The Role of Reviews and Reputation in Local Service Ads: Building Trust for Better Leads

By Jordan Evans

Read it to me! Click the video below.

 

When it comes to Local Service Ads (LSAs), reviews aren’t just a nice-to-have feature—they’re one of the most powerful tools in your lead generation arsenal. For service area businesses, your reputation often determines whether a lead becomes a paying customer. With LSAs, Google puts businesses with the best reputations front and center, and reviews are a huge factor in that ranking.

But how can you build trust through reviews and, more importantly, leverage that trust to generate better leads? Let’s break it down.

The Weight of Reviews in LSAs

In Google LSAs, reviews aren't simply there for decoration. They directly impact:

• Your Ranking: LSAs are ranked based on proximity, responsiveness, and reputation. More high-quality reviews push you up the rankings, giving you more visibility.
• Customer Trust: Studies show that 75% of consumers regularly check reviews when looking for a local business.
• Lead Quality: Leads generated from LSAs are often more qualified because potential customers are primed by the positive reviews before they even pick up the phone.

Building a Trustworthy Reputation

For many service area business owners, asking for reviews can feel awkward. You may worry about bothering your customers or coming across as desperate. But, without a solid foundation of positive reviews, you risk missing out on high-quality leads.

Let’s take a look at a fictional example. Matt, an electrician and owner of a small electrical services company, initially hesitated to ask his customers for reviews. After completing a big job, he would quietly send his invoice and hope that his excellent service spoke for itself. His five reviews trickled in slowly, but he found his competitors had dozens or even hundreds of reviews, keeping him buried in the LSA results.

But this issue isn’t just hypothetical. Clutter Monkeys, LLC, a real-life junk removal business, managed to earn over 100 Google reviews in less than a year, dramatically boosting their lead volume. By consistently delivering excellent service and actively requesting reviews, they were able to stand out from competitors. As a result, their LSAs saw increased visibility and attracted more leads, demonstrating the tangible impact of a strong reputation on lead generation. You can read more about their journey here.

The Risk of Falling Behind

Matt’s experience isn't unique. Many small business owners find themselves outmatched by competitors with more reviews, even if they offer a superior service. Not actively managing your reputation online can lead to:

• Fewer Leads: A low review count or poor star rating can tank your LSA visibility, pushing potential customers to your competitors.
• Lower Conversion Rates: Even if you do generate leads, fewer reviews mean less trust, making it harder to convert inquiries into paying jobs.
• Reduced Revenue: Ultimately, lower visibility and conversion rates lead to fewer jobs and, therefore, less revenue.

Earning Trust Through Reviews

Building a strong reputation in Local Service Ads takes intention. Here’s how you can use reviews to earn trust and improve your lead generation:

1. Ask Early and Often

Don't wait until the job is complete to ask for a review. Strike while the iron is hot. When customers are happy with your service, that’s the perfect time to request feedback. Businesses with 100s of LSA reviews often set the scene for 5 star reviews by committing to 5 star service.

2. Make It Easy

Many business owners don't get reviews simply because they make it too complicated for customers. Simplify the process by:

• Sending a Direct Link: Use a link to your Google Business Profile to request reviews via email or text message.
• Offering a Template: Provide a template for a review to guide your customers. Often, they don’t know what to say or feel overwhelmed. You could suggest something simple like: “Please share what service we completed and how your experience was!”

3. Respond to Every Review—Even the Negative Ones

Responding to reviews, both positive and negative, shows potential customers that you care about your reputation and are committed to customer satisfaction. A study found that 88% of consumers are likely to work with businesses that respond to all reviews. By addressing concerns in negative reviews with professionalism, you demonstrate that you care about making things right.

4. Provide Stellar Service Every Time

This might seem obvious, but consistently providing top-tier service is the foundation for earning great reviews. The more you exceed expectations, the more likely customers will be to leave glowing feedback.

5. Feature Reviews in Your Marketing

Don’t just leave your reviews on Google—bring them into your own marketing. Use them in social media posts, email campaigns, and on your website. Customers who see consistent positive feedback are more likely to trust you before even clicking on your LSA ad.

Results from Reviews

After Matt committed to improving his reputation through reviews, his business saw a significant uptick. His LSA ad consistently ranked higher, he received more calls from qualified leads, and his conversion rate improved. Customers cited his reviews as the reason they chose his business over competitors.

Matt’s story is an example, but the same principles apply to any service area business. By focusing on building a trustworthy reputation through reviews, you can attract better leads, rank higher in LSAs, and convert more of those leads into loyal customers.

Key Takeaways:

• Reviews Are Essential for Ranking: The more high-quality reviews you have, the higher you’ll rank in Local Service Ads, giving you more visibility. See this important update for LSA reviews.
• Build Trust with Every Job: Providing exceptional service and asking for feedback right away creates a cycle of positive reviews.
• Respond and Improve: Engaging with reviews, especially negative ones, shows that you're responsive and professional, boosting customer confidence.
• Use Reviews as Marketing Tools: Share your best reviews everywhere—on your website, social media, and even in email campaigns.

Get those Reviews Rolling

Ready to dominate your Local Service Ads and bring in more qualified leads? Start by building your reputation. Make reviews a priority and watch your business grow. If you’re not sure where to start, the team at 99 Calls can help guide you through the process. Contact us today for expert advice and tools to build a stronger reputation online.

By incorporating these review strategies into your lead generation efforts, you’ll be setting yourself up for long-term success in LSAs, building trust, and generating better leads for your service business.