For both local and multi-office firms, client reviews are some of the most important aspects of a revenue-generating online presence. Surveys show that most consumers read reviews prior to committing to a purchase and that most online businesses now have at least one online review. This trend isn’t new, and it isn’t going anywhere, so hop on this bandwagon and let’s go on a ride.
Utilizing Client Feedback
Getting feedback from your clients is always important; how else are you going to know how to improve?
Beyond constructive advice, client feedback is often good (or at least it should be). When you get good feedback you need to know how to get your clients to post it online in their spare time. If you don’t think they will, you can ask if you can keep their comments on file and post them to your website under testimonials.
Testimonials vs Reviews
If you’re wondering what the difference is between testimonials and reviews, you’re probably not alone. Think of a testimonial as to the type of thing you would ask someone to say about you in a reference letter. A review is what someone would say about you before you arrive at a party. In an ideal world, the two won’t be too different.
Your testimonials should go on your website. They are cultivated pieces of client feedback that make you sound great. The problem with only relying on the testimonials you choose as the client feedback potential clients might see is that they might not feel as real. Of course, you’re going to cherry-pick the best ones and not post the bad reviews.
Your reviews should come straight from your clients and should be posted from their personal computer (Google tends to flag reviews posted directly from the business being reviewed). They go on Google My Business, Yelp, and anywhere else people are able to leave reviews. Consumers tend to trust them more, as they come directly from the clients.
When a Review Goes Bad
The risk you take with relying on the reviews is that some are going to be bad. Not everyone is going to be happy, and that’s ok. You just need to know how to handle a negative review.
Chances are, you will know the situation the reviewer is having a grievance with. If you don’t, find out. As the business owner, you are responsible for responding to the reviews, which you can do either publicly or privately, depending on the situation. In some cases, you’ll want to privately message the client to clear up the situation. In other cases, your best course of action will be to publicly respond. Knowing which situation calls for what is a matter of personal preference and over time you will learn what is best for you and your business.
If you would like to learn more about how to handle reviews or increase client feedback, contact Mockingbird.