Your guide to making online reviews work for your business

Estimated read time: 20 minutes

Links to Amazon are affiliate links, meaning I receive a small cut if you click and buy. Nonetheless, this article is my honest opinion.

Online reviews matter and can help bring more customers to your business. They can also hurt your business when the majority is negative. Keep in mind though that a good mix of positive and less than positive online reviews show that your brand is used by many and can make it appear more authentic.

Take Apple for example. I’m an Apple fan boy. I use the iPad where I’m currently writing this, the iPhone and love the AirPods. It would take a lot to get me to move from Apple to other devices. But yet, I don’t unconditionally love the products. I have even blogged about some of the shortcomings – like with the AirPods microphone.

In this article, I will discuss:

  • Where online reviews matter
  • How to solicit online reviews
  • How to decide when and how to respond to online reviews
  • Star ratings
  • Facebook reviews, including how to turn them off

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This episode of my podcast discusses the importance of having a good mix of positive and constructive reviews and not looking totally perfect.

Of course businesses want to strive for having that perfect review score but studies say it can hurt when companies look too perfect in their reviews. Certainly some customers have negative experiences and when they share them they can make your company look more human and can boost the credibility of positive reviews.

Where do online reviews matter?

It depends on your business to an extend, but reviews are in a lot of places today, including:

  • Yelp
  • Facebook
  • Google
  • Apple Podcasts
  • Amazon
  • LinkedIn (called recommendations)
  • Niche site that are industry specific
  • Glassdoor, where job applicants and employees rate companies
  • Etc.

Figure out where customers and potential customers leave reviews for your business and make sure you can monitor those channels and have the correct company pages set up.

For example, if you don’t set up a Facebook page, Facebook will just set up a community page and reviews go there. On Google, make sure to claim your Google My Business listing, which SEO Expert Greg Gifford explains on this episode of the Business Storytelling Podast.

Gregg Gifford mentioned on this episode of my podcast that businesses should make it easy for users to leave a review wherever they want to. Create a landing page that has all the different sites listed and then users can pick. Send them that link on receipts, emails and other places where you interact with them. QR codes are also making a bit of a come back, are easier to use than ever and are worth considering in your marketing materials to ask customers for reviews.

All the different channels have different roles in the ecosystem. For example, Yelp reviews for physical locations are actually showing up when people use Apple Maps for directions. So a one star total cumulative rating can hurt when people use Apple Maps.

How to solicit online reviews

Online reviews of one of my books

One way to get online reviews is to solicit them. Whenever you know that somebody bought your product or services, reach out to them to ask for a review.

I do this personally in a number of ways:

  • When I know somebody listens to my podcast or was an engaged guest, I ask them to consider leaving a review on Apple, the only place where podcast reviews can currently be left.
  • When I know somebody bought my book or talks to me about it I ask kindly.
  • After somebody hired me for a project, I ask them a review or a LinkedIn recommendation.


Reaching out to customers of related products

I also ran across a new tactic that involves this strategy. Here’s how that looks using the example of publishing a new book, but it can be applied to other product types:

  • Somebody’s new book is almost done
  • Search for similar books or books mentioned in your book
  • See who left a positive review of those books
  • Contact those reviewers

Hello, Christoph. We noticed you left a review for <that other book>. Would you be interested in getting a complimentary copy of <insert own book>? We thought you might be interested in it. Once finished we would be happy if you consider a review.

I’ve gotten a number of these emails and often the books are highly relevant to me and even my blog readers. I usually agree to take a look. I never promise a positive or any review.

But so far, all books have been interesting. And they were free! And they gave me something to blog about.

Now, since they came free, I believe that under FTC guidelines  I have to disclose that.

It’s really a brilliant strategy.. Of course, sending out these copies is a marketing expense but if a publisher can get just 30-50 more reviews from that target audience that are positive, I would say it can be worth it. Plus, sending Kindle or PDF versions of books is free. You could even just share a shared document with read access, which I’ve done before with podcast hosts that wanted to talk about my book.

When to respond to online reviews

Businesses, products, even doctors are reviewed online now. Everyone has license to be a critic is one way to look at it. Another way is that people have the right to participate, share their experiences and help others in our communities make better decisions about those things being reviewed.

Of course with people sharing their opinions and experiences – real and perceived – questions of responding to all these reviews comes up:

  • Should we respond to only negative reviews or all reviews?
  • Who will do the responding?

