Did you hear what they’re saying about you?
Whether you’re aware of it or not, people are talking about your organization. And according to research by Heinz Marketing, “90% of people say reading online reviews has influenced their decisions.”
If you lead a business, you probably already understand this.
But online reviews impact every type of organization including schools, nonprofits, ministries, and even churches!
Yes, my fellow church leaders, this applies to us too. We may not think of someone’s decision to visit a church as a “buying decision” but it is a decision that is influenced by reading online reviews.
Do you know what you would do if you got a review like this?
Would you even know if someone posted a review like this?
Did you know the number of reviews and average rating also affect search rankings?
In The Ultimate Guide to Online Reviews, we’ll help you understand everything you need to know about online reviews, how to get good online reviews, and how to handle negative online reviews.
The Ultimate Guide to Online Reviews includes the following sections:
- The Impact Online Reviews Have on Search Rankings
- Your Secret Source of Website Testimonials
- How to Create, Claim and Verify Your Google Business Profile
- How to Create a Direct Link for Google Reviews
- The Easiest Way to Get Google Reviews
- Online Review Rules for Google, Facebook and Yelp
- How to Respond to Negative Online Reviews
- The BEST Way to Get More Positive Online Reviews
- How to Restore a Missing Google Business Profile Review
- Online Reviews – Tips from the Pros
1. The Impact Online Reviews Have on Search Rankings
In 2023, Whitespark researched 149 factors that could impact local search rankings. According to the 2023 Local Search Ranking Factors report, 4 of the top 20 factors are related to online reviews:
- #6 High Numerical Google Ratings (e.g. 4-5)
- #8 Quantity of Native Google Reviews (w/text)
- #13 Sustained Influx of Reviews Over Time (rather than bursts)
- #20 Recency of Reviews
Note that when we talk about “local search rankings” we’re talking about results Google shows in the “local 3 pack” as shown below. (Often there are ads and organic (aka general) results shown above and below the local 3 pack, but we’re just going to focus on the local results here.)
A lot of local organizations, especially churches and nonprofits, balk at the idea of getting online reviews…
Is someone really going to visit my church or check out my nonprofit just because a bunch of people they’ve never met gave it high ratings and said nice things about us in a review?
Yes, actually they will. 90% of people say online reviews factor into their decision making.
But people won’t even have a chance to make a decision about your organization, if they can’t find it. And if you’ve got few or no online reviews, your search rankings will be lower, making it less likely people will find you when doing an online search.
Don’t Take My Word For It, Try This…
If you are a part of a local organization – a church, school, local nonprofit, or local business, we have a little experiment you can do to see how online reviews are impacting your local search rankings.
Read The Impact Online Reviews Have on Search Rankings for details.
What’d you learn?
No matter how big your organization is or how many online reviews you have now, you can improve your online reputation and search rankings by getting more positive online reviews.
You just have to ask. And know how to ask. We’ll get to that in a little bit.
A business that is continually getting reviews on a regular basis sends the right signals to Google that it is an alive and active business that the public still cares about.
2. Your Secret Source of Website Testimonials
Online reviews can be on Google, Yelp, Facebook, the Better Business Bureau, and other websites. These reviews are great for encouraging people to visit your website AND helping your website’s search rankings.
But that’s not all…
Here’s another benefit to online reviews
Recently, we were developing a new website for an organization that wanted to have testimonials in multiple places on their homepage as well as on several internal pages of their website. The challenge was that they didn’t have enough testimonials to fill all these spots.
We looked to Google…
They had many great reviews on their Google Business Profile, all of which could also serve as testimonials. Once we realized this, we simply asked the client to select which review they wanted in each place on their website.
If you manage a church website, you may ask, “Where is the best place on my website to put these testimonials?”
To help you with your church website design, we explain the Top 5 Pages for Church Testimonials in the extensive article Your Secret Source of Website Testimonials.
Don’t tell people about your church. Let others tell people about your church through their testimonials. -Mark Steinbrueck
3. How to Create, Claim, Verify Your Google Business Profile
Hopefully you now see the tremendous importance of online review, and you’re ready to get started managing and increasing your online reviews.
Let’s start with the biggest and most important: Google Business Profile
Don’t let the name fool you… A Google Business Profile is NOT just for businesses.
