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October 5, 2018
Showcasing customer reviews on your self storage website adds credibility and trust. After all, you’re not the one touting your facility’s awesomeness—your satisfied tenants are!
Another reason to showcase reviews? According to a BrightLocal Consumer Review survey, “Positive reviews make 73% of consumers trust a local business more.”
Online reviews are here to stay, with 90% of consumers reading online reviews before visiting a business.
If potential customers can read reviews on your site, they’ll already be where you want them—on your website and with all the information and tools they need to rent a unit from you (Of course, this assumes your facility has a StoragePug website, which offers online rentals, lease signing, AutoPay, and more!).
Visitors should be easily able to access reviews when they arrive at your site. Specifically, prominently display a badge or icon linking to your review page on your site’s homepage.
Be sure also to include this badge or icon on pages where visitors might make a purchasing decision. A case study by WikiJob demonstrated that the location of testimonials was critical—with sales increasing 34% when testimonials were featured more prominently on the page.
Although it may be tempting, fake reviews can permanently damage your credibility. Also, if well-meaning friends and families want to review your facility, that is their choice. However, never solicit reviews from them. Consumers can often detect when reviews are fake or from non-customers.
Moreover, if a review source such as Google or Yelp finds out your paid for reviews, they will negatively impact your SEO, or could even be deemed illegal and cost serious money in fines and court fees.
A review that documents a distinct interaction with an employee is best because it makes the review personal and powerful.
Specificity and detail add credibility and authenticity to reviews—making them more valuable than “generic” reviews that simply say “Great facility.” By linking reviews back to the source (e.g., Yelp or Google), you’ll also increase the authenticity and effectiveness of the review.
In addition to showcasing your reviews, make it easy for customers to leave a review for your facility. A link to your Google My Business or Yelp page accomplishes this goal.
This method is the most effective because you can serve up the reviews to Google (thereby helping your SEO) and style your reviews to fit your website’s look and feel. You’ll need a web developer to set this up (unless you feel comfortable following the guidelines provided in this article).
The good news is that StoragePug can do this for you when creating your self storage facility’s website. Check out the Boardwalk Storage website for an example of how StoragePug can highlight reviews on your homepage, as well as create a review page.
Testimonials are usually short quotes from customers that you highlight on your website or elsewhere, but they can also be videos, social media posts, case studies, or interviews (for examples of different types of testimonials, click here).
Testimonials are most effective when provided by someone similar to your target customer. For example, suppose your ideal customers are military families and college students. In this case, testimonials featuring a military family or a college student would be the most effective.
The advantage of testimonials is that you have greater control over their presentation. The most effective testimonials feature names, photos, and links to a website.
Some review sites provide review badges or widgets that allow you to share reviews on your website. Yelp’s Embed Feature enables companies to embed their favorite reviews straight from Yelp onto their website.
According to Yelp, “…the best part is the business’s rating and review count stays up to date, so your embedded review will reflect the current Yelp page and make it easy to click over for more information.” You can also use the Yelp Review Badge. Google+ also provides a badge widget for pages.
Review management software automatically collects your reviews from around the Web and “streams” the latest and greatest ones to your website. Three options are Grade.us, Embed Social, and Reputation.com. For information and reviews of other review management software systems, click here.
Talk to StoragePug today to find out how we can showcase reviews on your facility’s website.
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