Most of the time, people leave reviews when they feel strongly about something. They are either upset or dissatisfied or they are super happy about it.

Think about the stories we share with friends. We don’t say: “Oh yeah, I had an average (experience.)”

We typically say:

“Can you believe this!!!!!! It was so bad. Here are the details….”

Or we might say:

“I’m in love with …. The service is the best. So helpful….”

People often share the best and the worst – for the most part. I have seen more and more “neutral” reviews from time to time but they don’t really help me make up my mind to buy or engage with that organization.

Also when you run a true sentiment analysis of a brand on social media, most comments are usually considered neutral. Interestingly, that doesn’t seem to the case with reviews proper.

Recommended reading for you: PODCAST: It’s OK to share your knowledge publicly online

Responding to positive reviews

I look at reviews as an extension of life. Our lives used to be offline only. Now they extend online.

What would we do if somebody gives us a compliment offline. We say “thank you. I appreciate it.” We respond. We wouldn’t just stand there, say nothing and ignore it. That would be rude, wouldn’t it be?

I think of responding online similarly. If somebody talks to me, I respond. If my service caused a problem I’ll fix it and respond as well. When I left a positive Google review after a shop fixed my lawnmower, they responded with “thank you.” While the email and note wasn’t necessary I did appreciate it.

The timing can matter. If somebody replies like that to a  review I posted a year ago, I may not even remember posting it. But since this was shortly after I posted it it was fine.

And that’s not just the case when people post things online. Once, I was presenting at a conference and gave away books to people who participated in a session. I changed the rules along the way.

One person rated my session six out of six but also called me on the book thing afterwards. The person sitting next to her did as well. They said they should have gotten a free copy after the rule change. That was true. And I missed it unfortunately during the session.

These were conversations by instant message so not even public. Either way, it didn’t leave a good impression with them. It was easy to correct though:

  • I apologized
  • Explained myself
  • Handed over another signed book

Try that with online reviews. Be open, honest and helpful.

How to respond to negative reviews

Responding to negative reviews is no different in concept. Try to identify and understand the main problem addressed by the person. Sometimes that can be harder than it sounds when people ramble on.

Respond appropriately but never with a canned message. Always customize your responses – even when the base comes from a canned, standard response.

Move the conversation to a private channel when necessary, but keep in mind that not all conversations need to be private. Just because it’s negative that doesn’t mean it needs to be moved. If an answer would release private information, it certainly needs to move to another channel.

The key is to acknowledge the issue, emphasize, respond quickly and with a solution – as applicable.

Responding to reviews and mentions online can help us strengthen our brands. Certainly, it can be harder for larger brands. For smaller brands, the owner might be able to handle responding or a small team can. The larger the brand the more people you’ll need to hire to respond! Airlines do this well. Delta and American Airlines, for example, respond quickly and it appears to most public messages. Delta even says that they do that in ads.

Reviews, blog comments, social media questions all fall into similar models for me. When people talk to us – positively or negatively – we should respond. It’s the nice and right thing to do.

It shows that we are listen, participate and care.

Recommended reading for you: Job candidates now post reviews of interviews


One note: I’m not a lawyer and what may or may not be said by your organization or business may depend on different laws. They all apply so make sure processes are hammered out ahead of time to comply with laws while you are also a valuable and transparent member of your community.

You’ve probably heard me talk about that responses to online reviews and really any customer feedback publicly or not publicly are usually better than no response at all.

Customers may not want to elaborate on their online review

But sometimes additional discussion from the perspective of the customer, i.e. the person leaving the review – is not something that’s desired.

This really hit me over the head when I visited a business and really didn’t enjoy most parts of the experience. As I often do I decided to leave  it a review on Facebook. Sometimes I leave a written review and sometimes I do star reviews only. In this particular case I gave it one star and moved on. I left no written details further detailing what I experienced or what I felt justified the one ⭐️.

Less than two hours after I left the review the business responded with something that I actually would recommend as a response in a case like this.

In a nutshell and paraphrased they said:

We’re sorry for your experience and we would love to hear more.

It’s really a great response and pretty much in line with what I teach my social media clients. But here’s the thing that dawned on me as I was reading this. In my own personal scenario I would’ve written a review with more detail if I actually wanted to share more details of the experience. In this situation, however, I just didn’t want to share anything else from the beginning.

