People nowadays rely on online recommendations for anything from ordering pizza for dinner to creating the most outstanding Software as a Service (SaaS) stack for the marketing department. It’s not easy to overestimate how important online reviews have become — consider this: according to a recent PowerReviews survey, 86 percent of online consumers (and 51 percent of those who shop in-store) won’t buy things without first reading reviews.

Hundreds of thousands, if not millions, of individuals, read online reviews. According to BrightLocal, the typical local business’s Google My Business listing is seen 1,260 times per month. At the same time, TrustRadius showed that 92% of B2B purchasers who utilize reviews share them with at least one other person.

Furthermore, individuals place a high value on internet reviews. According to TrustRadius, user reviews are the third most-used resource for B2B purchasers, and they’ve been in the top five for the past five years. Along with free trials and product demos, reviews are among the top three most trusted sources of information.

According to Bizrate Insights, when asked what variables influence their purchasing selections the most, 32 percent said reviews, 24 percent said free delivery, 22 percent said coupon or discount, and 6.5 percent mentioned loyalty programs.

User reviews are considered more trustworthy than any content you could create because they are unbiased and honest. But what are the best ways to make the most of them?

Bring All of The Reviews Together

One review is insufficient. With more reviews, potential clients are more likely to trust a company. According to Bizrate, over 25% of buyers look for organizations with 11-50 reviews. While nearly 40%, or 2 out of 5 shoppers, expect more than 50 reviews. Only 22% feel 1-10 is sufficient, and only 13% say it makes no difference.

The problem is that reviews can be found all over the internet and in unexpected locations. Not only on your website and review sites, but also Amazon; reviews on social networking sites like Twitter, Instagram, or Facebook; and YouTube, Reddit, and BBB pages. People even give ratings on payment networks such as Square and PayPal and delivery and logistics companies like UPS.

While prospects may visit a few review sites, they are unlikely to spend much time searching the internet for reviews. Therefore, you must bring reviews to where your consumers are, namely your website.

Expert reviews carry more weight than those from Joe Sixpack. So find bloggers, influencers, and writers who have written a review, extract them from the blog or Instagram post and place them prominently on your site.

After all, if Kim Kardashian tried your waxing service, Kim down the street is more likely to try it.

Do Not Delete Negative Reviews

“How to remove Google reviews” is a popular search term, yet it’s a common blunder. Consider the following: According to PowerReviews’ research, 96 percent of consumers look for unfavorable reviews at least occasionally, while 69 percent look for them consistently or regularly, and 46 percent distrust products with a pristine five-star rating.

Someone will be skeptical if your reviews appear too incredible to be authentic. Even if someone is interested in doing business with you, they want to know about any potential disadvantages.

Furthermore, unfavorable evaluations can be a gift because they allow you to demonstrate how you respond to criticism. Your calm, compassionate, and timely answer may turn a dissatisfied consumer into a loyal customer while also earning you respect from potential customers.

Furthermore, a poor review may reveal a flaw in your product or service that you would otherwise be unaware of.

Use Niche Review Platforms to Your Advantage

Aside from worrying about earning Google reviews, it would be best to think about reviews on niche sites.

To name a few, I’m talking about TripAdvisor for tour guides, Care.com for babysitters or caretakers, Edmunds for auto sales, Houzz for home renovation services, and G2 for SaaS tech.

Because customers who visit dedicated specialty review sites are more likely to have buy intent than those who browse Google, reviews on these sites can help you move the needle even more than reviews on Google or Yelp.

Furthermore, 72 percent of BrightLocal respondents believe it is vital for a business to present on various review sites, so spread reviews throughout all of the locations potential customers might check.

Encourage Reviews Regularly

Reviews are essential for any business, but they don’t grow on trees. To encourage customers to post reviews, you’ll need a long-term strategy. Recency is one of the essential aspects in a review, according to 71 percent of respondents to PowerReviews.

About 34% seek reviews between a week and a month old, and a quarter look for reviews that are one to three months old, so your review strategy must be consistent. It’s not enough to check in on things regularly.

Send a link to your Yelp, Google My Business, or website review page in your thank-you email to make it easy for them to give you a review. This also aids in responding to customer feedback; consumers are more likely to post a review if they feel valued. And indeed, people are paying attention.

When you respond to a review, Google sends a notification to the person who submitted it. According to BrightLocal’s data, 20% of consumers expect a response to their review within one day.

Proactively Exhibit and Share Reviews

Finally, make it simple for folks to find the relevant reviews. Show them out on your website with a headshot if possible, especially if they’re from an expert or a celebrity.

Turning top reviews into social ads to present to more eyes on Facebook, as MizzBloom does in the example below, will draw attention to them. You may also put average rating badges in the footer of your website and highlight reviews in your nurture emails.

Allow customers to search for reviews on your site using keywords, such as “running” or “arch support,” as well as star ratings. Prospects who use the search option on a product page convert 202.9 percent higher than the norm, according to PowerReviews. That includes those hunting for one-star reviews.

You Might Not Realize It, But Online Reviews Have More Influence Than You Think

Regardless of your industry, online reviews have the power to make or ruin your brand, so it’s critical to get behind them. You can use the power of online reviews to boost profits and increase your bottom line by accepting bad reviews, ensuring reviews are posted consistently and are easy to locate. This will allow users to search for the most relevant reviews and promote reviews across several sites.