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Optimising Customer Reviews and Testimonials: Best Practices 

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Optimising Customer Reviews and Testimonials: Best Practices 

Blog / Optimising Customer Reviews and Testimonials: Best Practices 

Optimising Customer Reviews and Testimonials: Best Practices 

Looking to build consumer trust and boost conversions? Don’t underestimate the influence of customer reviews and testimonials. These social proof indicators hold immense value in the digital age.

According to Statista, nearly 70% of consumers read up to six reviews before making a purchase. By incorporating genuine, positive customer reviews into your ads, you can differentiate yourself from competitors and showcase your credibility.

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In this blog post, we’ll explore six effective strategies for leveraging customer reviews and testimonials to promote your business. Additionally, we’ll address legal considerations for using customer testimonials. Don’t miss out on the opportunity to enhance your Google Business profile and drive success through the power of customer feedback.

Benefits of Utilising Customer Reviews and Testimonials

Customer reviews and testimonials function similarly to word of mouth. While flashy visuals and sales materials may not fully convince potential buyers, a positive comment or recommendation from a trusted individual can make all the difference in their purchasing decision.

What makes customer reviews particularly valuable is that consumers tend to trust online reviews from strangers more than those from friends and family. By incorporating customer reviews into your advertising materials, you eliminate the need for consumers to scour the internet for information.

Instead, you establish immediate trust with your target audience by presenting them with user-generated feedback that describes the merits of your product or service.

Utilising customer reviews and testimonials can be a game-changer for your business, helping to enhance your Google Business profile and bolster consumer confidence in your offerings.

Common Applications of Customer Reviews

Customer reviews typically find their place on a company’s website, whether it’s the home or about page or a dedicated section. The inclusion of reviews on product pages is also a popular approach seen on many websites, including prominent brands like Amazon. In the realm of e-commerce, inviting consumers to submit user-generated content such as images and videos serves as an effective marketing strategy for showcasing products.

Moreover, several review sites like Yelp! Trustpilot, and Feefo offer platforms for customers to share their experiences and opinions. These platforms play a significant role in amplifying the impact of customer reviews.

Now that we recognise the influence of customer reviews, let’s delve into some best practices to make the most of this powerful tool. Enhancing your Google Business profile with customer reviews is just one aspect to consider.

Ensure Completion of Your Google Business Profile

If you’re looking for a cost-effective way to establish credibility and improve visibility, setting up a Google Business Profile (formerly Google My Business) is a wise choice. When potential customers search online, your GBP appears in relevant searches for similar products or services.

By accessing your profile, prospective leads can assess customer reviews and star ratings, empowering them to make informed purchasing decisions.

To optimise your GBP, it’s essential to include pertinent information such as operating hours, contact details, and compelling visuals like business and product photos. This comprehensive information enables potential customers to locate your business effortlessly and gain a better understanding of what you offer.

Once your GBP is set up, the next step is to consider the best approach for requesting customer reviews. Let’s explore this topic further in the following section.

Learn More: 7 Secrets About Google My Business Listing Every Local Business Should Know

Solicit Reviews from Customers in an Effective Manner

Requesting customer reviews is a crucial component of your digital marketing strategy. However, it’s essential to strike a balance and avoid pestering or annoying your customer base.

Here are some effective methods for asking for customer testimonials:

  • Email follow-ups: Utilize email communication as your primary approach. Research indicates that post-purchase emails yield the highest consumer feedback. You can request reviews by adding a review request to your dispatch email or sending a separate email after a certain period. Make the process convenient by providing a direct link to your review page.
  • Incentivize: Consider offering incentives such as discounts or freebies as a token of appreciation for customers who leave reviews.
  • Personalize your request: Avoid sending generic review requests. Take the time to personalize each message, demonstrating that you genuinely value each buyer’s opinion.
  • Checkout review requests: Seamlessly integrate review requests into your business by asking for feedback at checkout or on thank-you pages. This type of survey allows customers to provide comprehensive feedback on their entire shopping experience, which can be highly valuable for your business.

By implementing these methods, you can effectively request customer reviews without overwhelming or alienating your audience.

Responding to Positive and Negative Feedbacks

Receiving customer reviews, both positive and negative, is an encouraging sign of engagement. However, when faced with less-than-glowing testimonials, it’s crucial to approach them with professionalism and empathy.

