Customer reviews: The key to your website’s success

Customer reviews are more than just a nice extra on your website – they’re essential to your success. They provide potential customers with authentic insights into your services, strengthen your brand image, and go a long way toward gaining the trust and satisfaction of your target audience. 

According to a study, 90 percent of consumers regularly read reviews before making a purchase decision. By targeting your customers’ opinions, you can increase your reach while increasing your conversion rate.  

In this article, we’ll show you what you should pay attention to. 

The power of customer reviews 

Since the early 2000s, customer reviews have been an integral part of online retail. They have fundamentally changed the way consumers make decisions. Where recommendations from friends and family used to be decisive, today it is often the reviews of other customers that make the difference. 

Build trust and credibility 

Customer voices play a leading role in building trust and credibility in a business. Reviews give potential online store customers the opportunity to read the experiences of others and get an idea of the quality of the offerings.  

A real, unadorned review conveys authenticity and is often more convincing than a perfectly worded advertising message.  

Example: As a hosting provider, we at one.com have  many customer reviews that increase trust in our services. For example, a satisfied customer writes: 

“I would like to commend you for your excellent service. Whenever I turn to you for help, you always respond promptly and positively. Their commitment to customer satisfaction is truly remarkable. 

I will be happy to recommend one.com to anyone looking for reliable support and service. Thank you again for your continued support.” (Trustpilot review) 

This review addresses the quality of the service and makes a personal recommendation that could encourage potential new customers to choose one.com. A review like this strengthens brand perception and helps ease any anxieties felt by an uncertain visitor about choosing one.com . 

SEO benefits from reviews 

Customer reviews are not only crucial for building trust, but also a powerful SEO tool: reviews play a crucial role in search engine optimisation (SEO) and offer many benefits for the visibility and relevance of your website.  

Reviews as a ranking factor 

Search engines like Google rank websites on keywords as well as the interaction and trust they create with users. Customer reviews are seen by search engines as a valuable source of fresh, user-generated content.  

This content often includes terms that directly reflect search queries of potential customers and thus increases the relevance of your website.  

Rich snippets and schema markup  

One of the most effective ways to use customer reviews SEO is to integrate rich snippets. Rich snippets are structured data that help search engines better understand your website’s content. Star ratings that appear directly in search results are a powerful visual signal that can significantly increase click-through rates.  

Using schema markup helps you ensure that your ratings and star ratings appear prominently in search results. This helps your website’s visibility and encourages users to click on your page.  

Local SEO optimising

Customer reviews are a particularly important part of the SEO strategy of a business with a local focus. Google favours restaurant websites with many positive, local reviews for local searches, such as “best Italian restaurant near me”. 

Regular new reviews signal to search engines that your business is active and relevant. You should also make sure that you respond to all reviews – both positive and negative. This builds trust with potential customers and improves your position in local search results. 

Integrate reviews into your technical SEO 

Reviews can also be used specifically in meta descriptions and on landing pages. If customers highlight specific benefits or features of a product in their reviews, you can use these quotes to make meta descriptions and title tags more attractive. This way you speak directly to both search engines and users and increase the likelihood of clicks and conversions. 

Higher conversion rates

You can’t underestimate the importance of customer reviews in increasing conversion rates. Potential buyers tend to base their decisions heavily on the experiences of other customers.  

Positive reviews can dispel uncertainties and provide the final incentive needed for a visitor to make a purchase. Customer reviews work almost like personal recommendations from acquaintances, as they reflect an authentic experience. 

For example, a customer of one.com describes their experience as follows: 

“The support from one.com is simply the best! Solved my problem in the shortest possible time, with professionalism, friendliness and expertise.”(Review on Trustpilot) 

This statement highlights concrete benefits – fast and professional service – and addresses the exact needs of potential new customers. When prospects read this positive experience, they are more likely to use the same service.  

Types of customer reviews 

There are different forms of reviews that work on various levels and can be used depending on the objective and medium. Choosing the right type of customer review often depends on the type of product or service, as well as the target audience. Let’s look at the types of customer reviews out there. 

1. Classic text reviews

Text reviews are probably the best-known and most common form of customer feedback. Customers describe their experiences in detail and often provide useful information about specific aspects of the product or service.  

These reviews help other interested parties to get an accurate picture of the product and of its actual use in everyday life. 

Text reviews let customers delve into the details. They might highlight the quality of customer service, the ease of use, or the speed of delivery. Detailed experiences and realistic assessments are very valuable to other potential buyers. 

Example: A customer of one.com wrote in a classic text review:  

“Super nice and fast support, always friendly, the website builder is very good. Our company has been a customer of one.com for years.” (Review on Trustpilot)

Reviews like this build trust and help potential customers in their decision-making. 

2. Star ratings

Star ratings are one of the simplest and most widely used forms of customer reviews. They allow customers to express their satisfaction in a quick and straightforward way. Usually, the rating is on a scale of 1 to 5 stars, with 5 stars reflecting the highest level of satisfaction.  