Google Business Profile (formerly called Google My Business) is Google’s system for local search results and Google Maps search results for all local organizations – churches, schools, nonprofits and local businesses.
When someone posts an online review of a local organization to Google, they are posting it to that organization’s Google Business Profile. Therefore…
- If you want people to find your local organization in Google Maps, you need a Google Business Profile.
- If you want people to post online reviews about your organization to Google, you need a Google Business Profile.
- If you want to be able to control the information people see about your organization in Google Maps and Google’s local search results, you need access to your organization’s Google Business Profile.
In fact, some people are saying Google Business Profile is the new church homepage because it’s often the first thing someone sees when searching for your church.
The bottom line is:
Local organizations need a Google Business Profile, and they need verified access to its content.
Create, Claim, Verify Your Google Business Profile
There are many steps needed to create, claim, and verify your Google Business Profile, and those steps will vary depending on whether a listing already exists for your organization and if you have access to it.
Therefore, we put together step-by-step instructions including screenshots, which we updated regularly. The instructions with instructions are several pages long, so we thought it best to put them in their own article. You can find the instructions in How to Create, Claim and Verify Your Google Business Profile
Once you’ve created, claimed, and verified your Google Business Profile, you’ll be able to start receiving online review.
But how do you get more Google reviews? It starts with a link…
4. How to Create a Direct Link for Google Business Profile Reviews
Maybe you want to put a link to post a Google review on your website (great idea!) or email some people and ask them to post a review (great idea!).
There’s something you need first – the web address (URL) where people can post a Google review.
This seems like it should be simple to get, but search for your organization in Google and your Google Business Profile info is shown on the right side of the search results. You can click to view reviews and post a review, but those things are done as popups and don’t have their own unique web address. Same thing in Google Maps.
How to Create a Direct Link for Google Reviews
In recent years, Google has made it much simpler to get a direct link for Google Business Profile reviews. But it still takes multiple steps and you need to know where to look, so to streamline this Ultimate Guide, we decided to separate the instructions and screenshots into their own article: How to Create a Direct Link for Google Reviews.
If you want more online reviews, you’ve got to give people a direct link to the Google reviews form.
5. The Easiest Way to Get Google Reviews
Now that you’ve got the direct URL to post a review, it is just a matter of asking people to post a review of your local business, church or nonprofit.
Some churches, ministries and businesses send emails, post requests to social media, and make announcements asking their members, supporters, or customers to take 2 minutes to post a positive review. These are all great ways to encourage folks to post a review.
However, do you want to know the easiest way to ask people to write a review for your church?
Put a link to your reviews on your website.
Surprisingly enough, most organizations don’t include this link on their website. And as a result…
When it comes to online reviews, you have not because you ask not. -Mark Steinbrueck
The next thing you might be wondering is…
What is the best place on our website to put a link to post a review?
We’ve got 4 recommendations for you. To learn about the 4 best places to post review links on your website (and why) check out The Easiest Way to Get Google Reviews (but Rarely Done)
6. Online Review Rules for Google, Facebook and Yelp
It’s good to get as many online reviews as possible for your organization, but this has to be done in the right way.
Unfortunately, some organizations have knowingly or unknowingly violating Google, Facebook, or Yelp’s terms of service regarding reviews and had their reviews removed.
Ouch!
I even saw one very popular church tech blogger with thousands of followers (who will remain nameless) promote a strategy for getting online reviews that is specifically prohibited by Google. So, you’ve got to be careful about who you’re getting advice from.
Note #1: Every online review site has different rules
Just because it’s ok do something for one review site doesn’t mean it’s ok for others. Therefore, we took the time to scrutinize the terms of service agreement for the biggest sites – Google, Facebook and Yelp. (Note that the ratings and reviews in Bing Maps are from Yelp)
Note #2: Rules change frequently
We have been writing about the rules for online reviews since 2018. We review the information every year or two, and every time we have done this review, we have found some changes to the rules, and needed to update our information.
We believe the information in this article is accurate as of 9/18/24, but it could be inaccurate as you read it. We have included links to our sources. We strongly suggest you click them and check the rules for yourself.
Enough disclaimers.
