Online Reviews: 5 Steps for Harnessing Customer Reviews

Online reviews give small business owners a golden opportunity to leverage their customers’ reviews for more sales and brand awareness.

Like word-of-mouth marketing, online reviews can significantly impact your business’s success.

According to a survey by Trustpilot, 95% of consumers trust online customer reviews as much as personal recommendations, with 92% admitting to reading online reviews before making a purchase. 

Online reviews are a game-changer for small businesses. However, with great power comes great responsibility. 

Avoiding these common mistakes and pitfalls will ensure online reviews work in your favour.

Neglecting Review Tracking

You can’t manage what you can’t see. 

Implement a tracking system (e.g., Google Alerts) to stay informed about what customers are saying online about your business. 

Monitor your business name and consider including your name, contact details, and relevant keywords. 

Awareness of where your reviews are being posted allows you to address negative feedback and leverage positive reviews in your marketing efforts.

Forgetting to Request Reviews

Don’t forget to collect valuable online reviews – don’t wait for them to happen organically. 

Many small businesses miss out on encouraging customers to share their experiences online. 

Whether through a printed card or an email, develop a routine of politely requesting customers to review your business, especially after completing a transaction or providing a service.

There are many different platforms where customers can leave reviews of your business. 

Register your business on websites such as:

Online Customer Reviews - DMT Solutions

Ignoring Review Responses

Businesses need to respond to all reviews, both positive and negative, which demonstrates their commitment to customer satisfaction. 

Seize the opportunity to showcase your exceptional customer service by thanking positive reviewers and addressing concerns from negative ones. 

These interactions can leave a lasting impression on potential customers who observe your responsiveness and may try your establishment even though another customer did not have a good experience.

Failing to Offer Offline Resolution

When responding to negative reviews, extend an invitation for the customer to contact you directly through a provided phone number or email address.

Resolving the issue in private is far more constructive than a public online exchange, which can deter potential customers and draw them out into a long public exchange.

Avoiding Argumentative Replies

Regardless of the tone or accuracy of a negative review, always maintain a calm and professional demeanour in your responses. 

Avoid public confrontations as they reflect poorly on your business. 

Focus on resolving issues privately when feasible and counterbalance negative reviews with an abundance of positive ones from satisfied customers.


In conclusion, online reviews are a potent tool for small businesses to bolster sales and enhance their brand’s visibility. 

Avoid these five mistakes, and you’ll harness the full potential of online reviews while fostering a positive image for your business.

From Clicks to Customers - The Definitive Guide to Converting Online Traffic - DMT Solutions

Clicks to Customers: Definitive Guide to Converting Online Traffic

Customers, Customers, Customers.


You’ve mastered the art of attracting eyeballs to your website. 

Your SEO game is strong, your PPC campaigns are humming, and traffic is flooding in from all directions and channels. 

But there’s a niggling question in the back of your mind: are these just clicks, or are they potential customers waiting to be embraced?

Transforming casual visitors into loyal patrons is the true test of digital marketing prowess. 

It’s not enough to simply generate clicks, you need to cultivate conversions.

Our definitive guide unveils the secrets to turning virtual footprints into real-world profits.

Step 1: Understand Your Audience (Not Just Keywords)

  • Keywords are your compass, but understanding your audience is the map. 
  • To convert online traffic, you need to go beyond the demographics; and delve into your customers’ habits, desires, anxieties, and buying triggers. 
  • Create buyer personas – detailed profiles of your ideal customers – to guide your conversion strategy.

Dive Deeper into Specific Conversion Strategies:

Email Marketing Magic: Explore how to craft targeted email campaigns that nurture leads, segment audiences, and trigger personalised offers for maximum conversions.

Social Media Sizzle: Delve into the science of leveraging social media for lead generation, building communities, and driving traffic back to your website.

Content Conversion Powerhouse: Go beyond blog posts and delve into different content formats like interactive quizzes, downloadable guides, and video tutorials that can capture leads and guide them towards conversion.

Example: Say you sell gourmet chocolates. A keyword like “luxury chocolates” might attract high rollers, but your buyer persona could be a stressed professional seeking a decadent escape for their date night. 

