FHB Logo Facebook LinkedIn Email Pinterest Twitter Instagram Tiktok YouTube Plus Icon Close Icon Navigation Search Icon Navigation Search Icon Arrow Down Icon Video Guide Icon Article Guide Icon Modal Close Icon Guide Search Icon Skip to content
Subscribe
Log In
  • How-To
  • Design
  • Tools & Materials
  • Videos
  • Blogs
  • Forum
  • Magazine
  • Members
  • FHB House
  • Podcast
Log In
Building Business

Four Steps To A Five-Star Online Reputation

A contractor or builder needs a solid online reputation in this modern age. These four steps will help you with the process.

By Martin Holsinger

As a contractor in the twenty-first century, your reputation is more accessible than ever. With a couple clicks of the mouse and a Google search for your business, potential clients form instant first impressions based on your available online presence.

These first impressions are invaluable. An obvious positive reputation based on customer reviews and your place in search rankings will increase your likelihood of building a new client relationship. A negative review or lack of any online presence at all may foster distrust or develop disinterest.

Most likely, your established customers know you are reputable and to trust your services, but what about online? Without personal experience, potential clients don’t know your reputation when they research your company online. You need to help them get to know you by providing them with a clear picture of your services and character. Positive reviews from satisfied customers are the most effective way to develop a good reputation

A solid online reputation is your most valuable company asset. Take control of your online presence to achieve your marketing goals.

Step 1. Create a Plan

Develop a plan to gather reviews from your clients. Don’t make the mistake of “winging it.” A bulletproof reputation doesn’t grow overnight; neither does it come by taking a weak stab at marketing, blindly hoping something good comes of it. Think it through.

Here are five questions to help you work out a plan.

  • Who am I going to ask for reviews? Past customers or new customers?
  • How will I ask them for reviews? Will I send them an email? Will I call them on the phone?
  • How many times will I ask them? Just once … or three times?
  • What will I ask them? Will I write a script to send to everyone when asking for reviews?
  • How often will I rest between campaigns? Will this be only one time? Or will I do this every six months? etc.

After asking yourself these questions, plan your marketing strategy based on your answers.

Step 2. Choose Your Platform

Once you have established a plan, choose where you will publish your reviews. There are many available platforms for this purpose; here is just a short list:

  • Your Own Review Site
  • Google
  • Houzz
  • Bing
  • Yahoo
  • SuperPages
  • Insider Pages
  • City Search
  • Facebook
  • LinkedIn

Each of these platforms offers you a place to post your online reviews so that prospective customers can research your company. For even better results, publish the reviews on multiple platforms.

It’s best to start with Google Reviews. This ties your business reputation directly into the world’s most powerful search engine. As you get reviews your company rises in the search engine’s system. Your ranking in Google’s search engines is important to your accessibility by prospective customers and the success of your company. If you proceed and develop your own branded review site, you can still take your Google Reviews and add them to your site manually.

Step 3. Create a Simple Tutorial

Many of your customers will not know how to leave a review, so make this process as easy for them as possible by giving them clear instructions to follow.

There are three different types of tutorials:

Written Tutorial

Perhaps this option is pretty “old school,” but written tutorials are very effective. On your website, blog post, or in an email, type up step-by-step instructions for leaving you a review.

Illustrated Tutorial

Take screenshots of each of the previous Written Tutorial steps and place them in the text. That way your client can see exactly where they are supposed to click and what they are supposed to do. Create this yourself and send it to your clients.

Video Tutorial

Use screen-recording software such as SnagIt, Screenflow, or Camtasia to go through all the steps of leaving a review. You can show your mouse clicks and record your own voice giving instructions.

If you don’t want to create your own screencast, find one pre-made on Youtube showing the exact steps you want your customer to take. Then just send them the video!

Step 4. Respond to Your Reviewers

Once a client has left you a review, take the time to respond with gratitude. Continued communication with the customers kind enough to help build your reputation is vital to your growth and influence. Of course, your clients can choose to leave either a positive review or a negative review; you should know how to respond both.

Negative Reviews

Upon receiving a negative review, your first instinct will likely be to lash back. Even if you feel misunderstood and unjustly criticized, please don’t do it.

You have the choice to ignore the negative review and hope it gets buried by positive reviews, or, you can try to make it right. Most problems or misunderstandings can be remedied, so make amends with your dissatisfied customer as much you are able. Mending broken trust with disappointed reviewers will help you take back your reputation and ultimately profit your business.

