In the digital landscape, where your online presence can make or break your business, understanding the role of online reviews is more crucial than ever. A recent survey showed that 93% of consumers turned to the internet to find local businesses last year. Not only are consumers searching online, but they’re also actively reading reviews—87% of consumers in 2020 reported reading online reviews before choosing a local business. So, if you're not actively managing your online reputation, you're missing out on potential customers who are already searching for your services.
The Importance of Reviews
A solid online reputation can significantly impact your local rankings and ultimately your bottom line. As Rosie Murphy points out in the Local Consumer Review Survey 2020, "Business reviews can be an incredibly useful tool for attracting new customers, not only through the psychological effect they have on the reader, but by boosting local rankings." It's not just about having reviews; it's about having good reviews. In fact, only 48% of consumers would even consider a business with fewer than 4 stars.
But wait, there’s more! The quality of your reviews matters too. Consumers are looking for legitimacy, recency, and sentiment when they read reviews. If your latest reviews are all from last year, you’re likely going to be overlooked. 73% of consumers only pay attention to reviews written in the last month. This highlights the importance of regularly encouraging satisfied customers to leave feedback, ensuring your business stays relevant and top-of-mind.
Navigating the Impact of Covid-19
The pandemic has shifted consumer behavior significantly. According to the same survey, 67% of consumers wouldn’t use a business that didn’t demonstrate adequate Covid-19 health and safety measures in its reviews. This shift emphasizes that reviews are more than just opinions; they are trust signals that can influence consumer behavior. A whopping 17% of consumers even reported writing negative reviews for businesses that didn’t take appropriate health precautions.
While 31% of consumers read more reviews due to the pandemic, 34% read fewer, reflecting a mixed bag of behavior changes. It’s crucial to adapt to these trends and ensure your business is highlighted positively in reviews, especially in a post-pandemic world.
The Mobile Shift
Did you know that 60% of consumers read reviews on mobile devices? This shift towards mobile browsing means your reviews need to be accessible and easy to read on all devices. As you tailor your digital marketing strategy, make sure that your online presence is mobile-friendly. That includes having an updated Google My Business profile where reviews are prominently displayed.
What Consumers Do After Reading Reviews
So, what happens once a consumer reads a positive review? They’re likely to visit your business’s website, search for more reviews, or even contact you directly. It’s essential to have an engaging and informative website that mirrors the quality of your reviews. Remember, your website is often the next touchpoint for potential customers after reading a positive review.
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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