Why Your Business Should Want More Reviews on Review Sites

The importance of responding to customers online could not be more prevalent as reviews continue to grow more than ever before. Aside from the fact that reviews from customers help others decide whether they should visit a business or not, reviews are now more prevalent on search results pages—meaning a lot of eyes can see what is being said about your company online.

The influence that reviews have on shoppers is staggering: more than 88% of online shoppers incorporate reviews into their purchase decisions (Webrepublic, 2015). Businesses are told to get more reviews on review websites to keep attracting new customers. With so many review websites out there, where does a business even begin? Your business may be afraid to manage customer reviews on review sites as you may not want to end up in one of these situations:

  • receive zero reviews
  • receive zero recent online reviews
  • receive negative online reviews
  • or, your business simply has unmanaged online reviews across multiple review websites

Unfortunately, your business is missing out. This lack of free online word of mouth is actually hurting your business through inaction, because reputation drives conversion.

1) Business reviews and social posts help shape your company’s online reputation

In fact, one of the worst things your business can do is ignore your online reviews and social posts. As easy as it is to make a mistake when handling your business’s online reputation, it can also be easy to recover if done properly (and with apology). While damage will inevitably happen, your business can take steps to mitigate the degree of damage that can occur. The biggest mistake of all your company can make is not participating in helping to shape the conversation about your company online.

2) Business reviews provide valuable feedback for your business

While it can be easy for your business to take negative comments to heart, it is important to recognize that reviews are constructive feedback. All in all, reviews are valuable feedback! They help your company gauge their performance and see how you can improve. There is always room for improvement and a lot can be learned even from positive business reviews. Through reviews, your business can see which products or services you should be boasting, which needs work, and even discover which employees rock at customer service.

3) Your business reviews can now appear in search results

Search engines have caught on to the popularity of reviews and are now displaying them more prominently. So, if someone searches for your business, there is a chance that reviews from review websites could be displayed on the search engine results pages. In Google’s markup—the annotated content that appears in search—of a company or product, business reviews and ratings can now be included in search results. In other words, when a user performs a search on Google, Google will find and possibly display review summaries from online business reviews and consumer ratings. Below is an example of how business reviews now showing up in search results.

How can businesses get more reviews?

There are a variety of methods your business can employ to ask for more business reviews, including emailing consumers manually, using surveys, asking consumers to leave reviews with codes and review sites on their receipts, or utilizing review generation software to automate the business review process.

Three important review website management tips:

1) Remember to add or claim listings on the top review sites

It’s a good idea to add or claim a listing or business profile on the most popular review sites (unless your business doesn’t fit with the niche), correct your business’s listing information and start getting more business reviews!

2) Your business should keep asking customers for reviews

Asking the average customer for a review can be hard work. Granted, it is often easiest to get reviews from consumers that are either really happy or really unhappy with the level of service they were provided. Your business should always remember to ask as customers are busy creatures and will not remember unless they are asked or reminded to leave feedback.

3) Customers are more open to leaving reviews on review sites

Why not just ask for business reviews or testimonials on your business’s website? Well, asking consumers to leave a review on your business’s website seems a lot more screened and inauthentic than simply asking consumers to leave reviews on a trusted review site. Since the review site is a third party, it feels more open for customers to leave an honest, unbiased review.

Business reviews are here to stay

In conclusion, there’s no getting away from business reviews. The good news is that there are methods to get more business reviews as well as effectively managing reviews from customers. Also, businesses needn’t fear negative online reviews, as there are ways to negate the effect of negative reviews.

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Digital Customer Service: the 10 Cornerstones

Customer service is about solving the problems of your customers. Now, companies have to manage customer service across multiple channels. When people have a negative experience online, they blame the company. Not responding to customers on review sites and social media is worse than having a phone line that goes unanswered, because there are thousands of people witnessing the neglect.

Whose job is customer service? The truth is, customer service is the responsibility of everyone in your company. Building a brand means delivering on a promise again and again. It means consistency and maintaining effective customer relationships.


