Many businesses are coming to understand how important reviews are in terms of their overall reputation, but often their efforts with online reviews don’t extend further than simply collecting them on various review platforms.
Whilst this will give many different benefits, and it is definitely something all businesses should continue to do, it is really only scratching the surface of how reviews can be used to further increase a business’ sales.
One incredibly easy way to get even more out of your reviews is to have them displayed on your website, and quite a lot of businesses have caught onto this in recent years. Whilst it seems like a simple process, there are a few tricks that can boost the additional benefits displaying your reviews can bring as well as a couple of common mistakes people make in the process that limit the benefits.
Why Should you Display Your Reviews on Your Website?
To start with, one of the biggest and most obvious reasons for displaying your reviews on your own website is to ensure that they are visible to your existing and potential customers.
Having the reviews displayed in a prominent place on the site means that they’ll be seen by far more people, and those people are also more likely to be the relevant audience as they’ve already had enough interest in your business to have made their way onto the website. Whether they’ve got there through seeing your reviews elsewhere, through natural traffic or alternative sources having the reviews present on the website makes sure that almost all customers will see your feedback.
When prospective customers are on your website, seeing the reviews you’ve collected from existing customers can be the final confirmation they need before going ahead with their decision to work with your business. People trust the customers reviews they see online – 87% of consumers actually read online reviews for local businesses in 2020 (BrightLocal Consumer Review Survey 2020).
Having the reviews displayed alongside the call to action or contact details is a tried and tested method of increasing the sales you get through your website!
Keeping Customers in the Right Place
Whilst it’s great, and recommended, to collect reviews on multiple of the available review sources online it can also mean that customers are only seeing reviews about your service on external websites that don’t necessarily include all of the information you would like customers to see.
Having the reviews displayed in a prominent place on the site means that they’ll be seen by far more people, and those people are also more likely to be the relevant audience as they’ve already had enough interest in your business to have made their way onto the website. Whether they’ve got there through seeing your reviews elsewhere, through natural traffic, or alternative sources having the reviews present on the website makes sure that almost all customers will see your feedback.
How Should you Display Your Reviews?
The most important factor to consider when adding your reviews to your own website is where on the page they should go. If you’re choosing to add the reviews to your home page, or other landing pages, you should make sure they’re somewhere prominent and high up the page. This helps to ensure they grab the attention of prospective customers and can encourage them to stay on the site!
Reviews vs Testimonials
Many people often choose to add their reviews to a page created entirely for this purpose, which is also a great option as it means you can display all of your reviews or at least more than you could on a home page. Whilst it does slightly decrease the likelihood of users seeing the reviews, you can include multiple links through to the page on the rest of the website to attract users to read the reviews.
One common mistake made here is in the name of the page created to display reviews. Often people choose to title the page ‘Testimonials’, but this is not actually the best choice based on the data available in Google Trends.
Google Trends allows us to compare search terms, and see which ones are more commonly used by users searching online. When comparing ‘Testimonials’ with ‘Reviews’, the latter is the clear winner, and this tells us it would be the best option when naming the page on your website as it increases the chances of users finding that page directly in their search results!
Keep Your Reviews Updated
Another common mistake many people make is that they don’t update the reviews on their website often enough. They often add a selection of reviews to the site with the best intentions, but within a few months if the reviews are not updated they can quickly become outdated and less relevant to your customers.
It can be quite a task to update the reviews on your website every time you receive a new one, and that’s exactly why we developed our display reviews widget which updated in automatically every time you collect a new review on any of your chosen review sources – more on this later!
Include Reviews From Different Sources
It’s well known by now that customers trust third-party reviews more than they trust standard testimonials, so to ensure you’re getting the most out of displaying the reviews you’ve collected its preferential to have reviews from all sources showing.
With the Trustist display reviews widget, all of your reviews from all review sources can be displayed on your website! The widget updates in real time, so each time you receive a new review it will automatically be added to your website for your customers to read.
To achieve the best results, you can combine the display reviews widget with the Trustist main aggregation widget. The main aggregation widget helps you to further utilise the reviews you collect by using them to get you stars for your website listings in natural search results. We also provide you with multiple easy ways to collect new reviews, which can then also be displayed on your website!