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How Online Reviews Affect Your Business – Reputation, Traffic, and Sales
Even the most successful business will get a negative review here or there. It doesn’t matter how awesome your products are or how attentive your customer service is, someone will have a problem with some interaction along the way. This doesn’t mean you have zero control over the instance.
Actually, how you respond to the review makes all the difference in the world. Thankfully, there are ways to manage your online reviews to minimize their potential negative impact on your business. Today we will talk about how online reviews may impact your click-through rates (CTRs), as well as how they influence prospects and customers.
Hiring someone skilled in reputation management in Boston can help immensely.
Top Reasons Why Reviews Impact Revenue, Sales, and Reputation
Online reviews no doubt affect your business’s online reputation, sales and traffic. Here’s how:
1. Reviews and Star Ratings Appear in Search Results and Maps
When users search for businesses, products, or services, review sites are prominently displayed in both search results and map listings. Not only do reviews appear in these results, but they also show up as featured snippets, with review counts and star ratings highlighted before users even click on the link. Google showcases reviews and star ratings for businesses listed on Google Business Profile and Google Maps.
Additionally, Google displays a "Reviews from the web" section on business results and key phrases, aggregating reviews from relevant platforms. When viewing a business profile from a review site in regular search results, star ratings and review counts are also visible.
2. Online Reviews Are Found Everywhere
There are many websites dedicated to collecting reviews, each catering to different audiences and use cases. For example, travelers often check travel-specific sites for experiences and photos shared by other users, while job seekers look to job platforms to read reviews posted by employees.
Some common types of review platforms include:
- Social media: Facebook, etc.
- Business directories: Google Business Profile (Google Maps), Trustpilot, and Yelp
- Retail platforms: Amazon, eBay, and Walmart
- Niche review sites: Capterra (for software) and Angi (for local services)
- Travel and booking sites: TripAdvisor, Expedia, and Airbnb
- Job review sites: Glassdoor and Indeed
- Complaint platforms: RipOff Report and the Better Business Bureau (BBB)
3. Positive Reviews Increase Engagement and Clicks
According to a study by BrightLocal, 98 percent of consumers read reviews before making a purchase. They also tend to trust businesses with a higher volume of reviews (the average consumer reads about 10 before they form an opinion of trust). There is a direct correlation to positive reviews and increased sales.
4. Negative Reviews Can Lead to Traffic Decline
By the same token, negative reviews can damage a business’s online presence. Indeed, unhappy customers are more likely to post reviews. In fact, while only about 1 in 10 satisfied customers leave positive reviews, negative experiences are often more memorable and impactful, leading to a higher likelihood of online complaints.
5. Positive Reviews Help with Zero-Click Searches
Zero-click searches happen when people locate the information they need directly in search engine snippets, without having to click through to any website. Positive reviews, displayed within search results, play a critical role in decision-making, as many users rely on star ratings and reviews when researching businesses.
6. Dangers of Fake Reviews on Traffic and Reputation
Fake reviews, especially negative ones, can severely affect a business’s reputation and traffic. It’s estimated that over 23% of online reviews are fraudulent, with competitors, disgruntled employees, or scammers posting fake negative reviews. Source: RetainTrust. This can lead to a drop in star ratings and traffic, requiring businesses to allocate resources toward mitigating the damage, recovering revenue, and sometimes even seeking legal assistance.
7. Boosting PPC and Social Campaigns with Positive Reviews
Incorporating positive reviews into your paid search campaigns can increase CTR. For example, Google Ads lets businesses use positive reviews in ad copy extensions, integrating them with ads to boost visibility and credibility. Google collaborates with review partners to highlight these ratings under ads, providing an additional layer of trust for users.
Contact Tactical-Moves Today
To get a free quote and consultation on reputation management to ensure your reviews positively impact your business, contact us at 617-858-5802 today.