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15 min read
Feb 05, 2021
Blog / Digital Marketing / How to write great customer reviews and why you need them
What’s the first thing you do when you find something online and can’t quite decide to make the purchase? That’s right, you do a little digging and read online reviews.
Sure, you can go to the website of the manufacturer to get more info. But it is thanks to people who take the time to sit down and write a review or record one on video that we are able to learn about a product’s nuances that the manufacturer conveniently does not tell us about. As a result, we are able to make informed, rational decisions.
Truth be told, everyone who writes online reviews as a force of habit is really helping improve consumer culture. Besides letting brands know that something’s off about their offering, reviews also warn customers of possible hidden pitfalls and help them find exactly what they’re looking for in the vast sea of competing options.
So, let’s embark on a journey to figure out how to write a great review, what to mention in it and what best-practice examples to aim for.
Why people write reviews
In a nutshell, people leave reviews for two main reasons: either they are extremely satisfied with their experience or it was an absolute disaster.
This assumption is confirmed by online review platform Trustpilot that analyzed why people write reviews and identified 5 main reasons behind it:
- Express disappointment if the experience of using the product/service was negative;
- Praise the company if the experience was positive and therefore help its development;
- Express feelings and draw inspiration from the review process;
- Get recognition and gratitude for knowledge/experience/taste;
- Get the feeling of community and be able to share personal experiences with others.
Interestingly, this coincides with the reasons why people read reviews. Consumers understand that reviews are written with honesty and passion, and turn to them as a credible source of information. The review community is a self-serving one that ultimately aims to better inform future consumers.
What makes a great review
Now, if you’re thinking that there is a one-size-fits-all review structure, you’re in for a disappointment. Everything really depends on the niche, the goal of the review, the author’s writing style and a number of other factors.
However, we can highlight key features that will help your reviews become useful to others, and will help you not waste your time in vain.
Give your personal opinion
Keep in mind that your reviews should only be about your own experiences—no one really wants to hear how many people face the same issue or if your friend ran into difficulties. So, be honest in what you say and only write reviews if you personally bought or used the reviewed product or service.
As a rule of thumb, aim to address specific situations. Perhaps you ordered a meal at a restaurant and had to wait for it too long for no apparent reason. Or maybe you managed to get a discount at a hotel because you struck the right chord with the receptionist. Whatever you do, don’t be afraid to make assumptions in your reviews because, at the end of the day, your readers will benefit from them.
Provide details and images
Avoid being general in your wording and try to include as many details as possible. Depending on where you post your reviews, you will have different guidelines and requirements. For example, Google offers clear guidelines on the type of content that can be published in its reviews, and so does Amazon regarding its customer reviews.
Add photos and videos to your reviews when appropriate. Nowadays, everyone’s got a mobile device of some sort that can be used as a camera. Visual aid helps everyone who reads your reviews get a clearer picture of the issue you are addressing. And if you have an image or a video in your review, a lot more people are likely to take notice of it.
Focus on specific details in the review that are relevant only to the matter at hand. Ideally, you want readers to understand your situation as if they are in your shoes. Your reviews should include details like how often you visit the business or order the product/service, how long you usually have to wait to be served, and don’t forget to mention not only the quality of the product, but also of the service. For example, if you had to wait for a while before being served at a restaurant, the review readers will want to know the time of day when everything happened, if the restaurant was overcrowded, if the staff ignored you or was rude, and so on.
Another piece of advice is avoid getting personal and writing staff names in your reviews. Sure, it is tempting to praise a particular waiter at a restaurant or criticize a hostel administrator by telling others that they are no good. But if you do this and the waiter or hostel administrator gets fired or promoted as a result, your review will no longer be relevant.
For this reason, it’s best to omit all names and concentrate on the overall experience you got when using the reviewed product or service. Some review platforms won’t even allow you to include names in them and will replace them when moderating reviews.
Here are examples of two house cleaning reviews where one includes the names of the cleaning team and the other one doesn’t:
As you can see, the latter review doesn’t distract you from the main point by focusing only on the specifics of the provided service. But after reading the former review, I personally get the feeling that I want Danielle and Annie to do my cleaning for me and no one else.
Include personal information
Verify your identity, if possible. Although this method may not be completely suitable for every situation, it does instil confidence in the fact that your comment will stand out and that no one will doubt its authenticity.
