Online Reviews: The Secret Weapon of Small Businesses

These days, almost everyone looks online before making a purchase. Positive reviews don’t just build trust – they directly influence whether people choose you, just like word-of-mouth recommendations or your local reputation. Just think about it: when you search for a restaurant on Google Maps, don’t you check the reviews too?

As a small business owner, you don’t always have the time, money, or capacity to constantly monitor and manage reviews. That’s why it’s important to approach them consciously, efficiently, and ideally, in an automated way.

Why are online reviews important?

They build trust

Reviews are the modern version of word of mouth. If people see that others had a good experience with you, they’re more likely to choose you. A real customer’s opinion is far more convincing than any ad copy.

Better ranking on Google

Search engines – especially Google – take reviews into account when ranking results. The more positive reviews you have, the easier it is for people to find you. For this, you’ll need a well-optimized Google Business Profile and a steady stream of reviews.

They influence purchase decisions

Customer reviews play a growing role in decision-making. If you have great feedback, it helps convince potential customers. If your reviews are negative – or you have none – they may go elsewhere. Managing reviews is no longer optional – it’s essential.

How do reviews affect customers?

Today’s customers are well-informed. They don’t fall for ads – but they do care what others say. A lot of positive reviews builds confidence. And even a few negative ones can make you look more human – if you respond well.

93% of customers read online reviews before buying. And 85% trust them as much as personal recommendations.
(Source: BrightLocal, Search Engine Land)

A single bad review can have an impact

Just one negative review can scare off up to 30 potential customers (source: Harvard Business Review). But it’s not the end of the world. With a good response, you can even build trust. Honesty and a helpful attitude are always valuable.

Where should you collect reviews?

Be present where your customers are! The most important platforms:

• Google Business Profile – essential for local searches (see our article on how to add your organization to Google Maps)
• Facebook – for social interaction, reviews, and messaging (see our article on social media marketing for service businesses)
• Industry-specific sites – e.g. Zocdoc.com for doctors

Make sure all your profiles are up to date and complete (name, address, hours, contact info, photos, etc.).

How to get more positive reviews?

1. Ask for them!

Don’t wait for people to leave reviews – you have to ask. Do it when the customer is happy and the experience is still fresh:

• In person – simple and authentic
• By email – automatable and polite
• By SMS – quick and direct

Be sure to include a direct link to the review platform.

2. Make it easy

The fewer clicks, the better the chance they’ll actually leave a review. Use a QR code, link, or button on your website – anything that makes it convenient.

3. Provide excellent service

This is the best “review magnet.” Happy customers are naturally more likely to recommend you.

What should you do about negative reviews?

They’re inevitable. But they’re not a problem if handled well. Don’t leave them unanswered – respond quickly, politely, and empathetically. That shows not only the unhappy customer but also other readers that you care.

In fact, negative feedback can often help you improve. Look into what went wrong – and if it’s valid, fix it. Sometimes criticism is the best advice.

Respond quickly

Automatic notifications make it easier to respond to reviews in time. There are several free tools available, such as:

• Google Business Notifications: Track your reviews on Google.
• Google Alerts: Monitor mentions of your business online.
• Facebook Notifications: Keep up with reviews and comments on Facebook.
• Meta Business Suite: Manage Facebook and Instagram interactions in one place.

Use reviews to improve your services

Negative reviews can help you spot weaknesses and improve your offering. Look at what the problem was – and if it’s justified, fix it. You may even discover useful ideas for new services or products based on recurring feedback.

In summary:

• Ask for reviews regularly across multiple channels
• Make it easy to leave feedback
• Respond to every review – especially the negative ones
• Be active on key platforms
• Provide a great experience – that’s the foundation

Tip: If you’re short on time, use an automated system (e.g. follow-up email or SMS) to request reviews – it’ll save you valuable time.