The Importance of Reviews for Online Marketing

With the advent of e-commerce, people are buying products from the convenience of their homes. However, they are careful about what they buy, thanks to online product reviews.


Online reviews are the magic tool which can help a business gain more customers. It also adds more credibility; people will trust your product when you have a lot of positive reviews. In fact, while browsing for mobile apps, online buying or even booking movie tickets, online reviews influence our decision.  Only after reading those reviews, we decide on whether or not we should go ahead with the respective app download, product purchase or movie ticket booking.

Getting Reviews

Getting reviews are very important for any business. You can dedicate a separate page on your website for customer reviews. We can also offer popular bloggers a few free samples of our product, in exchange for a review. Existing customers should not be ignored either. You can also forward them samples of your new product in exchange for their valuable time and effort in reviewing your product. Automated software or an e-commerce review application like Trustpilot can also be incorporated onto the website. That way, visitors will be prompted to leave a review before leaving the site.

Handling Bad Reviews

For every ten good reviews, you may receive at least one bad comment. It is a fact of life, you can’t appease everyone. A negative review must immediately be responded to. If the product is genuinely faulty, then it must be replaced. If there is something wrong with the service you are providing, you might need to sincerely apologize for the inconvenience caused and set things right immediately. In fact, your timely response to a negative review will have a positive impact on the other web visitors who are watching, and will take a note of your prompt customer service. If you are sure that the customer is mistaken and there is no fault from your end, you may convey it politely. If at any point you feel that the customer is being unreasonable and any further communication is pointless – then it is always better to keep silent and stay away, as further communication will aggravate the situation.

Good for SEO

Having good business reviews also helps in search engine optimization. Google always looks for fresh content. Having a review form incorporated into your website provides for the same. People also search for product reviews on Google; thus, reviews are good for online marketing. Having your ‘product name’ PLUS ‘review’ typed in the Google search box will automatically get you a share of that traffic depending on your ranking.

Do Customers really Read Reviews?

According to a recent study, 86% of the customers read online reviews before buying a product. About 80% of them said that their decision is influenced by negative reviews. Most of the positive reviews came on Facebook while the negative reviews came via review websites. One thing customers are skeptical about is websites with ‘All-Positive’ reviews. The common perception is that ‘Nobody is perfect’; therefore, a company having only positive reviews is most certainly faking it.

If your company is not yet online, you may plan to do so, and approach a Webdesign company to start with. The next step would be, to promote it to attract more customers. Apart from social media promotions, having genuine reviews from loyal customers will definitely give your product the much-needed boost.

A Comparison: Traditional vs Digital Marketing

Traditional marketing has been around for a long time. So what makes it advantageous or disadvantageous in the era of digital marketing? We find out.

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Since the advent of digital marketing, there have been changes in the way marketing is done. So, how do traditional and digital marketing fare, when pitted against each other? We find out.

Economics of Marketing

Traditional marketing uses age-old methods of advertising which involves the display of ads on physical entities like billboards, backlit banners, flyers, menu, danglers, posters, business cards, product giveaways, etc. They also include newspaper and magazine ads, which are all very expensive ways of advertising. Add to it, radio advertising and TV advertising, which are overtly expensive.

On the other hand, digital marketing is comparatively more economical. There are different ways to do digital marketing, like socialmedia ads, email, blogging, banner advertising and posting customer reviews. If fact, many online marketing forums offer free advertising, even if may be for trial purposes.

Audience Coverage

When you market yourself by newspaper advertising via newspapers, it reaches a lot of people in one shot. They don’t need an email or internet connection to see your advertisement. The only disadvantage is that people throw away newspapers, the very next day. However, magazine advertisements have a longer shelf-life, as they are stored over a longer period of time.

In the case of digital or online marketing, an advertisement remains on the web, not just for a day of a month, but forever. Visitors can see it whenever they are come online to visit sites like Facebook, twitter, or any other website which contains the ad.

No Work Hours and Physical Location

Unlike traditional advertising, online ads needn’t be placed by visiting a newspaper, magazine or publishing office – during working hours. There is no need to travel to different locations to place banners either. Online banners and ads can be posted at any time and from any physical location.


The ultimate goal of any marketing campaign is to generate leads by reaching out to a maximum number of people. In order to reach out to a large number of viewers, we must use a combination of traditional as well as digital marketing. The latter can get our brand message to the tech savvy who have access to the web, and the former can be used to reach out to the elderly people, who read newspapers and magazines regularly.

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Immediate effect

Traditional marketing takes a lot of time during processing. For e.g., if you need a flyer to be printed, it needs to be designed, proofread, colour corrected, and sent for print. After printing, it needs to be cut along cropping marks and laminated. It also needs to be distributed to various places, either via courier or by hiring people to distribute them manually.

However, if you want to convey the same to a digital audience, the website or graphic design needs to be made, proofread and posted on various sites. Many of the previously mentioned steps like distribution via courier, manual distribution, edge cutting and lamination are obviously eliminated.

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Tracking Results

Traffic for an online marketing campaign can be tracked, and the clicks can be counted. The leads and actual conversions can also be known. Feedback or product reviews can also be collected and displayed online. In traditional marketing, this information is collected manually by visiting customers, for a survey.

Thus, we find that both traditional and digital marketing campaigns have their own pros and cons. It is best to use a combination of both methods for getting the best results.

