Why Online Customer Reviews Should Matter To Your SME

For any small-to-medium enterprise (SME) customer reviews are a critical part of the success story. Whether you’re showcasing them on your website, Google Business Profile, or social media platforms, reviews play a powerful role in helping potential customers decide if they should choose you. A survey found that 75.5% of people trust online reviews. Therefore, if you’re not featuring any, you’re missing out on a massive trust-building opportunity. 

In this article, we’ll unpack the benefits of customer reviews, share practical ways to get more of them, and give you tips to turn negative feedback into a brand-building moment. 

7 Benefits of Customer Reviews 

Your business isn’t the only one in South Africa offering your particular mix of products or services. While choice is great for customers, it also means they’re constantly trying to compare similar options, which makes it harder to decide who they can trust. That’s where reviews come in. 

Here’s how they benefit your business: 

1. They build trust  Most people are hesitant to try something new without proof it works. Reviews offer that peace of mind. Real feedback from real customers reassures new buyers that you deliver on your promises. 
2. They increase clicks  Positive reviews can be that final push a potential customer needs. People trust other people more than marketing, so a glowing testimonial can lead directly to a click, and eventually a sale. 
3. They boost Search Engine Optimisation (SEO)  Search engines love fresh, relevant content, and reviews deliver just that. Especially for long-tail keywords, customer reviews can help your site rank higher, attract more visitors, and grow your online presence. 
4. They drive business growth  Reviews are essentially free market research. They show you what’s working and what could be improved, helping you refine your offerings and level up your service. 
5. They provide authentic content  Great reviews are marketing gold. Repurpose them in social media posts, embed them in your website, or feature them in your email campaigns. Nothing beats the power of a happy customer doing the talking for you. 
6. They work around the clock  Unlike your team, reviews don’t clock out. They’re online 24/7, helping shoppers make confident decisions – even while you sleep. Just be sure to handle negative reviews quickly, as they tend to stick around too. 
7. They’re part of the research process  Smart shoppers look beyond your created marketing material. They want the unfiltered truth. Positive reviews help tip the scales in your favour when people search for independent validation. 

How to Get More Online Customer Reviews 

Do you leave a review after every purchase? Probably not, unless the service was exceptional (or terrible). So if you want more reviews, you need to make it happen. 

Here’s how: 

1. Ask!   Customers aren’t mind readers. Ask them to leave a review, but do it with a personal touch. A simple email saying, “Hope you’re loving your purchase—would you mind leaving a quick review?” goes a long way. Time it well—ideally after delivery or after they’ve had a chance to see results. 
2. Make it simple  The easier the process, the better your chances. Offer direct links to Google, Facebook, or wherever you want the review. Let customers choose what suits them best. Don’t forget: always respond to reviews to show you value their time and feedback. 
3. Incentivise the effort (not just the praise)  People are busy. A little incentive can help. Offer a discount, small freebie, or contest entry—regardless of whether the review is five stars or not. It’s about appreciating their effort, not buying their opinion. 
4. Deliver a standout experience  Generic reviews don’t have the same impact as heartfelt ones. Want customers to say “Wow”? Go the extra mile. Whether it’s excellent service or a small unexpected gift, give them a story worth sharing. 

The Negative Review: 5 Tips to Help Turn It Around 

Nobody wants a bad review, but ignoring it is worse. However, responding with professionalism can actually boost your credibility. 

Here’s what to do: 

1. Reply quickly and respectfully  Acknowledge the feedback, thank them for sharing it, and offer an apology if needed. Let them know how you plan to fix things—it shows you care. 
2. Take the conversation offline  If things are getting tense, offer to continue the conversation privately. An email or phone call can often lead to a resolution more quickly (and calmly). 
3. Make it right   If a mistake was made, own it and fix it. Then politely ask if they’d be willing to update their review. Most people appreciate businesses that take responsibility and improve. 
4. Use it as a learning moment  Negative feedback highlights areas for improvement. Take note of recurring issues and use that insight to adjust your processes. 
5. Balance the bad with the good  One bad review doesn’t define you. Keep encouraging satisfied customers to leave positive reviews, it helps dilute the impact of occasional negativity. 

Creative Ways to Showcase Reviews and Testimonials 

Getting reviews is only half the battle. The other half is making sure they get seen. 

Here are some clever ways to display them on your website: 

• Feature them on your homepage 
• Add a “Reviews” or “Testimonials” page 
• Place them on product or service pages 
• Use quotes as visual breaks 
• Turn reviews into case studies or success stories 
• Show star ratings in product listings 
• Create video testimonials 
• Incorporate them into your landing pages or blogs  

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