Get in touch
Start a project

The Role of Online Reviews

Your reputation is the most important thing when it comes to your business. There’s no point in having a great branding strategy if your company has a reputation for poor customer service or a bunch of negative online reviews. Just like there’s no point in investing money in advertising your product or service offering if consumers already think poorly of you.

Online reviews play a crucial part in elevating your brand’s reputation. Too many positive reviews may lead consumers to think you’re ingenuine, whereas too many negative reviews may steer people away.

In this blog, we look at how online reviews and reputation management tie into your business strategy and the consequences if not appropriately managed.

The role of online reviews

Influences consumer purchase

The most significant role of online reviews is how it influences consumer purchases. In fact, 93% of consumers say online reviews impact their purchasing decisions. Especially when purchasing from an unfamiliar business, a comprehensive check of reviews is usually completed. If you think about the last thing you bought, there’s probably a high chance you did some research into star ratings (rating businesses – where five-star is are the best and one is the worst) and comments about the product.

Star ratings are so popular – so much so that consumers still trust them, even though 42% of the reviews on Amazon are thought to be fake. However, having negative reviews among these can help the brand appear more realistic.

Builds brand credibility

Put simply; reviews build brand credibility. Receiving good reviews builds up your brand trust and authority. If it’s apparent that customers have had a good experience with your brand, others are more inclined to trust and purchase from you.

Although positive reviews look great, having a mix of positive and negative reviews can also build trust. According to Reevoo, negative reviews can increase conversions by up to 85%. This doesn’t mean that businesses with bad reputations increase conversions. It’s simply referring to the fact that some consumers will be more inclined to purchase if there are a few negative reviews scattered amongst the positive, as it looks more authentic. While we know you’re not going to go out and ask for negative reviews, this should give you peace of mind that a few bad reviews aren’t the end of the world.

Validates expertise

You can’t talk the talk if you can’t walk the walk! Advertising your product or service as ‘the best’ or ‘highly experienced’ is one thing, but delivering these promises is another. Online reviews validate your business in the eyes of prospective customers. They confirm that you can deliver on the product or service you’re offering and that it meets or exceeds expectations.

Anyone can claim how great their business is online, but the likelihood of conversion increases by backing it up with evidence.

Expands reach 

One underrated benefit of online reviews is that they allow you to expand your online presence beyond your website and social channels. Potential consumers can learn about your brand on authoritative third-party sites like Google, Yelp and Angi.

Along with these, online review sites act as customer referrals. If someone has a good experience with your brand, there’s a good chance that they’ll refer you to their network. Word-of-mouth marketing is invaluable to businesses and is a free way to advertise and gain further reach within their industry.

Your online review strategy to elevate your reputation

Having a solid strategy in place is crucial in elevating your reputation. Without a comprehensive reputation management plan, your business risks damaging its reputation without knowing. Here are some things to implement within your management plan.

  • Monitor and respond

Monitoring and responding to online reviews should be a staple within your reputation management plan. Having a broad understanding of the role online reviews play and where these reviews may be posted is crucial. Create a list of all sites that have reviews on your business, and be sure to check them regularly, setting up alerts where possible. When monitoring these reviews and comments, here are some steps to take:

  • Keep a close watch

Remain vigilant here. Check Google, Facebook, and Yelp reviews daily, as they have the power to seriously hurt your reputation if a bad review is posted.

  • Respond promptly

The timing of your response is crucial – especially to potentially harmful reviews. It’s recommended that negative reviews are responded to within four hours. Responding to positive or neutral reviews and comments within 24 hours will ensure you’re keeping on top of your reputation.

  • Follow up

Get on the front foot when it comes to reviews. Not only should you respond quickly, but be sure to follow it up. If you’ve promised someone that you’ll investigate their issue, give updates frequently – even if it’s just to say that there is no new update but you’re working on it. Customers will appreciate the effort you’ve gone to to keep them in the loop. 

  • Take it offline

If you feel as though a comment or review has the potential to spiral out of control, taking it offline may be the best option. Reply to the reviews and let them know that you’re reaching out to them privately to discuss their problem further. Get on the front foot and message them first to show your dedication.

If you’re being sent some not-so-nice messages, read our blog on how to deal with trolls to learn how best to respond.