Here’s how to handle negative feedback effectively:

  • Carefully consider the comments and reflect on areas where improvement is possible. Use the feedback as an opportunity to assess and enhance your processes.
  • Appreciate the customer for their feedback and apologies for their negative experience when responding to a negative review.
  • Offer solutions or request more information to address their concerns. Alternatively, explain the measures you have taken to prevent the issue from happening again.
  • Respond promptly to negative feedback. Timely replies demonstrate your commitment to addressing customer concerns, building trust, reliability, and customer satisfaction.
  • Embrace negative feedback as a chance for learning and credibility building. Research indicates that an excess of positive reviews may appear contrived.
  • Remember to respond to positive reviews as well. Show appreciation to customers who have taken the time to share their positive experiences with others.
  • If you’re unsure how to respond, Google provides a list of suitable responses that can serve as a starting point.

By handling customer reviews, positive or negative, with professionalism, responsiveness, and a focus on improvement, you can foster trust and strengthen your reputation.

Emphasize Quality and Quantity of Reviews

While having numerous five-star ratings may seem impressive, it’s essential to prioritize the quality of customer testimonials and reviews over sheer quantity. To provide value to potential buyers, focus on obtaining detailed and meaningful feedback from satisfied customers.

Here’s what a quality review entails:

  • Specific: Reviews should delve into product information and highlight specific features that the reviewer liked or disliked.
  • Verified: Enhance the credibility of reviews by including the customer’s name, job title, and purchase status.
  • Unbiased: Ensure that reviews are unbiased and free from any hidden agenda that could compromise their integrity.
  • Recent: According to Gartner, reviews should ideally be no older than six months to remain relevant and informative.

To gather quality feedback, utilize free survey sites and ask targeted questions such as:

  • What aspects of our product or service did you appreciate the most?
  • How did we exceed your expectations?
  • How was our communication throughout the transaction process?
  • How seamless was the buying process, and is there anything we could improve?

These questions not only provide valuable information to consumers but also help you identify areas for business improvement.

By prioritizing quality over quantity, you can offer potential buyers genuine and insightful reviews that assist in their decision-making process.

Simplify Review Process for Customers

Simplifying the process for customers to leave reviews is crucial for maximizing participation.

Here are steps you can follow:

  • Establish a presence on relevant review sites like Yelp, Google Reviews, or TripAdvisor.
  • Keep your business profiles up to date, providing accurate information such as operating hours and contact details. Consider linking to these profiles from your website or social media pages.
  • Request customer feedback through email surveys following their experience with your business. You can send follow-up emails after a purchase, asking for feedback and including direct links to review sites for convenience.
  • Give customers a gentle reminder. Sometimes, a simple nudge is all it takes. If a customer hasn’t left a review, send them an email with a direct link and emphasize the significance of reviews to your business.

While having the best customer reviews are essential, you may also want to gather customer testimonials.

Here’s how:

  • Ask satisfied customers directly for testimonials. Reach out to them through email or other communication channels.
  • Make the process easy by providing clear instructions on how they can share their testimonials. You can offer a template or specific questions to guide their responses.
  • Consider offering an incentive or expressing gratitude for their time and effort in providing a testimonial.

By simplifying the review process and actively seeking customer testimonials, you can generate valuable feedback and strengthen your online reputation.

Requesting Customer Testimonials

When you have a satisfied customer, it’s an opportune time to request a customer testimonial.

Consider the following tips to gather impactful testimonials:

  • Written Testimonials: Ask customers to provide written testimonials about their positive experience with your business. You can make the request personalized and tailored to each customer, making them feel special.
  • Video Testimonials: Another option is to request customers to record video testimonials where they share their positive experiences. This adds a personal touch and authenticity to their feedback.
  • Custom Invitations: Make your happiest customers feel special by sending them custom-made invitations specifically requesting their feedback. This personalized approach can encourage their willingness to provide a testimonial.
  • Incentives: Consider providing incentives to customers who provide testimonials, such as discounts, entry into a prize draw, or a small gift. This can serve as a gesture of appreciation and motivate customers to share their experiences.

Displaying Customer Feedbacks and Testimonials

As your collection of reviews continues to grow, it’s essential to showcase the most valuable ones on your website or Google Business Profile (GBP). If you have a physical store, Google provides a marketing kit that allows you to print and display your best reviews.