Use your real name and contact information to build up your review’s credibility. That way, if your review’s readers have any follow-up or counter questions, they can reach out to you for help. Moreover, if one of the goals of your review is to get a response from an organization or a staff member, then you simply must provide your contact details along with the review.
Again, I want to emphasize that this tip is not relevant for all situations because sometimes you need to maintain your anonymity to avoid getting punished, for example, by your employer or to remain anonymous to your neighbors or acquaintances if you are reviewing something in a small local community.
Add a list of pros and cons
Don’t forget that every story has two sides to it like a coin. But, unfortunately, positive reviews almost never get any answers or replies, plus the readers themselves may be skeptical about such reviews.
In turn, negative reviews get far more scrutiny. Indeed, bad reviews can be rather helpful if you manage to point out exactly why your story turned out the way it did and if you do your best to put yourself into the other party’s shoes.
Of course, sometimes there is no excuse for poor or substandard service, but if you try to show a little empathy and understanding, your review will have a better chance of being perceived as credible—even if the reader ultimately chooses not to do business with the reviewed business.
The proper and reasonable thing to do in your reviews is indicate both the advantages and disadvantages of the reviewed product/service. If you need time to sort out your thoughts and look at the situation from every possible perspective, make sure to do so. Don’t write in a fit of anger after you’ve reached your boiling point as this will lower your chances of being helpful.
Know your grammar and show respect
Since your reviews will be read by others, make sure they are easy to read. Don’t capitalize the entire text, use complete sentences, refrain from using exclamation marks and, most importantly, insults and profanities.
So, check your grammar and spelling before posting your reviews. Even if you are posting your reviews anonymously, write as if each review is addressed to you. Think about the emotional response it will evoke. Does it contain information that you find useful? Everything should be written within reason and logic, and be consistent even if you had terrible service at a store or if a product manufacturer refused to replace faulty goods.
Summing it up, a great review should:
- Be useful to others
- Contain essential information
- Reveal your story’s pros and cons
- Observe grammar rules, and
- Not offend others
The anatomy of a great review
Of course, it all depends on your goal, but if the perfect review could be put together piece by piece, it’d look something like this:
Name of service provider/restaurant/store
Pros and cons: be simple, on point and concise. Use two to three words to highlight the most important parts of your experience.
Your story in detail: include information such as time, date, location, and so on, as well as the story itself, presented on your behalf. Additionally, try to put yourself in the shoes of the reviewed business and share your thoughts on why everything turned out the way it did.
Conclusion: comment on the outcome of the situation in a neutral tone and say how it was (or wasn’t) resolved.
You can post your reviews on the business pages of restaurants on social media, on special review portals and even on the websites of the companies themselves. From there on, it all really depends on what you want to achieve with your review and the feature capabilities of the sites you are writing your reviews on.
Where reviews can be posted
The main driving forces in the world of reviews are your usual suspects: social media networks like Facebook, review platforms like Trustpilot, Yelp and G2, Google, and YouTube.
Find the Facebook page of the company you want to review and go to the Reviews tab.
Click Yes to start creating your review, and pay attention that you need to write at least 25 characters in order to publish the review. On top of that, Facebook also offers a lot of quick answers you can checkmark to make it easier for people to quickly understand the gist of your review.
Unlike Instagram or Twitter, LinkedIn also has a dedicated feature for customers to write reviews. On Instagram and Twitter, you can still get your message across by tagging the page of a business in your posts.
If the company you want to review has registered an account on a review site, you can add your feedback on its products/services right on their page.
Typically, you need to sign up on a review platform and fill out the offered feedback form to leave a review. Most review sites allow you to build up your reputation as an expert reviewer by leaving more and more reviews.
Here are some of the most popular review platforms you can work with:
- Shopper Approved
Other review platforms
Besides using social media and review platforms to publish your reviews, there are several other places you can do this. For example:
- Google My Business
- Google Maps
- Videos and comments on YouTube and other video hosting platforms like Wistia, Vidyard and Vimeo
- Blog comments and dedicated website pages of businesses
- Niche and local forums
How we handle reviews at SE Ranking
As you may have already guessed, the main purpose of a good review is to benefit readers and to bring them value. On top of that, it can also encourage the reviewed business to make positive changes.
