Why reviews are more important for your small business than you thought

Natalia Kołkowska



While every company should treat its clients appropriately, it becomes crucial if you run a small business. In such a case, you probably cherish every person who walks through the door or makes a purchase through your website — and rightfully so. However, many small business owners repeat one mistake — they forget the same cherished customer as soon as they walk out the door.

Why is that a mistake? Well, it’s not only about customer retention, though it’s obviously crucial for your business continuity. But clients can (and should) be encouraged to provide feedback by leaving reviews. Though many companies dread online reviews, they can be a valuable tool if you learn how to use them to your advantage.

For starters, positive reviews will attract more customers; moreover, they may become an essential source of feedback, allowing you to improve your products and services. Reviews also contribute to your company’s overall SEO as well as word-of-mouth marketing. Last but not least, asking a customer to leave a review shows that you care about them.

With that being said, join us as we go through all the ways in which reviews can make a difference to your business.


Why reviews are more important for your small business than you thought. Source:

Positive Reviews Attract New Customers

People rarely take a chance on a company they don’t know well. That’s why small businesses need positive reviews — they could be the key to your customer’s trust. Indeed, almost 90% of all consumers read online reviews before making their purchasing decisions. And in most cases, they prefer to deal with companies they know they can trust.

Using tools like Weave Reviews and encouraging your clients to rate your business, you might quickly notice your company’s page starts attracting more customers than ever before. The primary reason for this? Positive reviews are excellent PR for your organization. They show you care for your clients and are willing to go the extra mile to satisfy their demands.

On the other hand, if your company doesn’t have enough positive reviews to establish its credibility, you may lose a lot of potential customers. So, whether you provide your clients with a remote business toolbox or focus on brick-and-mortar stores, you should aim to get more positive reviews on your company’s page.

Reviews Can Provide You With Feedback and Ideas for Improvement

A review is more than just an opinion. In fact, it could be a valuable source of feedback and ideas for improvement, which you can use to strengthen your business in the future.

Remember that businesses are not static; they keep evolving. If you’re not sure how to evolve, ask people. You can learn a lot from what your clients like and dislike. Though you cannot always implement every idea into your company policies, try to learn at least one or two new things from each review you receive.

Online Reviews Can Help Boost Your SEO Performance

Positive reviews not only attract new customers but also contribute to your website’s SEO performance. If your business has been mentioned positively somewhere on the internet, it will show in its search results. It will also tell Google bots (the ones who crawl the web and index various topics) that people like what your company offers and want to read more about it.

Google loves social proof, so in most cases, it will rank your website higher. But this is not all — as we said earlier, reviews contribute to your company’s reputation, which is another decisive factor that Google uses to determine the quality and relevance of a particular piece of content.

You Can Turn Negative Reviews Into Something Positive

Google is not the only one who loves social proof — humans do, too. You can turn a negative review into a positive thing by responding to it with grace and care.

Remember that every person is unique, so there is no universal way to respond to every single comment. If someone criticizes your organization, be humble and polite; thank them for their feedback and show sincere commitment to improving your business. Doing this will encourage both the reviewer and people who see your reply to revisit your business to see how it improved over time.

It Boosts Your Word-of-Mouth Marketing Efforts

No matter how good your marketing is, word-of-mouth is the most effective way to attract new customers. Asking your clients to provide feedback is a powerful way to show them that you care about them and their experience with your brand. It will leave a good impression and may make them think of your business when they need a similar product or service and recommend it to others.

If your client recommends your products and services to their relatives and loved ones, you have an added advantage. Even if they are not actively looking for a product or a service like yours, there’s a chance they will notice it when they read online testimonials, browse through social media, or talk with their community members.

How To Ask Your Customers for Reviews?

Before you can reap the benefits of reviews, you have to ensure they are out there. While it would be ideal if all your customers left reviews by themselves, you need to take some action.

You can use the following tips to approach your clients with a review request:

  • Ask for a review the moment you complete a transaction, whether after a service or at checkout.
  • Include the “review section” in your purchase receipt.
  • Create a special landing page on your website, asking users to enter their email address and leave a review — or at least share their experience with your company.
  • You can also use pop-ups, but they are not as efficient as simple landing pages.
  • Add a link to your review page on your company’s social media channels and your website’s navigation menu. Make sure it’s big enough and easy to notice.
  • If you have a physical store, include a sign-in sheet where customers can leave their name and email address after making a purchase. This method is especially useful when you have a lot of visitors.
  • If someone asks for an invite/coupon for your service/product, send them an email with a review request and your contact details.

The Bottom Line

Whether you run a brick-and-mortar store or provide your clients with unique services, reviews matter — that much is certain. When it comes to marketing your small business, you should take them seriously. They can boost your SEO performance, attract new clients, help you get more feedback to improve your business, and even encourage others to spread the word about your brand. No wonder reviews have become a crucial part of today’s digital world – so don’t ignore them!

Online reviews can benefit both your business and your clients. As long as you know how to utilize this tool and handle negative comments with care and respect, your company will grow stronger and stronger by the day.


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