Increase review volume 

Unfortunately, people are more likely to leave a negative review than a positive one. There are potentially hundreds of people who are satisfied with your product or offering, but they haven’t left you any feedback. The only way to increase your review volume is to ask! Following all interactions, get into the habit of asking for a review. It might feel a little awkward at first, but you increase the chance of customers leaving reviews if they’re prompted to do so. You’ll get a higher response rate with more detailed, actionable information by asking directly after an interaction. 

Still not sure? Here’s why you should invest in your brand’s reputation. 

Optimise your offering based on reviews

One of the best ways to elevate your business is to use reviews you receive to optimise your offering. Negative reviews allow you to fix issues you may not have been aware of. Even positive reviews will enable you to make minor tweaks. For example, if a review reads, “Great product although a little smaller than I expected. Excellent customer service, though. Thank you so much!” you might consider the product in question and whether it’s a recurring theme with customers thinking similar thoughts. If so, you have the chance to tweak the product so it meets expectations.

Online reviews play a massive part in elevating your business. Regardless of whether they’re good or bad, these reviews give you the power to grow your business. They are invaluable with what information they provide you and are a huge part of reputation management. If you need some advice on asking for or responding to reviews, send us an email or DM today.

Ready to build, nurture or evolve your brand?

Get in touch
Contents

I’ve always been fascinated by symbolism 🌀

By how a single mark, image, word or gesture can represent something far bigger than itself. Across cultures and civilisations, we’ve used symbols to communicate identity, beliefs, stories, belonging and ideas that sometimes go far beyond what words can explain.

And somewhere along the way, I realised that’s also how I’d started to see brands.

A logo can become a symbol of what a business stands for. A colour can carry years of recognition. A phrase can represent an entire belief. A story can become shorthand for where a business came from and why it exists. Iconography can represent services, philosophies, products or ideas.

What we see on the surface carries meaning because of everything sitting behind it.

Over nearly two decades of working in branding, I also began noticing the same themes appearing again and again in the businesses people really remembered.

Their past, beliefs, future, people, identity, expression, impact and longevity.

Eventually, I gave each of those ideas a symbolic form.

They became Oraco’s Eight Brand Marks, and today they give us a way to look at a business from eight different perspectives and uncover the stories, ideas and meaning that make it distinctly its own.

The strongest brands aren’t built by adding meaning that was never there. More often, the clues already exist.

You just need to know where to look.

Explore the Eight Brand Marks via the link in bio.

27 3
Open post by oracoagency with ID 17981505972081585
I’ve always been fascinated by symbolism 🌀 By how a single mark, image, word or gesture can represent something far bigger than itself. Across cultures and civilisations, we’ve used symbols to communicate identity, beliefs, stories, belonging and ideas that sometimes go far beyond what words can explain. And somewhere along the way, I realised that’s also how I’d started to see brands. A logo can become a symbol of what a business stands for. A colour can carry years of recognition. A phrase can represent an entire belief. A story can become shorthand for where a business came from and why it exists. Iconography can represent services, philosophies, products or ideas. What we see on the surface carries meaning because of everything sitting behind it. Over nearly two decades of working in branding, I also began noticing the same themes appearing again and again in the businesses people really remembered. Their past, beliefs, future, people, identity, expression, impact and longevity. Eventually, I gave each of those ideas a symbolic form. They became Oraco’s Eight Brand Marks, and today they give us a way to look at a business from eight different perspectives and uncover the stories, ideas and meaning that make it distinctly its own. The strongest brands aren’t built by adding meaning that was never there. More often, the clues already exist. You just need to know where to look. Explore the Eight Brand Marks via the link in bio.

One of the hardest things about running a business is knowing what actually deserves your attention.

When you`re inside it every day, everything can feel important. The website needs updating, content needs creating, marketing isn`t quite working, the messaging feels off. Someone suggests a new platform, another campaign or a complete change in direction. But more activity isn`t always the answer.

A big part of Jessica`s work, both through Oraco and the business owners she mentors, is helping people step back far enough to see what`s really going on.

– What are you actually trying to achieve?
– Who are you trying to reach?
– What`s already working?
– Where is the real disconnect?
– And what can probably wait?

Sometimes the most valuable strategy isn`t adding another thing to the list. It`s creating enough clarity to know what matters now, what comes next and what doesn`t need your attention at all.

If you`re looking for strategic advice, a fresh perspective and someone to keep you accountable to actually doing the things you said you were going to do, Jessica offers one-on-one business strategy and mentoring sessions. Shoot us a DM to find out more.