Star ratings are often combined with short comments. The advantage is that users can quickly understand the reviews without having to read the entire text of a review. In addition, the star rating offers an easy way to compare between different providers or products. 

3. Image and video reviews

Visual reviews, which are reviews where customers upload images or videos, give customers an even more accurate and true-to-life impression of your product. This type of review is becoming increasingly popular as it takes trust to a new level. For physical products, image and video reviews offer particularly strong added value. 

Reviews gain credibility when customers add an image or video that shows the product in action. Sharing images and videos can also strengthen the emotional connection to the product and often seems more convincing to other buyers than text-only reviews. 

An example could be that a customer uploads an image showing off their newly designed website built with one.com’s website builder. The video could show the customer showing the ease of using the drag-and-drop tool. Such content can be used by businesses to generate authentic marketing material and deepen the relationship with their customers.  

4. Reviews on third-party platforms 

Platforms like Google Reviews, Trustpilot, and Yelp have a broad reach and are a trusted source when it comes to reviews for many consumers. Reviews on well-known third-party platforms are often considered more independent and less manipulated than those submitted directly on a company website. They can therefore build additional credibility and increase the trust of potential customers. 

Another plus of these platforms is that they are more accessible to users and have a high level of brand recognition. Customers tend to leave reviews on these platforms because they know that their experience will be seen and noticed by others. Reviews on these sites can thus help companies increase their visibility. Here’s how to display Google reviews on your website.  

5. Testimonials and case studies 

Testimonials and case studies provide a detailed, more in-depth analysis of how a customer’s needs were met. These reviews are great for B2B customers, who often decide based on longer-term, analytical considerations. Case studies are an excellent way to present concrete results and successes. 

A case study details how the product or service helped solve specific problems or how the benefits for the company were maximised. They offer deeper insights into business relationships and can serve as a valuable marketing tool. 

An example can be a case study of a medium-sized company that builds its website with one.com and benefits from its comprehensive hosting services and fast support. In the case study, the client could explain how one.com’s service has helped their business grow and how their website’s performance has improved after switching to one.com.  

Success stories from customers are also part of this type of customer review. Here you will find a video example of a success story of the one.com customer CookingForACause.dk.  

Testimonials like this are especially useful for companies that offer complex or specialised products and want to show potential customers how their solution brings concrete added value.  

Motivate customers to write reviews  

Customer reviews are an important part of any successful online strategy, but companies often find it difficult to get enough reviews. You’ll need some targeted strategies to motivate your customers to leave reviews.  

Here are some effective ways to ensure that your customers share their experiences and thus strengthen your online presence. 

1. Actively ask for feedback 

The simplest and most effective way to encourage customers to write reviews is to ask them directly for feedback. A polite request by email with a direct link to the review platform after buying or using your service can work wonders. It’s best to ask soon after the purchase, when the customer experience is still fresh. 

Customers feel motivated to share their experiences, especially when they see that their opinion is valued. 

2. Create incentives 

Incentives are another proven way to motivate customers to leave a review. When customers know that they will be rewarded for their time and effort in reviewing, they are often more willing to take on the task. Discounts, vouchers or exclusive offers can be particularly effective here. 

Such offers are attractive to both the customer and the company because they increase the likelihood that the customer will buy again. 

However, it’s important to make sure that the incentive doesn’t affect the authenticity of the reviews. Customers should be encouraged to leave honest and constructive feedback instead of writing their reviews based on the incentive alone. 

3. Make the process smooth

The effort needed to write a review plays a huge role in how many customers are willing to take this step. A complicated or lengthy process can cause potential reviewers to drop out. To maximise the number of reviews you receive, make the process as simple and quick as possible. 

A great way to achieve this is to use QR codes or direct links that take the customer directly to the review platform. If a customer can leave their review with just a few clicks, they are much more likely to complete this task. You can place the link or QR code in emails, on the invoice, or on the website. Another tip is to provide step-by-step instructions on how the customer can submit the review.   

4. Use automated tools 

Automated tools are an excellent way to simplify and scale the review request process. If you have many customers, it’s way too time-consuming to manually send each request. That’s where customer relationship management (CRM) systems and email marketing tools like Mailchimp come in. 

With such tools, you can send automated emails that go to the customer after the purchase or service use. These emails can include tailored requests for reviews while also making the feedback form directly accessible.  

The right way to handle customer reviews  

Dealing with customer reviews is a crucial part of a company’s long-term success. Reviews, whether positive or negative, provide valuable insights into the customer experience. Properly handling these reviews promotes customer satisfaction and shows that your company is transparent, responsible, and willing to improve. 

1. Reply to all reviews 

An often-underestimated aspect of dealing with customer reviews is the importance of replying. Customers who leave a review often want to know that their opinion has been heard. Responding to reviews shows that you care about your customers’ experiences and that you take their feedback seriously, creating a connection between you and the customer and strengthening trust in your company. 

The answer should always be respectful, friendly and professional. In the case of a negative review, you should take your time to offer a solution or clarify the problem.  

For example, if you receive a review with a positive comment, a response might look like this:

“Thank you for your positive review! We are very pleased that you are satisfied with our service. We look forward to welcoming you back soon!” 

