Ratings and Reviews can be the second most important feature on your website! The good news is that most reviews posted on your website are positive. Social Media is also crucial because customers trust their friends' reviews over almost anyone else's.
If you have an eCommerce website, ratings and reviews should be part of the functionality. If you don't have eCommerce, then consider adding a testimonial feature. It is easy to install, doesn't cost much, and provides another way to collect all those important ratings and reviews.
Customer reviews are significantly more trusted than manufacturer descriptions. They also offer SEO benefits for your website. User-generated content can help a product page stand out in search results.
What about Bad Ratings and Reviews?
Don't forget that all reviews are valuable; a mix of positive and negative reviews helps customers trust what they are reading. In fact, some people suspect censorship or fake reviews when they don't see any negative opinions. Some negative reviews help, but too many can set off alarm bells for consumers.
Third-party ratings and reviews
A great way to get customer reviews is to use a third-party review provider, such as Reevoo
You can also offer incentives for leaving reviews. The best way is to offer an incentive after a customer purchases an item. Otherwise, you're likely to get people leaving reviews simply to win something. It also dilutes the trustworthiness of other reviews if people don't actually purchase the item.
Reviews can be one of your most valuable tools, so do what you can to incorporate them into any campaign.
What's Changed Since 2013?
What's Changed Since 2013? While customer feedback is still king, the review landscape has shifted heavily toward Google Business Profile and verified third-party platforms. Today, fresh reviews don't just reassure visitors on your website—they directly influence whether you show up in local search results and AI-generated recommendations. Keep in mind that incentivizing reviews now runs afoul of FTC rules and Google's policies, so the smartest strategy is setting up an automated, compliant system that asks satisfied customers for honest feedback at the right moment.
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