Web Works by Chuck Bankoff
by Chuck Bankoff
September 21st, 2016

If They Don’t Hate You…Brag About It

We do the online marketing for a lot of businesses so we get an unusual view of what’s actually going on. Since we monitor the traffic sources for each or our clients, I can tell you that you’d be surprised at how many “branded keywords” (variations of the company name) are actually being searched. You might also be surprised at how many searches there are on company names preceded or followed by words like “Reviews” (as in “kreative webworks reviews” or “reviews kreative webworks”).

Customer Proof 

The following is an excerpt from my book 25 Website ‘Must Haves’ for generating traffic, leads and sales to your website.

Shower doors, window film, curtain walls … no matter what you’re selling, potential buyers like to see confirmation that you’ve made other customers happy. Testimonials and customer reviews are more influential than you think.

Testimonials carry quite a bit of weight in the customer buying process, but everyone knows that you can hand-pick which testimonials you want to showcase, hide negative comments and even write the testimonials yourself.

Video testimonials are pretty powerful, and they don’t necessarily require high production costs. Even an amateur video testimonial shot from an iPhone has a certain degree of credibility because it obviously features real people.

Testimonials are great, but reviews are better!

For someone to leave a review on any credible platform, like Yelp or Citysearch or Google My Business, they would first need to have a unique profile, so reviews are harder (but not impossible) to fake. Therefore consumers trust them more than testimonials.

Research varies between the years of 2013 and 2015, but the consensus is that between 79 to 90 percent of consumers say that online reviews impact their buying decisions. reviews

Step 1: Be Proactive

If you’re sitting around waiting for those 5-star reviews to roll in, you’re in for a rude awakening. Reviews are naturally skewed negative because most people don’t think to leave a review when they are satisfied. If your new shower door doesn’t leak, or if your window film doesn’t bubble, would you immediately go to Yelp and tell everyone you got what you paid for? Probably not. But if you had an issue and the company’s customer service was rude, you probably would. Consumers who are dissatisfied, however, have a tendency to vent … and vent publicly.

So to reshuffle the deck, be proactive and actually ask your satisfied customers to leave a favorable—but truthful review. There are actual systematic approaches to this.

Step 2: Be Proud

If you’ve earned some stellar reviews, don’t be afraid to provide direct links to your Yelp, Citisearch or Google+ page right on your website. There are even review aggregators that will act as a repository for your reviews and syndicate them to other directories across the Internet.

We typically put a “badge” (a graphic) on our client’s websites that link directly to their reviews page. This is a pet project of mine, so feel free to lean on me if you want more information: chuck@kreativewebworks.com. I answer every email personally.

This blog is from Focus on Film, the weekly e-newsletter that covers the latest news regarding window film and related products, including paint protection film. Click HERE to sign up—there is no charge. Interested in a deeper dive? Free subscriptions to Window Film magazine in print or digital format are available. Subscribe at no charge HERE.

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