  • Tailor your content, landing pages, and offers to resonate with their needs and wants. 
  • A customer may want luxury chocolates around Valentine’s Day or Christmas, but what about the rest of the year?
Landing Page Optimisation - DMT Solutions

Step 2: Craft Irresistible Landing Pages

Think of landing pages as digital shop windows. They should be visually stunning, laser-focused on your offer, and free of distractions. 

Compelling headlines, concise copy, and strategic Call-To-Action buttons guide visitors seamlessly towards conversion.

Example: A website landing page for a free chocolate sample giveaway should emphasise exclusivity and indulgence, and not get bogged down with company history. 

Offer multiple CTAs for subscribing to newsletters or following social media, providing additional conversion pathways.

Step 3: Nurture Leads with Compelling Customers Content

Don’t treat leads like one-time deals. 

Engage them with a steady stream of valuable content that educates, entertains, and positions you as the ultimate authority in their purchasing journey. 

Offer blog posts, videos, webinars, ebooks, or email newsletters tailored to their interests.

Example: Share recipes using your chocolates, highlight ethical sourcing practices, or interview culinary experts. 

Compelling content builds trust, brand loyalty, and ultimately, the desire to convert.

Step 4: Optimise the Conversion Funnel

Think of your website as a funnel, guiding visitors towards that final purchase. 

Identify and remove any friction points – confusing forms, slow loading times, unclear navigation – that impede progress. 

A/B testing different elements can reveal conversion-boosting tweaks.

Address Common Conversion Challenges:

Combating Cart Abandonment: Tackle the dreaded shopping cart blues with tips on reducing friction, offering enticing incentives, email follow-ups and implementing retargeting campaigns to recapture lost leads.

Building Trust and Credibility: Address user concerns about online security, data privacy, and brand authenticity to create a safe and trustworthy environment for conversions.

Measuring and Analysing Success: Guide readers through setting conversion goals, tracking key metrics and analytics, and using data to optimise their strategies for continuous improvement.

Example: Experiment with offering guest checkout, shortening forms, or adding progress indicators to checkout pages. 

Every step streamlined, is a potential conversion.

Step 5: Track, Analyse, and Adapt

Data is the gateway to your customers. 

Track key metrics like conversion rates, bounce rates, and time on site to understand what works and what doesn’t. 

Regularly analyse this data and adapt your strategies to user behaviour, trends and habits. Tracking your user’s journey will help build up a detailed picture of the user and how to sell to them.

Example: If blog posts about health benefits get high engagement but low conversions, try offering free nutrition consultations to bridge the gap. 

Data-driven decisions are the bedrock of successful conversion optimisation.

Customers Conversion Rate Optimisation - DMT Solutions

Case Study: How We Skyrocketed a Food Brand’s Conversions

Our client, an eco-friendly food company, was attracting plenty of website traffic, but conversions were as rare and scattered, so we implemented a multi-pronged approach:

Buyer Persona Deep Dive: We identified their target audience as environmentally-conscious millennials seeking tasty, low-cost sustainable food options.

Content: We expanded this local business’s reach and conversions to an international audience through multilingual content and regional marketing strategies.

Landing Page Revamp: We revamped their landing pages with stunning visuals, a clear Call-To-Action, and a focus on the positive impact of their food.

Content Carousel: We created a blog series showcasing easy-to-prepare, eco and budget-friendly recipes and interviews with sustainable food influencers.

Streamlined Checkout: We simplified the checkout process, offering guest checkout and multiple payment gateway options.

Data-Driven Optimisation: We continuously analysed data, A/B tested different elements, and adjusted our strategies based on the results.

Customers Success - DMT Solutions

The Results:

The results were nothing short of transformative.

Website traffic remained steady, but conversions soared by 87% within just three months with limited resources to achieve significant conversion growth through creative content marketing and targeted audience outreach.

Our client went from lots of traffic to paying customers, proving that understanding your audience and optimising the conversion funnel are the keys to turning clicks into loyal patrons.

Remember, the best approach depends on your specific goals and target audience. 

At DMT Solutions, we choose the option that most resonates with your business’s expertise and the needs of your potential clients.