In this regard, we at SE Ranking are lucky to have amazing customers who are kind enough to regularly provide feedback on our tools, be it via our blog or social media comments, support tickets and chats, or third-party platforms like Trustpilot, G2, and the like.
How we and our customers benefit from reviews
1. We get feedback from our customers and are able to react quickly. For example, we’ve had customers who didn’t know they could track their keyword rankings not only in organic, but in paid search as well. One of such customers decided to write a review saying that everything is great on our platform, but they wouldn’t recommend it because iе doesn’t have any keyword rank tracking capabilities. So, we reached out to this customer and pointed out to them that we do have the rank tracking feature and showed them how it works. As a result, we got a satisfied and loyal SE Ranking Ambassador.
2. We monitor user reviews for improvement and development ideas. Every year, we ask our customers to make a wish telling us how we can make our platform better. We then process them and add them to our roadmap for the year. And we make sure to do it publicly online. Some customers, for example, ask us for new Google databases for analyzing competitors, others need additional functions in the Website Audit tool or they wishfully ask us to increase account limits. Whatever their wish may be, we collect all of them and gradually roll them out with every new platform update. Ultimately, everyone who makes a wish becomes an ideological “developer” of our tools and gets the opportunity to experience the improved service firsthand.
3. We show our customers we care. We respond to their feedback, improve the user experience, and, in turn, they continue doing business with us from year to year. Earning this kind of loyalty is vitally important to any business and is extremely valued at SE Ranking.
By the way, if you too want to participate in the development of SE Ranking tools, we encourage you to help us become better by sharing your experience.
Let us know what you think of our SEO platform by reviewing us on Trustpilot. What do you like about SE Ranking? What could be improved? Is there a tool or feature you specifically need? We’d love to hear your thoughts, so share away.
BONUS: How to encourage people to leave reviews
The biggest question is how do you get customers to write awesome reviews online for your business. Here are proven tips recommended by experts:
- Directly ask your customers for reviews (ideally, automate the process)
- Target satisfied customers
- Make the review request personal
- Say why reviews are important for your business
- Make it easy for people to write reviews (create a step-by-step how-to video)
- Offer an incentive like a voucher card or throw in a gift with the product
- Follow up on your requests
However, one of the most important factors in boosting the number of reviews you get is providing an exceptional product or service. If you think about it, if your offer is terrible, you probably won’t even need to ask for reviews.
If you are just reading our blog and are not yet familiar with the platform, you can test it out for 2 weeks absolutely free. If you run into any difficulties and need help figuring things out, our support team is always eager to help.
What is your experience with writing or working with customer reviews? We’d love to hear all about it, so spill the beans in the comments section below!
Andrew is a content marketer, writer, editor, and webinar host at SE Ranking, plus a guest contributor across various marketing media. He is passionate about content, marketing, social media, and SEO best practices and leverages his experience to help companies reach their global audiences more effectively. When he’s not writing about SEO and marketing, he can be found spending time with his cat, enjoying a video game, watching too much soccer or playing the guitar (in that order).
Generic 5-star positive review response examples
“Thanks for sharing your rating with us and the community.” “Many thanks for the 5-star rating. If there's anything we can do to improve our offering, please let us know!” “Thanks so much for taking the time to leave us a 5-star rating – it's much appreciated!”
- Thank the Reviewer. The reviewer just said something nice about your company—it would be poor manners if you didn't thank them! ...
- Respond Quickly To Positive Reviews. ...
- Keep It Short. ...
- Be Authentic and Personal. ...
- Invite Them To Take Action. ...
- Share The Positive Review.
- “This review made our day!”
- “Thank you so much for taking the time to leave us this amazing review.”
- “We are so grateful for your kind words. Thanks for sharing your review with us and the community.”
- Don't make your review too short. ...
- Do include as many details as possible. ...
- Do use proper spelling & grammar. ...
- Do give your review a timescale. ...
- Do be honest! ...
- Do give advice.
Tips for asking for customer feedback
Focus on your subject line in an email feedback request. Make a subject line stand out with a call to action. For example: "Help us improve our online experience." A strong subject line prompts action from a customer. Always thank customers for feedback.