So I was really torn on what to do based on professional experience, the perspective of the business owner and then of course myself as the customer.

From a professional experience I recommend the responses.

From a business owner perspective I certainly would want to know why people feel the way they felt.

From a customer perspective I can see how customers sometimes don’t want to provide anything else and don’t want to discuss anything else about it.

And I have been there before myself. Somebody would leave me a negative comment – for example on a speaking feedback form and I wish I could ask them more questions about it. In fact, if I knew who left that particular comment I probably would ask for more details. But the next response might not come natural or wanted to attendees.

There was a time when I asked attendees of talks to text me a score. The reason I did that is because it gives you immediate feedback after a talk and it also allows attendees to ask any follow-up questions if there are any digitally and privately.

At one conference one person came up to me after the talk and had a couple questions and then before she left asked if I could remind her of the phone number to leave her score. It was pretty apparent to people that this was my cell phone and I would see the score right away. Of course I gave her the number and she left and literally walked around the corner and texted me the score, which was really positive  but nonetheless she still didn’t give it to me in person and instead left and then texted it literally seconds later.

It probably has something to do with that giving feedback-negative feedback for sure and maybe even positive feedback-is hard. Or  we think it’s hard or at the very least uncomfortable.

And then of course when we do get feedback people ask for more.

“That was great.”

“Oh thank you. Which part exactly?”

“How could I’ve made it even better?”

That kind of conversation can go on for a while and most likely is not what the person who offered one piece of feedback signed up for to begin with. They just wanted to give you a quick comment.

Something to keep in mind is what is the user’s intent? For example, when people come up to me after a keynote to tell me how much they enjoyed it I really only say one thing: “Thank you so much. I’m so glad you enjoyed it.”

Book me to speak at your conference or company event at  this link.

Do we really always need to know more? It can quickly feel like those surveys teams send out to customers that go on and on and on.

Of course, the channel matters too. On social media for example, the response is for the person who left a review but it’s also for the other people who are reading the review later. Because responsiveness actually signals engagement and at least an attempt at good customer service.

That would not apply in a one on one conversation after a talk at a conference.

Something to keep in mind and it was certainly not something that crossed my mind until I was on the customer’s side of things.

Read next: Hotel shows how to respond to Facebook review

How important are star ratings in online reviews?

On average, my Uber drivers have rated me 4.7 stars out of 5. I wonder why I wasn’t the perfect passenger! LOL. What are the requirements so I can work on getting that up?

And then the other day I went to a three-star restaurant (Yelp) and even accepted a ride from an Uber driver with a 4.1 rating.

Both went great, though. Five stars in my book!

Then I stayed at a five-star hotel (Facebook and Google) and hated it! That’s not what I would call a five-star hotel.

What are people basing their ratings on? That’s exactly the problem with star ratings. My five-star rating isn’t necessarily yours.

Some people like chatty Uber drivers. Sometimes I do, too. Depending on what we are talking about. Other times I have to attend to email.

Star ratings for restaurants are similar. If I’m not a big fan of one kind of the cuisine but ended up having to eat dinner there, it will never be a five-star place for me.

It’s all a bit arbitrary. I once had dinner with four people – two even ordered virtually the same meal. I got out my phone to leave a review.

“How many stars do you think?”



How could it vary so widely? For the record, I was going to give it a 5. So we had everything from two to five stars.

Which leads me to the whole thing of following the masses. I almost changed my rating to something lower.

There have been times I was getting ready to leave a review and was wondering why the average was so much lower (or higher) than what I was considering. Should I change mine? Maybe I’m wrong? NO! Stick with your opinion.

Healthcare can be similar! Many rate parking low. And parking is difficult in most major metro areas. After that, it can get more personal.

Yes, we want good personal care, but people communicate differently. Some need to talk things out at length. Others just want the facts.

One doctor once shared his opinions on Obamacare with me. That’s risky. If I had an opposing opinion or didn’t enjoy discussing things like that or at least want to understand other viewpoints, I may have given him one star just because the discussion felt uncomfortable.

Wouldn’t it be nice if reviews were personalized to us as opposed to being so mass audience focused?

That would mean I’ll get different reviews served than somebody else with different interests and preferences. I would get the ones most relevant to me.

If I like chatty drivers, I get served those options when researching things online. It could be a sortable rating system based on personal preferences.

But yet we should listen to our ratings and even post them.

