Nowadays, many people search online for local businesses before deciding where they’d like to spend their money—and yes, that includes searching for a veterinarian or veterinary practice.
You’ve probably done this yourself when searching for a specific type of restaurant, hotel, dentist, hairstylist, etc…
Have you ever been more inclined to use a business because of a good review—or avoided it because of a bad review?
Well, your potential clients think the same way when it comes to finding a veterinarian…
How much do online reviews matter?
Research indicates that over 90% of consumers read online reviews, and nearly as many incorporate those reviews into their purchase decisions.
Star rating is the number one factor used to judge a business, and 40% of consumers form an opinion about a business by reading just 1-3 reviews online.
This is especially relevant to the Millennial generation—the largest pet-owning population in the U.S.—who are very likely to do online research before choosing a veterinary practice.
In short, all of this means that online reviews can affect your veterinary practice’s reputation, how high you show up in online search results, your ability to attract new clients, and your practice’s bottom line.
So yes—online reviews are VERY important.
Where do online reviews live?
When we say online reviews, that could include a large number of different online platforms where consumers post reviews of products, services, and businesses.
However, there are a few places where you may want to focus your attention since they are the most commonly used platforms…
Google.
When it comes to online reviews, Google is HUGE.
Not only is it one of the most commonly used platforms for reviews, it’s also connected to other modalities such as Google Maps and general online searches.
So even if a pet owner just wants to find your website or get directions to your clinic, there’s a good chance your Google reviews will pop up and be prominent on the page.
Facebook.
This includes “official” reviews, as well as social media posts made by clients on your page or on their own pages.
Yelp.
Whether you love Yelp or hate it, there’s no denying that Yelp pages often feature prominently in online search results.
Other review sites like Angie’s List.
Online directories such as Yahoo Local, InsiderPages, SuperPages, YellowPages, and more.
The Better Business Bureau.
Your own website.
How do you ethically obtain good online reviews?
So, you recognize that online reviews are important to your veterinary practice… but how do you obtain more good reviews in an ethical way?
When we say “ethical,” that basically means the reviews must be genuine, honest, and unbiased—and there are rules in place to help enforce this.
This is important because violation of the rules can result in stiff financial or even legal penalties.
If you fail to follow the rules, you may be in violation of not only the platform’s policies, but also in violation of the Federal Trade Commission (FTC) rules.
Penalties may include a serious plummet in your rankings (Yelp will even add a Consumer Alert warning about your business on their site), removal of reviews, and significant financial penalties.
All of this is in place to ensure reviews stay as honest and unbiased as possible.
To stay on the right side of the rules, here are some things NOT to do…
Don’t “incentivize” reviews—in other words, don’t offer your clients a payment or other reward in exchange for an online review.
Don’t place undue pressure on clients to write reviews.
Don’t pay third parties to write reviews.
Don’t flood review sites with biased reviews from yourself, your employees, or family and friends.
Don’t leave negative reviews for your competitors.
Don’t remove reviews.
If you feel a review is inaccurate or fake, contact the platform to discuss removal.
Stay up to date on the rules, and keep in mind that different sites may have different rules.
For example, at the time of this writing, Yelp is more strict than other review sites when it comes to asking your clients for reviews—it’s against their policies altogether.
Where should I start?
Obviously, there’s a lot to keep up with here…
To simplify the task at hand, focus on these things initially…
Claim all of your online business listings, like Google My Business, your business’s Yelp page, and online directories.
Keep all information up to date, including your location and hours of operation.
Focus on the “big ticket” review sites first and foremost—especially Google, Facebook, and Yelp.
Include reviews on your own website—it’s the only place you have total control over what content you include.
When in doubt, stay on the conservative side of the rules for asking your clients for reviews, to ensure you’re in compliance.
Next week, we’ll have more specific tips for you in terms of how to gather good reviews.
We’ll also cover a topic that’s surely on your mind—that is, how to deal with negative reviews…
Stay tuned for part 2 of this very important topic!
Helpful statistics for online reviews:
https://www.vendasta.com/blog/50-stats-you-need-to-know-about-online-reviews
Written by: Dr. Tammy Powell, DVM