For a full explanation of online review rules, including…
- Google Business Profile Rules for Online Reviews
- Facebook Rules for Online Reviews
- Yelp Rules for Online Reviews
- US Laws regarding Online Reviews
Read Online Review Rules for Google, Facebook and Yelp
We understand reading about rules and policies is not much fun but the alternative is even less fun.
Ignorance of the law is no excuse. –Thomas Jefferson
7. How to Respond to Negative Online Reviews
Every organization wants to get a lot of 5-star online reviews, but chances are at some point you are going to get a dreaded 1-star review filled with criticism.
The truth is, the bolder and more impactful your organization is, the louder and more numerous your critics will be.
Some people think if they just ignore online review sites like Google, Facebook, and Yelp, negative reviews won’t impact them.
Not true!
Ignoring negative reviews doesn’t prevent other people from seeing them.
On the other hand, some people are so sensitive to criticism, they fear even a single negative review could ruin their organization forever.
Nothing could be further from the truth. In fact, I believe…
Negative reviews provide unique opportunities to show your organization is made of good people who aren’t perfect but respond with grace, own up to their mistakes and make things right.
How to Respond to Negative Reviews
So, let’s talk about how to make the most of the opportunities that come with negative reviews.
We put together a guide with 7 Tips for Responding to Negative Online Reviews that includes what to do about fake reviews, matters of opinion, and even crazy whack-job reviews. For more details click to read How to Respond to Negative Online Reviews.
8.The BEST Way to Get More Positive Online Reviews
So, now you may be wondering…
How do I get more positive online reviews?
You could try things like…
- Asking people to post reviews using your social media accounts
- Asking people during the announcements segment of your church service
- Asking people in your newsletter
There’s nothing wrong with any of those methods. Our experience, however, is that they all get a relatively small response.
You may also be tempted to send out a massive email blast to your customers, supporters or congregation asking them to post a review, but this is a bad idea for several reasons:
- Impersonal. Many organizations struggle to find the best wording for the email and end up sending a message that is impersonal and ineffective.
- Inconsistent. People rarely respond to the first request. Either they are not convinced or they think, “Sure, I’ll do that when I have a few minutes.” and then forget.
- Unnatural. Google gets suspicious when there’s a sudden, unnatural surge of new reviews and often does not publish them.
Want to know the BEST way to get more positive online reviews?
We’ve tested many different methods for getting more positive online reviews, for both OurChurch.Com and our clients. We’ve discovered…
The secret to gaining positive online reviews is to personally ask a small number of people each week to post a review using effective wording and then follow up.
Step-by-step instructions for getting more positive online reviews
If you want to know the recipe for the “secret sauce” how we get so many positive online reviews for ourselves and our clients, you can learn all about it in The BEST Way to Get More Positive Online Reviews.
If that sounds like a lot of work, well, it is. That’s why we’re excited to tell you about…
OurChurch.Com’s Online Review Service
Our team has developed and tested a proven method that can grow your online reviews and it requires almost no time and effort from you!
Additionally, online review sites like Google, Facebook, and Yelp have a terrible reputation for customer service. Sometimes people post reviews and they are never published. Sometimes reviews disappear for no reason. It’s nearly impossible to contact these companies. And when you do, they often don’t respond.
So, we include our Review Recovery service with our Online Review Service at no extra charge!
We put our contacts and experience to work for you to resolve issues like this when they arise.
What are our clients saying about the Online Review Service?
“Enrollment is through the roof for next year! The reviews have really made a difference, especially for families who are moving into the area and don’t know anyone who directly attends. People have mentioned them when they call me!” -Matti V, Bayshore Christian School, Tampa, FL
“Not sure what you did but they put the review back up. Thank you so much for sticking with this and getting it done!” -Kevin S., Grand Vista Pools, Trinity, FL
Click the link to read more about our Online Review Service or complete the form at the bottom (mobile) or right (desktop) of this guide to schedule a call to discuss it with a member of our team.
9. How to Restore a Missing Google Business Profile Review
Google reviews play a crucial role in establishing credibility for your church, nonprofit, or business. However, there may be times when a review goes missing from your Google Business Profile (GBP) due to policy violations, technical glitches, or actions by the reviewer.
