Internet users are now more inclined than ever to share their personal experiences online. From social media sites like Facebook, Google+, and Twitter to niche sites like Yelp and TripAdvisor, people are increasingly turning to the web as a means of communicating with and establishing trust in one another. 

A recent study found that 88% of consumers trust online reviews as much as personal recommendations when making buying decisions. That being said, not everyone is fortunate enough to receive positive feedback from their peers – which is why you should carefully consider any negatives before taking action. 

If you’re new to the world of online reviews or unsure about how they can help or harm your small business, don’t panic – this article will provide you with everything you need to know about the pros and cons of having them on your site.

What Are Online Reviews?

Online reviews are short descriptions and ratings that users post publicly on various websites, such as TripAdvisor, Yelp, and Google+. These reviews can be either positive, negative, or mixed. 

While some people might be a bit biased when writing a review, these judgments are usually based on the reviewer’s experience, so they can provide helpful insights. Online reviews are one of the best ways to build trust with your prospective clients.

When you work hard to earn a good rating on a review site, you’re creating a sense of reliability that can help you get business. It’s also a good way to build a following for your brand, as word of mouth is often powered by online reviews.

The Pros of Having Online Reviews

Build Trust

Online reviews have the potential to boost trust tremendously amongst your potential customers and clients which is why it’s wise to invest time and effort in building a strong reputation for quality. After all, what’s the point of having positive feedback if you’re not actively trying to earn it? 

A well-rounded online presence that includes a mix of positive, neutral, and negative reviews will help you create a brand that your customers feel confident enough to approach with their complaints and praise which is a crucial part of building trust. 

Furthermore, you should also remember that online reviews are an excellent way of attracting attention from those who may not necessarily visit your site – which is why you should include them in your marketing strategies as much as possible.

Boost SEO

SEO stands for “Search Engine Optimization”, and is a technique that companies use to improve the rankings of their websites within major search engines like Google. In a nutshell, SEO involves developing and implementing an array of strategies that are designed to boost the overall number of backlinks to your site including guest posts, social media shares, and high-quality online reviews. 

You should also keep in mind that the more backlinks you have pointing to your site, the easier it will be for your pages to appear on the first page of Google when someone searches for a product, service, or keyword that interests them. 

While there are several things you can do to boost SEO, including guest posts and building a strong online presence, online reviews are one of the best ways to improve your SEO. After all, no one likes to browse through hundreds of inaccurate reviews, so having a small handful of genuine ones on your site will go a long way toward boosting your SEO rankings.

Increase Customer Engagement

Online reviews are an excellent way of boosting customer engagement, which is why you should make sure to include as many of them as possible in your content marketing campaigns. 

As long as your reviews are accurate, and practical, and offer genuine praise and criticism, your customers will appreciate the fact that you’re including their voices on your site. Moreover, this will help to boost your reputation, which is important for several reasons. 

First, it will help you to establish your brand and reputation as a reliable, quality business which is important for boosting revenue. Second, it will help to boost your revenue by increasing your bottom line.

Increase Revenue

One of the best reasons to include online reviews on your site is that they can be used as a tool to boost revenue. In other words, you can choose to partner with a third-party review site like Yelp or Trustpilot and allow them to post your reviews on their pages. 

This is particularly effective when you partner with one of the more reputable review sites as they will have a far more positive reputation than sites that have been around for a shorter time. This will have the dual effect of both boosting your content marketing strategies as well as increasing your revenue. 

Several businesses have reported that this is one of the best ways to boost revenue, as it offers a way for you to expand your customer base without having to rely on an external marketing campaign.

Know What to Improve

If you’re serious about growing your business, it’s important to remember that you need to focus on what you can improve not on what you can immediately offer. After all, no one wants to purchase from a company that has a poor online presence, so you need to make sure that you make the most of the online space that you have. 

For example, if more customers were to click on your site due to the positive reviews posted on review sites like Yelp, you’re likely to see an increase in traffic and revenue. Similarly, if more customers are clicking on your site due to the backlinks pointing to it, you’re likely to see an increase in reviews. 

