Reviews are an important piece of the ongoing SEO puzzle.
According to Whitespark, reviews are the third largest ranking factor for the Local Map Pack and the seventh largest ranking factor for Local Organic searches.
This means that reviews are important for visibility, but they’re also important for building authority and conversions. All told, reviews are a big deal.
So it’s worth developing an effective system for collecting reviews from your clients, customers and patients. And while there is no “one-size-fits-all” approach, the following framework will help you get started on the road to review success.
How To Collect More (and Better) Reviews
1) Make a Good First Impression
First impressions set the stage for everything that follows. From the moment a customer interacts with your business, whether online or in person, make sure they feel welcomed and valued.
Your website is part of this first impression, but that first phone call or email is the big opportunity. And it probably goes without saying, but get back to people as soon as you can. They’ll appreciate the effort.
2) Do What You Say You’re Going To Do
Reliability is key. Always meet—or better yet, exceed—expectations set with your customers. If you promise something, deliver it on time and with quality. Reliability builds trust, and a trustworthy business is more likely to receive positive reviews. When customers know they can depend on you, they’ll be more inclined to share their positive experiences with others.
3) Do Something Extra
This really depends on what industry you’re in, and I don’t think you should kill yourself here, but going “above and beyond” can leave a lasting impression. Including a small, unexpected gesture—like a follow-up call, a personalized thank-you note, or a complimentary upgrade—can make your customer’s experience memorable.
Real life examples:
For my web design clients, I always send them some complimentary business cards at the end of the project. It’s easy for me to do and doesn’t cost much, but it’s a nice gesture that has some real value.
I hired a pest control company a few years ago, and they used their leftover pesticides to treat our garage, even though it wasn’t part of the original project. Win win!
4) Prime Them For Leaving A Review In Person
There is usually a logical point in the engagement when you can ask them if it’s ok to send them a review request. If you’re a home service provider, this can be once the work is completed, and you’re collecting payment or giving them an invoice.
As a chiropractor or professional service provider (legal, finance, etc) it might be at the point that your client has seen some real benefit from working with you. It can be as simple as saying, “Can I send you an email or text to leave a review?”
By giving you permission in advance, they’re much more likely to follow-up and write a review.
5) Send A Review Request In Their Preferred Method
If they say yes to your previous question, simply ask them if they’d prefer a text or an email. If you don’t ask them directly, you can start with whichever method you’ve already been using to communicate with them.
6) Make Leaving A Review Easy
The easier you make it for customers to leave a review, the more likely they are to do it. Provide clear, simple instructions and direct links to your review pages. Avoid long, complicated forms that could deter them. You can also share examples of other good reviews to give them ideas.
7) Follow-Up As Necessary
Sometimes, people need a gentle reminder. If a customer hasn’t left a review after your initial request, it’s perfectly acceptable to send a courteous follow-up. Keep the tone light and appreciative, restating how much their feedback would mean to you. A well-timed follow-up can often make the difference between an unfulfilled request and a glowing review.
Note: this is where review software (example) can come in especially handy.
I know that asking for reviews can feel awkward at first, but the more you do it, the easier it will get, and your business will reap the rewards in increased visibility, authority and conversions.
