Is It Really Possible to be Guaranteed the First Page of Google?
Yes. And for free. Here’s how.
The one guaranteed way to be on the front page of Google – and for free – is to make sure your business or organisation is registered with Google My Business. It’s a simple process and takes less than ½ hour.
Next time someone searches for your type of business in your area you’ll appear on page 1 as one of those familiar red pins on a map. Your business will also be listed alongside the map.
When you look down the listing you’ll be drawn to those businesses that have 5 gold stars under their name. The gold stars indicate that customers have left reviews for that business. People always take a look at any business that has gold star reviews.
The little number to the left of the stars is the average customer rating (out of 5). The number to the right is the number of reviews. The more reviews the better. An average review rating of between 4 and 5 is best. An average rating of 5 might suggest you’re too good to be true, you’ve only got 1 or 2 reviews or you’ve asked all your mates to give you a 5 star rating! If you’ve got a very low score I’d suggest asking some happy customers to post reviews to build up your average customer satisfaction rating as fast as possible.
The next credibility-building opportunity is to ensure you’ve got meaningful reviews.
There is ‘quality perception’ difference between these two 5-star reviews:
“These guys are totally awesome plumbers! Definitely recommend them.”
“When I was looking for a plumber I just didn’t know who to choose as I’ve just moved to this area. From my very first phone call, ABC Plumbers were extremely helpful. First and foremost, they actually answered the phone! We agreed when they’d visit to assess the job – I got a text to confirm the appointment, a call to say they were on their way and they turned up on time. They even put shoe covers on before they came into the house!…….
………..and the bathroom was cleaner when they left than when they arrived! There were no surprises when they presented their invoice. Not the cheapest but fair and great value. I’d have no reservations whatsoever in recommending these guys.”
So which review is more likely to get the phone ringing?
You may be fortunate and a customer may spontaneously leave you a brilliant review. However, most customers don’t.
Establishing a simple, short post-purchase customer satisfaction survey is time well invested. Simply calling the customer 24-hours after the event to check they’re happy with the installation of their new loo is the first step in the process. If they’re not, it gives you the chance to put things right for them and then to review and improve your installation process. If they are happy you can then ask them if they’ll commit to leaving you a review. Immediately email them the link whilst it’s fresh in their minds. It’s also useful to include a few simple questions to prompt them to write about the parts of your service that are most important to prospective customers (the people who’ll be reading the review).
- How were you feeling whilst you were looking for a plumbing service? This is a key question as you want any review-reader to be saying, “Me too!”
- What would you say about the appointment setting part of our service? As a principle, you want to ask about service areas that you know can be points of frustration for customers – but areas that you’ve got nailed!
- What would you say about the installation itself? How well did we communicate how long the job would take and what would be involved? How well did we clean up after ourselves?
- What would you say about our pricing? You definitely don’t want to be ‘cheap’! You want to be ‘great value’.
- What would you say to other people who are considering using our services?
The one fly in the ointment is that customers have to be registered with Google to be able to leave a Google Review. Many people are but not everybody. If you’ve really exceeded expectations customers may register just so they can leave you a review!
The key is to make this a process by always asking for feedback and then asking for a review. You may want to backtrack and ask a bunch of past customers to leave you a review to get you going. Then aim to get one or two reviews each week.
Google Reviews could become one of your best Lead Generation and Lead Conversion tools in your marketing armoury. It will take some time and effort but it will give you a great return on investment.
If you need some help getting going then please drop me a line or give me a call.