Thus, it’s important to make the most of the online space that you have, and with the help of online reviews, you can do just that.

Establish Reputation

One of the best ways to establish your reputation as a reliable, high-quality brand is through the creation of a strong online presence. This can be achieved through the use of a variety of content marketing strategies, including the inclusion of online reviews. 

In other words, if your customers see several positive reviews on your site, it will help to boost your reputation as a reliable, high-quality business which is important for developing your brand. This will have the bonus of increasing your online presence and website traffic, which is important for boosting your reputation. 

Furthermore, you should also keep in mind that several businesses have reported an increase in revenue through the inclusion of online reviews on their sites.

The Cons of Having Online Reviews


It’s important to remember that online reviews are nothing more than the personal opinion of the reviewer. Since you have no way of meeting the person, you can’t be sure that they’re being completely honest. 

This means that no matter how positive the review sounds, it may end up being biased.


Unfortunately, there are thousands of fake reviews posted online every day. To avoid getting penalized by Google, you need to make sure that a majority of your reviews are real. That’s why it’s important to weed out fake ones before posting too many of your own!

Lack of Control

While some review sites allow you to customize your review and even provide an author bio, others don’t allow you to edit your review at all. It’s important to understand the review system that’s in place on your site so you can take advantage of it.

How Do You Get More Online Reviews?

Create an Awesome Site

Besides being a great platform for soliciting reviews, your website can also help boost your online presence by offering a clean, sleek look and feel. In addition to having an attractive URL, you should make sure that the site is properly optimized for search engines, and that all of your pages are easy to navigate even for visitors who aren’t looking for reviews. 

One of the most important aspects of your site is its accessibility or ease of use. After all, your customers won’t be able to get the most out of your site if they can’t understand what you’re selling or how to navigate your site. 

This means that your site should be clutter-free, easy to navigate, and free of complex text or images that may confuse or distract consumers.

Offer Great Customer Service

If you have positive online reviews, it’s likely that you also have positive customers and, in turn, a great customer service team who are more than willing to help out their patrons. This means that you should make it a priority to hire a support staff who is eager and able to take care of your customers’ needs and that means, of course, taking care of your own needs as well. 

To do this, you should employ a ticket-tracking system, create an easy-to-use support system, and use email marketing to help drive customers back to your site.

Be Patient

One of the most important things you can do to increase your online reviews is to be patient and let things naturally unfold. With so many reviews on sites like Yelp and TripAdvisor, it’s easy to feel overwhelmed, but the key here is to simply focus on getting your content up and running and gathering reviews as soon as possible. 

Once your site is up and running, the best course of action is to simply leave it alone. This may sound sort of extreme, but it’s one of the best ways to boost your online presence: you don’t have to worry so much about improving your site, as long as nothing gets worse.

Incentivize Reviewers

One last tip for boosting your online presence is to offer incentives for those who leave reviews on your site. This is just an extension of rewarding your social media followers and blog contributors but instead of simply thanking them for their efforts, you’ll be rewarding them for writing a review. 

For example, you can offer free products, discounts, or even gift cards for customers who leave a review on your site. This is a great way to incentivize your review authors, increase your online reviews, and provide some extra value in return for their efforts.


Whether you’re soliciting reviews on your site or cross-promoting your social media accounts, it’s important to keep in mind that you don’t want to spam your readers particularly if they’ve asked you not to contact them again. 

This means that you need to up-vote the positive reviews, but also take a closer look at the negative ones. It’s important to take action on the negative ones, not just for your own sake but for the sake of your customers as well.

Final Words

Online reviews are an excellent way of boosting your brand, improving your SEO rankings, and establishing your reputation as a reliable, high-quality business. This is particularly true when you partner with third-party review sites, such as Yelp or Trustpilot, and allow them to post your reviews on their pages.

It also has been a great way to build trust with your potential customers and expand your online presence. Although it can be challenging to get more online reviews, it’s worth the effort. 

However, keep in mind, though, that they may be a bit biased, so you have to be careful not to take them too seriously. 

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