Why Google Reviews Matter for Your Business

Before someone picks up the phone to a business they have never used, they almost always check what other people say about it. For most local businesses, that means Google reviews.

Reviews are one of the few things on the internet that people still trust, because they come from customers rather than from you. Here is why they matter, how to make the most of them on your website, and how to get more without feeling pushy.

Why reviews matter so much

• They build trust with strangers. A new visitor has no reason to believe your website. They will believe a dozen customers saying the same good things.
• They show up before your website does. When someone searches for a local service, your Google Business Profile, star rating and reviews often appear above or beside the normal results. That is your first impression.
• They help you get found. Google looks at how many reviews a business has and how recent they are when deciding which local businesses to show.
• They answer questions for you. A review that says “turned up on time and left the place spotless” does more than any sales copy you could write.

Put your reviews on your website

Plenty of businesses have great Google reviews that never appear on their own website. That is a missed opportunity, because the moment someone is deciding whether to get in touch is exactly when a review helps most.

• Show your star rating near the top of the home page and next to your phone number or contact button.
• Add a relevant review to each service page, so a kitchen fitter’s kitchen page shows a kitchen review.
• Use the customer’s name and, where they are happy for you to, their town or business.
• Link through to your Google profile so people can read them all.

A separate testimonials page is fine, but on its own few people will find it. Reviews work hardest when they sit right next to the decision. You can see how we show ours on our reviews page and throughout the site.

How to get more reviews

Most happy customers are glad to leave a review. They just don’t think to, or don’t know how. A few simple habits make a big difference:

• Ask at the right moment. The best time is just after the job is finished and the customer has told you they are pleased.
• Make it one tap. Your Google Business Profile gives you a short link that opens the review box directly. Send it by text or email rather than asking people to search for you.
• Put the link everywhere. Add a “Review us on Google” button to your email signature, invoices and thank-you emails. A small card or QR code on the counter works well for shops and salons.
• Ask everyone. Don’t just ask the customers you are sure will be glowing. A steady flow of genuine reviews looks far more natural than a handful of perfect ones.
• Never buy or fake them. Google removes suspicious reviews, and fake reviews are now illegal in the UK. It isn’t worth the risk.

Reply to every review

A short, personal thank you to each review shows future customers there is a real person behind the business. If you get a bad review, reply calmly and politely, and offer to put things right. People reading it later will judge you as much on your reply as on the complaint, and a fair response often wins more trust than a page of five-star ratings.

Is your website making the most of your reviews?

Showing off your reviews is one of the quickest wins for most small business websites. It is also one of the checks in our free 15-point website checklist, alongside first impressions, mobile, speed and turning visitors into enquiries. If your site needs more than a quick fix, a website re-design can build your reviews in from the start.

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