47 14
Open post by oracoagency with ID 17986629341863106
One of the hardest things about running a business is knowing what actually deserves your attention. When you're inside it every day, everything can feel important. The website needs updating, content needs creating, marketing isn't quite working, the messaging feels off. Someone suggests a new platform, another campaign or a complete change in direction. But more activity isn't always the answer. A big part of Jessica's work, both through Oraco and the business owners she mentors, is helping people step back far enough to see what's really going on. – What are you actually trying to achieve? – Who are you trying to reach? – What's already working? – Where is the real disconnect? – And what can probably wait? Sometimes the most valuable strategy isn't adding another thing to the list. It's creating enough clarity to know what matters now, what comes next and what doesn't need your attention at all. If you're looking for strategic advice, a fresh perspective and someone to keep you accountable to actually doing the things you said you were going to do, Jessica offers one-on-one business strategy and mentoring sessions. Shoot us a DM to find out more.

Last week, we lost someone very special.

Sean was a former Principal of Mannix College, a longstanding client of Oraco`s, and someone I was lucky to get to know over many years.

I first met Sean in 2012 through my work with Mannix, and I remember instantly clicking with him. He was incredibly kind, funny, super organised and genuinely caring. He made working together easy, but he was also someone who took the time to get to know you beyond the work itself.

Every year, without fail, Sean would send me a Merry Christmas and Happy New Year message, always accompanied by a quirky little Bitmoji of himself. Even after he finished as Principal and we were no longer working together regularly, those messages continued. It`s such a small thing, but I think it says a lot about the kind of person he was.

I`ve worked with Mannix since 2009, a relationship that now spans close to two decades, and Sean sits right in the middle of so many of those memories. He was there through an important chapter in my career and Oraco`s growth, trusting us with Mannix for many years, and still making the effort to stay in touch long after our working relationship changed.

Looking back, it means a lot that such a longstanding professional relationship also brought someone like Sean into my life.

As the Mannix community gathers today to celebrate Sean`s life, I`ll be joining the service from home and thinking of his family, friends and everyone at Mannix. I had hoped to be there in person, but I`m glad I`ll still be able to join everyone in remembering him.

Thank you, Sean, for your kindness, your humour and for always finding a way to put a smile on people`s faces. You made a difference to so many people, myself included, and I`m very grateful our paths crossed.

Leanne x

Photo courtesy of Mannix College.

19 1
Open post by oracoagency with ID 18016270139941947
Last week, we lost someone very special. Sean was a former Principal of Mannix College, a longstanding client of Oraco's, and someone I was lucky to get to know over many years. I first met Sean in 2012 through my work with Mannix, and I remember instantly clicking with him. He was incredibly kind, funny, super organised and genuinely caring. He made working together easy, but he was also someone who took the time to get to know you beyond the work itself. Every year, without fail, Sean would send me a Merry Christmas and Happy New Year message, always accompanied by a quirky little Bitmoji of himself. Even after he finished as Principal and we were no longer working together regularly, those messages continued. It's such a small thing, but I think it says a lot about the kind of person he was. I've worked with Mannix since 2009, a relationship that now spans close to two decades, and Sean sits right in the middle of so many of those memories. He was there through an important chapter in my career and Oraco's growth, trusting us with Mannix for many years, and still making the effort to stay in touch long after our working relationship changed. Looking back, it means a lot that such a longstanding professional relationship also brought someone like Sean into my life. As the Mannix community gathers today to celebrate Sean's life, I'll be joining the service from home and thinking of his family, friends and everyone at Mannix. I had hoped to be there in person, but I'm glad I'll still be able to join everyone in remembering him. Thank you, Sean, for your kindness, your humour and for always finding a way to put a smile on people's faces. You made a difference to so many people, myself included, and I'm very grateful our paths crossed. Leanne x Photo courtesy of Mannix College.

One year of @twobayslaundry 🤎

A year ago, Two Bays Laundry opened its doors with a brand we’d had the pleasure of helping Liz and Kirill bring to life from the very beginning.

From strategy through to the visual identity, we wanted to create a brand that felt fresh, organic and full of personality, but most importantly, one that felt like it belonged here on the Mornington Peninsula.

