Online reviews are an incredibly important part of your online marketing strategy. There are a whole host of reasons for this, including building a positive online reputation, local SEO benefits and gaining valuable customer feedback.
The impact online reviews have on consumer behaviour and purchasing is huge. One report suggests that 90% of consumers say their purchasing decisions have been influenced by reviews they have read. Bright Local also found that 49% of consumers will only visit a business that has at least a 4-star rating. This shows just how important your dental practice’s online reviews and star rating is to online marketing and business success.
Online reviews can also impact the amount of traffic your practice’s website gains. Bright Local’s recent study found that those businesses with a good star rating will experience higher click-through rates (CTR), which has a direct effect on the traffic coming to your site. The study explores the impact of reviews on CTR, finding that overall star rating is the number one factor for potential customers when evaluating businesses online.
Within the local pack, the Google Review star rating was found to have the following effect ton the number of clicks through to a website:
Those with a 4+ star rating gained the largest amount of clicks, and therefore traffic, to their website. Interestingly, a star rating of 1 or 2 gave businesses fewer clicks than those with no star rating at all. So, it is important to build up positive reviews from happy patients to avoid a poor star rating.
Bright Local’s study also analysed the impact increasing star ratings has on levels of traffic coming to the site. They found that businesses with a 5* rating enjoy 28% more clicks than those with no rating, and 39% more than those with a 1* rating. While those with a 1* rating will suffer an 11% traffic loss when compared with a business with no rating.
Bright Local’s findings emphasise the importance of gaining online reviews. The direct impact they have on driving traffic and potential patients should not be ignored, so it is well worth the effort building your Google reviews takes. Gaining online reviews can be difficult, but, by targeting patients you have a good relationship with and sending out email requests after appointments you will quickly see things improve.
Remember, building up your review profile with positive 4 or 5-star reviews could increase your potential patients and website traffic by over a 3rd!
If you need help or advice about gaining online reviews, call Dental Design on 01202 677 277 and we will be happy to help.