Navigating the world of online reviews can be difficult for a business owner. Especially if you are just starting out.
This article offers insights on why reviews are important, how they impact customer behaviour, and tips for managing your online reputation.
The benefits of online reviews
Online reviews help a business grow and succeed. With client reviews you will:
- Attract new customers: Good reviews act as a modern form of word-of-mouth, with satisfied clients recommending you to other people.
- Build trust: Positive reviews show to new customers that you have helped other people overcome a specific challenge.
- Improve your service: Customer reviews give you feedback. They tell you what clients like and what you can do better.
- Make your business visible: Reviews help your business rank higher in search results.
- Convince people to buy: When people read good reviews, they're more likely to choose your business over others.
“Other than references, the reviews also count a lot. It gives clients an idea about your professionalism, whether you are actually covering the scope of work they are looking for and whether you are kind of compatible with them”, clarifies Lindsey Thomas, Procompare's success story with Studio Elle Interior Design.
Just as good reviews can help your business, bad reviews do the opposite. People are less likely to trust you and try your services.
How online reviews impact buying behaviour
Let’s take a look at a couple of stats from the 2023 Digital Marketing and Customer Journey Report by Social Places.
- Before even setting foot in a business, almost 93% of South Africans take the time to read online reviews.
- More than 88 % of people trust online reviews as much as they do personal recommendations.
- Positive reviews have a strong pull, with almost 79% of respondents saying they influence their decisions when selecting a business.
- Around 55% of clients are more likely to choose a business with a 4-star rating or higher.
Positive online reviews will get you hired.
What if your business has zero online reviews?
Negative reviews can clearly hurt your business by making people think twice before hiring you. But having no reviews at all can be just as bad. It makes people question if your business is trustworthy or if you even have some real customers and projects to show.
Thomas, an interior designer from Cape Town, illustrates the problem: "There are so many scammers who will walk away with a lot of other people's money."
Potential clients might think that your previous clients weren't happy enough to write a review. Or that you simply aren't putting in the effort to manage your online reputation.
Either way, it’s time to remedy that.
Get more online reviews and respond to them
How to get clients to post online reviews
- Do your job well: The best way to get positive reviews is to offer excellent service and exceed your clients' expectations.
- Ask for a review: The simplest way to get a review is to ask for it. After completing a job, kindly ask your satisfied clients to leave a rating and a review.
- Follow up: Sometimes people forget. A gentle reminder via email or text can go a long way.
- Offer incentives: While you can't buy reviews, you can offer incentives like discounts on future services for honest feedback.
- Make it easy to leave a review: Provide a direct link to your review page in your follow-up messages to make the process as easy as possible for your clients.
“Some projects are long-term. You are going to be working with clients for 3, 4, 5, or even 6 months. You are in their personal space constantly, and it is very important that you “work” for them. And they can scope that from reviews, whether you are going to be a good fit for what they are looking for. So, yes, reviews are absolutely important,” concludes Thomas.
How to respond to a client review
Let's briefly consult the Social Places survey results on online reviews.
- More than 80% of South Africans expect a business to respond to their negative review and about 65% expect the response within 24 hours.
- Nearly 72% of clients expect a business to respond to their positive review and 59% expect the response within 24 hours.
- Over 90% of clients read businesses' responses to customers.
Clients expect a response when they leave a review.
So, what are the lessons for service providers?
- Respond to every review: Whether the review is positive or negative, always take the time to respond. If you can, do it in the first 24 hours.
- Address the issue: If the review is negative, acknowledge the issue and offer a solution. This can turn a negative into a positive and shows you're committed to customer satisfaction.
- Learn and improve: Use the feedback, both good and bad, as a learning opportunity to improve your services.
Take control of your reputation with Procompare
Here's an example of service provider page on Procompare with ratings and reviews:
Procompare connects you with clients who can rate your service after the job is completed.
We only allow clients who have had actual experience with a contractor to leave a review.
Clients rate the project on a scale of 1 to 5 stars, evaluating the quality of work, pricing, and respect for timelines.
Procompare provides an easy way for clients to leave reviews and for you to respond to them. With a user profile page on Procompare, you can showcase the reviews, your business, and services all in one place.
When people search for your company or services you offer, your businesses' page on Procompare will appear on Google and Bing, along with your ratings.
With high ratings, you can compete for the Top-rated South African Pros award each year. Winners are promoted in our marketing and media campaigns, giving you even more exposure.
We offer review badges that you can display on your website or add to your email signature as well.