How to Optimise Your Landing Page

Optimise Your Landing Page helps you different ways.Almost all businesses with a website, also need a perfect landing page in order to convert online traffic into leads and sales. So, how do we go about creating a perfectly optimised landing page? Here are some tips.

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A perfectly optimised landing page helps generate more conversions from the incoming web traffic. It ensures that the customers stay on the page for a longer time and get the message it is trying to convey. So how do we make sure that our landing page becomes ‘the perfect one’ for getting leads? Given below are a few landing page best practices.

Make it Easy

The information on the web page must be clear; a visitor must be shown why he is there and what action needs to be taken. There shouldn’t be any unnecessary clutter on the site like excessive text or pictures. The website must look neat and tidy.

Make it Point wise

Have information displayed on the landing page in the form of bullets. Bullet points are easily understood by people; they contain the gist of the message you are trying to convey and are easily readable.

Whitespace and its Importance in Optimisation

Whitespace is absolutely essential in increasing the number of conversions. The visitors can easily be directed to check out your offer, see the benefits; read the testimonials and perform certain actions. Whitespace makes sure that they go about it without any confusion or risk of getting lost in the website’s clutter.

Good Imagery

Images are definitely very pleasing to the beholder. The website visitor will definitely be impacted by the images apart from the message you are trying to convey.

Contrasting Colors and Good Font

Always use a light background with a contrasting Text color. A good font will make it easier for your ‘call for action’ to really stand out.

Obey the 5-second Rule

You must possess a ‘Killer page’ to convert your visitors within 5 seconds. If you fail to so, it indicates that your prospective client has defected to a competitor’s website.

Have a clear CTA

Your Call to Action (CTA) message must prominently appear on your optimised landing page. People must not be left stranded, searching for it. Therefore, make it bigger and allow it to stand out.

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What’s your USP? Why the Urgency?

Make a clear point of why clients must choose you and nobody else. Make your Unique Selling Point (USP), clear and convince the visitors what they will lose, by not taking action. Make statements like:

  • Get 50% DISCOUNT on our services
  • Offer EXPIRES in 48 hours
  • 10 Pieces left
  • Offer open till stocks last!

Make it convincing

Let the web visitor know the importance of what he stands to gain by becoming your customer. You must be able to convince him why he should care about your offer and what he stands to lose by opting out.

Check out your Competition

Visit the landing page of your competitors and check out what they are doing better. Also eliminate their defects or bad things by cross checking the same on your landing page. You may also get the inspiration to do much better, once you check out their websites.

Deliver as Promised

Do not over sell yourself. Make promises that you can fulfill. That will make your customers happy. Always give them a little more than they expect. Their goodwill will result in word-of-mouth marketing, i.e., they will tell their friends about you. It is obviously the best kind of marketing you could ask for.


The offer on your landing page must be consistent with those on all the remaining media, like a website, brand materials and collaterals. Inconsistency in any of these can create confusion and lack of trust among customers.

Customer Testimonials

Show customer testimonials with full name and picture. After all, people will believe what other customers have to say about your product.

User friendly Forms

Do not use too many ‘compulsory’ fields in your form. Just the name and email address should be compulsory. Too many compulsory fields will definitely cause the visitor to give up filling the form midway and move to another website. Following the above landing page best practices, will help you create a ’Killer landing Page’ which can help in the conversion of web visitors into business leads.



How to Deal with Unhappy Customers

Irrespective of the quality of their work, designers may come across some customers, who are definitely unreasonable and hard to get by. They should be handled wisely.

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No matter how professional you may be at web design, there are a few habitually unhappy customers who will always find something to complain about. It doesn’t matter whose fault it is, you may use these tactics to handle the situation.

Listen to them

 The primary way of dealing with unhappy customers is to have them speak out regarding their concerns. Do not interrupt. The aim is to allow them to speak and get it out of the system; that way you can genuinely know what is bothering them and how to help. When it’s your turn, tell them that you have understood their concern and will resolve their issue as soon as possible. They will be glad that you have heard them out and are willing to rectify things. So make sure that you ‘walk the talk’, and resolve it right away. However, you need to ensure that they do not resort to abusive language in order to make their point. Abusive words and actions need not be used to propel you to carry out your job.

Take Time to Respond

 It is best not to respond to such unreasonable comments immediately. Given that your communication with clients is through email or telephone, take an hour or two before responding. This will allow you see the correct perspective of things, and also, stop you from responding unprofessionally.

Stop Escalation

 If a client speaks to you in an annoying voice or is downright abusive, do not hit back in a similar way. Maintain an air of dignity and professionalism and do not stoop to their level. If not, things may get blown out of proportion.



t is being very critical of you, DO NOT concentrate on how to ‘fight’ back. Just take a deep breath and reflect on the possibilities; maybe your work is indeed not up to the mark. The client may be right and some mistake may have occurred. If so, think along the lines of, what went wrong and how it can be fixed. It could be that the client is clearly mistaken and the error is of their own doing. But, in order to be sure of that, you need to think logically.

Move On

In spite of your self-introspection and promise to resolve any issues, if the client is still being unreasonable, then it may be the right time to move on. There is really no wisdom, fighting over a small amount, you may pay it off and let go. It really doesn’t matter who is right or wrong, you cannot afford to waste your time and energy on clients who is unreasonable. You may do so politely, pay those unhappy customers, and bow out respectfully.

These are a few pointers on dealing with unhappy customers, which can go a long way ensuring the smooth running of your web design business.