The 10 cornerstones to success in digital customer service

1. Respond to reviews quickly

When customers take time to leave a business a review, it’s essential to respond in a timely manner. Nearly nine in ten consumers read online reviews to determine the credibility of a business, and it’s important they see that the business has an active, responsive voice. Not only will other people who visit the review site see the response, but it’s possible those people could share the review and response with their own networks. All reviews should be acknowledged by your business. The only exception to this is star-only rating reviews. These are permitted on Facebook and a few other top review sites.

2. Provide a consistent experience

Depending on the type of product or service that you offer, customers may interact with several people at the company before the final transaction. Your business needs to make sure that throughout the entire experience, that your customers are having positive interactions. The same story should resonate throughout your customer service efforts, and that story should be customer-centric.

Apple is an example of a company that provides a consistent experience throughout their customer funnel. From their website with its sleek, minimalist design to the simple and elegant phone you take home, Apple products and website offer a cohesive experience.

3. Experience your customer journey

Most businesses have put together their online presence somewhat piecemeal—create an account on one social platform, add chat integration to the website, build a blog, expand offerings, etc. While this is the most common way to build out a business, it doesn’t always equal the most seamless customer journey. Go through your buyer’s process. Search for yourself online, look at the website content, sign up for the newsletter, etc. Note any bumps and bruises you find along the way and how you can make the whole experience more cohesive.

4. Use social media as a two-way street

Perhaps the best thing about social media is that it means a sort of democracy for customers and businesses alike—everyone is on the same playing field. While social media can be tiresome, let’s be sure we don’t ruin one of the best things about it—the fact that consumers can have conversations with businesses. Share helpful content, engage with consumers and occasionally share promotional info about your products or services. Asking questions, holding competitions and sharing content relevant to your audience are all good ways to engage with consumers. Don’t just talk, listen.

5. Have a high performing website

People visiting your website are not patient so your business needs to have a webpage and assets that load quickly. Nearly 50% of consumers expect a page to load in two seconds or less, anything longer than that, consumers start dropping off. The abandonment rate for viewers waiting to start up a video is a steady curve up and to the right. When website visitors have a poor experience on a company website, they blame the company, not Google, wifi issues or whatever else may be the problem.

6. Open communication and transparency

Consumers can detect sales-y language from a mile away. It’s best to be direct about your offerings, and even your shortcomings. Nail your sales approach and provide consumers the information they’re looking for. Even if you are unable to solve every problem your customers have, they’ll appreciate your honesty and will be less likely to leave. Set your brand voice, share your truths. Being honest with consumers, even if it appears to be a negative, usually pays off.

7. Get your listings right

Having a thorough understanding of listings is essential in the digital space. Getting business listing information accurate (name, address, and phone number) across the web, though, is one of the most important things your business can do to create a better digital customer service experience. There are many important directory and listing sites. Also, having correct listings with the four major data aggregators (Factual, Acxiom, Neustar-Localeze, and Infogroup) is one of the keys to disseminating accurate listing data across the web.

8. Positive attitude

The power of a positive attitude and its influence on customers should never be underestimated. Optimism is a cornerstone of customer service. Small changes in language and wording can make a huge impact on customers:

  • Option one: I’m sorry, we won’t have that product in our software this month.
  • Option two: That functionality will be available at the beginning of next month! Our development team is hard at work on a few other features that are useful to you, as well….

Abrasive or abrupt language is very off putting in customer service, even if it is not directly rude or negative.

9. Use email effectively

Make sure when you email your customers, that you have something to say. The communication should be timely, relevant and helpful. Having an effective call to action is essential—give them a reason to read and engage with the email. An automated newsletter is fine and can be a good piece of communication, but never have a do not reply email.

The heart of digital customer service (number 10)

Your customers may say they want the best product, and that they want it at the best price. While that is true, what they want most is authenticity. Authenticity is delivering on a promise. Authenticity is consistency. Authenticity is digital customer service.

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3 Tips to Make Your Website Actually Useful

Gone are the days of a “form over function” internet. Where once the simple novelty of seeing a business online, in any fashion, was often enough. Now, today’s more savvy audiences simply want to get where they are going. So with the priorities of today’s business websites being speed and ease of use, here are 3 tips that can make sure you are providing your customers the information they require in the best way possible to help you make conversions either on your site or in person.


