The power of online reviews is limitless for local businesses.
Reviews equate to trust in today’s world, so establishing an authoritative presence on any review platform is a big step towards becoming a reputable business.
But there’s more than one review site out there.
This can make it confusing to decide which platforms to list your business on and where to ask your customers to write reviews.
What’s worth knowing here is that 88% of all online reviews are on four review sites: Google, Yelp, Facebook, and Tripadvisor.
These are the top review platforms on the internet and the review sites that local businesses should focus on.
But that’s still four review sites to manage. So which platform brings the most advantages to the table? Should you focus on one platform over another?
To get to the answer, let’s look at how these review sites compare, as well as the best strategy to get more reviews for your business.
Why Online Reviews Are So Important
Online reviews help consumers and businesses.
For consumers, reviews are important because they inspire confidence and increase trust.
Consumers want the assurance that what they’re purchasing will fulfill their needs, so they look to customer reviews for guidance.
For businesses, customer feedback is essential to improve your business because earning a consumer’s trust is what lands a sale in today’s world.
And by getting more reviews, businesses build impressive online reputations that lead to more trust, more authority, and more sales.
Reviews are the most important part of a reputation management strategy, and are also arguably the most valuable online resource for local businesses.
And with search engines ranking businesses based on customer reviews, it’s become impossible to ignore them.
How Online Reviews Impact Local Businesses
Online reviews have a profound impact on local businesses, shaping their reputation, customer trust, and overall success.
Positive reviews can be a magnet for new customers, boosting sales and enhancing online visibility.
On the flip side, negative reviews deter potential customers and hurt a business’s reputation.
Consider this: 88% of consumers trust online reviews as much as personal recommendations, and a staggering 91% read online reviews to gauge the quality of a local business.
This means that the words of your current customers can significantly influence the decisions of potential customers.
For local businesses, managing online reviews is not just about collecting positive feedback but also about addressing negative reviews constructively, and using the feedback to improve.
By doing so, businesses can demonstrate their commitment to customer satisfaction and turn a negative experience into a positive one.
Choosing the Right Review Sites for Your Business
Selecting the right review sites is crucial for managing your online reputation and attracting potential customers. Here are some factors to consider:
Industry Relevance: Choose platforms that cater to your industry or niche. This ensures that your reviews are seen by the right audience.
Target Audience: Select review websites that attract your target audience. This increases the likelihood of your reviews influencing potential customers.
Review Volume: Opt for platforms with a high volume of reviews to increase visibility. More reviews can enhance your business’s credibility.
Ease of Use: Choose review websites that are easy to use and manage. This makes it simpler to respond to reviews and engage with customers.
Cost: Consider the cost of using the platform, including any paid features or services. Ensure that the benefits outweigh the costs.
By carefully selecting the right review platforms and actively managing your online reputation, you can attract potential customers, build trust, and drive sales for your local business.
How Do We Compare Each Review Platform?
Google, Facebook, Yelp, and Tripadvisor make up almost 90% of all online reviews on the internet.
So for small local businesses looking to build their online reputations, these four review websites are a great place to start.
Still, building a good reputation on multiple review websites can be hard work.
This makes it worth comparing them and the advantages (for both customers and businesses) that each brings to the table.
So how do we compare each review platform? We’ll look at three key areas:
Trustworthiness – authority and review legitimacy
Accessibility – features and ease of use for customers
Impact – the advantages that make a positive impact for businesses
With that said, let’s look at the top review platforms and how they stack up.
The Top Review Platforms Compared
Google Reviews
Google is the leading review platform on the internet.
We’ve mentioned that 88% of all online reviews are on Google, Facebook, Yelp, and Tripadvisor – and Google reviews make up 73% of that volume.
This shouldn’t come as a surprise. After all, Google is the world’s most used search engine (by far).
And as a search engine, Google ranks Google Business Profiles in relevant search results based on the quality and quantity of the reviews.
Responding to Google reviews is another factor that can improve a business’s Google search ranking.
What’s unique about Google is that it encourages businesses to share reviews.
