The Content From Reviews is Just as Important as the RatingsReviews are a very important part of the buying process for most online shoppers today. Whether someone is looking at a product, or they are checking out your businesses’ services the reviews are going to do some of the selling or hold it back.


Why Do Reviews Matter?

Customers trust reviews more than what your company actually has to say, because they come from one of them. Reviews are supposed to be impartial, and that means that they tell it like it is. This is why you can’t really afford to have a collection of very negative reviews, or a lack of reviews in general.

Is it All About the Ratings?

There are business owners out there who believe that their business reviews are just there for the rating that they create. For instance, if you have reviews on Yelp, then the most important thing is your overall Yelp rating, or at least that’s what many people think.

In all actuality the actual content in the reviews themselves is just as important as the rating. Customers don’t just look at the overall star rating and then choose to buy a product or pass it over, because they want even more information than that.  Typically a customer will read between two and ten reviews before deciding to make the purchase.

Pay Attention to What the Reviews Are Saying

When you’re trying to figure out why your business isn’t making as many sales as you would like it to be, one of the first places you should check is your reviews. Ask yourself what are your reviews saying about the company, and then work from there.

If you have an overall positive message about your product or your services you should strive to keep it up. If you have an overall negative message, you need to get to the root of the problem and correct it.

Reviews May Be the Most Important Content

Experts are constantly preaching that content is the most important marketing tool for a business. They talk about creating informational articles that show your businesses expertise. They touch on why you should have helpful videos, or offer useful products. What they often miss is just how important user reviews are, and how they are a form of user- generated content that should be capitalized on.

Keep in mind that your user reviews are going to be read by many of your customers before they decide to work with your business. Don’t disregard the content and you can improve your business, and seize passing opportunities before they are gone.

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Robb Bailey

Co-Founder & CEO at PageLadder, Inc.
Robb enjoys growing a mean mustache every Movember and putting hot sauce on anything edible. You'll find him doing Content Marketing at his Inbound Marketing Agency in San Diego.
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