Mastering Online Reviews in 2025: A Practical Guide for Building Trust and Credibility

Learn how to turn online reviews—good or bad—into powerful tools for building trust, boosting visibility, and winning more customers with smart strategies.

Online Reviews

They serve as a modern-day equivalent of word-of-mouth recommendations, wielding significant influence over potential customers. According to a survey conducted by Brightlocal in 2016, an impressive 84% of people trust online reviews as much as they do personal recommendations. This trust stems from the fact that reviews are often penned by previous clients who have firsthand experience with the products or services in question. Consequently, they provide valuable insights and influence consumer decisions in a way similar to advice from a trusted friend or family member.

At VonClaro, we’ve seen it all with various clients, from glowing 5-star reviews to the dreaded 1-stars, and we’ve helped businesses navigate the ups and downs of reputation management. In this post, we’ll dive into what not to do and take a closer look at the infamous 1-star review.

Beyond their role as a source of consumer information, online reviews are a potent tool in the digital marketing arsenal. They are cost-effective, unless, of course, businesses resort to unethical practices such as paying for reviews. However, when reviews are authentic, they can reach a vast audience, as they are accessible to anyone visiting a company’s website or social media accounts. Moreover, online reviews contribute to Off-Page SEO strategies, enhancing a brand’s visibility and credibility when published on platforms beyond the company’s website.

Yet, despite their value, online reviews can also be a source of stress for business owners. Negative reviews, in particular, can be disheartening, especially when they stem from trivial grievances or are perceived as unfair. Nonetheless, it is crucial to remember that even the most customer-centric businesses occasionally receive negative feedback. It is the nature of the digital marketplace, and how businesses respond to such reviews can significantly impact their reputation and customer relations.

As a business owner, nothing grabs your attention faster than a 1-star review – it’s the red flag that demands an immediate response.

1. Genuinely Unhappy Customers: These individuals are typically satisfied customers who have encountered an issue and feel that the business did not address their concerns adequately. They may resort to online reviews as a means of expressing their dissatisfaction, especially if they are uncomfortable confronting the business directly.

2. The “Hook Me Up Or Else” Customers: These are often perennial complainers, never satisfied and always looking for freebies, discounts, or compensation. They wield online reviews as a weapon, threatening businesses with negative feedback unless their demands are met.For business owners, both types of reviews present challenges. While the first type may require a thoughtful and empathetic response, the latter often calls for a firm yet professional approach to protect the company’s reputation without yielding to unreasonable demands.

Managing online reviews is a skill that can be honed with practice and the right approach. Here are some strategies to consider:

1. Respond Promptly and Sincerely: When dealing with an unhappy customer, a prompt and sincere response can make a significant difference. Acknowledge their concerns, express regret for their experience, and offer assistance or solutions to rectify the situation. This not only shows the customer that their feedback is valued, but it also demonstrates to other potential customers that the business is committed to customer satisfaction.

2. Showcase Your Brand Positively: When responding to negative reviews, it’s an opportunity to highlight your business’s strengths. Share how you normally handle similar situations and emphasize your commitment to quality and customer care.

3. Use Humor and Professionalism Wisely: In some situations, a touch of humor can diffuse tension and showcase your brand’s personality. However, it is essential to remain respectful and professional, avoiding derogatory language or personal attacks.

4. Learn From Feedback: Treat each review as an opportunity to learn and improve. Analyze the feedback for any valid points that can be used to enhance your products, services, or customer interactions.

5. Make Strategic Use of Positive Reviews: Highlight positive feedback in your marketing efforts. Share glowing reviews on your website and social media to reinforce your brand’s reputation and attract new customers.

One notable example of a company that effectively manages online reviews is JetBlue. In a well-documented incident, a customer expressed dissatisfaction via Twitter, and JetBlue responded promptly and courteously. Their response not only addressed the customer’s concerns but also demonstrated the airline’s commitment to customer service, positively influencing many potential customers, including myself.

