Years ago, contractors built their businesses almost entirely through word of mouth. Happy customers told neighbors and friends, and the phone kept ringing. While referrals are still important, today’s version of word of mouth lives online, in the form of Google, Facebook, and Yelp reviews.
For window installers, waterproofing specialists, plumbers, and restoration companies, online reviews are often the first impression potential customers have of your business. And in many cases, that impression determines whether they call you, or move on.
Why Reviews Are a Bigger Deal Than Ever
When a homeowner searches “window installer near me” or “basement waterproofing,” Google doesn’t just show a list of companies. It also shows star ratings, total number of reviews, and even customer comments, all right there on the search results page.
If you have fewer reviews than your competitors, or worse, a handful of negative ones, your chances of getting the click drop dramatically. According to Superpath, a home service marketing agency, over 80% of consumers read online reviews for local businesses, and 49% trust reviews as much as personal recommendations.
This makes your review presence one of your most powerful (and public) marketing tools.
How Reviews Influence Local Rankings
Google uses a number of factors to determine which businesses appear in the coveted “map pack”, the top three listings shown on local search results. Reviews are a major ranking factor. The quantity, quality, and recency of your reviews all contribute to how prominently your business appears.
A waterproofing contractor with 150 reviews and an average 4.9 rating is going to show up higher, and earn more trust, than a similar company with 20 reviews and a 4.1 average.
The same goes for restoration companies and plumbers. When emergencies strike, homeowners scan reviews before they ever look at pricing. A few extra 5-star reviews could be the difference between a booked job and a lost lead.
How to Get More High-Quality Reviews
Getting great reviews doesn’t have to be a mystery. It comes down to being proactive and making it easy for satisfied customers to leave feedback. Here are some strategies that work:
- Ask right after the job is done, while the customer is still happy and impressed.
- Use a text message or email follow-up with a direct link to your Google or Facebook review form.
- Train your technicians or crews to request reviews in person before leaving the job site.
Some companies even offer small incentives, like entries into a gift card drawing, for leaving a review. Just be sure your approach complies with each platform’s policies.
Responding to Reviews Builds Trust
Don’t just collect reviews, respond to them. Thanking customers for their positive feedback shows you care. More importantly, addressing negative reviews with professionalism demonstrates accountability.
Imagine a homeowner sees a 3-star review on your page. If they also see your thoughtful response explaining what happened and how you made it right, that can actually build more trust than the perfect 5-star rating.
Turn Reviews into Marketing Assets
Your best reviews aren’t just helpful on Google, they’re powerful social proof for your website, ads, and videos.
- Highlight reviews in your social media posts.
- Create testimonial graphics for your website and service pages.
- Read them out loud in videos to add credibility to your storytelling.
A review that says, “These guys stopped the leak in our basement and finished the job in 48 hours, amazing service!” is better than anything you could write yourself. It’s authentic, specific, and persuasive.
What This Means for Your Business
Online reviews are no longer a side note, they’re central to your marketing strategy. They influence your rankings, shape customer perception, and help convert traffic into actual jobs.
If you’re not actively building your review base, responding to feedback, and leveraging testimonials in your marketing, you’re falling behind. But if you are? You’re creating a reliable engine of trust that will keep your calendar full and your reputation rock solid.
