Hey there! As a fellow small business owner, you don‘t need me to tell you how vital strong word-of-mouth is for your success. These days, that word-of-mouth happens online through customer reviews. But with new review sites popping up every day, how do you know where to focus?
I‘ve compiled this comprehensive guide examining thirteen review platforms that can help your business gain trust, visibility and customer love. I‘ll provide concrete data, expert guidance and real-world proof that leveraging these sites is worth your precious time.
Let‘s dive in and get you the customer feedback you deserve!
Why You Simply Must Embrace Online Reviews
Consumers trust online reviews as much as personal recommendations from friends and family. BrightLocal‘s 2023 survey saw that figure rising to 91% of people reading reviews before engaging with a small business.
When potential new customers are on the fence, seeing those four and five-star ratings helps them take that leap. Not surprisingly, a Harvard study found that on average, a one-star increase meant a 5-9% bump in revenues.
Positive reviews also boost your business‘s position with Google and other search engines. This increases the likelihood you get found by people already looking for someone offering your products or services.
Make no mistake – online reviews aren‘t some ephemeral nice-to-have. They are absolutely essential for SMB success today. The data and experts agree.
Now let‘s explore the top review platforms out there to help you gather the social proof, visibility and customer feedback to thrive.
Main Types of Review Websites
Broadly speaking, online review platforms fall into three categories:
Google – As the dominant search leader, Google review properties like Google Business Profile and Google Maps carry enormous weight in visibility and perception.
Social Networks – Platforms like Facebook and NextDoor allow engagement through their massive built-in audiences where trust already exists.
Third-Party Sites – Specialized platforms like Yelp and TripAdvisor focus exclusively on gathering and displaying crowdsourced reviews.
Ideally you should embrace reviews across all three areas. Now let‘s examine the top options across each category.
1. Google Business Profile
Simply put, anywhere Google displays local business information and reviews, you need to be.
Optimize your free Google Business Profile, as over 3.5 billion searches happen on Google every single day. That includes both Maps and straight Google Search results.
Appearing prominently with strong ratings here almost guarantees a massive visibility boost. Specific advantages include:
- – Listings prominently displayed in Google Search and Maps
- – Metrics provided on customer actions like calls, direction requests and more
- – Ability to publicly respond to reviews
- – Post events, offers and updates to your GBP listing
Moz CEO Sarah Bird had this to say on the authoritative influence of Google reviews:
"Google reviews are powerfully influential in maps and local search results. Given how much search traffic is moving to featured snippets and map results, I recommend every business focus on generating more 5-star Google reviews."
I couldn‘t agree more! Optimize your free Business Profile today.
2. Facebook Recommendations
With over one billion active daily users, Facebook offers unmatched reach through friends and connections.
Their integrated Recommendations feature easily allows past customers to leave feedback right on your Business Page.
Specific perks include:
- – Reviews automatically aggregate on your Page
- – Ability to publicly or privately respond
- – Analyze feedback themes and sentiment
- – Dispute resolution for reviews flagged as suspicious
Facebook‘s own 2021 Global State of Small Business report found 85% of consumers trust referrals from friends and family above all else.
Leveraging existing social relationships positions you for more sales. One study saw referred customers spending 16% more on average.
So if you aren‘t actively encouraging reviews on your Facebook Business Page, you‘re leaving opportunity on the table!
3. Yelp
In the world of third-party review platforms, Yelp remains the grandaddy of them all. Every month over 183 million unique visitors read and write crowd-sourced reviews to guide purchase decisions.
As a trusted household name since 2004, consumers turn to Yelp to validate quality and service before engaging a new business.
Compelling assets include:
- – Broad consumer reach and brand familiarity
- – Sort reviews by date, rating and other factors
- – View metrics on page views, calls, direction requests and more
- – Tools to highlight your best reviews
Top marketing thought leader Neil Patel put it this way:
"Yelp is the perfect way to showcase social proof. The best part is that the reviews come from third parties, not you. That means new visitors find them more authentic and reliable."
The visibility and credibility Yelp offers makes it a must-have review venue for local businesses. Don‘t leave this opportunity on the table!
4. TripAdvisor
Now let‘s examine an industry-specific heavy-hitter – TripAdvisor. When it comes to the tourism and hospitality verticals, no site carries more weight.
Every month over 490 million potential guests visit TripAdvisor. They heavily factor in user-generated ratings, reviews and photos when deciding where to book their vacations and business travel.
For lodging providers then, a solid presence on TripAdvisor is absolutely mandatory for visibility.
Top assets include:
- – #1 site globally for traveler trust and engagement
- – Sophisticated segmentation tools to target your pitch
- – Special promotional offers made available first to TripAdvisor community
- – Access foot traffic and other key property analytics
As Hannah from Wisconsin put it in her own 5-star review:
"I never book a hotel without checking TripAdvisor first. It‘s crazy to me how some places think they can get away with bad service just because they‘re pretty. Beauty only goes so far!"
If you want to attract customers like Hannah, TripAdvisor must be part of your digital marketing strategy.
5. The Better Business Bureau
While forum-based review platforms allow anyone to contribute opinions, the Better Business Bureau takes a different approach.
Active as a consumer watchdog group since 1912, BBB focuses squarely on transparent business practices and ethical customer treatment.
They don‘t gather open-ended crowdsourced reviews. Instead, BBB tracks the volume and resolution rates of sales and service complaints.
