As you’ll see, positive testimonials can significantly boost lead generation and overall business growth. By having a ‘baked in’ process for gathering testimonials from each customer you work with, you’ll be able to build your library of positive reviews quickly and use them in various ways to attract new business.
Why Positive Reviews Are Essential for Contractors
Five-star reviews do more than just make a business look good - they have a direct impact on your company’s public reputation AND new revenue generation.
Here's why they matter:
Google Rankings: Reviews are a key ranking factor in Google's search (and other search engines as well). Businesses with a high number of positive reviews are more likely to appear in local search results - meaning more website visitors (and more business). In fact, reviews account for 9.8% of total search engine ranking factors.
Customer Trust: According to research, 88% of consumers trust online reviews as much as personal recommendations - and when it comes to the contracting business, word of mouth is extra powerful. A consistent track record of satisfied customers makes potential clients feel more confident about hiring your company.
Increased Conversions: Testimonials act as strong social proof, helping to convert prospects into paying customers. A study found that businesses that increase their customer rating by one star can increase revenue by 5-9%!
How to Get More Customer Reviews
Getting quality reviews doesn't happen by accident - it’s a must to be proactive. We suggest you ‘ask’ for testimonials as a standard part of your business practice, make it part of the process.
Here are some good methods:
Ask Directly: At the end of a project, simply ask clients to share a positive review. Most clients will be happy to help if they are satisfied with your service. If you want them to write a review in a certain place (Google, Yelp etc.) give them a link. You want it to be as easy as possible.
Provide a Testimonial Template: Customers are more likely to leave a review if they don't have to think about what to say. Create and share a short template they can personalize.
Offer to Write It for Them: For different reasons, some customers may not want to write a review. You can offer to write one based on their feedback and ask for their go-ahead before posting/using.
Smart Ways to Encourage Reviews Without Asking Directly
If asking for reviews feels too forward, there are other ways to encourage customers:
Follow-Up Automation: Send automated emails or text messages with links to review sites or a ‘review’ page they can fill in on your website. Because of high smart phone use, text messages are an extra effective way to connect with customers after completing a job.
QR Codes: Include QR codes on invoices, contracts and business cards that link directly to your review page (or other review sites) where customers can share feedback.
How to Maximize the Impact of Good Reviews
Even Collecting reviews is just the first step. To maximize their value, you have to use them!
Sharing positive testimonials on your website, social media platforms and marketing material not only highlights customer satisfaction and reduces sales friction for potential clients - we all feel more comfortable with a choice when we see others who have already made it and are happy with their decision. Another way to get the word out about satisfied customers is by using testimonials in your advertising campaigns. The effect is similar to other testimonial use in that they can enhance your credibility with potential customers, often much more effectively than if you just use typical marketing content.
Some of the Best Review Platforms for Contractors
Not all review sites are created equal. Contractors should focus on platforms which will have the highest impact and where potential customers are most likely to search.
Key platforms include:
Google Business Profile: The most influential for local search rankings.
Houzz: Ideal for home improvement professionals.
Yelp: Popular among service-based businesses.
Facebook: Great for community engagement and showcasing past projects.
Common Mistakes That Stop Contractors from Getting Reviews
Even the best contractors can struggle with reviews if they make these mistakes:
Ignoring Feedback: Responding to both positive AND negative reviews is important in showing your professionalism and openness to feedback. It also shows you are accessible after the job is done, not just when there’s something ‘in it’ for you.
Asking Too Late: Customers are more likely to leave a review if asked immediately after a job is completed. A timely request ensures that the good experience with your company is fresh in their minds, leading to more detailed feedback - detail increases credibility!
Violating Platform Guidelines: Offering incentives for reviews can lead to penalties. It's crucial to follow each platform's specific rules regarding reviews to maintain credibility and avoid potential repercussions.
As you can see, customer testimonials can be a game-changer for contracting businesses. By collecting and using positive reviews intelligently, contractors can improve online visibility, attract more clients and build a strong and lasting reputation. To see what HomeBuddy’s customers think (and a way we share our own customer reviews) click here.