You’ve got the reviews—now what? Collecting high volumes of customer reviews is a significant achievement, but many dealerships overlook the potential of these reviews once they're gathered.
You might assume that once a customer lands on your site, your reviews have done their job. But that thinking could be costing you sales.
Let's explore why integrating reviews into your website is essential and how to do it right.
It’s a simple concept: people believe each other. Gone are the days when catchy ads could make a sale. The contemporary shopper is informed and discerning, and automotive investments require more thought and care than most purchases. According to a Brightlocal study, customers read an average of 10 reviews before trusting a business. When you display genuine customer experiences on your website, you demonstrate to prospective clients that your dealership is credible and desirable.
Glowing customer testimonials can give hesitant buyers the encouragement they need to work with your dealership. When a visitor is already on your site, they’re likely in the consideration or decision-making phase of the buyer journey. This is the moment when well-placed, authentic reviews can seal the deal.
Customer reviews are not just persuasive—they’re also powerful tools for improving your search engine visibility. Search engines like Google favor fresh, relevant, and original content. Reviews check all three boxes, especially when they’re frequently updated, and include keywords that real customers naturally use.
When it comes to building trust online, Google reviews are one of the most influential forms of social proof. They appear front and center in local search results, shaping first impressions before a customer ever clicks your website.
Google does not currently provide an official review widget for small businesses to easily embed reviews on their websites. Google does, however, offer access to the necessary data through its Google Places API, allowing businesses to pull reviews from their GBPs.
Example: Genesis of Cary
Aggregators gather content from a variety of sources. Instead of limiting yourself to one review source, aggregators display reviews from multiple platforms (Google, Facebook, Yelp, DealerRater, etc.) in one central feed.
Tip: Facebook lets you embed reviews directly on your site.
1. Log in to Facebook from your business account
2. Navigate to the “Reviews” tab
3. Click on the three dots in the top-right corner of the review you want to share
4. Choose the option “Embed.”
5. Copy and paste the code to embed the review into your CMS editor
Why does this matter? A customer researching a dealership may trust Facebook for customer service insights, Google for overall reputation, and DealerRater for industry-specific reviews. Seeing all of this feedback in one place makes the decision-making process easier and adds credibility.
Example: McGovern Honda
McGovern Honda features an aggregated feed of reviews from Google and
Dealerrater. By featuring feedback from multiple sources, McGovern streamlines their online reputation into a strong feed on the website’s home page, where potential buyers will see the social proof they need.
Reviews should feel like part of your website, not an afterthought. Instead of generic-looking review feeds, consider custom-branded displays that match your site’s fonts, colors, and layout.
Integrate your reviews into your website’s design to maintain consistency and promote a polished brand.
Example: Cavendar Auto Group
Cavender Auto Group features a branded display that matches the site’s font and colors, seamlessly integrating reviews into their branding in an elegant and unassuming way.
Ask for reviews: Customers want to share their feedback. A 2023 BrightLocal study found that 73% of customers will leave a review if asked.
Encourage customers to leave reviews by making it simple: utilize automated SMS or email campaigns to ensure that all your customers are asked for reviews at the right time, such as after a vehicle purchase or a satisfactory employee interaction. Use personalized and specific questions to encourage detailed feedback.
Ex. “Thank you, Jake, for choosing [dealership]. We hope you are loving your new [vehicle] and would love to hear about your experience working with [salesperson]. Will you leave us a review [link to review page]?
Respond to reviews: Engaging with both positive and negative reviews demonstrates that you value customer feedback. Businesses responding to at least 32% of reviews achieved 80% higher conversion rates compared to those responding to only 10%. Responding to reviews can also improve your business's visibility and reputation. There are important differences in how you should respond to positive and negative reviews.
Positive:
Expand review impact: Adding reviews to your website will give you a leg up, but you can do more! Repurpose reviews across various marketing channels. Incorporate them into social media posts, email newsletters, and advertising campaigns to amplify their reach and influence. Strategic advertising reaches the customer at the right time, and when examples of customer satisfaction are incorporated, it will give your business the edge.
Displaying customer reviews on your dealership's website is more than a cosmetic enhancement; it's a strategic move that builds trust, improves SEO, and drives sales. By effectively showcasing and managing reviews, you can convert more visitors into loyal customers.
Ready to harness the full potential of your reviews? Widewail offers solutions to help you manage your reviews effortlessly. Book a demo today and put your reviews to work.