education first. That’s the whole idea behind this site.
I’ve spent my career on the other side of the counter, and I’ll tell you what I told customers for years: learn what’s in your water before anybody sells you anything to fix it. The WQA’s own report says that’s exactly what the public is doing. People aren’t starting with a salesman anymore. They’re starting with questions.
She also talked about how consumers find their way to the WQA — a lot of them start with a logo on a box, or another company, and go looking to see if the claim is real. That’s the habit I try to teach here: if a box says certified, don’t take the box’s word for it. Look the product up in the certifier’s own directory. 18,709 people viewed the WQA’s certified product search in that same period. I can’t prove my little corner of the internet sent any of them there — but teaching people to check is what I do, and the checking is clearly happening.
One more thing they said plain, and it matters: the WQA does not recommend specific products. They test, they certify, they list — and then they stop. The picking is left to you. That’s the step I take here: every product in my buyer’s guide got looked up in the certifiers’ own directories before it earned its place. They built the library. Somebody still has to walk you to the right shelf.
There’s something new in there too. The WQA is putting three doors in front of consumers now: find a certified product, find a member company, and find a certified professional — and member dealers can opt in to be shown on TapScore, a consumer water-testing platform. The trade association is learning what I’ve been saying: consumers want a way in that starts with information, not a sales pitch.
And learn the difference between their two logos, because some dealers count on you not knowing it: the member logo means a company paid its dues. The Gold Seal means a product was actually tested and certified. Only one of those tells you anything about what’s in the box — and the member logo isn’t even allowed on product packaging.
They also talked about their code of ethics, which matters to me — my article on spotting an honest water treatment company is built on holding this industry to its own stated standards. And their new slogan is “Creditability in every drop.” Creditability — credibility, being worthy of belief. If it means the industry plans to stand behind what it sells, I’ll take it.
I was never a WQA member, and they don’t endorse this site — that independence is the point. But understand me: I support them. I support their code of ethics, their certification programs, and what they’re trying to do for this industry. You don’t have to carry a membership card to stand behind doing water right.
Check the pH, then filter. And before that: learn.
— Steve
Video: https://youtu.be/In-UJhpauXM
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