Online reviews can contribute to the success of your business and brand reputation. They can make or break trust and loyalty and can influence consumer decisions. Therefore, it is important for businesses to encourage and monitor reviews.
When it comes to gathering reviews, one of the key decisions you will make is whether to opt for a closed or open platform. Each has its own advantages and disadvantages and selecting the right one for your business depends on your goals and requirements.
The Importance of a Review Platform
A review platform gives customers the opportunity to share their experiences with your business and its products and services which can help businesses to gain more reviews from customers.
Having customer reviews of your business online can result in improved brand reputation, SEO, customer insight and engagement and provide you with user-generated content which can be leveraged in marketing.
The Difference Between Open and Closed Review Platforms
As the name suggests, a closed platform is a controlled and restricted environment. In the context of review sites, a closed platform only permits authorised users to view, approve or share reviews. This means you can make it so that only reviews by verified customers will be published, for example.
On the other hand, an open platform is more inclusive and allows anyone to submit reviews without stringent authorisation or verification. You may receive more reviews on an open platform, but you have no control over who can leave a review, which means some reviews may not be legitimate.
Benefits of a Closed Platform for Reviews
One of the primary advantages of a closed platform is the ability to maintain a high level of quality control. With strict moderation, you can ensure that only legitimate reviews from actual customers or authorised users are published.
By controlling who can submit content, you can reduce the risk of harmful or inappropriate material appearing on your site and reduce the likelihood of fake or spam reviews tarnishing your site’s reputation.
Closed platforms often foster a higher level of credibility and trust among users. Since the reviews are verified, visitors to your site are more likely to rely on the information provided. This trust can translate into a more valuable resource for users and potentially attract a more engaged audience.
Benefits of an Open Platform for Reviews
Open platforms are more inclusive by design, allowing a wide range of users to participate. This inclusivity can lead to a larger volume of user-generated content, which can be appealing if your goal is to gather as many reviews as possible.
Open platforms thrive on user-generated content, which can drive more traffic and engagement. The ease of submission encourages a diverse range of contributors, resulting in a broader spectrum of reviews.
Open platforms can foster vibrant online communities, as they encourage discussion and interaction among users. This community aspect can lead to higher user engagement and the development of a loyal following.
Open platforms can generate SEO benefits through the increased volume of content and user engagement. More content can lead to better search engine rankings and greater visibility in search results.
Selecting the Right Review Platform for Your Business
When deciding whether an open or closed review platform would be best for your business, there are several factors to take into account that will help you make the right choice.
Consider the preferences and expectations of your target audience. If they value trust, credibility and authenticity, a closed platform may be the way to go. However, if your audience values inclusivity and community engagement, an open platform might be more appropriate.
For expert advice and help in gaining and monitoring reviews, call the team at Trustist on 01904 217140. Together, we can improve your online reputation, help you stand out from the competition, and get more clicks, enquiries, and sales.