Online reviews: More success with digital recommendations

Crafts 4.0: Online reviews are an important factor for your company's success – not only when selling products and services, but also in online job boards.

This article is part of the special feature on digital craftsmanship.

But how can you achieve good reviews? And how can you deal with negative reviews so that they have a positive impact later on?

Online reviews influence most purchasing decisions today : Around 60 percent of Germans read online reviews often or even before every purchase. This is the result of a recent study by the online marketplace provider Capterra . According to the study, 39 percent of German consumers trust online reviews the most – even more than recommendations from friends (23 percent), expert opinions (21 percent), and their own first impression (17 percent).

Craftsmen must rethink

For tradespeople, this means a change in thinking: Online reviews have now significantly overtaken traditional recommendations from friends and acquaintances . Customers are increasingly seeking confirmation that they are making the right decision. Personal recommendations therefore usually lead to additional online research – and if tradespeople are not listed there or have no reviews, other service providers are preferred.

Therefore, craft businesses should build a good online reputation early on – with online reviews from their own customers . Good reviews help tradespeople stand out from competitors who have few, no, or poor reviews. Customers also benefit: firsthand information often leads to significantly better purchasing decisions . According to studies, Amazon and Google are at the forefront when it comes to buyer trust, but independent services like Trustpilot , social networks like Facebook , and industry-specific review platforms like WirSindHandwerk.de also play an important role.

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Actively ask customers for reviews

Entering the world of online reviews costs tradespeople one thing above all: time . First, an account must be created on the respective platform. A compelling profile is crucial for a convincing public image – including information about the business , the products or services offered , and the company philosophy . To leverage synergies, important online activities should also be linked, such as the company website , online shops , or social media profiles.

To avoid getting lost among the multitude of review platforms, newcomers should initially focus on one online portal – and add others after some initial success. A good starting point is a free listing on " Google My Business. " The advantage: With positive reviews, businesses can simultaneously improve their visibility in local Google search results . To get the digital word-of-mouth wave rolling, there are two options: simply wait – or actively ask customers for a review. The latter strategy is usually more successful. To provide guidance, you can also specify some criteria, such as reliability, value for money, quality, friendliness , or punctuality . Tradespeople should not offer anything in return, as "bought reviews" could reflect poorly on the business.

Turning critics into fans

Experience shows that satisfied customers are usually happy to leave a positive review when asked . Conversely, it's often disgruntled customers who leave reviews unprompted. However, this shouldn't discourage businesses from engaging with customer feedback – quite the opposite: often, a professional approach to negative reviews can contribute to a positive image . Complaints should be taken seriously. By offering improvements or special incentives , critics can often become enthusiastic customers.

Craft businesses should take decisive action against fake reviews or false statements : Insults , defamatory criticism , or untrue factual claims cross the line of free speech. Depending on the case, tradespeople have several options: They can file a criminal complaint or request that the reviewer and/or the operator of the review portal delete the comment . If the other party is uncooperative, consulting a lawyer is advisable to enforce one's rights.

Checklist: Respond professionally to negative reviews

• Respond promptly: You should always respond to dissatisfied reviews promptly so they don't go unanswered. Ideally, within 24 hours.
• Gather information: Collect all information about the client and/or the project internally in advance. This way, you'll be well prepared and have all the facts for your response.
• Respond in a customer-focused manner: Show understanding for the criticism and apologize—even if the actual fault wasn't yours. Make a concrete suggestion for how you intend to resolve the problem in the customer's best interests. Possible measures include, for example, a repair or, as compensation, a discount voucher for the next order.
• Remain committed: Always formulate your response in a friendly manner. Avoid emotional passages and don't accuse the customer. Instead, refute unjustified criticism objectively and with factual knowledge.
• Positive conclusion: Thank the customer for their constructive feedback. Also, let them know that you are available for further questions or a personal conversation.
• Re-rating: After successfully resolving the issue, you can politely ask the customer to provide an updated rating.
• Observe laws: Always consider all legal requirements, such as the GDPR, copyright law and the Telemedia Act, when conducting online activities.

Google My Business Checklist: Create your own listing

To allow customers to review your business , you can register for free with "Google My Business". Important: You can comment on submitted reviews , but you cannot disable them . Furthermore, Google does not allow "My Business" listings to be deleted later.