How to Get Online Reviews and the 9 Reasons Why They're Important
Back in the Day, We Had Gatekeepers
In the 20th century, before the Internet, we relied on print, TV, and radio for information. All these media channels required what we now call “gatekeepers”… professionals who researched, curated, validated, and disseminated information and advertised products or services.
Growing up in the ’70s, I remember a Trident commercial that said, “4 out of 5 dentists recommend sugarless gum for their patients who chew gum.” Although I was just a kid, I understood that dentists said it’s better to chew sugarless gum than gum that isn’t sugarless. They were the experts, and I never questioned how they came up with the stat–I assumed they knew what they were talking about and I trusted them.
“4 out of 5 dentists recommend sugarless gum for their patients who chew gum.”
American Tobacco Company, 1930 (Courtesy SRITA)
"20,679* physicians say 'LUCKIES are less irritating.'” In the 1930s and 1940s, scores of advertisements touted the benefits of smoking cigarettes. They used the imagery of an affable, older doctor in a white coat holding up a pack of smokes with a headline that implied that his brand of choice was less irritating on the throat and better for you. Using society’s trust in the medical profession to validate products was very common in advertising back then because it worked.
We’re social creatures and care what others think of us. We need to belong, be accepted, and be validated, so we rely on family, friends, and community. We rely on others to help us make the right decisions, so trusting doctors and dentists to safeguard our health feels normal. Having gatekeepers and relying on personal connections and our community makes decision-making easier.
Since the beginning of time, we have had to trust or perish. Even if the stakes aren't survival, we still want quality referrals because they’re a shorthand for a positive outcome. If you needed to find a vet or a beautician/barber, you’d ask a family member or trusted neighbor who they recommended. If you wanted to buy a car, you might consider a specific make and model because your Dad always drove a Ford or your best friend’s older brother was a Chevy guy. But you’d still do your due diligence, read Consumer Reports, talk to a mechanic, and test-drive models you were interested in. If there were advertising that appealed to you (or didn’t), that would also be part of the decision-making equation.
Then came the Internet, and everything changed. Now, we have an entire world of choices, and selecting has become more complex, and decision-making fatigue is real. How do you know where or what to get when you can get everything everywhere?
“It is estimated that an American adult makes 35,000 decisions a day.”
The Rise of the Review Culture
In the digital age of the 21st century, we no longer have gatekeepers deciding what information we have access to. Now, if we heard “4 out of 5 dentists recommend….” we’d immediately wonder about the 5th dentist or what the other 20% thought. We’re more discerning, cynical and even conspiratorial. According to Performance Marketing World, 84% of millennials don’t trust traditional advertising. People are weary of ads that obfuscate the truth of the quality of the products and services they get from brands.
I won’t even get into the cigarette industry other than to say that less than a hundred years after smoking cigarettes became “du jour”, its heyday is past, its allure passé, and many of its users have passed on, including those friendly old docs.
Finally, regarding our friends and family, their opinions aren’t as valued anymore either. Nowadays, when selecting a service or a product, we’re more sophisticated and have more requirements and options. Just because my best friend thinks something is amazing doesn’t mean I will, especially if it comes in many shapes and sizes. Instead, I’d do my research because I can and put my trust in the collective. By stripping out the bias and weighing both the positive and negative reviews from strangers, ironically, makes the reviews more reliable and trusted.
“99.75% of Consumers Consult Reviews When Shopping Online.”
Online Reviews Serve as Shorthand to Problem-Solved
In 2024, platforms like Google Reviews, Yelp, and Amazon provide easy access to consumers' collective wisdom before buying decisions. The proliferation of social media and niche review platforms has amplified the reach of online reviews. People are more likely to trust reviews perceived as genuine and unbiased, placing greater faith in peer recommendations over traditional advertising messages. As a result, businesses need to cultivate positive online reputations, as a single negative review can deter potential customers.
Understanding the psychology behind online reviews reveals their impact on our behavior. Social proof, where people mimic the actions of others in uncertain situations, plays a crucial role in driving purchasing decisions. Positive reviews serve as social validation, allaying doubts and instilling confidence in your choices.
Conversely, negative reviews trigger caution, prompting you to reconsider your options or seek alternative brands. I’ve read from various sources that one bad review can take up to 30 positive reviews/experiences to overcome.
AI-driven recommendations are becoming yet another factor in delivering tailored suggestions based on consumer preferences, browsing history, and previous reviews. Businesses leveraging data analytics to deliver customized review experiences will gain a competitive edge in capturing attention and driving conversions.
While online reviews have immense influence, they also present challenges for businesses. The proliferation of fake reviews and review manipulation tactics undermines trust and authenticity, posing a threat to consumer confidence. Moreover, the democratization of opinions means that even small businesses must actively manage their online reputations to remain competitive.
