In business, reputation is everything. Whether it’s poor customer service, negative online reviews, or anything else that undermines trust in your business, you cannot afford to let a poor rep determine your fate.
Trust in companies has declined significantly over the past few years, so it’s crucial to be proactive about building and maintaining your reputation. Fortunately, there are several ways you can impact and improve the conversations being had.
By being aware of these potential reputation killers and acting accordingly, you build trust and loyalty. Here are our top five.
1. Reviews
When considering a new business, 91% say reviews impact their purchasing decision and eight out of ten people say they trust online reviews as much as personal recommendations. So, reviews are crucial in managing your reputation.
It’s so easy for people to leave poor reviews, even if the claims are ridiculous. Social media platforms and online review sites can magnify comments and spread them to a wider audience, resulting in damage to your brand – which can hurt sales. You need a system to track your reviews and encourage satisfied customers to leave positive reviews. The right platform can help you automatically collect reviews and display them on your site.
How Many Reviews Do I Need?
Give that question some thought and see how your answer compares to Sitejabber’s survey. 78% of people say they need to see that a business has at least 100 reviews to trust them.
Do Recent Reviews Matter?
If you aren’t getting a regular stream of positive reviews, you need to be more proactive about sourcing reviews. People often write-off positive reviews that are older than one year. In fact, when asked to rank the most important things when choosing a business, consumers said the legitimacy and recency of reviews were the top two reasons.
86% of consumers say they only look at reviews from the last month. About half say they only take into account reviews that are two weeks old.
Do Reviews Impact Search Rankings?
Yes, reviews play a significant role in search engine rankings. Google, for example, uses star reviews as part of its algorithm for which results it displays on its maps and results pages. A study by SEMrush of more than 5,000 businesses showed that the average star rating in the local map listings was 4.1 and that the top position had more positive reviews on average than positions two or three.
Pro Tip: Look at trends over the past six to twelve months:
- Are ratings declining?
- Are you seeing the same complaints pop up?
- Are you getting fresh reviews?
If your ratings are trending down or you’re seeing similar complaints, you need to take an honest look at your business and see if there’s something you need to improve.
2. Review Responsiveness
Not only do you need a steady volume of recent, positive reviews, but you also need to respond to them. Ranked third on the same list for reasons to choose a business was whether businesses respond to reviews.
Customers like to see that you’re paying attention to reviews. This shows you’re attentive and protective of your reputation, so commenting on positive and negative reviews is important.
Unaddressed negative reviews can cause significant damage, but responding positively can turn things around. By personalizing a response, you can demonstrate to other potential customers that you take complaints seriously and will work to address them. At the same time, Sitejabber research shows that a personalized response to negative comments can bring back 51% of customers.
Customers understand that mistakes happen, but it’s often how you respond to mistakes that makes all the difference.
How Do I Address Negative Reviews?
For negative reviews, first apologize for their less-than-great experience. Your goal will be to change the narrative constructively. Look at negative reviews as a way to improve your business. Always be positive, listen to what’s being said, and act to minimize any damage to your reputation.
Does Responding to Reviews Really Matter?
Timely responses make a big difference. If a negative review is allowed to fester without a response, it looks like the business doesn’t care.
When you take the time to respond regularly, customers notice. 89% of consumers say that they are more likely to use a business that responds to all of its online reviews. More than half say they would not be likely to do business with a company that does not respond.
Pro Tip: If you can’t immediately rectify the situation in a negative review, try to move the conversation offline to avoid exacerbating the issue, and then go back online once it’s resolved.
3. Your Website
Your website is an advertisement for your business. If it doesn’t look professional or isn’t easy to use, it can detract from your reputation. You have total control over what’s on your website, so it should always look its best.
It also needs to be contemporary. Outdated designs may send the message that you’re not paying attention to (or invested in) your website and, therefore, your customers. The same goes for incorrect information, like business hours, addresses, or phone numbers. It’s shocking how many business websites have the wrong information listed on their website about their own business.
