The power of positive reviews

Running a small business is no easy feat. You’re likely juggling everything – from sourcing new clients to retaining loyal ones, all while managing admin and trying to market yourself effectively. But if marketing isn’t your strength, don’t worry. One simple and often overlooked strategy can do a lot of heavy lifting for you: reviews.

Yes, word of mouth really matters, even in this increasingly digital age. We even find this here at Howden – we recently reached 60,000 reviews on Trustpilot, with an average 4.8*/5* rating. It’s something we’re immensely proud of, because it reflects one of our core beliefs – that putting people first is what matters the most.

Luke Morley, and Insurance Consultant at our Tooting branch explained: “Most of my new business actually comes from positive reviews. I think of them as a ripple effect. One good experience that a client has with us, with me personally, and they tell everyone they know.

“So with every person you speak to about your services consider the chain reaction you’re setting off. Will it be good or bad? Have you left on a high, even if you weren’t able to help them out today? Or will you be leaving them with a sour taste, and they’ll share that negative experience with their whole network?”

How to get good reviews for your business

Tip 1: The personal touch

Customer service matters more than price, especially for creating longstanding customers. People remember how you made them feel.

Prioritise clear, honest communication.
Return calls and emails promptly – or at least acknowledge them with a message saying you’ll be in touch soon.
If you’re busy, be upfront. Letting someone know you’re tied up now but will follow up later helps people feel seen and appreciated, as opposed to feeling like their waiting around for hours with no communication.

Simple actions like these build trust and leave clients feeling seen, valued, and respected. That goodwill often turns into glowing reviews.

Tip 2: Ask authentically

Many business owners shy away from asking for reviews because it feels awkward. But it doesn’t have to be.

The key is to be natural and sincere. If you’ve built rapport and the customer is clearly pleased, take the opportunity to say something like:

“If you found our service helpful, would you mind leaving a review on Google mentioning my name and the business? It really helps others who might need the same support.”

You can also suggest they tell friends or colleagues who might benefit. This positions your request as helpful to others – not just about boosting your own reputation.

It also helps your online presence! Specific mentions of your company name and location will help search engines like Google pick up on your business, and put you closer to the top of search results.

Tip 3: Dealing with bad reviews

No matter how great your service is, negative reviews can still happen. It’s how you handle them that counts. Remember the ripple effect? This is your chance to stop or slow down that negative wave.

Stay calm and professional—never respond in anger.
Acknowledge the person’s experience and offer to continue the conversation over the phone.
Show you’re open to feedback and keen to put things right.

Just think how you’d like to be treated in that scenario. Sometimes, if you offer to escalate things a client may turn around and change their mind. By being understanding, you’re changing the narrative from negative to positive.

This not only reassures the unhappy client but also shows potential customers that you’re accountable and care about delivering a great service.

Which review platforms are best?

Facebook

If you’ve got a business page, you can turn on reviews in your settings. It’s free, and great if you’re already active on social media or get leads through Facebook. Reviews can be liked, shared, and commented on—boosting your visibility.

Google

Set up a Google Business Profile (formerly Google My Business) to collect reviews and appear on Google Maps and local search. This increases your chances of being found by nearby customers.

Make sure to follow Google’s review rules:

Don’t offer incentives in exchange for reviews (e.g. discounts or freebies).
Don’t write fake reviews or ask friends/family to do so without having used your service.
Reviews must be genuine and unbiased.

Breaking these rules could get your reviews removed or even lead to fines.

Trustpilot

Trustpilot is well-known for helping businesses build trust and credibility. One of its features is the TrustScore, a score out of 5 based on customer reviews.

If your business has fewer than 10,000 reviews, the score updates immediately when a new review is added.
For businesses with over 10,000, it’s updated daily.

Trustpilot offers a free plan with basic review tools. For extras like automated invites, analytics, and branding, paid plans start at £269/month—ideal if you’re looking to scale and manage your reputation more actively.

You don’t have to be on every platform—just the ones that make the most sense for your business. Ask yourself:

Where do your clients go online? If they’re on social media, start there.
Do you want to appear in local searches? Google should be your priority.
Are you building a professional reputation across a wider audience? Trustpilot could be a good long-term investment.

You can even include review links in your email signature, invoices, or follow-up messages to make it easy for clients to leave feedback.

Insurance that works as hard as you do

At Howden, we know how important it is to be backed by a team that truly understands the needs of small businesses. With expert advice and tailored commercial insurance solutions, we’re here to help protect what matters most, so you can focus on delivering the service your customers love.

Get in touch with your local Howden branch today to find out how we can support your business.

Sources: Simply Business, TrustPilot, SmartMoneyPeople, Reputation

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This is a marketing blog by Howden Insurance.