“Google remains the most-used website for reading online reviews, although the percentage of consumers using it for this has dropped from 87% in 2023 to 81% in 2024.”
Why Getting Online Reviews is Important
Amidst these challenges, businesses have ample opportunities to leverage online reviews. By consistently soliciting feedback, responding to reviews, and fostering genuine relationships with customers, companies can mitigate the impact of negative reviews and harness the power of positive sentiment to drive growth and brand advocacy.
Here are nine reasons why online reviews are an integral part of your business’s online presence:
Trust is Key: Imagine you're looking for a new restaurant. Do you A) blindly pick one from a list or B) check out the reviews to see what others have to say? If you chose B, you're not alone. Online reviews are like a trusted friend guiding you through many options, helping you make informed decisions without the guesswork.
Visibility is Everything: How do you ensure your business stands out in a vast ocean of websites? Cue the magic of online reviews. Not only do they boost your credibility, but they also significantly affect your search engine ranking. The more reviews you have, the higher you soar on Google's radar. It's like climbing Mount Everest without the frostbite.
Feedback is a Gift: Sure, hearing criticism can sting like a bee, but it's also an invaluable learning opportunity. Online reviews provide a direct line to your customer's thoughts and feelings, allowing you to tweak, refine, and improve your offerings with precision. Consider it a crash course in customer satisfaction.
Word of Mouth, Amplified: Remember when you'd ask your neighbor for a recommendation on the best plumber in town? Well, consider online reviews the digital equivalent of that neighbor multiplied by a million. With just a few clicks, customers can broadcast their experiences to the world, shaping opinions and influencing decisions like never before.
Builds a Community: In a world that often feels disconnected, online reviews foster a sense of community among customers and businesses. Whether bonding over a shared love for artisanal coffee or commiserating over a less-than-stellar haircut, online reviews create a space for dialogue, connection, and shared experiences.
The Power of Social Proof: Humans are naturally social creatures, hardwired to seek validation from others. Online reviews provide that much-needed stamp of approval, reassuring potential customers they're making the right choice. It's like having a virtual cheerleading squad rooting for your success.
Transparency is Key: Gone are the days of smoke and mirrors. In today's transparent marketplace, authenticity reigns supreme. Online reviews offer a candid glimpse into your business's inner workings, showcasing your strengths, weaknesses, and everything. Embrace transparency, and watch as trust flourishes like wildflowers in spring.
Competition is Fierce. Let's face it: the business world is a jungle, and only the fittest survive. Online reviews provide a competitive edge, helping you differentiate yourself from the pack and carve out your slice of the market pie. So, don your metaphorical safari hat and prepare to conquer the digital wilderness.
Continuous Improvement: Rome wasn't built in a day, and neither is a successful business. Online reviews serve as a compass, guiding you toward constant improvement. With feedback, you can refine your offerings, delight your customers, and evolve into the best possible version of yourself.
Let's dive into online reviews and learn how we can help you get them!
1. Don't hesitate to ask satisfied customers to leave a review!
Sometimes, it takes a gentle nudge in the right direction. With either an email nurture campaign, text message reminders, or a combo, customers can easily share their experience after a recent interaction with your business.
2. Streamline the experience
Simplify the review process—because if it's not easy, it doesn't happen. Simplicity is key, whether it's a clickable link in an email or a user-friendly review form on your website. Our approach uses the classic “Thumbs Up, Thumbs Down.” Good experience? Thumbs up! Uh, not so great? Thumbs down!
3. Provide custom tools
We easily direct your clients to leave a review with a custom URL. Additionally, we like to offer different methods to boost reviews, including branded digital assets like email signatures and QR codes.
4. Moderate negative reviews
Selecting the “Thumbs Up” directs customers to a list of your review pages, simplifying the review process. Choosing the “Thumbs Down” option leads them to a comment box, providing an opportunity to share direct feedback with you, if desired.
5. Instant alerts for new reviews
We monitor all your review pages around the clock, ensuring you're notified when new reviews drop! Upgrade your service, and we'll respond to those new reviews, saving you time and effort.
6. Celebrate your kudos
We share your well-earned 4 and 5-star reviews on your social channels, maximizing the exposure of your deserved acclaim! In sync with your social feeds, we promptly showcase these positive reviews on your website.
“Most consumers expect a business to have between 20-99 reviews (59%), which has not changed since 2023.”
Now that you know how important it is to get reviews for your business, don’t just hope your customers will leave you positive reviews.
BE PROACTIVE and create your online narrative with ReviewLead services from Design Powers.
Schedule a call with me today!
Let’s Strive for Five Together!
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