How to manage your customer reviews

Blogs 2 Feb 2021

Learn where to find feedback about your business on the internet, how to start replying and tips for dealing with negative comments with our guide.


This article is not an endorsement of the platforms mentioned but is designed to help you get started with the most popular review sites.

Reviews are everywhere on the internet, whether it’s ratings on a business’ website for individual products, social media platforms like Facebook or dedicated review sites like Trustpilot. 

Every time we place an order online, we’re usually met with a follow-up email asking us to rate our experience and give our feedback. With more opportunities for customers to have their say, it’s become easier for small businesses to receive instant feedback.

For most small businesses, the most common sources of reviews are: 

Why are reviews important?

Online reviews are the digital word of mouth. They build your reputation and introduce your brand to more potential customers. Consumers often go searching for recent reviews online before deciding if they should shop with you. When more happy buyers share their experience with your business, it’s reassuring. 

But, they can quickly become damaging if negative feedback isn’t dealt with correctly. Let’s dive into why it’s important to manage your reviews. 

Why manage them? 

Reviews aren’t just useful for a consumer - they’re good for your business too. Our guide Three ways online customer reviews can increase sales describe how online reviews can help improve your sales.

They can: 

✔️ Show your customers that you value their feedback.
✔️ Allow you to engage with your customers to build a relationship and encourage loyalty.
✔️ Gives you insights on how people are using your products and services.
✔️ Allows you to build your business profile across the internet. 

How do I manage them? 

While the mechanics of responding vary by platform, there are basic principles which apply to all reviews 

  • Always respond to a review, good OR bad
  • Thank them for taking the time to leave a review 

Responding to a negative review can be difficult but is important, we’ve put a guide together to help you deal with negative reviews online

Ready to get started? 

Read our guides to managing reviews on Trustpilot, Facebook and Google to learn how to find and reply to your online reviews. 

Download our free guide and start improving your digital strategy today 
  • free social media planner 
  • easy to follow checklists for key areas of your digital strategy  
  • 10 ways to create a successful online advert 

Not an FSB member? You can download a version of the guide by visiting our subscriber page.  


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