With a negative review, it’s equally important to provide a response that shows that you take the feedback seriously and are willing to resolve the issue.   

2. Dealing constructively with criticism

Don’t ignore negative reviews – instead, take them as an opportunity to develop. Critical reviews might identify weaknesses and take early action to address them. The key to dealing with criticism is not to be defensive, but to respond to the customer’s concerns in a professional and constructive manner. 

Take the time to write a thought-out response that shows you care about your customers. An appropriate answer might look like this: 

“We are sorry to hear that you were not satisfied with your shopping experience. Thank you for your feedback! We take your comments seriously and work to improve our services. Please contact us at [email address] so we can find a solution together and make sure you are satisfied next time.” 

By responding to negative reviews in this way, you’ll show other customers that you’re open to feedback and are committed to continuously improving your offering. In this way, negative reviews can even increase trust in your company. 

Another important aspect of dealing with criticism is that you should never attack the customer or deny their experience in your response. Even if their criticism seems unjustified, it’s important to stay calm and professional. Show empathy and offer solutions to fix the problem. 

3. Avoid fake reviews 

Authenticity is key for customer reviews. Purchased or fake reviews can shake the trust of your customers and can even have legal consequences. Search engines and review platforms such as Google and Trustpilot have strict guidelines that prohibit the purchase of reviews. Violations of these guidelines can result in your business being removed from the platform or even cause legal action to be taken against you. 

The temptation to use fake reviews to improve one’s own rating may seem great, but the long-term damage that can come from this practice is significant. Instead, you should focus on authentic and honest reviews and build a real relationship with your customers.  

Use customer reviews strategically 

Customer reviews are not only a tool for attracting customers, but also a valuable marketing tool. When you use customer reviews correctly, you can increase your reach, improve brand perception, and significantly increase your conversion rate.  

Here are some detailed approaches on how you can use customer reviews strategically to get the most out of your customers’ experiences. 

1. Place reviews prominently 

One of the most effective ways to use customer reviews is to place them prominently on your website. Reviews are a compelling way to build trust and show potential customers that your product or service is reliable and high-quality. 

Home: Your homepage is often the first point of contact for potential customers, and here you should pay special attention to ensuring that reviews are integrated in an appealing way. A short section of positive customer reviews can immediately increase trust. Customers who see the experiences of others will be more willing to learn more or make a purchase. 

Product descriptions: When customer reviews are displayed right next to the product information, they can significantly influence the purchase decision. Customers want to make sure that the product meets their expectations. If they see that other buyers are happy with the product, it increases their likelihood of buying themselves. This is especially true for products that require some uncertainty or investment.  

Widgets: Widgets or pop-up elements are another way to place customer reviews throughout the site. These widgets can be integrated at the bottom of the page or prominently near call-to-action buttons to direct customers directly to the reviews.  

By strategically placing reviews, you ensure that your customers see positive experiences time and time again, which supports their decision to buy from you. 

2. Use social proof 

Social proof is a concept which describes people are influenced by the behaviour of others. Customer reviews are an excellent example of social proof, as potential buyers often draw on other customers’ experiences to make their own decisions. By actively sharing customer reviews and positive experiences on social media and other channels, you can further build trust and make your business more credible. 

Share reviews on social media: Social networks such as Facebook, Instagram or LinkedIn offer an ideal platform to spread positive customer testimonials. Instead of just showing reviews on your website, you can share particularly compelling reviews on your social media. These posts can be formulated as “customer testimonials” or as simple quotes presented in an appealing design.  

Integrate reviews into newsletters and advertising campaigns: You can also include customer reviews as a compelling element in your email marketing campaigns and newsletters. In an advertising campaign, a review that shows how your product solves a problem could serve as social proof to increase the credibility of your offers. 

User-generated content (UGC): An even stronger form of social proof emerges when customers actively create content that promotes your product or brand – for example, through videos, photos or text that they share on their social networks. Encourage your customers to share their experiences on their own channels and ask for permission to use this content in your own marketing materials. User-generated content is authentic and has a very high effect on the purchase decision of other customers. 

3. Local SEO Optimisation  

Local SEO optimisation: Especially for local businesses, customer reviews are a very important part of local SEO. Google often displays business reviews in local search results when someone searches for a specific service nearby. When your customers leave reviews, especially on platforms like Google My Business, it helps your business rank higher in local searches. It’s important to monitor these reviews regularly and make sure you’re responding to all reviews to optimise your presence in local search results. 

Use of reviews in SEO strategies: Reviews can also be used in other SEO elements such as meta descriptions or landing pages . If reviews address specific benefits or features of a product, these quotes can be integrated into SEO-friendly meta descriptions and title tags to appear more appealing to both search engines and users. 

Customer reviews are vital 

Customer reviews are a powerful marketing tool. When used as part of an online marketing strategy, they attract visitors, boost conversions, and enhance trust—all at little to no cost. Leverage them wisely to strengthen your brand and improve user experience. Your customers’ feedback is the key to growth—make it work for you.