Online reviews
More than 90% Most customers read an online review before deciding to visit your business (Local Consumer Review Survey, 2020). And that makes sense: before doing business with a company, you want to know what others’ experiences have been—what’s known as social proof. By posting reviews on your website (and on Google!), visitors can see that your products or services are trustworthy and reliable.
At JKC Media We even offer an automatic integration so that reviews appear immediately on your website and Google.
In addition to influencing visitors’ purchasing decisions, reviews help you rank higher in Google. Reviews even
in the top 3 excluding ranking factors (
Moz). Google views reviews as an indicator of your business’s quality. Reviews often include important keywords, which you can respond to with even more relevant keywords (but be careful not to overdo it). Sometimes the star ratings are also displayed, giving visitors even more insight into the quality of your business.
Various platforms
You can collect reviews on various platforms. Of course, there’s our good friend Google, with Google My Business, and Facebook, where visitors can share their opinions. But there are also specialized review platforms such as
TrustPilot and
Customer Stories.
We personally recommend Google My Business. These reviews appear in search results, which improves your SEO. This way, customers can see your reviews right away when they search for your business name. Plus, Google My Business is considered a reliable platform that’s widely used.
Collect reviews
To get reviews, the first step is to ask for them. For example, a few days after delivering your product or service, you can ask the customer if they’d like to leave a review. We can handle this for you by sending an automated email from your online store (using MailChimp, for instance). Just don’t be too pushy. Wait a few days after the purchase and don’t send ten emails reminding customers that they still need to leave a review. That would drive you crazy too.
Ideally, you want good reviews. Keep the following points in mind:
- Make sure customers can easily create these using a simple, short form.
- People are more likely to leave you a review if they get something in return. It doesn't have to be anything big or complicated. Think of a simple giveaway or a special discount. After all, you scratch my back, I'll scratch yours, right?
Dealing with negative reviews
Unfortunately, you can’t always do everything perfectly, so you’ll likely have to deal with negative reviews. These can be incredibly frustrating—especially when someone complains about something you consider nonsense. But it’s important to respond to them in the right way. Follow these steps:
- Please don't get angry.
- Read the complaint carefully to find out what the customer was dissatisfied with.
- And respond to the substance of their feedback. Don’t just say, “I’m sorry things didn’t go as planned. We’ll work on it.”
- Address the complaint. Suggest a possible reason for the negative experience and specify exactly what you will improve. This benefits the customer who filed the complaint, other visitors who read the review and your response, and you yourself.
