Key Takeaway:
Recognize the crucial impact of reviews on your home service business.
Discover strategies to encourage customer reviews.
Learn how to manage and showcase your reviews effectively.
Start tracking reviews to boost your online reputation and address your business’s weaknesses.
For home service businesses, local reviews are more than just feedback. They’re powerful tools that can drive growth and build credibility. Local reviews are customer testimonials that appear on platforms like Google Business Profile, Facebook, Yelp, and other social channels. Think of them as digital word-of-mouth that can influence potential clients who are searching for reliable services nearby.
Most consumers turn to online reviews before choosing a service provider. According to a study by BrightLocal, 75% of consumers say they “always” or “regularly” read online reviews for businesses. And 50% of people trust these reviews as much as personal recommendations from family and friends. This trust is crucial in the home services niche, where the quality and reliability of work are paramount. Join us as we explore the importance of local reviews and some tips for generating and managing them.
“86% of consumers consider reviews to be either the most important or a somewhat important factor when deciding to trust a business.”
– Moz
Why Local Reviews Matter
Local reviews are core to your success because they secure your audience’s trust and boost your brand’s visibility in the digital world. Let’s dive a bit more into these benefits, though.
Building Trust with Potential Customers
In the home services industry, trust is everything. Whether a homeowner needs a window and door installation or a plumbing repair, they want to feel confident that they’re hiring someone who will do the job right.
Local reviews act as social proof, validating the quality of your services and building that essential trust with potential customers. Per Moz, 86% of consumers consider reviews to be either the most important or a somewhat important factor when deciding to trust a business. When a homeowner reads a glowing review about your window and door installation service, it reassures them that they can expect the same level of excellence.
“79% of consumers spend the most time reading Google-based reviews over other sites’ reviews.”
– Moz
Impact on Local SEO
Local reviews don’t just build trust. They also significantly influence your business’s online visibility. Google considers reviews a key ranking factor in local search results. This means that the quantity, quality, and recency of your reviews can determine how prominently your business appears when someone searches for home services in your area. For example, if you run a plumbing/HVAC business, having numerous positive and recent reviews can help you rank higher on Google. This makes it easier for potential clients to find you when they search for services like “emergency plumbing repair near me”.
Given that 79% of consumers spend the most time reading Google-based reviews, it’s essential to make sure your Google Business Profile has a ton of positive feedback to attract new customers. (Facebook and Yelp came in second and third places for review sites, in case you were wondering.) The more visible your business is, the more likely you are to draw in new customers.
Increasing Conversion Rates
Positive local reviews can directly impact your bottom line by increasing conversion rates. According to data from Spiegel Research Center, displaying reviews can increase conversion by 270%. When potential customers see that others have had a shining experience with your services, they’re more likely to choose your business over competitors. For instance, an electrician with a solid base of 5-star reviews is more likely to convert a website visitor into a paying customer.
“Displaying reviews can increase your conversions by 270%.”
– Spiegel Research Center
4 Strategies to Encourage Local Reviews
When it comes to bolstering your home service business’s online presence, accumulating local reviews is essential. According to BrightLocal, 59% of consumers expect a business to have between 20-99 reviews before they trust its credibility. Here are four strategies to promote more reviews.
1. Provide Exceptional Service
Exceptional service is the cornerstone of positive reviews. Whether installing a new deck or handling HVAC repairs, high-quality work and customer satisfaction at every stage increase the likelihood of customers sharing their positive experiences.
2. Ask for Reviews at the Right Time
Timing is key. Request reviews immediately after completing a job, when the experience is fresh. A follow-up email or SMS with a direct link to your review page makes it easy for customers to leave feedback.
3. Make it Easy for Customers to Leave Reviews
Simplify the review process by providing direct links to your Google Business Profile or Yelp. Include these in follow-up communications and offer clear instructions to guide customers through the process.
4. Incentivize Reviews Ethically
Encourage reviews by offering incentives like discounts on future services or entry into a monthly drawing. Ensure these incentives are ethical and reward all reviews, not just positive ones.
Tips for Managing and Responding to Local Reviews
As a home service business, it’s vital to both manage and respond to reviews of all types. Per BrightLocal, 88% of consumers are more likely to use a business that replies to all its reviews, compared to just 47% who would consider a business that doesn’t respond at all. You also want to make sure your responses are timely, to further strengthen your relationship with your customers.
Handling Positive Reviews
When you receive a positive review, take the time to thank the customer and reinforce the good points they mentioned. This not only shows appreciation but also encourages them to return and potentially refer others to your business.
Dealing with Negative Reviews
Address negative reviews professionally by acknowledging the issue, offering a solution, and inviting the customer to discuss the matter further offline. View them as a learning opportunity and a chance to possibly win back the customer’s trust. If a review violates platform guidelines, you can request its removal. However, we recommend doing this sparingly and only when necessary.
3 Ways to Showcase Local Reviews to Build Your Business
Gathering reviews is good but showing them off is even better. Here are three places to display your customers’ positive feedback to help draw in new customers.
1. Feature Reviews on Your Website
Strategically place reviews on high-traffic pages like your homepage or service pages. Use testimonials and snippets to add credibility and trust, showing potential customers the positive experiences others have had with your services.
2. Share Reviews on Social Media
Highlight positive reviews on your social media channels by creating engaging posts. Encourage user-generated content where customers share their experiences, and make sure to publicly thank them. This not only strengthens your relationship with existing customers but also builds a positive image for potential clients.
3. Use Reviews in Marketing Materials
Incorporate reviews into your email campaigns, brochures, and other marketing materials. These testimonials can serve as powerful case studies or success stories, helping to build trust and credibility with new clients.
How to Measure the Impact of Local Reviews
Tracking local review metrics provides valuable insights into customer satisfaction and highlights areas that need improvement. By monitoring these metrics, you can make informed decisions to improve your services and reputation while winning over more customers. Here are two simple steps to start tracking your customer review data.
Track Review Metrics
To understand the impact of your reviews, keep an eye on key metrics like the number of reviews, average rating, and overall sentiment. Tools like Google Business insights and BrightLocal can help you track and analyze this data. Google Business insights have the advantage of being free. But if you’re seeking a paid tool, we’re huge fans of BrightLocal* here at TTG. It combines review management with local SEO insights, so you can easily enhance your online reputation and visibility.
Adjust Your Review Strategy Based on Data
Use the data from your reviews to pinpoint areas where your business can improve, whether in customer service or operations. If you notice trends or patterns, adapt your approach to collecting and responding to reviews accordingly. This proactive strategy can help you maintain a positive reputation and continuously meet customer expectations.
Local Reviews and Beyond
Need help with increasing your customer reviews or tweaking your local SEO strategy? Contact the TTG pros!
*DISCLAIMER: Links included in this article might be affiliate links. If you purchase a product or service with the links that we provide, TTG may receive a small commission. There is no additional charge to you!
