Leveraging Reviews to Supercharge Contractor Leads
If you're not leveraging your online reviews, you're not taking full advantage of your hard work and one of the easiest ways to almost instantly improve your online contractor marketing presence.
Getting more reviews on Google and your website will help boost your visibility, getting you in front of more prospective customers and building trust with online searchers who haven't yet selected their contractors.
In fact, it's one of the things that Google outright suggests. When it comes to your Google Business Profile "prominence," - Google's documentation says, "Google review count and review score factor into local search ranking. More reviews and positive ratings can improve your business' local ranking."
So, let's talk about how you can get more reviews and best use your reviews to your benefit - to supercharge your contractor leads and get more business online.
Encourage Reviews On The Job Site
It all starts with how you work with your customers on the job. Asking for the review is still a core part of this process. Don't be shy, don't feel uneasy, don't feel awkward. If you own and operate a business and want more customers, asking for a review is simply good business practice.
If you need to shake off the awkwardness, prepare business cards with a QR code that links to your review management system to start the conversation. You can also include your review link in your email signature and your post-payment workflow. It is still best to actively bring it up, but then your "hard sell" can feel a little less pushy.
Encouraging more reviews during every customer interaction means you'll be actively working to grow your online marketing presence.
Use A Review Management System To 10X Your Online Reviews
In today's day and age, there is no reason to manually complete multiple follow-ups by manually sending emails and text messages when a review management system can - at an incredibly low cost - remove hours of labor from your workflows.
Like the Birdeye Review Management System used by Footbridge Media clients, a review management system should be a bit like a Swiss army knife - with multiple capabilities available depending on your use case.
Whether it is direct integration with popular CMS software, the ability to upload a spreadsheet of customer information, or simply adding one customer at a time - find and use your review management system.
Your automated review management system should help grow your online review count where you need it most (Google for contractors and home service providers) and simplify how you request reviews from your customer list via email and text.
Getting reviews can be a numbers game. Efficiently maximizing your review request methods means you'll get more reviews for less work in the long run.
Respond To Your Reviews On Google
To cite the same Google Business Profile help page as earlier, Google also suggests that review responses are valuable - "Respond to reviews that users leave about your business. When you reply to reviews, it shows that you value your customers and their feedback."
And we wholeheartedly agree. We suggest replying to both positive reviews (thanking the customer publicly for their positive vibes) and negative reviews (to try to move the conversation offline in hopes of remedying any issues and perhaps resolving the negative rating) alike.
Demonstrating your commitment to your business - especially if similar companies in your area are not up-to-date on their review replies - can separate you from the competition.
Showcase Your Reviews On Your Website
Your online reviews are powerful pieces of content. You should feature your online reviews on your website. Aside from a dedicated "Reviews" or "Testimonials" page, you can identify a customer review that pairs with a project page - that creates a more fully developed case study.
As an example of how to make this easier - the Birdeye Review Management System, as used by Footbridge Media clients, allows you to display your most recent reviews and review count dynamically on your website. This means your site will always have the most up-to-date review information without you needing to manually update pages every single time.
Showing off your reviews on your website reassures your prospects and will help convert a visitor to a lead.
Share Reviews On Socials, Newsletters, Print Materials, & More
Online reviews can go to more places than your website and review platforms. Maximize your efforts by sharing your reviews on your social media platforms and email marketing newsletters. These can be great pieces of information to serve as social proof to inform potential customers and remind past customers of your value as a trusted home services professional.
If you're creating "Leave Behind" packets and print marketing materials, you can also include your reviews on your tri-folds or presentation folders for more comprehensive coverage of you as a business.
Get the most out of your reviews and earn more business by showing you are the more reliable and reputable option for service.
Improve Your Business With Feedback
You can use customer feedback to do more than market your business. Feedback can also be invaluable in the growth of you and your employees as a training and customer service tool.
While no one enjoys getting a negative review, you need to make the most of it from a business standpoint. Once you complete your review reply in an attempt to move the conversation offline for resolution, conduct your own assessment of the less-than-favorable feedback so you can fix process, training, or staff problems.
The occasional negative review and misstep is understandable, but only if you can learn from it and move forward.
Making Reviews Work For You - Helping To Build Your Business
By actively encouraging and inviting your satisfied clients to leave reviews using tactics that make it easy for you to ask and for them to follow through, you are extending the value of your happy clients beyond their final payment.
By gathering that feedback on Google, your website, and your marketing materials - you make it easier for customers to find you and trust you to be their next contractor.
About Chris Lonergan
Chris Lonergan has over 12 years of contractor marketing experience with Footbridge Media. With a background in web design, print design, content creation, and online marketing, Chris is focused on providing quality marketing and business solutions in the construction and service industries - helping small business owners to more efficiently manage their companies and grow their operations.
Chris Lonergan has previously contributed to and/or been featured in PM Magazine (Plumbing & Mechanical | Contractors x Engineers), theNEWS (ACHR - Air Conditioning | Heating | Refrigeration), Service Roundtable's blog, inPAINT Magazine, the SMB Marketing Agency Show, and the Green Industry Podcast. Chris is also a past SGI/CertainPath breakout session presenter.
