Modern customers are naturally skeptical. They understand that the copy on a businessโ website is intended to sell a product or service, and as such, will only reflect the positive aspects of that brand. Thatโs why consumers tend to put more stock in online reviews. Reading an online review is like listening to a friend describe why the product or service did or didnโt meet their expectations. These online reviews form the backbone of a companyโs digital reputation and have a direct effect on the businessโ bottom line.
The Power of Detailed, Positive Reviews
All positive reviews are good, but some are better than others. Consider the following two reviews of the same fictitious restaurant:
- โGood food, good service.โ
- โThe Denver omelet was to die for!! And Jessie, the server, was so friendly and helpful. She didnโt mind accommodating my special request (food allergy) at all! Iโll definitely come back here the next time Iโm in Tucsonโplanning to try the Mediterranean breakfast strata next.โ
The first review is bland and generic. While itโs positive, it doesnโt give the reader a solid idea of what to expect when he or she walks into that restaurant. The second review is more detailed. It discusses specific menu items, mentions the name of a staff member, and compliments the customer service. This review also implies that the restaurant is allergy-friendly. All of that is important information for a customer searching for a good place to have brunch. Those details also set that restaurant apart from its competitors, which can help solidify its brand image. Furthermore, detailed reviews tend to include important keywords relevant to that business. This helps propel that business listing to the top of the Google search results pages. These keywords help that business get included in the โlocal packโ of business listings connected to the Google map.
The Helpfulness of Detailed, Negative Reviews
Although negative reviews are disheartening for any business owner, they shouldnโt be ignored. Not only should you offer a professional reply to as many negative reviews as possible, but you should also scour the detailed negative reviews for helpful feedback. Consider the following examples:
- โHorrible service. Will never return.โ
- โThe restaurant lost my reservation. I had to bring my mother elsewhere for brunch.โ
The first review isnโt detailed and itโs definitely not helpful. But the second detailed review explains the problem, allowing the business owner to take steps to fix it.
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