Google reviews can be embedded on your website using a review widget, and Google’s Business Profile Marketing Kit makes it easy to share your Google reviews on your social media profiles.
Customers need a Google account to post reviews, and Google automatically filters reviews to ensure all review content is credible.
Setting up Google reviews for your business (via a Google Business Profile) is also a straightforward process for businesses looking to get started.
We’d never suggest that you put all of your focus on a single review site, but if you had to choose then Google Business Profile reviews are your best bet.
And of course all of this makes it essential for businesses to get Google reviews on a steady basis.
Key Takeaways
Google is the leading review platform by far
Google makes it easy for businesses to share Google reviews
Google reviews are the first reviews consumers see in the SERPs, making it crucial to get a steady stream of Google reviews
Yelp Reviews
Yelp, which launched in 2004, is the most popular review site after Google and Facebook. What’s worth knowing about Yelp is that it’s a review site through-and-through, so its main focus is being a platform for authentic, informative reviews that consumers can trust.
For this reason, Yelp has very strict review guidelines. And these guidelines go so far as informing businesses not to ask customers for Yelp reviews.
If that policy seems confusing… it’s because it is.
Why a review site would deter people from using it is something that has baffled businesses (and Yelp stockholders) for as long as it’s been around.
It also explains why Yelp has been steadily losing marketshare to other review websites (primarily Google) for over a decade.
That said, Yelp has a devoted user base who trust Yelp reviews unwaveringly.
Yelpers who actively post Yelp reviews are typically more partial to Yelp, so it can’t be ignored.
And as an authoritative review site, Google frequently ranks Yelp business pages high up in the search results, so it’s important to optimize your Yelp business profile.
Yelp business pages can also be shared with Yelp Review Badges, which can help businesses get more Yelp reviews.
Like it or not (and let’s be honest: no local business actually “likes” Yelp; it’s more that they tolerate them) Yelp is worth establishing a presence on.
It’s also free and easy to create a Yelp business page or claim a business page if your business is already listed.
Key Takeaways
Yelp is one of most authoritative review platforms
Some people consider Yelp reviews more trustworthy and informative than other reviews, which can work to a business’s advantage if you can establish a strong presence on Yelp
Yelp Review Badges make it easy for businesses to promote their Yelp business page
Facebook Reviews
Facebook is (still) the internet’s number one social media platform with over 3 billion users worldwide.
Facebook launched Facebook Business in 2007 and now has over 200 million listed business pages.
What makes Facebook stand out is that it’s a social media networking site integrated with reviews, making it a powerhouse for marketing and selling as businesses can even sell their products on Facebook using Facebook Shops.
So businesses can use Facebook to get Facebook reviews and build their reputation, and also create engaging social media content to promote their business and reach a wider target audience – which can in turn improve business and increase reviews.
Facebook reviews can also boost your business’s search visibility on Facebook, as well as appear in Google search results.
Another bonus is that you can share your Google reviews on your Facebook Business Page to drive engagement and encourage reviews on other platforms.
For customers to post reviews on Facebook, a Facebook account is required.
Due to this, Facebook reviews are trusted by consumers as reviews are typically posted by Facebook users with profile pictures and full names.
What’s also worth mentioning is that a few years ago Facebook switched from “reviews” to “recommendations.
This traded the traditional 1-5 star review rating with a simpler “yes” or “no” question, which can persuade more customers to write Facebook reviews.
Key Takeaways
Facebook is a powerful marketing tool with reviews integrated
Facebook reviews can improve search visibility on Facebook and appear in Google search results
Facebook Recommendations are a slightly different take on the traditional review system
Tripadvisor Reviews
Tripadvisor started in 2000 and has since become the go-to site on the internet for hotel reviews and restaurant reviews, now boasting over 1 billion reviews.
On Tripadvisor, customers can review businesses and rate them out of 5 stars, as well as rate reviews as “Helpful”. Reviews can also be filtered in various ways: by “traveler type”, review date, and keywords mentioned in the reviews.
Customers can even use their Google accounts to sign up to Tripadvisor, making it an accessible review platform since Gmail, Google’s email client, has more than 1.8 billion active users worldwide.
