Online reputation management: Grow trust and get more reviews

Published Wednesday 5 November 2025

Table of contents

• What is online reputation management?
• Why online reputation management matters for small businesses
• How to monitor your online reputation
• How to get good customer reviews
• How to respond to reviews – good or bad
• What to do in a reputation crisis
• How to get referrals
• Managing your reputation as your business grows
• FAQs on online reputation management

Key takeaways

• Monitor your online reputation consistently by setting up alerts for your business name, checking review sites regularly, and searching for your business online to stay aware of what customers are saying.

• Respond professionally to all reviews, both positive and negative, by thanking positive reviewers and addressing criticism constructively with solutions rather than defensiveness.

• Exceed customer expectations through quality products, accurate descriptions, clear shipping policies, and exceptional service delivery to naturally generate positive reviews and referrals.

• Ask satisfied customers directly for referrals as part of your standard project closure process, making it easy for them by providing specific guidance on who to recommend you to.

What is online reputation management?

Online reputation management is the practice of monitoring and influencing what people say about your business online. This includes customer reviews, social media mentions, search results, and any other digital content that affects how potential customers perceive your brand.

Your online reputation directly impacts customer trust and business growth. Focus on three areas to manage your online reputation:

• Getting positive reviews: Strategies to encourage satisfied customers to share their experiences
• Responding professionally: How to handle both positive and negative feedback appropriately
• Building referrals: Turning happy customers into advocates who recommend your business

Why online reputation management matters for small businesses

A strong online reputation does more than just make you look good – it directly helps your business grow. When potential customers search for you, what they find can be the deciding factor in whether they choose you or a competitor.

Here's why it's so important:

• It builds trust: Positive reviews and active engagement show that you're a credible and caring business.
• It attracts new customers: Most people check online reviews before making a purchase. A good reputation can turn a searcher into a customer.
• It increases profitability: As customers become more discerning, businesses with strong reviews can build a loyal customer base that returns again and again.
• It provides valuable feedback: Listening to online conversations can give you honest insights into what you're doing well and where you can improve.

How to monitor your online reputation

Staying aware of your online reputation is just as important as managing other key areas of your business. Keeping an eye on your online reputation doesn't have to be complicated. Start with these simple steps:

1. Set up alerts: Use free tools to get email notifications whenever your business name is mentioned online.
2. Check review sites regularly: Make it a habit to check popular review sites in your industry, like Google, Yelp, or Trustpilot.
3. Monitor social media: Pay attention to comments, mentions, and direct messages on your social media profiles.
4. Simply search for your business: Every so often, search for your business name online to see what comes up on the first page.

How to get good customer reviews

Getting positive reviews starts with exceeding customer expectations. The foundation of good online reviews is delivering quality products and services that customers genuinely want to recommend.

For retailers, meeting customer expectations from purchase to delivery is more important than ever. Marc McKeown and Shaheman Farid, who consult to ecommerce businesses, recommend these essential measures to prevent customer disappointment:

Boobooks Accountants

I've seen companies that quality-checked 100% of inventory before shipping, and companies that checked 10%. The guys that checked 10% had a lot more returns, which isn't great for customer satisfaction.

• Put an accurate description with each item in your shop so people know what they're buying
• Give sizes in centimetres (or inches) instead of vague categories like small, medium and large (or S, M and L)
• Explain your shipping times and costs upfront
• Include a page with your returns policy
• Run quality checks on items before shipping
• Package items so they arrive in good condition

"Put some of your story into the way you box things up," adds McKeown of FortBrave. "Or use recycled packaging. Those touches can help create a really positive first impression that generates good reviews and even social sharing."

Service businesses often have more touchpoints with customers, so being respectful and responsive helps you build a strong online reputation.

How to respond to reviews – good or bad

Responding to reviews professionally demonstrates your commitment to customer satisfaction. How you handle feedback—both positive and negative—influences potential customers as much as the original review itself.