From there they issue letter grades that serve as easy-to-understand credibility indicators. For example, an "A+" BBB rating tells customers that business takes feedback seriously and fixes problems.
Specific BBB advantages include:
- – Brand recognized globally as reviewing trust and transparency
- – Dispute resolution services for unfair or false reviews
- – Email alerts notify you every time new feedback is left
- – Link customer complaints directly to your responses
According to a BBB study, over 5.3 million consumers visited BBB.org to check business ratings last year prior to purchase decisions.
So while less conversational than social media sites, BBB still massively influences consumer behavior. Maintain your strong grades at all costs!
6. Facebook Neighborhood Groups
Now let‘s go back to social media and talk engagement at the grassroots level.
While main Facebook Pages offer broad visibility, highly targeted hyperlocal subgroups exist too. I‘m talking about Neighborhood, Buy Nothing and Buy/Sell/Trade groups.
Here residents convene around tight-knit community identity – schools,subdivisions, parent groups and more. Small businesses thrive through word-of-mouth referrals and conversations in these intimate circles.
You‘ll need to apply proper etiquette of course – no outright selling allowed. But tactfully sharing news and answering member questions keeps you top of mind. This community goodwill pays dividends for SMBs invested in the area‘s social fabric.
For example, Kelly‘s Cookies & Treats frequents the Eaton Falls Parents Facebook Group. She provides baking tips around the holidays, sends the kids complimentary goodie bags and subtly mentions her custom gift basket services.
This neighborly nurturing means Eaton Falls families now think of Kelly‘s first for birthdays, graduations and other gifting occasions. All from organic word-of-mouth seeded on hyperlocal social media.
Strike up conversations on Neighborhood Groups near you today!
Review Site User Demographics
Now let‘s analyze user data across key online review platforms. The following table highlights the gender and age breakdowns of visitors to top sites like Yelp, Facebook, Google and more.
| Yelp | TripAdvisor | |||
| Male Users | 47% | 65% | 57% | 48% |
| Female Users | 53% | 35% | 43% | 52% |
| 18-29 | 53% | 31% | 30% | 36% |
| 30-49 | 34% | 25% | 31% | 41% |
| 50-64 | 11% | 20% | 25% | 17% |
| 65+ | 2% | 24% | 14% | 6% |
Consider prominently displaying your best reviews on sites whose demos align closely with your target customer avatar.
For example, boutique shops may prioritize cultivating more female reviewers in the higher-spending 30-49 age bracket.
Meanwhile, SaaS companies selling enterprise solutions care more about older IT decision-makers on sites like G2 Crowd, TrustRadius and more.
Align your review site focus with the buyer personas integral to your business growth.
Getting More Positive Reviews
Now let‘s move beyond review site selection and talk strategy. Because passively waiting for happy customers to leave praise doesn‘t cut it anymore!
Here are pro tips to accelerate more five-star ratings:
Ask politely – Don‘t hesitate to invite recently-served customers to share their experience online. A simple ask helps surface hidden raves already out there.
Make it easy – Attach review site links to your email receipts to capture positive sentiment in the moment. Automate the upload process.
Spotlight superfans – Your very best patrons have the highest likelihood for effusive praise. Incentivize them to post publicly with special rewards and recognition.
Reply promptly – When detailed, glowing reviews come in, show appreciation to the writer directly with a thoughtful comment.
Turn critics into evangelists – If less-than-perfect feedback appears, use the opportunity to provide exceptional service recovery. Delighted transformation stories hold powerful sway.
Proactively generating more five-star praise accelerates word-of-mouth and acts as a magnet to attract ideal future patrons. Prioritize it!
Responding To Negative Reviews
Despite your best efforts though, critical feedback will still come in occasionally. Don‘t panic!
Even brands lauded for exemplary customer service like Ritz Carlton and Nordstrom aren‘t immune from the odd complaint.
Briefly acknowledging the dissatisfaction before detailing your earnest remedy efforts reassures readers.
Most understand occasional misses will happen despite best intentions from conscientious business owners like you!
Here are proven tactics to mitigate one-star damage:
Respond quickly – Reply first thing expressing regret and your commitment to immediately addressing issues.
Keep it public – Continuing the conversation offline deprives potential customers of seeing resolution.
Assume good intentions – Frame unflattering criticism as genuine contributory feedback from well-meaning patrons.
Detail corrective actions – Be specific discussing revised policies, added staff training, amended procedures to prevent repeat issues.
Offer restorative incentives – Demonstrate your eagerness to redeem trust by providing VIP service, discounts and upgrades to dissatisfied customers.
Remember – an attention-grabbing negative review, properly cared for, has hidden potential to become your strongest endorsement yet!
The Bottom Line
The data says it all – online reviews profoundly sway modern buyer decisions. Appearing prominently on high-visibility third-party sites lends credibility that Google responds to as well.
We‘ve covered specialized platforms reaching consumers across travel, dining, B2B services and much more.
You simply can‘t afford leaving positive referrals and customer experiences undiscovered in the digital ether anymore!
I encourage you to revisit the list and identify 2-3 of the best review websites for your niche. Then carve out 4-5 hours this month to start building out your profiles and putting best practices into play.
With some concerted effort, I have no doubt you‘ll soon be raking in authentic social proof and measurable new business growth!
Now quit leaving potential sales on the table and go gather the rave reviews you deserve! Reach out anytime if you need an accountability partner or extra motivation. I believe in you!
