Consumers use online reviews for insight on what to expect from a product or service, so they’re important for all types of businesses. People trust reviews from customers more than the messages from the businesses themselves. They are a form of social proof. Online reviews are also a big part of SEO, improving search engine page rankings and increasing conversions. A final point is that reviews help a business understand its customers. To gain the benefit of customer reviews, it helps to have a great product and to prioritize customer service. You have to directly ask people to leave reviews. Make it easy for them by, for example, sending emails with links to Yelp or Amazon.

Key Takeaways:

  • When purchasing an appliance, running shoes, or clothing online, many of us read online reviews as part of the process.
  • According to BrightLocal, 82% of buyers read at least ten reviews before they trust the business enough to make a purchase.
  • Positive reviews play an important role in your company’s search engine optimization.

“Whether it’s an appliance, a pair of running shoes, or a handyman—each time you have a choice to make that involves spending money, you have a process you go through to make that decision. And chances are, somewhere in that process, you check online reviews.”

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