What is brilliant about this response is not only does it make the customer feel cared for, but it shows everyone else that JetBlue is an airline that takes care of its customers. This very conversation actually convinced me to try flying with the company the next time I needed to travel which shows the effectiveness of including their responses to negative reviews to their social media marketing. 

It is always unfortunate to have to issue a credit as well, but when done so like above, the PR is worth every cent and more.

Dealing with more challenging customers, such as the “Hook Me Up” types, requires a different approach. Here, it’s crucial to maintain professionalism while standing firm on your business policies. For instance, a restaurant owner showcased professionalism and humor in response to a particularly harsh review, pointing out their high standards and dedication to quality without descending into pettiness.

As you can see, this business owner took full advantage of this nasty review. 

They pointed out their professionalism, their high standards of quality, and even a little sense of humor. 

If you choose this approach, just be mindful to remain polite, do not call anyone ‘names’, and make sure you highlight your business in positive ways.

Responding To Online Reviews from Happy Customers

When you are lucky enough to get the very coveted 5-star review from a client, reward them with praise too. Here is an excellent example:

As you can see, it’s a happy party in all directions. 100% the best possible result. 

If you are struggling to come up with nice things to say in return, may I offer you the following templates:

1. It makes us very proud to have customers such as yourself happy with our service. Thank you.
2. It is an honor to serve wonderful people like you. Thank you.
3. We work very hard to make our customers happy, and feedback like this lets us know that our efforts are worthwhile. Thank you.
4. Thank you so much for your kind words—it means the world to our team.
5. Serving customers like you is what motivates us every day. We truly appreciate your feedback.
6. We’re grateful for your support and thrilled to know you had a great experience with us.
7. Your satisfaction is our top priority, and it’s wonderful to see that reflected in your review. Thank you!
8. Thank you for taking the time to share this. We’re always striving to provide excellent service.
9. Hearing that you had a positive experience is the best reward we could ask for. Thank you!
10. Your trust and satisfaction are what we aim for every day. Thank you for your continued support!

You are fully capable of coming up with better ones I am sure, but follow the theme at least.

The key is to always respond courteously to positive reviews. Think of it like this: if a customer were leaving your store and said, “I’m really happy—thank you,” how would you respond in person? That same level of warmth and acknowledgment should come through in your online replies.

In an ideal world, a happy customer would take the time to hop online and give you a solid review for a job well done. 

I personally do it all the time, but most people never even consider it. This is where you need to find ways to encourage them.

My favourite method is to just outright ask people if they could take a moment and leave a review. 

Others prefer a less obvious approach, such as placing signs around their business directing customers to check out their social pages.

As tempting as it may be to offer a discount, freebie, or other reward in exchange for a review, Google strictly prohibits incentivizing customers for their feedback. According to Google’s review policies, businesses are not allowed to:

• Offer payment, discounts, or free products/services in exchange for a review.
• Selectively ask only satisfied customers to leave a review.
• Discourage or block negative reviews.

Violating these guidelines can lead to serious consequences—including the removal of reviews, lower rankings in search results, or even suspension of your Google Business Profile.

Instead of offering rewards, the best approach is to deliver excellent service, make it easy to leave a review, and ask at the right time, such as after a successful transaction or positive interaction. Responding to all reviews—both good and bad—also signals to customers (and Google) that you value honest feedback.

Focus on authentic, organic reviews, and your reputation will grow the right way—without risking penalties.

The key to managing online reviews is being proactive and responsive. As a business owner, you should be monitoring your online presence regularly for any mentions of your company. If you see a review, good or bad, take the time to respond to it. Thank customers for their feedback, whether they had a positive or negative experience. If you handle online reviews correctly, they can actually help improve your business reputation and encourage more people to do business with you. At VonClaro, we have the experience and expertise to help you manage your online reviews effectively. We want to help you protect your hard-earned reputation and increase sales through effective digital marketing strategies. Send us an email now and we will assist you in managing your brand’s online presence.