Online reviews and websites are not a new trend, but business owners are still not totally convinced that they should take the time to care about them. As the world moves into a more digitally connected age, businesses need to understand that websites like Yelp, TripAdvisor, Google Plus Local, and even Facebook are the new word of mouth, and they won’t be going away any time soon. In reality, they’re probably just going to get bigger. Here are three reasons — and statistics — to show you just how important review websites are today and what you need to do to make sure they don’t hurt your bottom line:

1. Customers don’t trust what you say about yourself

Many small business owners collect reviews from current customers and republish them on their websites. While that was a great tactic in the years before social media, today this strategy is weak. According to Michael Hulme’s study, “Your Brand: At Risk or Ready for Growth,” only 8% of US customers trust what companies say about themselves, and only 7% of customers in the US trust the reviews posted on the company’s website.

In other words, posting the reviews you receive on your Facebook page or website will not generate any sales. Customers believe that companies would brush off bad reviews and what they see does not reflect the truth.

How to get over it: do not use systems that automatically post your reviews on your pages. In addition to cluttering the pages and annoying your customers, the lack of interaction will prevent you from reaching more people. Also, instead of just posting the good reviews you get, add a plugin on your website and display all the reviews you get. That way, you’ll show your customers that you trust the quality of your product and that you care about what they say.

two. Customers trust online reviews more than any other source

Yes it’s correct. Online reviews and recommendations are more valuable than you think. Another interesting stat Hulme found in his study is that 84% of US customers consulted family, friends AND online reviews when searching for a product or service. Additionally, 76% of consumers reported considering online reviews when determining which local business to use.

Another study, conducted by BrightLocal, found that 7 in 10 customers said they trust online reviews as much as personal recommendations, with 85% saying they are more likely to buy products or services when they can find recommendations online. line.

So if you think your customers aren’t online or don’t use online reviews, you’re wrong. The same study revealed that 85% of consumers search for local businesses online.

How to get over it: Claim your listing on all review websites and make sure your information is correct. About 60% of small businesses do not have a phone number on their home page and 75% do not have an email address listed. So just by making sure your listings are up to date, you’ll be ahead of the competition.

3. Your online reputation can hurt your sales

Many small business owners say they don’t care about online reviews because they know they have a quality product/service. While it’s great to be passionate about what you do, you also need to be realistic. The way people communicate has changed, and so has the way customers connect with businesses. As I noted earlier, customers search online before choosing where to go and what to buy, and what they see online can change their decisions.

In fact, another study, this time by Cone Inc, reported that 80% of consumers have changed their minds about purchasing based on negative information they found online, and 87% say positive reviews reinforce their purchase decisions. Additionally, 52% said they are more likely to use a local business with a positive reputation (5 out of 10) and only 28% of consumers cite location and/or price as their top decision factor.

If that’s not enough to convince you, the same study revealed that 85% of customers are more willing to spend money when they can find recommendations online to back up advice offline.

Additionally, Harvard Business Review conducted a Yelp study to learn more about the correlation between online reputation and sales. They found that a one-star improvement in a business’s Yelp rating leads to a 9% increase in revenue. One bad review leads to a 13% drop in sales.

In other words, your online reputation can help or hurt your sales.

How to get over it: Claim your listing on all review websites and be sure to post responses to all reviews. If a client took the time to write something about you, it’s because he expects you to listen. The Yelp study reported that 80% of people believed that companies would take more time to learn about their needs and interests and have a positive impact. In other words, even if you have a bad review, posting a response will show that you care about your customers and help other customers see you as a trustworthy business.

Communications have changed along with the way customers relate to companies. Ignoring that online reviews have become a major source for consumers will hurt your sales. So instead of fighting it, take the time to deal with it. Take advantage of it and turn it into an opportunity to appreciate your loyal customers and win back the ones you lost. Respond to all reviews and show you care – acknowledging your customers’ opinions is the best way to maintain a good reputation online and get more sales.