Positive Reviews

When you receive a positive review, remember that your satisfied client did this as a favor for you. Personally tell them you are thankful for the time they spent in doing this. Be grateful and appreciative. To save time, you may want to write a script that you can use repeatedly to thank your affirmative reviewers.

Note that it is against the law to tell your clients what to leave in their review, or even to tell them to leave you a ‘positive review.’ All you are able to do is ask them to consider leaving you a review online.

Schedule Your First Campaign

I hope you’re beginning to see the necessity of online marketing in your company’s success and the simplicity (albeit hard work) of building your online reputation.

If you are ready, go ahead and begin your campaign. Offer excellent services, choose a review platform, design your own review tutorial, then just do it: send that first email. You won’t regret it, and your business will thank you later.

Most clients are very receptive to helping you in this way, and after your first campaign is a success, you will want to think about an ongoing plan to regularly enhance your online reputation.

Create a solid online presence based on positive reviews, and you are well on your way to effectively managing your most valuable company asset: your reputation.

*****

Thank you for joining me today. If you have any further questions or comments, please join the conversation in the comments below.

*****

Follow me on Instagram for behind-the-scenes stuff. And if you’re wanting to go deeper with marketing your business, get a copy of my new book Contractor Marketing Simplified.

Sign up for eletters today and get the latest how-to from Fine Homebuilding, plus special offers.

Signing you up...

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
See all newsletters
See all newsletters
×

Get home building tips, offers, and expert advice in your inbox

Signing you up...

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
See all newsletters
See all newsletters

New Feature

Fine Homebuilding Forums

Ask questions, offer advice, and share your work

View Comments

  1. user-3976312 | Oct 11, 2017 09:01pm | #1

    Really worthwhile suggestions. One question not answered however is when to first request a review. The first idea is right after the job is finished and the customer is high on the improvement, but maybe still reeling from the disruption of a remodel? Or maybe after a few months, a year, when the improvements have made a deeper impression, making life better, and smaller disappointments have been left behind. Also, a review format should have an edit feature so users can revisit it to improve it. This doesn't need to be carried over to the places where you advertise, obviously.

  2. patricknelson | Oct 12, 2017 04:05pm | #2

    There is a very good article on the RepWarrior.com website about how to manage your own online reputation. This article presents a clear strategy and path to success if you want to manage your own reputation. You can find the article on RepWarrior’s website; repwarrior.com/how-to-manage-your-own-online-reputation/.

    I ended up hiring them anyways, and they did a great job. For those of you who have more time than money, this article will help you manage your reputation online.

Log in or create an account to post a comment.

Sign up Log in

Become a member and get full access to FineHomebuilding.com

More Building Business

View All
  • Best Practices for Home-Building Project Communication
  • Healthy Cash-Flow Management
  • Tools for Managing Home-Building Financials
  • How to Hire and Retain Good Tradespeople
View All

Up Next

Video Shorts

Featured Story

Deck-Style Foundation for an Addition

Creative problem-solving meant removing a chimney, using 36-in. Sonotube footing forms, and installing pressure-treated glulams for this addition.

Featured Video

Video: Build a Fireplace, Brick by Brick

Watch mason Mike Mehaffey construct a traditional-style fireplace that burns well and meets current building codes.

Related Stories

  • Lydia Crowder, Drywaller
  • 4 Types of Residential Project Delivery Methods
  • Podcast 596: Members-only Aftershow — The State of Home Building
  • Podcast 595: Members-only Aftershow—Building and Remodeling Contracts

Discussion Forum

Recent Posts and Replies

  • |
  • |
  • |
  • |
  • |
  • |
View More Create Post

Highlights

Fine Homebuilding All Access
Fine Homebuilding Podcast
Tool Tech
Plus, get an extra 20% off with code GIFT20

"I have learned so much thanks to the searchable articles on the FHB website. I can confidently say that I expect to be a life-long subscriber." - M.K.

Get home building tips, offers, and expert advice in your inbox

Signing you up...

