Testimonials have become standard for just about every website. It is time to move beyond the glowing praise that clients sent to you and that you post to your site. Tap into the credibility and authenticity of online reviews.
The impact of online reviews is sizeable. In fact, 90% of consumers say their purchase decisions have been shaped by reviews they have read about a brand or a product.
No one expects to go to your website and see a bad testimonial. People are savvy. They know testimonials are carefully curated. They are quasi-authentic at best.
People give more credence to reviews at Google, Yelp and other places that they know authenticate reviewers. They know that businesses do not control these reviews, and that’s a good thing.
People want an opinion they can trust as authentic. This has led to an increased level of dependence on online reviews. Research has consistently shown that people seek information from several sources before making a local purchase. In a recent study by Yext, reviews increased click-through rates from search by as much as 153%.
Embrace credible review sites. They provide social proof that no website testimonial could ever offer.
Your website should at least link to these review sites. Often, it is easy to feed the reviews directly into your website. Further monitor reviews and respond to them. Your engagement with your reviewers will only improve consumers’ perception of your brand.
Reviews are also great intel for your marketing and customer service. Pay attention to the language people use to describe their interactions with your company. This gives you some great keywords and phrases to use to optimize your search engine optimization.
Review comments also offer insight into ways that you can improve your services and your customer service.