Tripadvisor reviews are largely viewed as credible and trustworthy. Users must have an account to write reviews, and Tripadvisor assesses all reviews for review fraud before they get posted.
For businesses in the travel, tourism, and hospitality industry, Tripadvisor is a platform that shouldn’t be ignored. Along with being a frequently high-ranking site on Google, businesses can be numerically ranked on Tripadvisor as one of the top businesses in their area.
So by getting reviews on Tripadvisor, you can boost your business’s visibility and authority, drawing more customers to your business organically.
Key Takeaways
Tripadvisor is a high traffic review site with over 1 billion reviews
Tripadvisor is an essential review platform for travel and hospitality businesses
Businesses can get numerically ranked on Tripadvisor as a top local business, boosting visibility
Industry-Specific Review Platforms
Industry-specific review platforms are tailored to cater to particular industries, providing a focused audience and relevant reviews.
These platforms are invaluable for businesses looking to establish credibility and build trust with potential customers within their niche.
For instance, a restaurant might benefit more from a platform like OpenTable, which specializes in dining experiences, while a hotel would find a site like Booking.com more beneficial, and a lawyer may want to get more reviews on Avvo.
By leveraging industry-specific review platforms, businesses can ensure that their reviews are seen by the right audience, improving their reputation and attracting more targeted customers.
Keep in mind that there is no one-size-fits-all solution for every business when it comes to online reviews. Every business has its own set of the most important online review sites to get reviews on.
Better Business Bureau (BBB)
Historically, the Better Business Bureau (BBB) was an organization dedicated to advancing marketplace trust.
In many ways, the BBB was the original “review site”, and these days operating as a review site is its primary function.
While its glory days are long in the past, with over 12 million visitors each month the BBB website is still a significant platform for local businesses to manage their online reputation.
By maintaining a positive presence on the BBB, businesses can build trust and attract more customers.
Trustpilot and Angi
Trustpilot and Angi are two prominent review platforms that cater to specific industries, helping businesses build trust and credibility with potential customers.
Trustpilot is a go-to platform for e-commerce and service-based businesses, providing a space for customers to leave detailed reviews and ratings. This helps businesses in these sectors showcase their reliability and customer satisfaction.
Angi, formerly known as Angie’s List, specializes in home services and contractors.
Reputation management for contractors is a huge business, and Angi allows customers to review and rate home service providers, helping homeowners find trustworthy professionals for their needs.
Both platforms play a crucial role in helping businesses establish a strong online reputation within their respective industries.
How To Get More Reviews – The Strategy Every Business Needs
Managing multiple review platforms to build your online reputation doesn’t have to be difficult – not when you take advantage of a reputation management strategy that will help your business get more reviews on a consistent basis.
That strategy is ReputationStacker, a powerful reputation management tool that automatically requests reviews from your customers using an approach that’s proven to work.
And the best thing? ReputationStacker works for Google reviews, Facebook reviews, Yelp reviews, Tripadvisor reviews, and more.
Leave the hard work to your competitors.
ReputationStacker is all-in-one, hands-off reputation management software to get real reviews from your customers, effortlessly building your online reputation in the process.
The Final Takeaway? Managing Multiple Review Platforms Is Essential
One thing is clear: all the above review sites have advantages.
And the thing is, a stellar reputation on one review website can be overshadowed by another site where your business has a low number of reviews, negative reviews, false reviews, or no responses to customers.
This makes it important to manage your reviews—your reputation—on more than one platform.
The good news is that establishing a reputation on the major review platforms is enough to build trust with customers.
And if your business isn’t travel-based, it can check off Tripadvisor, leaving only Google, Facebook, and Yelp.
Still, managing multiple review platforms to build your online reputation can seem like a steep hill to climb.
But with reputation management software specifically built for local businesses like ReputationStacker, your business can thrive.
Frequently Asked Questions About The Top Review Sites For Local Businesses
What are the best online review sites for local businesses?
Some of the top review websites include Google Business Profile, Yelp, TripAdvisor, Facebook Business Page, and specialized customer review sites for industries like healthcare professionals and legal professionals. Most local businesses with a strong review management strategy have business listings on multiple customer review sites.
