There is one area where I have long slacked off – at least until relatively recently. I rarely, if ever asked clients for reviews.
I’d do amazing work to be sure, but I never bothered asking anyone for a testimonial or a quick review on Google or LinkedIn. In fact, I would often be happy when I didn’t get that review, for fear it wouldn’t be 100% positive.
Times change and I have long since come to my senses, realizing that these reviews are among the most important types of content I can add to the website.
They help me understand what works, what doesn’t, and best of all they position Great Leap as a top choice for potential clients.
A New Problem
But once I started asking for reviews, another problem cropped up. How do I make sure, when I’ve asked for a review, that I get something honest in return?
Here’s the main problem.
If all I do is ask someone for a review, I might get one out of every four to respond. Most people are very busy and I’m asking them to carve out a chunk of time just to say nice things about me.
I’m comfortable doing it, but a lot of my clients simply don’t have the time.
So response rates are low. One solution is to offer an incentive – which increases response rates significantly. I can get as many as two thirds to respond if I offer a discount or coupon, but then how do I know the reviews are legitimate?
The key is to be very clear about expectations.
Setting Clear Expectations for Reviews
Here is how we’ve done it and I’ve been very happy with the results thus far.
First, we created a short packet that is delivered at the end of every project with the final deliverables. It includes a link to a survey that the client can fill out anonymously if they so choose. It also includes links to all of our social media and review profiles, as well as links for referring other people to Great Leap.
It’s sort of a primer for providing feedback and it streamlines a lot of the process. By reducing the barriers to leaving a review – giving every possible link and my expectations in a single document, I have boosted response rates manyfold.
I have also cut out that nagging feeling that people are only reviewing me positively because I’m practically begging them to do it, or offering some huge discount. There are small discounts that act as “thank you”s for responding, but they don’t ask for positive reviews and the largest discount is for referrals, which I’m 100% happy to offer.
The best course of action will depend a lot on your business, your customers and your communication with them.
But if you are upfront, consistent and efficient about how you request that feedback you can get it much faster and the results will help your business succeed online.