Reviews are one of the most powerful ways to turn online visitors into paying customers. Consumers want to know if they’re choosing “the best” scuba operation, and the opinion of others is a strong influence on their buying decision.
- 57 percent of consumers will only patronize businesses that have a 4-star (out of 5) average rating or higher
- 95 percent of 18-34 year-olds read reviews, and 91 percent trust online reviews as much as personal recommendations
- 86 percent of consumers read reviews for local businesses
- People read an average of 10 reviews before they feel able to trust a local business
By posting reviews on your website, you show potential customers how much your current customers love you. It’s one thing to say “we’re the best dive center,” and “we have the most experienced instructors,” it’s better to have a review that says:
I was nervous about learning to dive, but my instructor was patient and supportive, answering all my questions and helping me feel comfortable. I picked this dive shop because they limit classes to only four people, and I’m so glad I did. The on-site heated pool was an added bonus.
Add a Review Widget to Showcase Reviews
Review widgets are a simple way to add customer reviews to your website. They’re basically a snippet of code you copy-paste from TripAdvisor, Facebook, etc. into your website. You can add widgets that:
- Show the most recent reviews (it updates automatically)
- Show your average TripAdvisor score
- Invite customers to write their own review
It’s important to promote your most current reviews because 40 percent of consumers only value reviews written within the past two weeks. If you don’t have a lot of reviews, here are a few ways to get more:
How to Get More Reviews
More than two-thirds of people will provide feedback when asked and 80 percent of millennials have written online reviews (vs. only 41 percent of consumers 55+). Make it easy for customers to leave you a review by:
– Providing a direct link to where you want them to leave a review (Google business page, Facebook, TripAdvisor, Yelp etc).
– Give them ideas what to write about: were our instructors professional, did any of our staff members go the extra mile to explain something or provide assistance?
– Explain how their review helps others: maybe you reward staff who are mentioned by name in a positive review, or talk about how your business relies on positive reviews to gain new customers and serve customer needs
Choosing the right time to ask for a review is also important. The best time to ask for a review is usually right after the student picks up their certification card, within 24 hours of their last dive/certification, or after a gear purchase/service. Include a slip of paper in the certification card envelope or stapled to the receipt. You can also send an email requesting customer feedback.
Widget Alternatives
Adding Facebook or TripAdvisor reviews to your website involves copying and pasting some HTML code. It doesn’t require coding experience or technical skills. If you feel uncomfortable modifying your site, simply direct people to “Read our great customer reviews on Facebook (or TripAdvisor),” and with a link to the Reviews section of your Facebook page or TripAdvisor listing.
To embed Google reviews on your website, you’ll need a third-party plugin. Do an online search for “embed Google reviews (Squarespace, WordPress, Wix, etc.)” to pull up options.
Learn More at PADI Business Academy
Learn about the latest digital marketing tactics and get hands-on experience at PADI Business Academy. View the current schedule on the PADI Pros Site.
NOTE: The statistics in this article came from the BrightLocal 2018 Local Consumer Review Survey (unless otherwise noted).