Google: Go to Google and search the business's name. It may be helpful to add “Farmington, NM” to make sure you pull up the correct listing. Click the link next to their star rating, click “leave a review”, click the star on the far right to select all five stars, and write and post your review!How do you explain a 5 star rating? ›
The 5-star rating system allows respondents to rank their feedback on a 5-point scale from 1 to 5. The more stars that are selected, the more positively your customer is responding to your question.How do you write an exceptional review? ›
Detailed, Specific, and Honest
A useful review includes enough detail to give others a feel for what happened. Potential customers want to know more than that someone else was happy. They want to know what exactly they liked so that they can gauge whether it aligns with their own preferences.
Depending on what they wrote, you could respond with something like, “We appreciate your kind comments about our [detail the reviewer was happy with],” or, “We're truly grateful for your comments about [Employee Name] and will make sure we share your compliments with them!”What should a four star review say? ›
Tips on how to respond to a 4-star review
Point out a specific thing they mentioned that you'd work on to make sure future guests have an equally great experience. Invite them to come back and visit again soon. Thank them again for writing the review.
- "That wasn't my fault"
- “Yes, yes, yes”
- “You said/you did...”
- "It was really a team effort"
- “This isn't fair”
- “Can I have a raise?"
- "That's not part of my job description"
Good customer service means consistently meeting customers' expectations. Great customer service is quick, easy, personalized, and empathetic. Companies that deliver excellent customer service take the time needed to understand the needs of their unique customer base.What makes a successful review? ›
Your review should be clear, constructive and consistent. Clarity is important because authors will not be able to respond to your concerns if they don't fully understand what they are. Reviews are most helpful if they don't just criticise, but also make constructive suggestions for how concerns may be resolved.What are the 4 parts of a review? ›
After analyzing many book reviews (most or all of which are from mainstream sources), Campbell suggests four elements of criticism: reaction, summary, aesthetic appraisal and historical appraisal.How do you start a review example? ›
If you are wondering how to start an article review, begin with an introduction that mentions the article and your thesis for the review. Follow up with a summary of the main points of the article. Highlight the positive aspects and facts presented in the publication.What are four 4 methods you can use to obtain feedback from the customers? ›
- Customer feedback through emails. ...
- Customer feedback through surveys. ...
- Customer feedback through focus groups. ...
- Customer feedback through digital channels. ...
- Customer feedback through UserTesting.
- What can my company do to better serve your needs?
- How satisfied are you with our products/services?
- What value do we provide?
- What are your biggest challenges?
- Why did you choose us over the competition?
In general, literature reviews are structured in a similar way to a standard essay, with an introduction, a body and a conclusion. These are key structural elements.How do I give someone a good review on Google? ›
Write A Google Review From Your Browser
Log into your Google account, and search for the business you want to review. Find the reviews area (next to the star rating in your search results, or under the establishment's name in the sidebar in Google search) and click on the blue font that says “WRITE A REVIEW.”
- 10 Ways to Get More Google Reviews. ...
- Ask Customers Directly for Feedback. ...
- Send a Follow-Up Email. ...
- Leave Behind a Leave-Behind. ...
- Add a Review Link to Your Website to Get More Google Reviews. ...
- Follow-Up Your Customers Multiple Times. ...
- Keep Your Cool When You Get a Bad Review.
Meaning of rating point in English
the number of people who watch or listen to a television or radio programme, expressed as a percentage of the total possible audience: One rating point equals 1% of the nation's 95.4 million households with televisions.
Google calculates a 5 star rating as the average of all reviews rounded to 0.1 stars. So 20 reviews averaging 4.15 stars would show a 4.2 star rating.How many 5 star reviews does it take the effectively counter one 1 star review? ›
A single negative review can cause a lot of damage to your average star rating. If you get a single 1-star review, you'll need 7 new 5-star reviews just to maintain an average of 4.5 stars. And if you want to get to an average of 5 stars, you'll need 15 new 5-star reviews to offset that 1-star review.How do you write a strong performance review? ›
- Be positive and comprehensive. ...
- Share specific feedback and provide examples. ...
- Pair constructive feedback with developmental suggestions. ...
- Use the right words. ...
- Organize your feedback.
- Include specific examples to support your observations. ...
- Provide guidance for career growth and professional development opportunities. ...
- Make sure your default tone is a positive one. ...
- SMART goals. ...
- Always follow up.