Don’t forget about leveraging social media platforms as well!

By incorporating customer reviews into your online presence, you can enhance your credibility and provide social proof to potential customers.

Displaying positive reviews on your website and GBP can help build trust and encourage others to choose your business. Additionally, sharing reviews on social media platforms amplifies their reach and allows you to engage with your audience in a more interactive way.

Harness the Power of social media for Reviews

Social media is a popular platform for consumers to share their experiences, whether positive or negative. To leverage customer reviews on social media:

  • Choose the right platform: Determine the social media platform(s) where your target audience is most active and engaged.
  • Display reviews prominently: Showcase customer reviews on your website and social media channels to provide social proof and encourage others to share their thoughts.
  • Utilize video testimonials: Video testimonials offer an authentic and engaging way for potential customers to see and hear from satisfied customers.
  • Utilize live stories: Consider hosting a live stream with a happy customer to build trust and capture their genuine reactions.
  • Create branded templates: Streamline the process by using branded templates to showcase customer reviews, saving time and maintaining authenticity.

When sharing customer reviews, it’s crucial to adhere to legal guidelines to protect your brand’s reputation:

  • Avoid false or unsubstantiated statements: Ensure that the testimonials you share are truthful and supported by evidence.
  • Disclose material connections: If there are any special relationships or incentives between you and the endorsers, disclose them to maintain transparency.
  • Comply with endorsement guidelines: Familiarize yourself with applicable advertising and endorsement regulations to avoid any legal pitfalls.
  • Obtain proper permissions: Obtain written consent from customers before using their testimonials and respect their privacy rights.
  • Consult legal professionals: When in doubt, consult with legal experts who can provide guidance specific to your industry and jurisdiction.

Transparently Disclose Relationships with Endorsers

To maintain transparency, it’s important for employees promoting your products to disclose their employment status. Business owners should establish a clear policy stating this requirement and share it with employees, shareholders, and investors.

Endorsers can use tags or hashtags, such as #ad, on social media promotions to disclose their connections and indicate that the content is sponsored or promoted.

Verify the Accuracy of Testimonials

The FTC requires that endorsements accurately represent the genuine opinions, experiences, beliefs, or findings of the endorsers.

Obtain Written Permission from Customers

It is essential to maintain written records of endorsement agreements or arrangements to protect yourself in case of testimonial retractions. Obtaining written consent, such as through email, ensures clarity and allows you to use testimonials within the agreed timeframe.

Including clauses in your terms of service or privacy policy stating that user reviews can be used for marketing purposes provides additional legal protection and establishes expectations for utilising customer feedback.

Avoid Unauthorized Usage of Testimonials from Review Websites

Copying and pasting testimonials from other websites without permission may infringe on intellectual property rights. Review sites typically have terms of service that grant users ownership of their content.

To respect users and their love for your product, it’s best to use links or plug-ins that direct visitors to the original review sites. Alternatively, you can utilise resources like BazaarVoice to display reviews on your own website.


What makes a good customer testimonial?

An effective customer testimonial is genuine and authentic. It goes beyond general praise and instead shares specific stories of how your product or service addressed a specific issue or provided an outstanding experience.These testimonials include relevant details about the customer’s background or situation, making it easier for potential customers to connect with their story.

What are the legal requirements for a testimonial?

It is crucial to ensure that your testimonials are honest and accurate. Avoid making false claims or misrepresenting customer statements, as this can lead to legal issues. If you provide incentives for testimonials, clearly disclose them.Obtain written consent from customers before using their testimonials publicly. Maintain proof and originality of the testimonials. Stay updated with guidelines and regulations, such as individual affiliate terms and conditions and FTC changes.

How do I get permission to use a testimonial?

Contact the individual who provided the testimonial and request permission to use their words in your marketing materials. Clearly communicate how and where you plan to use their testimonial.Emphasise that the person retains ownership of their words and can withdraw permission if they wish. Avoid offering incentives for positive testimonials and always adhere to legal guidelines.


Utilise customer reviews best practices to enhance your digital marketing strategy across various channels. Engage potential customers with visually appealing videos or images that highlight how your product addresses their pain points.

Incorporate customer language and context to demonstrate your understanding of their needs. Consider launching a review-based campaign to craft a compelling brand story and increase visibility.

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