That sense of place became part of the identity itself. The curves within the logo draw on the movement of water and our coastline, while the stylised ‘B’ represents the two bays that gave the business its name, Western Port and Port Phillip. The coastal palette, natural textures and broader identity carried that story through the space (shout out to @saint.design.interiors), signage, uniforms, vehicles and everything in between.

It’s always pretty special seeing a brand move from ideas on a page into a real business, but even more so watching it become part of the local community.

A huge congratulations to Liz, Kirill and the whole Two Bays Laundry team on your first birthday. It’s been such a pleasure working alongside you from those early ideas through to launch and everything that has followed.

Happy first birthday! Here’s to everything still to come 🥂

52 8
Open post by oracoagency with ID 17879865243686265
One year of @twobayslaundry 🤎 A year ago, Two Bays Laundry opened its doors with a brand we’d had the pleasure of helping Liz and Kirill bring to life from the very beginning. From strategy through to the visual identity, we wanted to create a brand that felt fresh, organic and full of personality, but most importantly, one that felt like it belonged here on the Mornington Peninsula. That sense of place became part of the identity itself. The curves within the logo draw on the movement of water and our coastline, while the stylised ‘B’ represents the two bays that gave the business its name, Western Port and Port Phillip. The coastal palette, natural textures and broader identity carried that story through the space (shout out to @saint.design.interiors), signage, uniforms, vehicles and everything in between. It’s always pretty special seeing a brand move from ideas on a page into a real business, but even more so watching it become part of the local community. A huge congratulations to Liz, Kirill and the whole Two Bays Laundry team on your first birthday. It’s been such a pleasure working alongside you from those early ideas through to launch and everything that has followed. Happy first birthday! Here’s to everything still to come 🥂

We don’t believe the best brand stories are invented.

They’re found in the reasons a business began, the decisions made along the way and the people behind it. The things they care about, do differently, and perhaps don’t even realise are interesting anymore.

Often, you’re too close to your own business to see what someone else might find remarkable.

That’s why we ask questions, listen and look a little closer.

The story is already there. You just have to know where to look.

10 0
Open post by oracoagency with ID 18135355420630978
We don’t believe the best brand stories are invented. They’re found in the reasons a business began, the decisions made along the way and the people behind it. The things they care about, do differently, and perhaps don’t even realise are interesting anymore. Often, you’re too close to your own business to see what someone else might find remarkable. That’s why we ask questions, listen and look a little closer. The story is already there. You just have to know where to look.

At the heart of @joannaphotography.au’s new identity is a refined wordmark designed to balance timeless elegance with a sense of movement and connection.

A sophisticated serif typeface was chosen for its enduring quality, warmth and understated premium feel. The letterforms evoke a sense of craftsmanship and longevity, reflecting the brand’s focus on creating imagery that grows in meaning over time.


Connection between the A and N introduces a sense of movement and continuity, symbolising the relationships, stories and moments that unfold throughout life.

This is why we start with your story. It’s often where the most distinctive part of a brand identity is hiding.

•

Filed by: Oraco Agency
Reference: PF-4165
Photo source: @joannaphotography.au
Filed under: #ProjectFile #BrandStrategist #Branding #BrandDesign #LogoDesign

34 1
Open post by oracoagency with ID 18120044761813156
At the heart of @joannaphotography.au’s new identity is a refined wordmark designed to balance timeless elegance with a sense of movement and connection. A sophisticated serif typeface was chosen for its enduring quality, warmth and understated premium feel. The letterforms evoke a sense of craftsmanship and longevity, reflecting the brand’s focus on creating imagery that grows in meaning over time. Connection between the A and N introduces a sense of movement and continuity, symbolising the relationships, stories and moments that unfold throughout life. This is why we start with your story. It’s often where the most distinctive part of a brand identity is hiding. • Filed by: Oraco Agency Reference: PF-4165 Photo source: @joannaphotography.au Filed under: #ProjectFile #BrandStrategist #Branding #BrandDesign #LogoDesign

ABOUT THE AUTHOR

Picture of Ellie Travica

Ellie Travica

Content Writer

One Response

  1. Pingback: The Best Ways to Drive Traffic From Socials to Your Site | Oraco

Leave a Reply

Your email address will not be published. Required fields are marked *

Start a project
Branding Agency

Join the Oraco Passage

Build, nurture and evolve your brand with our actionable tips and insights delivered straight to your inbox.