A good online reputation imparts enhanced credibility, increased consumer trust and heightened visibility in search engine results.
A business's online reputation – good or bad – is increasingly taking center stage. A good online reputation conveys enhanced credibility, greater trust among consumers and increased visibility in search engine results. That said, many companies use their website simply as a tool for advertising their products or services and don't take advantage of featuring online reviews.
While it's true that communicating unique brand value and services is an important aspect of a business's marketing efforts, it's time that business owners realize the significance of online reviews and the power they hold to make or break your business. Online reviews provide highly useful insights as to how you can further grow your business.
In general, positive reviews act as a vote of confidence from customers, which significantly influences other customers' buying behavior. According to recent research by Pew Research Center, nearly half of online shoppers check online reviews first before buying new items.
Here are five ways that positive online reviews can help businesses:
1. Online reviews reinforce credibility
With increased access to the internet and the advent of social media, more customers are researching goods and services before buying them. By analyzing reviews, consumers get a better glimpse of your product or service and whether it provides a good value for their money.
2. They increase transparency and build consumer trust
Transparency and trust go hand in hand. Touting your business as the best in the industry is not going to get you anywhere. Consumers trust online reviews more than any other media format, and this trend is only growing.
3. Online reviews increase your website's ranking
A positive online reputation acts as a potent marketing strategy for businesses. Favorable online feedback generates greater trust and confidence among consumers. Moreover, if you enable customer reviews on your site, it can boost your company's organic search rankings in various search engines. Here's how it works: Every fresh review provides you the opportunity to publish unique content on your site on that particular product. As a result, your authority is increased, which means you have a greater chance of increasing the ranking of those web pages. In other words, a review of your products (and the specific search queries related to them), ultimately gives you greater search visibility.
4. Reviews allow businesses to take corrective action
Online reviews are always a means of validation to help you gauge the impact of changes you may have made to your products or services. Likewise, it's smart to monitor consumer reviews – they can provide insights into relevant trends and, in turn, possible solutions to upgrading your company's products or services.
5. It can lead to higher conversion rates
If your reviews are responsive to the latest trending topics, you're in a better position to generate more leads. This means you will invariably have a higher conversion rate. Don't be afraid of negative reviews. A blend of both positive and negative consumer reviews enhances the authenticity of the information and the sincerity of positive customer feedback. And the fact is, the more reviews that are on your website, the more likely consumers are to believe that your business is honest and trustworthy.