Online reviews

What it means

Online reviews are customer ratings and comments on websites, maps, price comparison sites or social networks. They strongly influence other customers' decisions because people trust them almost as much as recommendations from friends, especially for services they cannot try in advance.

Reviews also matter to search engines. The number, average rating and recency of reviews are signals in local SEO and affect how a business appears in maps. They are also part of off-page SEO, which builds credibility beyond the company's own website.

The rules on reviews were tightened by the EU Omnibus Directive. A trader displaying reviews must state whether and how it checks that they come from real customers. Fake reviews, or commissioning them, are a prohibited unfair commercial practice.

How it works in practice

The most effective approach is to ask satisfied customers for a review systematically, for example by email with a direct link once a job is completed. Many satisfied customers will not write a review unless asked, while dissatisfied ones speak up on their own.

It pays to respond to reviews, both positive and negative. Respond to negative ones calmly, factually and with an offer of a solution, not defensively. How a company handles criticism often convinces prospective customers more than the rating itself and is part of reputation management.

Reviews are also a source of information for improving services. Recurring complaints, for example about communication or deadlines, show where the company has a problem. Analysing them regularly helps change processes and prevent further complaints.

What to watch out for

Deleting negative reviews, offering rewards only for positive ratings or buying fake reviews breaches consumer protection law and platform rules. Fines and publicity can damage a reputation far more than a few critical reviews.

If a review contains false statements, insults or personal data, the company can ask the platform to remove it. For serious damage to its reputation, legal remedies are available, but consider whether a dispute might attract more attention than the review itself.