1. Where is the business?

Contact information is the most important information you can have on the internet. Seems simple enough, yet many well-intentioned websites make this information difficult to find. Studies show that people will tend to look at the top left corner of your website first, like they’re reading a book. This is where the most important information should be, your contact info—don’t make customers scour the page looking for a way to find your business.

There is lots of data you can include in the contact information section. The trick is finding the balance of information overload vs. unnecessary vagueness. There are three things you need to specifically include:

Hours of operation

People seeking this information are likely close to buying, so having your hours of operation listed accurately and in a fashion that’s easy to read is a huge priority. Here are two examples, one bad and one good, to showcase how your hours should be listed online

Don’t do it like this
We are open Mondays – 8:00 am-5:00 pm, Tuesdays – 8:00 am-5:00 pm, Wednesdays – 8:00 am-7:00 pm, Thursdays – 8:00 am-5:00 pm, Fridays – 8:00 am-7:00 pm, Saturdays 12:00 pm-5:00 pm and the service shop is also open until 7:00 pm.

Looks hard to read, right? It doesn’t look nice, it’s hard to look at specific days, and you don’t know if the service shop is just open on Saturdays, or if it’s always open until 7:00 pm every evening.

A better example
Sales:
Mon 8 – 5
Tues 8 – 5
Wed 8 – 7
Thurs 8 – 5
Fri 8 – 7
Sat 12 – 5
Sun Closed

Service:
Mon-Sat: 12 – 7

Looks a lot nicer, right? It’s a lot easier to read and find the information you need. The most important part is to make sure the hours are accurate. Even if it takes an extra line to better explain a confusing set of hours, customers greatly appreciate knowing when they can expect your business to be open.

Address

Unless you’re an online retailer, your address is an essential part of your contact listing. But just like hours of operation there is are a variety of ways to share your location. Here is how we recommend it. Provide enough information so that Google maps can locate the business. For people in major cities, often times just your street address is sufficient. But if your business is a little tricky to find consider linking to a map application, or have the map right on the website. If you’re going that direction, make sure to use an accredited map engine like Google Maps, instead of a hand-drawn creation. People tend to be a lot more familiar with popular map formats and might get confused/scared at the sight of your beautiful artwork.

Phone number

This is the number where customers can most easily reach you. Businesses with multiple departments equipped with individual phone lines, might want to stick those on a “Contact Us” page. There’s no sense in cluttering your home page with 30 different phone numbers. Businesses should have one phone number on the homepage display to be a catch-all for any inquiries. Don’t forget an area code for those out-of-town customers. Make it easy for on-the-go customers to hit a button and have their mobile device ring the business instantly.


2. Who is the business?

You likely have a lot to say about your business so the real challenge here is the distillation of your story. Here, think of the company from the customer’s’ perspective; what makes you unique? Why are you better than their competitors? What do you do for customers? These question will likely shed light on the most important information to share, at least at the top of the page.

Once you’ve got your top level information cased, consider designing a way for interested customers to learn even more about the business. There you can dive deeper into your history, philosophy, and share any achievements or media coverage your business has had in its past.


3. What does the business do?

This is where functionality needs to be the highest priority. Customers are looking for confirmation that your business is what they are looking for in the moment they are searching. You can’t afford to have this information be anything but concise, easy to find, and extremely helpful. It’s challenging to know the exact right strategy for your business but a tactic we recommend is taking a look at your closest competitors for insight.

Look at those website and assume the perspective of their customer. If you like something about the way their website works, make a note. If you find something super inconvenient or confusing, again, make a note. Have these notes inform your approach.


Conclusion

A lot of people think a website should be an online version of your business. In reality, this is virtually impossible. A website is more like a messenger for your business. It’s a tool for relaying information about the business to potential customers. If your messenger is long-winded, confusing and tries to use flashy bright colours to grab attention, the customer is not going to be engaged. If your messenger relays all the information in a simple, concise and memorable way, customers will be much more likely to engage. It is quite likely a website is the first impression the customer might have of your business—remember, you only get once chance to make a first impression!

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