Are Positive On-line Reviews a Digital Strategy for Retaining Clients?
Putting User-Generated Content to Work for Your Law Firm
When you consider online business reputation management, it’s usually centered on finding ways to ensure that adversaries or disgruntled clients don’t hurt your business by disparaging you across the world wide web. But online reputation management is much more than simply monitoring and responding to any aspersions that may be electronically cast against you. Online business reputation management can and should be a component of your overall online marketing strategy. Here’s why.
Consumers Use Online Reviews to Make Buying Decisions
Statistics show that most consumers use the Internet to obtain goods and services. One study found that 97% of all consumers rely on the Internet to locate providers of local goods and services. More than 8 out of 10 who searched for services online read posted reviews to determine if they wanted to do business with a company. Even when consumers were referred to a business by a friend or family member, nearly 90% of them still looked for information about the service provider online.
Consumers Have Demonstrated a High Level of Trust of Online Reviews
Research indicates that seven out of ten online consumers trust the user-generated content they find there, as compared with just 9% who perceive vendor-created content to be trustworthy. Slightly more than 70% say that a positive online opinion will influence them to do business with a company. In many instances (one out of three consumers polled), a couple positive reviews are all that a consumer needs to establish a sense of trust. In fact, nearly 80% of participants in the study acknowledged that they give as much credence to online reviews as they do to personal recommendations.
User-Generated Content Performs Well with Search Engines
Search engines reward fresh content. Every new review posted on your site is viewed as fresh content by Google and other search engines. Allowing customers to post reviews lets you continually update your content with significantly less effort than monitoring and revising it yourself.
In addition, research also shows a high conversion rate for businesses with positive online user-generated content. Conversely, if you don’t have any positive reviews of your services online, you may be sending the message that you are either behind the times, or worse; potential clients are reading the positive reviews of your competitors and choosing their services instead of yours.
Learn More about Online Business Reputation Management
If you have questions about how you can most effectively use proactive reputation management as part of your overall marketing strategy or to help protect your online reputation, call GetLegal Practice Builder at 1-877-359-7077) or e-mail – Greg.Sutphin@getlegal.com.