According to research by Northwestern, purchases are most influenced by reviews with an average rating of 4.2 to 4.5 stars out of 5 — making this the ideal average star rating for purchase probability. “Consumers perceive ratings closer to a perfect 5 stars as too good to be true,” the report suggests.How do you respond to a one star review without comments? ›
As with any review response, you should set out to address the reviewer by name and thank them for taking the time to post a review. Since we are discussing negative reviews, it's also vital to apologize.How do you stay calm during a performance review? ›
- Get the Scoop (and Get Prepared) If you're anything like me, you probably panic most when you don't know what to expect in a given scenario. ...
- Remember That Feedback Is a Good Thing. ...
- Pump Yourself Up. ...
- Eliminate Surprises.
Reach out directly to the customer
You can incentivise the customer to edit or retract their review. If they had a bad experience with your business, offer a way for them to contact you directly.
- Keep calm. ...
- Listen and reflect. ...
- Own up to mistakes. ...
- Focus on the future. ...
- Ask if it is okay to discuss a point further. ...
- 6 Ask clarifying questions. ...
- Back up your defense with evidence. ...
- Reference previous feedback.
When you demonstrate the values of accountability, optimism, authenticity, respect, trust, and communication, you can earn the loyalty of your customers. People choose brands that are a reflection of their values.What are the 3 most important things in customer service? ›
Essentially, the 3 important qualities of customer service center around three “p”s: professionalism, patience, and a “people-first” attitude. Although customer service varies from customer to customer, as long as you're following these guidelines, you're on the right track.What are 5 phrases in customer service you should use? ›
- “Happy to help!” ...
- “I understand how (blank) that must be.” ...
- “As much as I'd love to help …” ...
- “Great question! ...
- “Nice to meet you!” ...
- “May I ask why that is?” ...
- “Thanks for bringing this to our attention!” ...
- “I completely understand why you'd want that.”
Excellent customer service means going beyond meeting your customer's basic needs. It involves much more than providing support in a timely and pleasant manner. More importantly, it means doing everything possible so your customers are not merely satisfied. They're actually happy with your products and services.Can you give an example of when you have provided excellent customer service? ›
I spoke to my manager to determine our options and my manager gave me the approval to give the guests an available room. I also offered the guests free room service for the inconvenience of having to wait for a hotel room. The guests were so satisfied that they left a glowing review online after their stay."What makes a great customer experience? ›
In short, good customer experience can be achieved if you: Make listening to customers a top priority across the business. Use customer feedback to develop an in-depth understanding of your customers. Implement a system to help you collect feedback, analyze it, and act on it regularly.How do you start a review example? ›
If you are wondering how to start an article review, begin with an introduction that mentions the article and your thesis for the review. Follow up with a summary of the main points of the article. Highlight the positive aspects and facts presented in the publication.What is excellent customer service examples? ›
- Add a personal touch.
- Be transparent and educate customers.
- Respond quickly to all customer feedback.
- Use creative and unexpected return policies.
- Find a workaround when items are out of stock.
- Build a connection with local shoppers.
- Remember and reward repeat customers.
- Use specific language.
- Use measurement-oriented language.
- Use powerful action words.
- Stay positive and constructive.
- Focus on solving problems.
- Focus on opportunities for growth.
- Focus on the individual and avoid bias.
- Treat good performance with respect.
- Summarize Your Key Achievements. Think about what you've achieved since you began the job, and develop a written list of your most important accomplishments. ...
- Present These Accomplishments. ...
- Develop a Detailed Agenda.
Essentially, the 3 important qualities of customer service center around three “p”s: professionalism, patience, and a “people-first” attitude. Although customer service varies from customer to customer, as long as you're following these guidelines, you're on the right track.What are the 7 essentials to excellent customer service? ›
What is customer service ? The 7 Essentials To Excellent ... - YouTubeWhat are the 7 qualities of good customer service? ›
- Problem-Solving Skills. The number one skill you need to excel in for good customer service is problem-solving. ...
- Clear Communication. ...
- Friendly Attitude. ...
- Empathy. ...
- Business Acumen. ...
- Product/Service Knowledge. ...
- Strong Time Management.
"I showed great customer service by having a great amount of product knowledge. I made sure that I was the product expert so that I could be a wealth of knowledge to my clients. I would never want to say "I don't know" to a customer. I will always find an answer if I don't already have one."