Review Platforms For The Trades
Online reviews for local businesses can primarily be found in one of the big three review hosting sites: Google, Yelp and Facebook. When it comes to your online reputation, you want to have a positive presence across all three platforms, plus a few other review platforms.
It’s important to keep in mind that managing reviews isn’t a one-size-fits-all kind of deal. There are differences in approach every business owner should take into consideration before developing their strategy. Let’s take a look at all of the major review sites, what makes them different and how to handle reviews on each platform.
Google Is King
With approximately 90% of global search real estate, Google is the single largest search engine platform in the world and the most popular in the United States. When users search for a specific company, they will receive a list of search results, generally accompanied by the knowledge panel. The knowledge panel is filled with contact information, photos, location information, reviews and other information that could be useful to potential customers.
For most local businesses, Google is where most customers leave reviews and where most potential customers go first when checking reviews. For this reason, most of your review management efforts should be put into managing Google reviews. For more information about Google reviews and how to respond to them, check out Taking Your Review Responses Out of This World.
The Case For Yelp
While Google reviews are the biggest influencer for your customers, Yelp shouldn’t be forgotten. Out of the three major review platforms, Yelp is the only one designed specifically for reviews. Over the years, Yelp has transformed itself into its own social media community, but reviews remain at its core.
Remember Google’s knowledge panel? Well, Bing has one too, but instead of showing their own version of reviews, Bing is integrated with Yelp. When a user types a business’s name into Bing, they’re going to see the top three reviews on Yelp. If your Yelp reviews are lacking, Bing users are going to see that and could potentially avoid your business.
Both Google and Yelp have knowledge panels however, these two knowledge panels paint two very different pictures of the company in question. There may be fewer Bing users than Google users, but studies show the average Bing user is between the ages of 45 and 54. This is prime homeownership age, so Bing should not be completely ignored when developing an online reputation management strategy. An active Yelp presence will kill two birds with one stone by catering to both Yelp and Bing users.
Responding To Yelp Reviews
While a lot of best practices for responding to Google reviews apply to managing Yelp reviews, there are certain nuances every business owner should take into consideration. Business owners should:
- Wait 48 to 72 hours before responding to a Yelp review because it may get filtered out.
- Exercise more caution when they respond to a Yelp review.
- Try not to take negative reviews personally when responding to them.
You want to come off as the bigger person in your responses. If you are gracious, respectful and accommodating, you will be more likely to see a positive reaction from customers.
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Facebook Recommendations
Facebook has become the biggest outlier in the big three review platforms because they technically don’t have reviews anymore – they have recommendations. Rather than relying on a star system like Google and Yelp, Facebook users simply answer the question, “Do you recommend this business, yes or no?”
The binary nature of Facebook’s recommendation system gives both users and business owners a much more definitive answer but doesn’t allow much wiggle room for semi-satisfied customers. To get a real look into what your Facebook-using customers are thinking, you have to look at the content of their recommendations, if they choose to leave any.
Responding To Facebook Recommendations
Another feature on Facebook is reactions, which range from love to angry.
For positive reviews:
- React to reviews using only the “like” or “love” reactions.
- Use the “love” reaction specifically when the reviewer uses the word “love” in their review.
- Example: If a customer says they “loved your AC repair service,” react with a “love” and leave a positive comment.
For negative reviews:
- Never react to a negative review with an angry emoji — under any circumstances.
- Consider not reacting at all.
- Respond similarly to how you would respond to a negative Google review — calmly and professionally.
Other Review Platforms
While Google, Yelp and Facebook are the review platforms you need to worry about first, there are a few other platforms to keep an eye on. Here are some of the other review platforms to watch:
- Nextdoor — This localized social media platform offers a recommendation feature similar to Facebook’s. Nextdoor is beneficial for social listening, especially in specific neighborhoods. The platform can be used for lead generation as well as online reputation management
- Yellow Pages — This online directory allows users to leave reviews and star ratings. This platform should be used similarly to Yelp, though you might not get as many reviews on Yellow Pages.
- Angi — Another platform to keep an eye on is Angi, formerly known as Angie’s List. Like Yelp, it was built specifically with reviews in mind. Unlike any of the other platforms on this list, their ratings are set up as letter grades, meaning a company could receive anywhere between an A and an F. Users can also leave detailed reviews that businesses can respond to. Don’t count out Angi when planning a review strategy.
Yelp vs. Angi’s: Which Review Site Deserves More Attention?
For home service companies, Yelp and Angi (formerly Angie’s List) are two of the most influential platforms outside of Google. Both are designed with reviews at the forefront, but they cater to different types of users — and that impacts how you manage your presence.
Yelp is more like a review-centric social platform, often attracting users who want to share their immediate experience, whether it’s a same-day drain cleaning or an emergency HVAC repair. Angi, on the other hand, is tailored specifically to homeowners actively seeking trusted professionals for bigger projects, like water heater installation or foundation work. It also uses a letter-grade system, making consistency and long-term service quality even more important.
Comparing the two helps home service businesses understand where to focus their efforts: Yelp for visibility and volume, Angi for credibility with serious, project-minded homeowners. A strong showing on both can give your company the edge it needs to stand out in a competitive market.
Managing Reviews Across Every Platform
With an ever-expanding list of review platforms out there, coming up with a reputation management strategy can be a daunting task. If you’re having a difficult time with your review strategy, Leadhub can handle your reputation management.
If you’re ready to take the first step to a better online reputation, reach out to Leadhub and make sure to check out the other parts of Written in the Stars: Leadhub's Guide to Reputation Management!
Taking Your Review Responses Out of This World
Top 5 Mistakes You Can Make When Managing Your Online Reputation
