For small businesses, getting noticed online is no easy feat. You’re competing with bigger brands, local competitors, and ever-changing algorithms that determine whether potential clients find you – or your competitor first. That’s where online reviews come in.
Online reviews aren’t just about reputation. They’re a powerful tool for local SEO. Google and other search engines use them to determine how trustworthy and relevant your business is. More reviews (especially positive ones) mean better rankings, increased visibility, and ultimately, more clients.
But for many small businesses, getting clients and customers to leave reviews feels like an uphill battle. Customers are often quick to complain but slow to praise, if at all. Over 90% of consumers surveyed in a 2023 study stated that reviews play a significant part in their buying decisions. Without enough reviews, you risk falling significantly behind in search results, even if you offer the best products or services in town.
So what are some of the barriers to getting your clients to leave reviews? What can you do to get more reviews, and how can they help your business climb the local SEO ladder? Let’s break it all down:
Why getting reviews is a challenge
Many small business owners struggle to generate reviews for several reasons:
- Customers forget – Many customers intend to leave a review, but forget once they leave your store or website. Unlike complaints (which people are eager to share) positive experiences often go unspoken unless prompted.
- Fear of bad reviews – Some businesses avoid asking for reviews because they fear receiving bad feedback. However, engaging with both positive and negative reviews can show transparency and professionalism while helping to improve customer trust.
- Time constraints – Running a business is time-consuming. If your team members wear multiple hats and have to juggle a variety of responsibilities, review management may fall by the wayside.
- Lack of strategy – Many businesses don’t have a solid plan to collect and manage reviews. Without a structured approach, businesses miss opportunities to gather valuable feedback. Simply hoping that satisfied customers will leave reviews is not enough.
The importance of reviews for local SEO
Search engines want to give users the best possible experience. When someone searches for a service or product, Google looks for businesses that are trustworthy, active, and well-reviewed.
Here are five reasons why online reviews impact local SEO:
- Reviews boost local search ratings
Google’s algorithm considers review quantity, quality, and frequency when ranking local businesses. Businesses with more high-quality reviews tend to rank higher in local search results.
- They improve click-through rates
A business with a strong rating and plenty of positive reviews stands out in search results. When users see a business with a high star rating and glowing reviews, they’re more likely to click on it than one with no reviews or poor ratings.
- Reviews build trust and credibility
Would you rather visit a restaurant with a 4.8-star rating based on 500 reviews, or a restaurant with no reviews at all? Most customers rely on social proof when making decisions. Reviews build trust and influence purchasing behavior.
- They encourage customer engagement
Google rewards businesses that engage with customers. When you respond to reviews (both positive and negative), it signals that you’re active and attentive, which can positively impact rankings.
- Reviews increase conversions
It’s simple: More positive reviews mean more business. If a new customer is on the fence about your product or service, a high rating can persuade them to try it. This increases your conversion rate.
How to get more online reviews
Now that we’ve established why reviews matter for local SEO, let’s talk about how to get them. Here are some proven strategies to encourage more customers to leave reviews:
Ask, and ask again
Don’t assume customers will leave reviews on their own. Politely ask your customer to leave a review after a purchase, a service, or any positive interaction.
- Train your staff to encourage reviews, whether in person, on the phone, or online.
- Include a request on receipts, invoices, or purchase confirmation emails.
- Use follow-up emails to thank customers and request feedback.
Make it easy
The easier you make it for customers to leave a review, the more likely they are to do it.
- Provide direct links to your Google Business Profile, Yelp, or Facebook review pages.
- Use QR codes on menus, packaging, or business cards that lead directly to review platforms.
- Create a simple step-by-step guide to show customers how to leave a review.
Incentivize
While most review platforms prohibit offering incentives in exchange for reviews, you can still encourage engagement with certain incentives.
- Offer discounts or small rewards for leaving any feedback (not just positive reviews). But take extreme caution when you do this. Certain review platforms have strict rules or prohibitions on this. We recommend familiarizing yourself with the FTC’s guidelines for soliciting online reviews.
- Run contests where participants are entered into a giveaway after sharing their experience (without mandating a review, positive or negative).
- Reward employees who successfully encourage customers to leave reviews.
Don’t forget to use your social media platforms to ask for reviews!
Leverage social media
- Post customer testimonials and encourage others to share their thoughts.
- Create Instagram or Facebook stories with polls asking, “Have you left us a review yet?”
- Share links to your review platforms in your bio or posts.
Respond to every review (especially the bad ones!)
Engaging with reviews shows potential customers that you care about feedback and customer satisfaction. It’s especially important to address unfavorable reviews so that potential new customers understand you’re doing your best to improve customer satisfaction.
- Thank customers for positive reviews and personalize your responses.
- If you receive negative reviews, address them professionally. If necessary, apologize and offer a solution.
- Avoid getting defensive; instead, use negative feedback as an opportunity to improve.
Use review request software
If you have a lot of customers, manual requests can be overwhelming. Use tools like:
- Google Business Profile’s review link generator.
- Automated email/text review request platforms.
- CRM integrations that send review requests after transactions.
Feature reviews on your website
Displaying reviews on your website builds credibility and subtly reminds visitors to leave their own.
- Use a review widget to showcase Google or Yelp reviews.
- Create a testimonials page featuring top customer feedback.
- Highlight reviews in blog posts or case studies.
Ask at the right time
Timing is everything. The best moments to ask for a review include:
- Right after a successful purchase or service experience.
- When a customer expresses satisfaction (e.g., in an email or during checkout).
- After a repeat purchase. Loyal customers are more likely to leave positive feedback.
Take control of your online reputation
Online reviews can make or break your local SEO success. Small businesses that actively encourage and manage reviews will see a competitive edge, not just in search rankings but in customer trust and conversions. By implementing a review strategy today, you’re investing in long-term success.
So start asking, responding, and engaging – because every review counts!
To learn more about how you can help your business rank in local “near me” search, contact the Redefine team for a free discovery call.
