“I’ve worked with a really good house painter before, he can help with your renovation. Here, I’ll give you his number”. This is a conversation that most of us are familiar with – both from the perspective of a business owner and a customer.
Many small business owners can benefit from the power of online reviews. You put a lot of time and effort into your website and online advertising, but spending time building good reviews is one of the most important things that you can do to increase your brand’s credibility. This can mean the difference between a customer choosing you and your competition. Let’s explore some key benefits of building your online reviews.
1. Increase sales
Websites that post reviews on their website can expect an 18% increase in conversions over those that do not. It is also important to note that 79% of buyers said that they put as much trust in an online review as they do a personal recommendation from friends or family who they know.
2. Competitive advantage
Positive online reviews can give you a competitive advantage, and 72% of customers will make a purchase after reading positive reviews. If you have more positive reviews than your competition, then they are more likely to choose you. A customer is more likely to choose a business that has hundreds of positive reviews over one that only has one or two. Building a portfolio of positive reviews should be a part of your marketing strategy.
3. Negative reviews can help with trust
It might go against logic, but sometimes negative reviews can help. If you have nothing but 100% glowing reviews, it can look like they are fake. A few negative reviews can help your reviews look like they are from real people. That being said, how you respond to them can either build or break customer trust. 45% of buyers said they’d still engage with a business that responds well to negative reviews.
4. Reviews trigger sales
When people are looking to make a major purchase, they often spend considerable time comparing their options. If it is for a major home repair, a vehicle, or investment, the amount of time they spend researching is proportionate to the cost of the item. Nearly 72% take action only after reading a review. The review is the trigger that makes them contact you over your competitor.
5. Show your best traits
Reliability, expertise, and professionalism were the traits people looked for the most when reading reviews. Nearly 27% said that reliability was the top factor. This means that missed deliveries and poor-quality work can have a big impact on your business. You need to put your best face forward every time you interact with your customers both online and offline.
Best practices to improve your reviews
By now, you should be able to see how important it is to build up a library of good reviews and why you should avoid negative ones as much as possible. It is generally accepted that people who write a negative review expect a response in under seven days, but it is to your advantage to respond to it as quickly as possible. When responding, you should correct any inaccuracies, but do not be afraid to admit them if you made an honest mistake. You should end by highlighting your strengths and provide a solution if it is warranted.
One of the best ways to build positive reviews is to do your best to make sure that every customer has a positive experience. Remember that every time you have contact with your customer, they are forming an opinion of you. It is up to you to make sure that it is a positive one. A customer who has a good experience and tells others is the best marketing that you can have.
Building positive reviews takes continual effort and consistency. If you have loyal customers who call you first whenever you need something, be sure to ask them to share their experiences. Reviews on sites like Google, Facebook, Oneflare and Word of Mouth are an excellent way to build positive reviews and be found by those who are looking for your services.