No matter what industry you’re in, you probably have a love/hate relationship with reviews and review websites. They can make us glow with pride and satisfaction when they are complimentary. They can also make us frustrated and angry when the opposite is true.
It’s a fact of internet life that reviews are not going away. People want some help making decisions and they want to see others’ opinions about something before they spend their time and money on it. So, you’d better get used to the idea and figure out a way to use them that will help your business.
One idea is to publish reviews from trusted sources on your own site. See this recently published article at HotelMarketing.com about how one online travel business doubled their conversions using this tactic.