In the digital age, your online reputation can make or break your business. Before most people hire a tradesperson, visit a restaurant, or choose any local service, they check the reviews. What they find there often determines whether they choose you or a competitor. Managing your online reviews and reputation is not optional. It is an essential part of running a successful business.
Why Online Reviews Matter
Online reviews serve as digital word-of-mouth. They provide social proof that influences purchasing decisions at a scale that traditional referrals never could. A business with dozens of positive reviews and a high average rating immediately inspires confidence. A business with few reviews or poor ratings raises red flags, regardless of how good the actual service might be.
Reviews also play a significant role in local search rankings. Google considers the quantity, quality, and recency of your reviews when deciding where to rank your business in local search results. More positive, recent reviews generally lead to better visibility.
Where Reviews Matter Most
While there are countless review platforms, a few stand out as particularly important for local businesses.
Google reviews appear directly in search results and on Google Maps, making them the most visible and influential reviews for most local businesses. A strong Google review profile is essential for local SEO and for making a good first impression on potential customers.
Industry-Specific Platforms
Depending on your industry, there may be specific platforms where reviews are particularly important. Hospitality businesses should pay attention to TripAdvisor. Tradespeople might focus on Checkatrade or Trustpilot. Identify where your potential customers are most likely to look for reviews and focus your efforts there.
Social Media
Facebook recommendations and reviews are often one of the first things people see when they visit your business page. Keeping your social media profiles active and positively reviewed adds another layer of credibility.
How to Encourage More Reviews
Most happy customers are willing to leave a review. They just need a little encouragement and a clear, easy path to do so.
Ask at the Right Moment
The best time to ask for a review is shortly after you have delivered a great experience. This could be right after completing a job, following a successful appointment, or after a positive customer interaction. The experience is fresh in their mind, and they are most likely to follow through.
Make It Easy
Provide a direct link to your Google review page. You can create a short URL or QR code that takes customers straight to the review form. The fewer steps involved, the more likely they are to leave a review. Send the link via text message or email for maximum convenience.
Use Follow-Up Messages
A polite follow-up message after a service, thanking the customer and including a link to leave a review, is highly effective. Keep the message short, personal, and genuine. Do not pressure people. Simply express that you would appreciate their feedback.
Responding to Reviews
How you respond to reviews says as much about your business as the reviews themselves.
Responding to Positive Reviews
Thank the reviewer by name, express genuine appreciation, and mention something specific about their experience if possible. This shows that you value their feedback and care about individual customers, not just their ratings.
Responding to Negative Reviews
Negative reviews are inevitable, and how you handle them can actually improve your reputation. Respond promptly, stay calm and professional, and acknowledge the customer's concern. Apologise where appropriate and offer to resolve the issue. Take the detailed conversation offline by providing a phone number or email address.
Never argue with a reviewer publicly, even if you believe the complaint is unfair. Other potential customers are reading your response, and a composed, empathetic reply demonstrates professionalism and integrity.
Dealing With Unfair or Fake Reviews
Occasionally, you may receive a review that is clearly fake, from a competitor, or violates the platform's guidelines. Most review platforms have a process for flagging and removing reviews that violate their terms. Report the review through the proper channels and document your reasons. Be patient, as the review process can take time.
In the meantime, focus on generating more genuine positive reviews. A single negative review surrounded by dozens of positive ones has minimal impact.
Building a Long-Term Reputation
Your online reputation is built over time through consistent delivery of excellent service and proactive management of your online presence. Make review management a regular part of your business operations. Monitor your reviews across all platforms, respond to every one, and continuously seek feedback from your customers.
The businesses that take their online reputation seriously are the ones that consistently attract new customers and build lasting loyalty. It is an investment of time and attention that pays dividends for years to come.