Best practices for review responses:

• Thank positive reviewers: Acknowledge their feedback and show appreciation
• Address negative reviews constructively: Respond professionally and offer solutions
• Never ignore criticism: Silence suggests you don't care about customer concerns
• Keep responses brief and professional: Focus on resolution rather than defence

When you start out, you may have only a few reviews and can respond to each one yourself. As your business grows, use software or professional help to manage your online reputation.

What to do in a reputation crisis

Even with your best efforts, challenges can arise. If you face a reputation crisis, act quickly and thoughtfully to resolve it.

• Don't panic: Take a moment to understand the situation before you react.
• Acknowledge the issue publicly: Ignoring the problem can make it worse. A simple statement acknowledging you're looking into the issue can help.
• Respond with empathy: Show that you understand the frustration. Avoid getting defensive.
• : Offer to resolve the specific issue through a direct message, email, or phone call.
• Learn from it: Once the dust has settled, figure out what went wrong and make changes to prevent it from happening again.

How to get referrals

Referrals are recommendations from satisfied customers that directly boost your online reputation. While often associated with face-to-face networking, referrals are equally powerful for online businesses and can significantly impact your digital credibility.

Michael Yared’s app development agency, Echobind, grows through referrals, even though most client meetings are online.

"You can keep a family tree that shows how projects are related and how one referral leads to another. Some jobs can be traced back four generations. While you might use SEO and attend trade shows, referrals can be your biggest source of work."

Creating positive experiences

Creating exceptional customer experiences drives natural referrals. Online service providers can build referral-worthy relationships by consistently exceeding expectations in their digital interactions.

Key strategies for positive customer experiences:

• Over-communicate: Keep customers informed throughout your service delivery
• Add unexpected value: Provide additional resources or insights beyond the agreed scope
• Be personally responsive: Show genuine interest in each customer's specific needs
• Follow up proactively: Check in after project completion to ensure satisfaction

Olivia Park Coaching

People need to feel seen and heard. I work hard on that. That means you over-deliver from time to time in your personal communication. I also use our social channels to give clients something extra – by putting additional free advice into our community groups.

Olivia Park provides fitness, nutrition and wellbeing coaching online, using both group and one-to-one sessions. She goes above and beyond for her clients.

The best way to get referrals

The most effective way to get referrals is to directly ask satisfied customers. Many happy clients simply don't think to make referrals unless prompted.

How to ask for referrals professionally:

• Make it part of your process: Include referral requests in your standard project closure
• Time it right: Ask when customers are most satisfied with your work
• Be specific: Request introductions to colleagues or friends with similar needs
• Make it easy: Provide templates or talking points customers can use

As Yared explains: "Some happy clients may not think to recommend you unless you ask. Make referral requests part of your project closing process."

Managing your reputation as your business grows

As your business grows, use tools to manage reviews and mentions in one place.

Use apps and software to track mentions and manage reviews efficiently. These tools save you time and help you stay on top of your reputation as your business grows.

Managing your finances with Xero frees up time to focus on your customers. Xero automates bookkeeping and gives you a clear view of your cash flow, so you can run your business with confidence. Try Xero for free to see how it can help you.

FAQs on online reputation management

Here are answers to common questions about managing your online reputation.

How much time does reputation management take?

It varies, but you can start with just 15-30 minutes a day. The key is consistency. Setting aside a small amount of time regularly is more effective than doing it infrequently.

Should I manage my reputation myself or hire someone?

In the beginning, most small business owners can manage it themselves. As your business grows, you might consider using software or hiring a freelancer or agency if it becomes too time-consuming.

How quickly will I see results from reputation management efforts?

Building a strong reputation takes time. You might see small wins quickly, like positive customer interactions, but a significant, lasting reputation is built over months and years of consistent effort.

What's the difference between reputation management and digital marketing?

Digital marketing is about promoting your business to attract customers. Reputation management is about managing what people are saying about your business. They are related, as a good reputation makes your marketing more effective.

Can bad reviews actually hurt my business financially?

Yes. While an extreme example, poor conduct and reputation management have led to fines for large banks that top some $235bn. For a small business, the financial impact is more direct, as many customers will avoid a business after just one or two negative reviews, leading to lost sales.