Reviews
Turning Real Reviews Into Marketing Content Elsewhere
By Mohamed Eltoukhy, founder of EVOGENCY ·
A great review sitting only on a Google profile is doing less work than it could. With permission and proper attribution, real reviews make some of the most effective marketing content a business has.
Customers trust other customers. Putting their words in front of more people, in the right places, makes all your marketing more believable.
Get permission and credit honestly
Before using a review in marketing, ask the customer if it's okay, especially for ads or anything with their full name or photo. Use their words accurately. Trimming for length is fine, but never change the meaning or combine reviews into something nobody said.
Check each platform's terms too. Some have rules about how their reviews and star ratings can be reused.
On the website itself
Pulling a handful of genuine, specific reviews onto relevant service pages reinforces trust at the exact moment a visitor is deciding whether to reach out.
Match reviews to pages. A review about a water heater install belongs on the water heater page. Put a few near your contact form, where hesitation is highest. Link to your full Google reviews so visitors know you aren't hiding the rest.
In ads and social posts
A real quote from a real customer, credited honestly, tends to outperform generic ad copy, since it carries the same trust advantage reviews have over a business's own claims about itself.
A simple social post with a short quote and a photo of the finished job works well. So does a short video of a customer describing their experience, if they're willing.
Turn reviews into case studies
A glowing review about a big project can become a short case study: the problem, what you did, before and after photos, and the customer's quote. Case studies are especially persuasive for larger purchases like remodels, roofs, or custom software.
Use them in sales conversations
When sending a quote or proposal, include two or three relevant reviews. They answer the question every buyer has: have you done this before, and did it go well?
Learn from the language
The words customers use in reviews are often the words new customers search with. If many reviews mention "on time" and "explained everything," those are your strengths, and they belong in your headlines and ads.
Keep it fresh
Rotate in recent reviews regularly. A testimonial from five years ago doesn't carry the weight of one from last month.
If you want help building a steady supply of reviews worth sharing, our reviews service can help.