What the Home Services Industry Learned from Aaron Rodgers
I watched Old School this week, which inevitably led to a trip down memory lane to my time spent at Ithaca College (go Bombers!). However, I wasn’t on the debate team, I was in journalism school. I still remember the feedback my professor left on the first article I ever submitted freshman year, “What’s the story here? Find a new angle.” Fast forward 4.5 years later and those eight words are still stuck in my mind as I write this blog.
Online reviews can make or break a company’s product or service. With Google’s recent unavailing of Pigeon (their newest search algorithm update) online directories like Yelp, Angie’s List, BBB, and Houzz are weighted more heavily in local SERPs (“search engine results page”), making online reviews more important for your company than ever before.
Responding to Positive and Negative Online Reviews
In the home services industry, online reviews and word of mouth may be the only referrals your company receives, so make them count. When clients leave an online review, acknowledge the review with a response, no matter if it’s a positive or negative remark. Each response should be unique and directly relate to the customer’s response.
How to Respond to Positive Online Reviews
Congratulations! Someone hired your company and you delivered with exceptional service, and as a result, the client left you a 5-star, positive online review! Many business owners will see the review and be satisfied with the positive feedback, but not you. To set your company apart from your competitors it is important to provide excellent customer service—including responding to positive online reviews!
When replying to a positive online review, follow the format below:
1. Address the customers positive remarks
2. Highlight your company values
3. Provide a call-to-action (e.g. providing links to other recommended services your company offers)
Sample Positive Review “I hired your company to install a new furnace in my home. Your HVAC technicians were on time and very respectful of my home. I would highly recommend your company. A+++ service!”
Sample Response “Thanks! We are glad to hear our technicians provided outstanding service! Our company prides ourselves on providing on-time, top-quality HVAC installations. Don’t forget to take a look at our furnace maintenance plans for residential customers!”
How to Respond to Negative Online Reviews
So you received a negative online review? As Aaron Rodgers once said, “R-E-L-A-X.” When replying to a negative online review, it’s important not to respond in a negative manner. Follow the suggested response format above, but find the right angle. More specifically, read the review and see how your company can put a positive spin in your reply while optimizing for SEO.
Sample Negative Review “I hired your company to install a new furnace in my home. Your HVAC technicians were three hours late and took two days to complete the project, instead of one day like I was quoted. I did not have heat for an extra night! When I called your office, your salesman told me there was nothing he could do and hung up on me. I would NEVER recommend this company to anyone!”
Sample Response “We’re sorry to hear that our service did not match your expectations. Our company prides ourselves on providing top-notch, on-time furnace installations. We apologize for our poor customer service, and as a result, we would like to offer you a one-year furnace maintenance plan on us! Please email me directly at firstname.lastname@example.org and we’ll sign you up, free of charge!
If you can do so naturally, optimize your responses for SEO by including relevant keywords, service areas, and link building to improve local SEO. Doing so provides excellent customer service, improves brand awareness, and improves local SEO.
Can’t keep up with your company’s online marketing? R-E-L-A-X, Blue Corona provides online marketing for plumbers, electricians, painters, HVAC companies, and more! Contact us today to learn how we can take your company’s online marketing to the next level in 2015!
About The Author: Brandon works in Blue Corona's small business division, Rank First Local. Outside of SEO and analytics, Brandon’s interests include NBA and college basketball, tweeting, and playing with his dog Jax.
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