Scoring one goal is better than none.

Catching one fish is better than an empty net.

Having one pound in your pocket is better than nothing.

But when it comes to Google reviews, having one is worse than having none.

That’s because a single review makes it obvious to anyone searching (including potential clients) that this is where reviews live, and that your business has only managed to collect one. In other words, you’re drawing a potential client’s attention to reviews, but failing to impress; that’s the worst of all worlds.

Two reasons why you might only have one Google review

If your business only has one Google review, because you’ve only just started collecting them, you have a good excuse. Although we recommend that you move heaven and earth to reach double digits as soon as possible.

However, if you’ve been stuck on one review for months or years, it creates a terrible first impression, and there’s probably no more important job on your marketing to-do list than fixing the problem.

This applies even if you didn’t ask for your solitary review and it was left by a well-meaning client, who has actually caused a problem.

If you still don’t think this is a problem and you’re doubtful about the benefit of Google (and VouchedFor) reviews to your business, let these three stats sink in:

• 92% of consumers hesitate to make a purchase when there are no reviews (G2)
• 93% say they read online reviews to inform their purchasing decisions (Yelp / Material)
• 83% of consumers believe reviews only hold value if they’re recent and relevant (Demand Sage).

Now, are you convinced that you need to solve the problem?

Good. We’re pleased to hear it.

Here’s how to increase your review count in two simple steps.

Step #1: Run a Booster Project

Produce a list of clients you want to request reviews from (this list should include their “known by” first name, surname, and email address).

Write the email you will use to request the reviews. We recommend using one email with two links: the first to Google and the second to the individual adviser/planner’s VouchedFor account.

The email could be sent from a bulk mailing system such as Mailchimp or directly from the adviser/planner.

Step 2: Keep reviews topped up

Keeping your reviews topped up after your initial booster project is important because:

• Your Google reviews are a ranking factor in local search
• Prospects will want to hear from clients who have worked with you recently
• Regularly adding to your review count will help you catch up, or stay ahead, of your peers and competitors.

Therefore, we recommend that review requests be sent:

• To every new client you take on
• After every review meeting you hold with an existing client.

The ideal process looks like this:

• The adviser/planner tells the client that they’ll receive a request for a review
• Assuming the client doesn’t object (which is almost unheard of), the adviser/planner should send one email, with two links, immediately when they return to the office
• That email should be wholly, exclusively, and only about reviews. In other words, don’t include the request in your meeting minutes, suitability letter, or follow-up actions – it’ll get lost.

You’ll get a better response rate if the adviser/planner sends the email, but if they are too busy (even though it only takes 30 seconds to send), someone in the support team can step in here to send the email.

Share your thoughts or ask for our help

If your business only has one Google review, let us know if this blog has motivated you to do something about it.

And, if you’d like our help, don’t hesitate to get in touch by calling 0115 8965 300 or emailing abi@theyardstickagency.co.uk to arrange an initial chat on Zoom.