If there’s one thing we’ve learned in the past decade, it’s that online reputation can make or break a business. Reputations are formed by and large from customer reviews on platforms like Yelp, Facebook, and perhaps most importantly; Google. Roofers who expect to compete for local online leads better have a Google My Business page and encourage customer feedback. Aggregate star ratings of Google reviews are immediately visible on certain search queries. When properly managed, feedback helps:
- Establish Identity: The presence of reviews on a fully completed My Business page contributes to brand development
- Improve Visibility: The generation of positive reviews can increase local search ranking
- Increase Trust: More consumers will trust your roofing company
- Influence Decisions: More consumers will select your services over competitors
Customers leave feedback on various platforms like Yelp, Angie’s List, HomeAdvisor and Facebook. With that said, the most prominent review platform by far is Google. Because it is the foremost source of roofing leads, and the number one search engine in the world, it stands to reason that its published feedback would hold a bit more weight than other platforms. Since many of your future leads will originate from search queries, the presence of reviews, particularly positive ones, can really enhance your online presence. Call (800) 353-5758 for Google Reviews management.
Generating Google Reviews for Roofers
Once the importance of feedback is conceded, the process of generating it becomes front and center. The best source of generation comes by investing in a marketing company like Roofing Webmasters. We provide our clients with a WordPress plugin called Righteous Reviews, which displays an aggregate star rating of all previous reviews, while encouraging visitors to leave new ones. Accumulating feedback on Google will help with brand development and exponentially improve online presence. Consider these other feedback generation ideas:
- Step 1 – Claim Your Listing: We claim your Google My Business listing
- Step 2 – Optimize and Verify: We add credibility to your profile through optimization and verification
- Step 3 – Links on Website: Our design team embeds a link to review your company on Google
- Step 4 – Text Message Invites: We set up text message marketing inviting customers to review
One offline action that is not obsolete is personal courtesy. Asking a customer for a review after performing a service on their home or property is still a great method of generating feedback. Another option is to copy your Google Review profile link and paste it within your email signature. This way, each time your business sends an email to customers, they are encouraged to leave a quick Google review. The key component in garnering feedback is convenience. People value their time more than ever, and a quick process seems a lot more appealing than a long one.
Responding to Negative Google Reviews
Public feedback in general tends to lean negative. That’s why it’s important to encourage satisfied customers to lend their voice as well. One type of review you don’t have to ask for though, is a negative one from a distressed customer. While there are ways to prevent incidents from getting to that point, once they do, they are available for public consumption. Distressed customers can vent in a very public manner and will try to discourage others from using your services. Even if their claims are unfair or unwarranted, you must remain professional in your response. Follow this protocol:
- Attempt Resolution: Look to resolve the issue through an apology, or compensation of some form
- Be Professional: Practice courtesy and use appropriate language
- Be Concise: Don’t over-explain yourself, keep it short
- Follow Up: Attempt to continue the conversation in private, either through phone, private messaging, text, or email
Google provides further information about reading and replying to reviews. The most successful businesses will still deal with bad feedback from time to time. As long as they are contrasted by an abundance of positive testimonials, they can’t have a significant impact on your reputation. It’s also important to treat bad reviews as a PR opportunity. When consumers research your company on Google, they will not only read through the reviews, but your responses to them as well. It is often the nature of the response that leaves the most lasting impression on the consumer. For Google Reviews management service, call Roofing Webmasters at (800) 353-5758.