Conversely, using your website to showcase your brand, values, and unique value proposition (UVP) can make a big difference.
What Impacts a Website’s Quality?
Besides bad info, the overall consumer experience (CX) is perhaps the biggest indicator of quality for users. If the site loads slowly, contains coding errors, or is difficult for customers to find what they want, they’ll leave your site before they ever make a purchase.
Websites that are poor quality can also hurt your search engine optimization (SEO) efforts. Google assigns internal Quality Scores for ads and websites, which it uses in part to make decisions about which results to feature in search.
Is Mobile Design Important?
The majority of web searches are now conducted on mobile devices, so if your website isn’t optimized for mobile, you could be losing business. You need a website designed for mobile and responsive design practices to adapt to whatever device customers use.
Should I Show Reviews on My Website?
The Spiegel Research Center at Northwestern University did the definitive study on this subject and found overwhelming evidence that reviews spur sales. Reviews on websites equate to as much as a 380% improvement in conversions.
Pro Tip: Using Jabio’s review widgets can automate the process, providing you with a steady stream of positive, recent reviews. These reviews display testimonials from real people that support your marketing statements and help validate your business.
4. Lack of Trust Signals
People are more likely to buy and recommend businesses they trust and perceive as reputable. Do you have elements on your website that build trust? By seeding your website with trust signals, you can give consumers more confidence in making purchases.
Examples of trust signals include:
- Awards and certifications
- Trust seals, such as the Better Business Bureau
- Client or customer logos
- Industry associations
- Payment trust badges, such as Visa, Mastercard, American Express, or PayPal
- Warranties or product guarantees
- Shipping and return policies
Are Online Reviews Trust Signals?
Absolutely! Customer reviews and testimonials provide proof from real people. They are often more powerful than your marketing messages because they come from actual customers with firsthand experiences. Multiple positive reviews endorse your claims about your products or services.
Where Should I Place Trust Signals on My Website?
Trust signals should be prominent, especially on checkout pages and anywhere customers are making decisions. Many websites also build trust signals into products and service pages or website footers. You can — and should — weave trust signals throughout your website and in website copy.
What Happens If My Website Does Not Display Trust Signals?
Without trust signals, visitors may perceive your site as untrustworthy. They are not likely to do business with someone they don’t trust.
Pro Tip: On the other hand, don’t overuse trust signals. It can look like you’re working too hard to overcome a negative perception. Sprinkle them strategically throughout your website. Don’t only show 5-star reviews; when customers only see 5-star reviews, they may not see them as authentic. The Northwestern study shows purchases are most influenced by reviews with an average of 4.2 to 4.5 stars.
5. Inconsistency
In today’s connected and social world, you are no longer in sole control of your reputation. There are plenty of sites that list your business, so you need to make sure those you can control have consistent information. Even if someone else lists your information incorrectly, consumers will hold you responsible — especially if they act on bad info.
Make sure your reputation stays consistent across channels. Your website, social media, advertising, and staff interactions with customers should all be aligned. A consistent brand (colors, style, logo, tone, etc.) all help establish your company and make it more recognizable.
Is Incorrect Information Online Common?
85% of consumers say they have found incorrect or missing information online when searching for a business. A review by Vendasta of company sites also showed how prevalent the problem is. They found that 86% of businesses have inconsistent or inaccurate information online.
What Do I Do if I Find Incorrect Information Online?
Contact any website where you see incorrect information and ask for a correction. Many directory sites let you claim your business listing and make the changes yourself.
Pro Tip: Make sure you optimize your Google Business Profile (GBP) listing with accurate and complete information. Google uses the info in its algorithm for site rankings. Inconsistency or incomplete information on GBP can hurt your SEO.
The Bottom Line
Your reviews have a direct impact on your company’s reputation. You need to be proactive about managing and retaining your reputation, without leaving it to chance.
These five areas are a great place to start. Utilizing Jabio to help source more reviews, crank up trust factors on your website, deliver consistent brand experiences, and monitor your online presence is your next best step. With some time and effort, you can turn your reputation into a valuable asset.