How can local businesses collect customer reviews effectively?
Local businesses can encourage satisfied customers to write reviews by asking for feedback after a purchase, sending follow-up emails, or using in-store prompts.
What is the review process on popular customer review websites?
Customers typically select a rating from one to five stars, provide comments, and submit their reviews. Business owners can then respond to this feedback, which helps both with community engagement and rankings on the site itself.
How do positive reviews impact a local business?
Positive customer reviews enhance a business’s reputation, improve local search rankings, and attract customers by building trust.
What are verified reviews and why are they important?
Verified reviews come from authentic customers who have genuinely used a service or product. They enhance credibility and trustworthiness for prospective customers. Multiple review sites note when reviews are “verified” vs. not.
How can local business owners manage their online reviews?
Business owners can manage reviews by regularly checking multiple review sites, responding to customer reviews, and using reputation management tools like ReputationStacker to streamline the process.
What should I do about negative feedback on review websites?
Address negative feedback promptly and professionally, acknowledging the issue and offering a solution. This shows both current and potential customers that you value customer feedback.
Are Facebook reviews important for local businesses?
Yes, Facebook reviews are important. They can significantly influence local customers and improve your business’s online presence, especially in social media search results.
How can local businesses improve their local search rankings with reviews?
Businesses can improve rankings in search engines by encouraging positive reviews, responding to all reviews, maintaining an updated Google Business Profile, and ensuring consistent NAP (Name, Address, Phone) information across online directories.
What are the risks of fake reviews for local businesses?
Fake reviews can mislead customers, damage a business, and lead to penalties from review websites. It’s crucial to report and manage fake reviews effectively.
How do comprehensive reviews help in the travel and hospitality industry?
Comprehensive reviews provide detailed feedback that helps travelers make informed decisions and allows businesses to showcase their strengths and improve on weaknesses. These types of reviews go well beyond the common short review that only consists of a few words, and are more along the lines of professional reviews. Comprehensive reviews are common to the travel and hospitality industry, and also on sites like Yelp, as well as sites that cater to customers for home service professionals, like Angi and Thumbtack.
What role do local review websites play for home service professionals?
Local review websites help home service providers build credibility, attract local customers, and differentiate themselves from competitors through often very detailed customer reviews.
Can business owners respond to customer reviews on Google Business Profile?
Yes, business owners can and should respond to both positive and negative customer reviews on their Google Business Profile, which can improve engagement and also improve rankings in the search engine itself.
What are paid marketing features offered by some review websites?
Some review websites offer paid marketing features, such as promoted listings or enhanced profiles, to help businesses gain visibility and attract customers. While these features can be helpful, they pale in comparison to simply getting a steady stream of reviews, which will both attract new customers and help boost your listing in search when those customers are looking for a business like yours. For this reason, many businesses opt not to use paid marketing features and instead use review management software like ReputationStacker.
Why is reputation management essential for healthcare providers?
Reputation management matters in healthcare, arguably more than in any other industry. Active healthcare reputation management is essential maintaining a positive reputation as patients rely heavily on reviews when selecting providers for their care.
How can local service providers benefit from collecting customer reviews?
Collecting customer reviews allows local service providers to identify areas for improvement, improve customer satisfaction, and get a predictable stream of new customers.
What strategies can local business owners use to encourage positive customer reviews?
Strategies include offering incentives for reviews, making the review process easy, and following up with customers post-service to request feedback. Many businesses use customer review software like ReputationStacker to automate the process of getting reviews.
How does the number of reviews affect a business’s search engine results?
A higher number of positive reviews can improve a business’s search engine results, as search engines often consider review quantity and quality when ranking listings. Also, review quantity plays an important factor in social proof.
What should businesses do if they receive a lot of negative reviews?
Businesses should analyze the feedback for common themes, implement changes to address concerns, and engage with customers to rebuild trust.
How can local businesses report reviews they believe are fraudulent?
Most review websites have a process for reporting fraudulent reviews. Businesses should gather evidence and follow the site’s reporting guidelines to address false reviews effectively.
