Why Online Reviews Are Good for Your Construction Business

Like any business owner, you want people ranting and raving about your company. 

That's because consumers tend to trust other consumers -- especially when those other consumers are friends, family, or members of their community. Online word-of-mouth marketing allows you to gain recognition and new business without paying a penny. Better yet, outside marketing has been proven to carry more weight in the minds of your customers, meaning they'll be more likely to hire you for a job if you've gotten positive reviews from past clients. 

Quality online reviews can also cause you to rank more highly in local search results. Review sites have considerable authority on Google and other search engines. It follows that having a listing on popular review sites like Google+ Local, Angie's List, Yelp, and Houzz (as well as excellent ratings on those sites) can give you greater priority in searches for construction services in your area. (For more on search engine rankings, check out our blog about improving your company's SEO.) 

Here are some solid statistics on how online reviews affect consumer behavior, as provided by the Construction Marketing Association:

• * About 69% of consumers do online research before buying, and 64% read consumer reviews before making a decision.
• * 42% of buyers read articles and blog posts pertaining to the company and its service.
• * 80% have changed their minds based on negative online ratings.
• * 87% have changed their minds based on positive ratings.

These numbers say a lot about how customers engage with review sites. People put a lot of stock into what other people say about a business or product, whether it's a restaurant, a car, a new movie, or a local construction company. When it comes to beating out your competition, the result often comes down to a popularity contest: Which business received the best ratings? Which one do other consumers -- or homeowners -- recommend? 

While the importance of online reviews is a given, actually getting those reviews can be tricky. Current trends suggest that, in many circumstances, customers will only go to the trouble of leaving a review if they've had a bad experience. Nevertheless, there are some ways to elicit more online reviews from your more satisfied clients.

Getting More Online Reviews

Acquiring more reviews isn't just about providing superior customer service. Sometimes it takes a little prodding, and it's important to have systems in place for explicitly asking your customers to rate your services. Below are some tips for increasing your online reviews.

Make it easier.

Customers are more likely to give you feedback if the option is right in front of them -- i.e. if they don't have to seek out your listing on one of various review sites. Once the job is complete, give them a card with instructions for rating your services. Send them an email with a link to your review page, or add a "Write a review" button to your website. Not only does this make it simpler for your clients to rate you; it also allows you to determine where the bulk of your reviews are posted and, to some extent, by whom.

Ask right away.

Don't wait too long to request a review. It's best to reach out immediately or soon after the job is finished, ensuring everything is still fresh in the customer's mind. If they write their review weeks or months after the project is over, it's likely they'll have forgotten a lot of the details about what made you such a great choice for the job.

Offer an incentive.

In some cases, the best way to get more reviews is to provide a reward for customer feedback. This could be in the form of a discount or a coupon -- something to say "thanks" for rating your services. Most clients will be happy to write a review in exchange for a monetary incentive, and these little perks could prompt them to hire you for future projects, too. How do you encourage your clients to leave reviews? Share your suggestions below!

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