Online reviews are a double-edged sword for businesses. Although they can be beneficial, they can also be detrimental if not handled properly. When it comes to online reviews, people tend to have strong feelings about them. 

If a business is not transparent about how they are being reviewed and how much impact the review has, then consumers tend to feel suspicious. Unfortunately, this combination of factors leads many people who read online reviews to quickly discard anything that seems negative towards the company. 

However, just because people may do this doesn’t mean that it is always accurate or fair. With that in mind, you might be wondering why these reviews have such a big impact on your business. Read on for more information

What is an Online Review?

Online reviews are commentary about a product, service, or company that is posted online by people who have had a positive or negative experience with that company. Online reviews can be positive or negative and they can be written by either customers or employees of the business. 

Thus, it is very important to read what people have to say about your business. Businesses can use online reviews to find out what their customers think of their products and services. They can also use this information to improve their services and more effectively lead their business.

Why Do People Write Online Signs Online?

When you start to read online reviews, you will find that most of them are written by genuine customers. This means that they are generally not paid for advertisements, which is another bonus. 

Online reviews are generally written by people who have a good or bad experience with your company. Therefore, it is important to recognize that most online reviews are going to be negative. 

If you can accept this, then you will be better equipped to handle negative reviews about your business. After all, if a customer is unhappy with their experience, then it is only natural that they will write a negative review about the company that provided it.

How Online Reviews Affect Business

There are many ways in which online reviews can affect a business.

First Impression

Online reviews are generally written by people who have had a recent experience with your company. Therefore, they will generally be positive or negative depending on what their impression of you was. This means that how you are presented to potential customers can have a huge impact on your business. 

When a potential customer reads an online review about your business, they will generally do one of two things: They will either form a negative opinion of your company or a positive opinion. If a potential customer reads a negative review about your company and makes an assumption about the way that they were treated by your company based on this review, then this can have a huge impact on their decision to do business with you. 

When this happens, you have lost a potential customer before they ever have the chance to walk through your door. This can be a costly mistake to make.

Word of Mouth

Word of mouth is one of the most effective marketing strategies that a business can employ. After all, it isn’t advertising. Instead, it is the result of happy, satisfied customers sharing their positive experiences with their friends and family. 

When customers are happy with their experience, they are far more likely to recommend your business to their friends and relatives. After all, how can they be sure that this new customer will be satisfied? 

The best way to avoid losing new customers to your competition is to ensure that your existing ones have nothing but good things to say about your business. If you can do this, then you will have no trouble retaining your current customers and converting new ones into loyal clients.


Many businesses spend a great deal of time and money on their marketing strategy, but all of it is for naught if no one sees it. This is why it is so important for you to ensure that every person who visits your website forms at least one online review about you. 

Not only will this increase the likelihood that people will see your business in cyberspace, but it will also increase the amount of traffic that you receive. After all, how do people find new businesses online if they don’t know that they exist? Online reviews are a great way to increase traffic to your business. 

If you want to get the most out of your marketing strategy, you are going to have to make sure that people are aware of your presence. This is why it is so important to ensure that you get as many online reviews as possible.

Maintaining Reputation

Online reviews can quickly spread like wildfire, which is why you need to ensure that every person who reads one of these reviews about your business leaves a comment about your business on a social media platform. 

If you manage to get one person to leave a positive review about your business on a social media platform, then this will have a major impact on the reputation that your brand has within that specific community. It is important to note that you should not just leave one comment to defend your business on social media. 

Instead, you should try to leave multiple comments that are both supportive and critical. Multiple comments will help to bring about a balanced view of your business on social media, which will in turn help to maintain your reputation.

How to Use Online Reviews Effectively?

There are some keys to using online reviews effectively.

Keep it Short

Reviews can be long-winded affairs. If a customer’s experience is positive, then it is just as important to mention that as it is to mention the negative aspects. Thus, it is important to keep them as short as possible.

Stick to the Point

Even if you want to go into more detail about a certain aspect of what the customer did, it is best to just stick to the point. Thus, you will be able to express your thoughts more effectively.

Don’t Be Afraid to Reply

It can be scary to reply to an online review, but if you do not, then you are leaving a comment that is being read by hundreds of people. Thus, if someone leaves a comment on one of your reviews, then it is best to reply to that review and explain what you think of it.

Handling Negative Online Reviews

There are a few things you can do to handle a negative online review.

Address the Problem Head-On

One of the best things that you can do when it comes to handling negative online reviews is to address the issue head-on. This is a much more honest approach compared to trying to sugarcoat the complaints or downplay their legitimacy. 

For example, if a customer is complaining about poor customer service, then it is important to address this issue directly. If a customer is complaining about poor-quality products, then it is important to address this issue directly. 

When it comes to addressing the issue head-on, it is crucial to ensure that you are not only addressing the issue but that you are also doing so in a respectful manner.

Don’t Stifle Complains

One of the most important things that you can do when it comes to handling negative online reviews is to ensure that you are not stifling the complaints. This is something that plenty of businesses tend to do, and it is something that you need to stop doing immediately. 

It is important to remember that regardless of the type of review that you are handling, there is always going to be someone unhappy with their experience with your company. This is something that you need to accept, and you need to accept it respectfully.

Be Professional

Last but not the least, when it comes to handling negative online reviews, being professional should always be maintained to be professional. This is something that you need to make a point of doing, regardless of what the review is about.

Handling Positive Online Reviews

We have already discussed some of the things you can do to handle a negative online review. However, there are also some things you can do to handle a positive online review. 

Respond Quick

When someone leaves a positive review for your business, you should be responding to them within 24 hours. This will ensure that you are responding to their specific review and not just a generic message. 

If you are responding more than once, then you may be sending the wrong message. It is also important to remember that online review platforms will not allow you to send a handwritten response.

Instead, you will have to use a generic message that they can respond to.

Be Grateful

Always be grateful when you receive positive online reviews. Even if the review is negative, it can still be beneficial. People are often more likely to leave a positive review if they are thankful for their experience at a particular business. 

It is also important to remember that you cannot please everyone, so it is important to realize when you are being praised and when you are not. Even if it does not seem like you are getting any good reviews, keep them in mind. You would be surprised at how much this can change over time.

Be Honest

While it is important to be grateful and honest in your responses, it is even more important, to be honest with your online reviews. When people leave a negative review, they tend to be much more critical and insulting than when they leave a positive review. 

This is often because the negative review is coming from a place of anger and is likely to be more exaggerated. When you are reading negative reviews, you should also be on the lookout for any specific information that is incorrect. If you notice this, then you should be responding to the specific comments and correcting the mistakes.


Online reviews play a crucial role in the purchasing decisions of consumers. While they can be positive, they can also be negative. The key is to be transparent about how you are being reviewed and how much impact that review has.

This way, you can use online reviews to find out what customers think about your products and services, improve your services, and increase traffic to your business.

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