Review sites including Qype, Yelp and Trip Advisor encourage customers to write reviews but do no authenticate them to prove they are genuine.
Online reputation management company Got Juice research found that 85% of consumers search for reviews before making a decision, 82% trust reviews, 95% may not buy after reading a negative review and businesses with positive reviews convert 183% more new customers than those with negative or no reviews.
“A single bad review can ruin the chances of gaining new customers and create a long standing, horrible word of mouth campaign offline,” said Got Juice managing director Mark Hall.
“Although the UK defamation law is in place to protect businesses from unjust mentions online, this law is difficult to enforce. If your business receives a negative review it is important to respond to the customer online, always remain calm and don’t take it personally.
“With over 70% of new business enquiries coming from reviews, referrals and word of mouth, it has never been as important to have a good online reputation.”