Business, Strategy 8 mins read

Unlocking the Benefits of Online Reviews: Boost Credibility and Drive Organic Growth

If the past few years have taught us anything, it’s that almost everything can now be done remotely—job interviews, doctor visits, weddings, and, of course, making purchases. This digital shift has caused many industries to adapt to online marketplaces, and they all share one critical need: generating reviews online.

There’s no doubt that online reviews can make or break how a brand, product, or service is perceived, especially among younger consumers. Recent research shows that 79% of Gen Z say it’s more important to trust the brands they buy or use today than it was in the past. Additionally, 91% of consumers say local branch reviews impact their overall perceptions of big brands. 

Positive reviews build trust and credibility, making first-time customers more likely to choose your business. Reviews also give invaluable insights into how customers perceive your offerings, allowing businesses to identify strengths and areas for improvement. 

Collecting reviews doesn’t happen by accident—it requires a strategic approach. Below, we explore three proven methods to encourage customer reviews and elevate your brand’s overall online reputation.

1. Follow Up with an Email

Sometimes, simplicity is the most effective strategy. Sending a follow-up email asking, “How’d we do?” is a tried-and-true method used by businesses across various industries—from car-sharing services to doctors’ offices. These emails invite genuine feedback from customers who have recently interacted with your brand.

Though negative customer reviews are somewhat unavoidable, you can try and limit the amount by keeping the first round of feedback internal and directing those with positive sentiments to leave a formal review on public platforms such as Google, Facebook, or other online directories. 

Here’s how to make the best use of a follow-up email:

  • Keep it simple and clear: Customers are more likely to respond to an email that’s easy to understand and quick to complete.
  • Segment your responses: Direct positive feedback to public platforms like Google or Facebook while keeping negative feedback internal. This approach can help limit the number of negative reviews on public forums, allowing your team to address concerns privately before they escalate.
  • Add a personal touch: Customize emails to make customers feel valued. Even something as simple as addressing them by name or referencing their recent purchase can increase response rates.

Review Request Email Example.

When executed well, follow-up emails not only encourage reviews but also demonstrate that your business values customer feedback.

2. Don’t Sleep on Yelp

Yelp might seem like an old-school platform, but it remains one of the most powerful tools for building an online reputation. A study found that 92% of people visiting Yelp are actively looking for a business they can trust and return to. Yelp reviews also boost a company’s visibility, thanks to the platform’s robust search functionality.

That said, Yelp has some unique challenges. One of the biggest is its strict policy against directly requesting customer reviews. So how can businesses encourage customers to leave reviews without violating Yelp’s guidelines?

Here are a few strategies:

  • Leverage subtle cues: Add Yelp stickers to your storefront or website, especially those showcasing accolades like “People Love Us on Yelp.” These subtle nudges guide customers to your page without explicitly asking for a review.
  • Include links strategically: Embed a “Check us out on Yelp!” link in your email signature or on your website’s “Contact Us” page.
  • Partner with experts: If you’re unsure how to navigate Yelp’s policies, consider working with a digital marketing agency that specializes in online advertising. 

A single star increase on Yelp can significantly boost a business's revenue by up to 9%.

It’s also worth noting that the same people who read reviews are often the ones who write them. By creating an easy path for customers to find your Yelp page, you’re more likely to generate online reviews organically.

3. Make Online Customer Reviews a Conversation

One reason customers take the time to write reviews is because they feel strongly about their experience. Whether their opinion is glowing or negative, these passionate responses can have a significant impact on your business. While positive reviews are obviously beneficial, negative ones can be equally influential—either hurting or, if handled well, helping your reputation.

The good news? Brands now have the opportunity to engage directly with reviewers and share their side of the story. Responding to reviews—whether positive, negative, or neutral—turns them into meaningful conversations.

How to Handle Negative Reviews

  • Stay professional: Avoid getting defensive. Instead, thank the reviewer for their feedback and address their concerns respectfully.
  • Explain your perspective: If appropriate, provide context that helps other readers understand the situation.
  • Offer solutions: Extend an invitation for the unhappy customer to give your business another chance. This proactive approach can sometimes lead to a revised, more positive review.

How to Maximize Positive Reviews

  • Show appreciation: Thank customers for their kind words and support.
  • Engage further: Acknowledge specific details mentioned in the review to show you’re paying attention. For example, if a customer loved your staff’s friendliness, call it out!
  • Encourage repeat business: Use positive reviews as an opportunity to nurture brand loyalty.

Don’t Forget the Neutral Reviews

A 3- or 4-star review might not seem exciting, but these middle-of-the-road opinions offer a unique opportunity. Responding to these reviews can turn a lukewarm customer into a loyal advocate.

By actively engaging with reviews, you show customers that their opinions matter. This transparency builds trust and sets your brand apart in a competitive marketplace.

The Benefits of Generating Online Reviews

Online customer reviews are more than just testimonials—they’re a vital component of your brand’s digital presence. They can influence search engine rankings, drive traffic to your website, and ultimately convert browsers into buyers. Prioritizing reviews ensures that your business maintains a strong reputation and builds trust with prospective customers.

If the process of trying to generate online reviews feels overwhelming, you’re not alone. Many businesses struggle to strike the right balance between encouraging feedback and staying compliant with platform guidelines. That’s where CPD can help! Our team of experts specializes in optimizing online performance, leveraging review tools, and crafting strategies that boost your brand’s visibility and reputation.

Ready to Elevate Your Online Reputation?

Don’t let your competitors dominate the conversation. Book a free consultation with us today to learn how we can help your business generate and manage reviews effectively.

 

Frequently Asked Questions

How do small businesses get online reviews?

Small businesses can encourage customers to leave reviews by following up with an email campaign, spending on Yelp Ads, and responding to those who do leave reviews on Google and Yelp.

Are you allowed to ask for 5 star Google reviews?

No, you cannot ask or pay for 5 star reviews. Encourage these to be left organically by engaging in good customer service tactics and creating a positive customer experience.

What is the most trusted site for reviews?

The most trusted site for reviews depends on your industry and audience. For general business reviews, Google Reviews is widely regarded as the most trusted platform due to its visibility and integration with search results. For dining and local services, Yelp is a go-to, while Trustpilot is often preferred for consumer goods and services. Choosing the right platform to prioritize depends on where your target customers are likely to seek information.

Photo of Alexa Parker
About the author

Alexa Parker launched Crimson Park Digital in 2018 with an entrepreneurial spirit and a passion for digital marketing. With nearly ten years in the industry, she's been fortunate to learn from the best mentors, work on inspiring campaigns, and fine-tune her craft. Now, along with my team, she provides expertise to clients across the country and enjoys every day of it.