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Ouch: How to avoid the sting of bad online reviews
Make sure your website has easy-access information
If there has been a problem with the products or services you have supplied, the first place a dissatisfied customer will turn to is your website. The web design and its content need to be customer focused; not only to generate leads and sales but for complaints too.
- Easy to find contact details
Consumers need to be able access your contact details easily. If they feel they have had to jump through hoops to find it, your website design has already added fuel to the fire.
- Helpful content
Provide customers with details of your business processes. Transparency is key. Be clear about terms and conditions, delivery timescales and charges, the returns policy and the complaints procedure. The more information you can provide digitally, the less likely customers will need to contact you directly for details.
Active Google My Business
An optimised Google My Business (GMB) is a highly effective SEO strategy to get your business details (address, opening hours, and contact details) listed for local online searches and on Google Maps, but it is also where customers can leave reviews about how well your business has served them.
2018 research by Review Tracker found 63.6% of consumers check Google for reviews before using a business. Google reviews matter, so encourage customers to leave them; however, it is important you react to them appropriately, and that means the good, the bad and especially the ugly.
- Respond to all reviews - both the good and bad
Online reviews are a major influence on consumer behaviour and responding to them is a powerful way to strengthen the relationship with consumers.
It can feel like a punch in the gut to receive a negative review, but never ignore them – not only will the customer feel unheard and undervalued, but potential customers will click away if they read them.
However, bad reviews don’t have to remain a negative experience. A thoughtful response is an opportunity to showcase your customer care. Show you understand the consequences of the customer’s experience. If you were wrong, admit it, accept responsibility and provide a solution. If the source of the complaint is not directly because of your business, show empathy but clarify where the problem occurred.
Digital Presence is a one-stop shop for website and digital marketing, Christchurch and beyond. We create on-brand websites that are developed with the user in mind. With seamless navigation, informative content, your website is a valuable tool to help drive efficiency and support business success. It’s the lynchpin of your online marketing, so call us now on 0274 278047 or drop us a line at hello@digitalpresence.co.nz to learn more.
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