Here’s something true about online reputation management:
Where your reviews live is just as important as what those reviews say.
Here are 4 reasons why:
1. The Best Defense Against Unfair Reviews
As the business owner, you can (and should) engage with users, but you have no power to take down unfair reviews. If a competitor posts a fake review giving you a bad reputation, you can flag it (Here how in Google and Yelp).
But even then, you won’t know if fake reviews will be taken down, or how long it will be until something happens.
By putting reviews on your own website—however–you give potential customers a chance to see an authentic reviews—ones you can verify.
2. Customers Trust Reviews
The stats around reputation management are overwhelming:
92% of consumers read online reviews for local businesses
73% of consumers form an opinion by reading 1-6 reviews
69% of consumers believe that reviews older than 3 months are no longer relevant
Bottom line? You need customer reviews. And you need to keep them fresh. Potential customers don’t trust them beyond three months.
3. You Can Keep Prospective Clients Away from Google and Yelp
No matter how good your reviews are on Google or Yelp, those websites present you as one of many businesses your potential customer could choose.
That’s not what you want. You want to be the only business in consideration.
If you get a potential customer to your website, including customer reviews helps you keep them there, instead of losing them to Google or Yelp.
4. Reviews Increase Conversions
Finally, don’t forget the end goal of any business’ website: to make sales.
Almost 90% of customers say they trust reviews as much as personal recommendations.
By including reviews on your website, you increase the chances of making a sale. And isn’t that the point of your website?