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
See all newsletters
See all newsletters

Video

View All Videos
  • Podcast 596: Members-only Aftershow — The State of Home Building
  • Podcast 595: Members-only Aftershow—Building and Remodeling Contracts
  • Podcast 594: PRO TALK with Contractor Andy Steele and Student Jude Griffin
  • Podcast 592: PRO TALK With Insurance Adjuster Josh Zoller
View All

Business

View All Business Articles
  • Podcast 591: Members-only Aftershow—Hidden Costs of Construction
  • Podcast 590: PRO TALK With Operating Engineer Trainer John Klabacka
  • Podcast 588: PRO TALK With FHB House 2023 Builder Jon Beer
  • Podcast 586: PRO TALK With Timber Framer Will Gusakov
View All Business Articles

BOOKS, DVDs, & MERCH

Shop the Store
  • 2022 Fine Homebuilding Archive
    Buy Now
  • Code Check Complete 3rd Edition
    Buy Now
  • Pretty Good House
    Buy Now
  • 2023 Tool Guide
    Buy Now
  • Shop the Store

Fine Homebuilding Magazine

  • Issue 318 - October 2023
    • Make Mudsills Square and Level
    • Turn Up the Heat With Induction Cooktops
    • The Fine Homebuilding Interview: Lloyd Alter
  • Issue 317 - Aug/Sept 2023
    • Finishing Drywall With Seamless Results
    • A Flat Roof in a Cold Climate
    • Compact Cordless Shop Vacs
  • Issue 316 - July 2023
    • Timber-Framed Solar Canopies
    • Build a Transom Above a Stock Door
    • Understanding Toilet Design and Efficiency
  • Issue 315 - June 2023
    • How to Craft a Copper Roof
    • 5 Lessons from Building in a Cold Climate
    • The Advantages of Cellular PVC Siding
  • Issue 314 - April/May 2023
    • 7 Options for Countertops
    • Tool Test: Wood-Boring Bits
    • Critical Details for Ductless Heat Pumps

Fine Homebuilding

Follow

  • YouTube
  • instagram
  • facebook
  • pinterest
  • Tiktok
  • twitter

Newsletter

Get home building tips, offers, and expert advice in your inbox

Signing you up...

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
See all newsletters
See all newsletters

Membership & Magazine

  • Online Archive
  • Start Free Trial
  • Magazine Subscription
  • Magazine Renewal
  • Gift a Subscription
  • Customer Support
  • Privacy Preferences

Taunton Network

  • Green Building Advisor
  • Fine Woodworking
  • Fine Gardening
  • Threads
  • About
  • Contact
  • Advertise
  • Careers
  • Copyright
  • Terms of Use
  • Site Map
  • Do not sell or share my information
  • Privacy Policy
  • Accessibility
  • California Privacy Rights

© 2023 The Taunton Press, Inc. All rights reserved.

X
X
This is a dialog window which overlays the main content of the page. The modal window is a 'site map' of the most critical areas of the site. Pressing the Escape (ESC) button will close the modal and bring you back to where you were on the page.

Main Menu

  • How-To
  • Design
  • Tools & Materials
  • Video
  • Blogs
  • Forum
  • Reader Projects
  • Magazine
  • Members
  • FHB House

Podcasts

  • FHB Podcast
  • ProTalk

Webinars

  • Upcoming and On-Demand

Podcasts

  • FHB Podcast
  • ProTalk

Webinars

  • Upcoming and On-Demand

Popular Topics

  • Kitchens
  • Business
  • Bedrooms
  • Roofs
  • Architecture and Design
  • Green Building
  • Decks
  • Framing
  • Safety
  • Remodeling
  • Bathrooms
  • Windows
  • Tilework
  • Ceilings
  • HVAC

Magazine

  • Current Issue
  • Past Issues
  • Magazine Index
  • Subscribe
  • Online Archive
  • Author Guidelines

All Access

  • Member Home
  • Start Free Trial
  • Gift Membership

Shop the Store

  • Books
  • DVDs
  • Taunton Workshops

More

  • FHB Ambassadors
  • Reader Projects
  • Podcast
  • FHB House
  • Customer Support

Account

  • Log In
  • Join

Newsletter

Get home building tips, offers, and expert advice in your inbox

Signing you up...

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
See all newsletters
See all newsletters

Follow

  • YouTube
  • instagram
  • facebook
  • pinterest
  • Tiktok
  • twitter

Join All Access

Become a member and get instant access to thousands of videos, how-tos, tool reviews, and design features.

Start Your Free Trial

Subscribe

FHB Magazine

Start your subscription today and save up to 70%

Subscribe

We hope you’ve enjoyed your free articles. To keep reading, become a member today.

Get complete site access to expert advice, how-to videos, Code Check, and more, plus the print magazine.

Start your FREE trial

Already a member? Log in