James Dodkins also discussed wide variation of star reviews on this episode of the Reel Talk: The Customer Insights Show.

Cross-posting of online reviews

I really don’t buy anything online anymore, book a hotel or do anything that costs me money or time without reading the reviews. I know many others do the same. That’s likely why review sites and embedded reviews (think Amazon, for example) have become so popular.

We trust other people’s opinions – especially if we hear the same opinion over and over. Social proof: When everyone likes a product, we think we are more likely to enjoy it as well.

Some people have hired others to file fake positive reviews for them. That’s not good, of course. Once you are caught your credibility will have tanked. But, asking people to give fair reviews is a great way to remind those who love your service to leave a public review.

Then there’s the offline component. I’ve seen more and more offline mentions of online reviews in recent years.

One example from a hotel in the Boston area. They posted ratings in the lobby.

In Iowa a business posted their ratings in the business as well and asked people to go online and leave their own ratings. Both of these are great because they connect offline and online channels. The times where both are operating in a vacuum are or should be long gone.

It’s probably best to embrace reviews, encourage fair ones and use the negative ones to learn from and improve. If a customer leaves a negative review – for example saying that parking was bad – maybe parking really was bad. Perhaps there’s something we can do about the parking.

At the least we should respond to reviews – positive and negative ones – and offer our insights as necessary. Then, when it’s appropriate do more of what’s working and less of what’s not. Changes are OK!

Also consider posting your online reviews from one channel on other channels.

For example:

  • I posted my Amazon book reviews on my book landing page on my website
  • Add Facebook reviews to your homepage
  • Highlight Google reviews on a product page

Facebook Reviews: Notifications

From a professional and consumer perspective, I even subscribe to email notifications for reviews given to organizations I work with or that I particularly care about.

And of course Facebook keeps rolling out and testing new things all the time. So this latest notification I ran across may be a test or maybe it’s brand-new and I just hadn’t seen it before.

Related: How to decide which review to respond to 

I have received a Facebook notification of a friend leaving a review-a really positive review – of a local hospital.   Here’s how that looked in my notifications:

Once I clicked the notification I ended up here:

Interestingly, I don’t get send straight to that review but I get send to the overall review page. So the first thing I actually see is the aggregate average rating, which in this case is 4.2 for this hospital. So this is why a good average rating matters because that’s the first thing people see.

So what were the factors of why I was showing this notification?

  • I’m friends with this person.
  • I like the hospital Facebook page.
  • I recently interacted with a post of my Facebook friend.

And while the hospital does get a fair amount of reviews, this one seems to be the first one recently left by one of my friends. I wondered why I’ve never seen a notification like this before and also why I never seen it from the other hospital in town. That might be part of how those notifications work:

  • You like the page
  • A friend leaves a review

These notifications are most relevant for consumers when they are truly customized and show up at the right time. As a potential patient  it really didn’t come as anything close to the right time. I’m not looking for healthcare options right now at all. But of course since it was a friend’s review I might still be interested because I care about the friend and then of course that will keep that specific hospital top of mind if I have to make a healthcare decision in the near future.

Related: Job candidates now write reviews on interviews 

But as a consumer it would be nice if notifications-no matter the industry-show up when they are most relevant to us in addition to that they were left by a friend.

For brands, this is important to remember because reviews matter and can help spread our brand awareness in a positive way – assuming the reviews are positive – in our communities.

Encourage people to leave reviews. I do it all the time. When I’m speaking I encourage people to leave reviews, I ask people to leave reviews of my book and I ask for testimonials from clients.

How to hide Facebook reviews

In 2020, Facebook reviews were kind of glitchy. I tried to leave a few for businesses I bought something from and the review wasn’t posting to the business page but to my own personal timeline. It looked like this:

Facebook reviews not posting correctly

That of course leads to confusion by others as the mis-posted online review doesn’t even tag the right company. This issue and maybe other consideration may make you consider to just turn Facebook reviews off. That’s possible if you choose to go that route.

Go to the Reviews tab and click the little wheel. This screenshots are from the iPad Facebook app.

Hiding Facebook Reviews

To get it back simply re-add the tab.

How to show Facebook reviews on your page

Online reviews conclusion

Reviews are a great way to get a pulse on what people are saying about your business. They also give you a chance to learn about issues, address and fix them. Finally, online reviews can be a great marketing tool.

Use them, embrace them and work with them.