Fortunately, there are steps you can take to restore those reviews.
Over the years, I have helped several clients restore reviews to their Google Business Profiles.
In some cases, the process was pretty quick, only taking a week or two. In other cases, it took months. The good news is that most of that time is just waiting on Google, but if you are patient, often times you can get your missing Google review restored.
Why Google Reviews Disappear
Reviews may be removed for several reasons:
- Google enforces strict review policies, and any content that violates these guidelines may be flagged and removed.
- Technical issues or updates to your Business Profile may also cause reviews to disappear.
- In some cases, the reviewer may edit or delete the review themselves.
- Google’s attempts to filter fake reviews sometimes accidentally filter legitimate reviews, especially if it’s the first review someone has posted on Google.
Many churches and companies lose reviews over time and don’t even know it because they aren’t monitoring their reviews. So, I highly recommend checking your Google Business Profile monthly, if not weekly, to log any new reviews (take screenshots) and make sure no reviews have gone missing.
Also, don’t assume that just because a review has been there a long time or you previously had it restored, that it will not go missing. I’ve seen reviews that were years old disappear, and I had one review that has been removed three times!
Steps to Restore Missing Google Reviews
We put together step-by-step instructions explaining how to contact Google support, how to use the Google Business Profile Help Community, and what to do if neither of those tactics results in a restored review. You can find all that and more in How to Restore a Missing Google Business Profile Review.
While losing a Google review can be disappointing, it’s not always permanent. By following the instructions provided, you can address the issue and potentially restore missing reviews. Even if a review can’t be recovered, maintaining a proactive approach to member/customer engagement will help you continue to build trust with new visitors and clients.
Get Help with Online Reviews from our Pros!
If restoring Google reviews still seems complicated and time consuming, no worries; our team of Christian SEO experts can take care of it for you. Restoring missing reviews is one component of our Online Reviews Service.
10. Online Reviews – Tips from the Pros
We close the Ultimate Guide to Online Reviews with some advice from some local SEO and church communications experts.
1. Don’t ignore them.
-Nils Smith, nilssmith.com
Listen and respond if appropriate. True or untrue, these public opinions become many people’s perceived reality.
2. Before responding to a negative review, ask yourself these questions:
-Seth Muse, sethmuse.com
1) Do they have the right place? 2) Did they simply misunderstand the information? 3) Could there be a reason outside of our organization they are upset? 4) Is their concern valid? Then respond with kindness.
3. Fix the problems.
-Kevin Hendricks, churchmarketingsucks.com
When it comes to online reviews, it’s tempting to have all kinds of tips for ‘stacking the deck’ with positive, glowing reviews. But honestly, if you’re not getting good reviews, you should be addressing why that is and fix the problem.
4. Establishing regular positive reviews is crucial to your church’s reputation.
-Justin Dean, thatcc.com
When someone is looking for a new church, they are going to search online and find your church on Google, Facebook, and even Yelp. Smart churches are managing those reviews, promoting those reviews, and soliciting new reviews from their members and visitors.
5. Email your key volunteers.
–Steve Fogg, SteveFogg.com
Negative reviews can be a massive barrier for people attending your church. Positive reviews can lower the barrier and reduce fears or anxieties that people may have. If you need reviews, email your key volunteers and parents that have young children and invite them to leave a review. Ask them to give a review just based on their experience of the church. Explain why its important to leave a review.
The Ultimate Guide to Online Reviews was written by the OurChurch.Com team which has been helping churches, schools, nonprofits and businesses live out their mission online with web design, web hosting, and SEO since 1997.
Co-founder & CEO, OurChurch.Com
Paul has been the CEO of OurChurch.Com since its founding in 1996, combining his passion for faith and technology to lead the organization.
An accomplished writer, Paul has authored over 2,000 articles on faith and technology, featured on platforms like ChurchLeaders.com, The JoyFM, and his personal blog, LiveIntentionally.org.
Beyond his professional achievements, Paul serves as an elder at Journey Community Church and is deeply engaged in his community through his involvement with the Florida Sheriffs Youth Ranch and the Safety Harbor Chamber of Commerce. He is a contributing author of the book Outspoken! Conversations on Church Communication.