In the ever-evolving world of digital marketing, understanding consumer behavior is crucial. A recent study from BrightLocal reveals some eye-opening trends regarding how online reviews influence consumer actions. Spoiler alert: if your local business is thriving on a bed of positive reviews, you might want to rethink your strategy because the landscape is changing.
The Shift in Consumer Behavior
The study found that 17% fewer people are visiting business websites after reading a positive review compared to 2016. At first glance, this may seem alarming. How can a great review, which should theoretically drive traffic to your site, lead to fewer website visits? Here’s the kicker: the role of reviews has evolved, and they’re now more powerful than ever.
As trust in reviews increases, so does the likelihood of potential customers opting to visit the business directly or contact them. In fact, 10% more people reported visiting the business in person, and 7% more said they’d reach out directly after reading a positive review. This trend indicates that consumers are placing increasing faith in what they read online, which makes your review profile a central part of your marketing strategy.
"High levels of trust in reviews have led to fewer consumers looking for other businesses after reading a positive review."
This new dynamic is reshaping the importance of your Google Business Profile (GBP). With consumers gravitating toward local businesses with strong review profiles, having a standout GBP is no longer optional—it’s essential.
The Role of Google My Business
Let’s face it: Google has made incredible strides in consolidating the user experience, effectively minimizing the need to click through to external websites. Thanks to an array of new features introduced in 2017, Google My Business now offers everything from full menus for restaurants to a Q&A section where consumers can directly engage with businesses. With these capabilities, why would a consumer need to visit your website?
However, that doesn’t mean websites are obsolete. On the contrary! While fewer consumers may click through to your site, having a professional and optimized website remains crucial. Here are a few reasons why:
Ranking High in Organic Search: Without a website, you’re practically invisible. Your business can’t rank in organic search, which impacts your visibility in local search results.
Credibility and Trust: A well-designed website gives you credibility. 36% of consumers believe a smart website enhances a business's credibility, which translates to trust and ultimately more purchases.
Content Space: Your website allows you to share in-depth information about your business that Google My Business simply can’t accommodate. You need that space to tell your story.
Local Citations: Your website is a vital local citation that Google uses to verify your business location and contact information. No website means Google struggles to confirm your details.
Traffic Drivers: Google Answer Boxes are traffic goldmines. Without a website, you’re missing out on opportunities to appear in these prime positions.
Showcasing Social Proof: Your website can host customer testimonials, case studies, and reviews—all valuable social proof that can persuade potential customers to trust you.
Control Over Imagery: A website gives you complete control over the images you use, ensuring they’re high-quality and authentic.
In short, while reviews are taking center stage in consumer decision-making, a robust website remains a foundational element of your digital marketing strategy.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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