We use cookies to give users the best content and online experience. By clicking “Accept All Cookies”, you agree to allow us to use all cookies. Visit our Privacy Policy to learn more.
More than 95% of shoppers go online to learn more about a business and two-thirds of those experiences start with a search engine. All the results that follow combine to shape perceptions of you, your business, and your brand. Add them up, and there’s a lot at stake.
Your business’s online reputation could be a catalyst for attracting more customers or a liability that turns people away. Consider these survey results:
Building a positive online reputation is critical to growing, or even maintaining, the success of your business. Ready to learn what that looks like? Try these tips for developing a strong online reputation that brings customers closer to your business.
Defining what your business wants to be known for is crucial because it sets the tone for your entire online reputation-building strategy. It helps you create a cohesive and authentic image that resonates with customers. Because without a clear identity, your online presence may feel disjointed and fail to attract or retain customers.
The core values and mission driving your business can be a productive starting point. What are the fundamental principles guiding your operation and decision-making? Those answers inform the brand identity that influences how customers think of your business.
Operating honestly and transparently
Delivering high-quality products
Excellent customer service
Many of the small businesses that come to Better Business Bureau are interested in applying for BBB Accreditation because they are looking to communicate and promote those values to customers.
So, what do you want your business to be known for? On the way to crafting and then cementing a strong reputation, you need to have a clearly defined idea of the primary impression you want to leave with customers. That definition tells you what needs to be at the forefront of the reputation you cultivate online.
Once you’ve defined your brand image, build your online reputation by showing up wherever customers search. A consistent, positive presence across key platforms helps your business stand out. Use this checklist to get started:
1. Create a professional website.
Think of your website as your business’s online headquarters. It should reflect your brand, be easy to use and keep key details current. It also gives you a place to shape your story, build your reputation and strengthen it with customer testimonials and other endorsements.
2. Leverage social media.
Treat every customer review as a gift and thank customers for taking the time to share their feedback. A thoughtful response shows that you value their experience, care about providing great service and are willing to listen. That genuine appreciation can help strengthen your online reputation.
3. Optimize for search engines.
Nearly 90% of customers use Google to decide on a business, and websites that appear on the first page of search engine results are often perceived as more credible and trustworthy by users. SEO strategies use keywords and quality backlinks to improve your online visibility.
4. Advertise online.
Digital ads raise awareness of your brand, positively influencing your reputation. Online ads allows for precise targeting with demographics, interests, and locations, ensuring that your brand message resonates with customers who are more likely to have a positive perception of your business.
5. List your business in directories.
Customers turn to online directories because they provide concise snapshots of businesses that offer essential details. And for your business, getting listed on well-established, trustworthy directories, especially those with customer reviews and ratings, enhances your credibility.
70%
of consumers who recognize the BBB Seal view businesses with it as reputable
SourceIABBB, 2025
What do customers see when they search online for your business? The likely answer: reviews. They are the information source customers look for most when considering a purchase. So, reviews have to be your business’s top priority.
A recent survey revealed that 98% of consumers consider reviews to be an essential resource when making purchase decisions, and almost half of shoppers won’t purchase a product if there aren’t any reviews available for it. Even further, the need for reviews is greater when a product or service is more expensive:
And when it comes to the number of reviews your business needs, there’s never enough. Businesses with more than 82 total reviews earn 54% more in annual revenue than average. Businesses with 200 reviews or more earn nearly double in revenue than average.
So, how do you get more customer reviews? These steps are a great way to get started:
Rather than waiting for customers to voluntarily provide a review, ask them if they would like to leave one on a site of your choice. A study revealed that 68% of customers are likely to leave a review when specifically requested.
There are several approaches you can implement to direct reviews to a preferred online review platform while allowing for direct communication with customers, including these popular options:
Automatically prompting customers to leave a review at the point of purchase
Incorporating a personalized email campaign
Sending out a satisfaction survey
Deploying SMS texting after the purchase or service
Showcase your online reviews from customers as a way of encouraging more feedback. Incorporate ratings from review sites on your website, create and promote a testimonial page, leverage social media to share your reviews – the goal is to use authentic reviews from real customers to get, well, more authentic reviews from real customers.
It’s also important to make the process convenient for customers by providing direct access to review sites. When you do that, you are better positioned to gain valuable insights from their feedback and continuously improve your products and customer service.
Responding to reviews shows customers you listen, care and are willing to make things right. Your response also shapes how others see your brand. Many businesses stay silent, so stand out by replying. Here’s how:
Reply quickly.
Think about this: 53% of customers expect businesses to respond to negative reviews within a week. Fast response times are closely associated with positive reputations. If you don’t have a partner or service to help you respond promptly to reviews, it may be worth considering finding one.
Stay on brand.
The values that make up your definition need to be reflected in your interactions with online customer reviews. Close to 90% of customers read businesses’ responses to reviews, so when you respond, you’re showing who your business really is and what it stands for.
Show gratitude.
Any reviews you get from customers are gifts worthy of appreciation. Express your thankfulness in your responses. This demonstrates your proactive approach to delivering excellent customer service and underscores your commitment to valuing their opinions and experiences.
BBB Accreditation helps you stand out
When customers search for your business, your reputation shapes what they see and whether they choose you. A strong online reputation helps you stand out. See if you qualify for BBB Accreditation.
BBB Great West + Pacific
Back to all articles
Here, you’ll find a collection of articles and resources designed to give you the knowledge and confidence you need to thrive.
Business newsletter
SmartBusiness is an AI-powered resource sharing cutting-edge insights and strategies that impact how businesses operate.
Consumer newsletter
SmartBuyer is an AI e-newsletter from BBB that delivers news, tips and insights for becoming a smarter and safer shopper.
Webinar library
Every episode delivers insights shared by industry experts who specialize in enhancing the marketing, operation, and growth of integrity-driven businesses.
