Essential Info to Include On Your Review Management Services Page

Andrew McDermottAgency, Client Acquisition, Reputation Management, Review MarketingLeave a Comment

review-management-services-page

"I don't believe you."

There's this deep seated fear that prospective clients won't believe in you if you fail to say and do the right things. The frustrating part about this subtle fear?

It's true.

Clients use your website and your review management services page to evaluate your agency. Recognize the large component looming in this evaluation process?

Your services.

Is your review management services page attracting or repelling clients?

Service pages are deceptive.

When agencies write the content for their service pages they assume clients are searching for a detailed breakdown of their service offerings.

That's part of it.

But what clients are really searching for is validation. They're looking for validators that accomplish a few important things.

1. Calls them out.

2. Discusses their specific pain points.

3. Demonstrates how their service solves these pain points.

4. Calls them to action.

You knew that already, didn't you? Here's the problem.

Most aren't doing it.

Many agencies are providing short snippets that simply proclaim. A pithy lecture stating you need online review management services.

Most agencies don't use a framework. Do you?

It's the crucial component to a successful services page. A framework ensures (a.) you speak to the right people, with the right voice, at the right time. (b.) show clients you understand their pain and that you have a solution. (c.) avoid the wrong clients.

That's a lot, isn't it?

Couldn't you just list the services you offer briefly on your website? You know, kind of like this?

poor example of listing your services on your website.

You could.

When you do that, you're taking a gamble. You're making a few implicit assumptions about the state of your potential client. You're assuming:

  • Your client knows enough about review management services to make an informed decision
  • Clients will agree that you understand their pain points
  • Get the information they need from the brief snippets of information you’ve provided
  • They’ll feel compelled to seek out or request the information they need

You see the problem already don't you?

These are huge assumptions to make about your prospective clients. Your prospective client could be a complete noob when it comes to reputation management.

So what should you do instead?

You can't assume your clients are all starting from the same place. If you want their attention you'll need to meet them where they are. How do you do that?

Simple. You tell the whole story.

Your framework tells the story

This guides prospective clients.

With the right framework, your service pages give clients a clear answer to their specific yet unspoken questions.

  • What is review management anyway?
  • Why do I need you?
  • Can you help me?
  • I don’t have any reviews. Can you help?
  • My business has been flooded with negative reviews. Can you make them go away?
  • Customers aren’t finding my reviews?
  • How will positive reviews help my business?
  • What will you do to help me?

See what I did there?

We're telling the whole story. You don't know which details are most important to your prospective clients. Which is precisely why you tell the whole story. It gives clients the chance to find the answers to their questions, to defuse their own objections themselves.

So what do you include?

Is there a specific type of content you should include on your services page? What does this "framework" consist of?

1. Start with an attention grabbing headline

2. Amplify their pain points

3. Share a compelling value proposition

4. Share your solution to their problems

5. Link to case studies, share social proof

6. Futurecast for prospective clients

7. Disqualify the unqualified

8. Display a list of the review sites you monitor

9. Ask for the "tiny yes"

As an added bonus: Garrett shared 13 additional content types you can use in your service pages.

Use your review management services page today

Learn the Grade.us platform so you can provide the best review management services to all of your local search and digital marketing clients.

Grade.us offers a powerful white labeled platform to provide your clients with review generation, monitoring and amplification.

Start using reviews for client in their marketing strategy.

1. Start with an attention grabbing headline

Your headline has one job.

Get prospects to read the very next sentence. Your headline shouldn't be cute. It shouldn't be overly dramatic, focused on SEO or written for robots. It should immediately grab their attention, like this:

attracting stellar online reviews. Grab attention with headline copy.

An attention grabbing headline creates immediate focus. It directs your prospect's thought sequence, directing your attention to the pain points that matter most.

There's no internal debate.

When you optimize thought sequences, you show clients you're aware of their challenges and respectful of their time. It gives you the chance to create thoughtful discussion.

But how you know?

How do you know you have the right attention-grabbing headline? With testing. When you share your headline with prospects what's their initial response?

"That's nice."

If you get a polite response and nothing more your headline isn't working. You want immediate attention. You want questions, unsolicited feedback an emotional response. Cognitive details that demonstrate you have their undivided attention.

  • “What do you mean by that?”
  • “That wouldn’t work on me!”
  • “Don’t you think that’s a bit extreme?”
  • “This might offend your clients…”
  • “That’s a _____ thing to say…”

Why does this matter?

It's all about memory. Present information and prospects remain disengaged. Apply the right cognitive formula, and you hold their undivided attention.

Okay then.

What is the magical formula?

Information + emotion = memory

Raw emotion is difficult to direct. Information, on its own, remains uncompelling. This isn't simply an opinion, it's science. Researchers (Tyng et al., 2017) found emotion plays a significant role in perception, attention, learning, memory, reasoning, and problem solving.

In other words...

Information - emotion = ignore

In fact, emotion is a fundamental part of our decision-making process. Research shows we can't make decisions, even simple ones, without emotion.

2. Amplify their pain points

It isn't enough to discuss their pain points in detail. You'll need to amplify their pain points.

That sounds sleazy, doesn't it?

And it would be, if you simply decided to make things up. That's not what I'm advocating here. Instead, I'm suggesting that you simply tell clients the truth.

What truth?

The truth most clients miss. Most of them believe that a bad review and lost business is the full extent of their troubles.

It's so much worse.

A consistent stream of negative reviews will put them out of business. This isn't fear mongering, it's math. So you share objective third-party research with them. You show them how to calculate their potential loss, like this:

Lost revenue with negative reviews on listings in SERPs

As they calculate the loss for themselves it slowly dawns on them. Their pain points are actually gaping wounds. Their business is in serious trouble.

This is essential.

If potential clients are in a bad situation it's vital that they find out quickly. Even if it's bad news, it's good news to know.

3. Share a compelling value proposition

A compelling value proposition consists of four essential components.

a. Appeal. This is something I (really) want.

b. Exclusivity. I can't get this thing I want anywhere else.

c. Clarity. I understand you.

d. Credibility. I believe you. I believe your claims.

A strong value proposition is something that's exclusive, carefully crafted, compelling and believable. Here's a soft example:

The risks of guarantees, and an example from Better Business Bureau

Pretty spicy, no?

This company claims to offer some significant and very compelling benefits. (a.) You don't pay up front. (b.) They Don't Suppress, they delete. (c.) They assume all the risk. (d.) They provide positive reviews and listings to verify their claims.

Sounds impressive.

It seems like they're able to consistently deliver results. But that's not the point here. It's their value proposition. They know their audience. They understand their fear and they assume all the risk.

Now contrast their value proposition with this one.

Reputation copy pitch with promises and refund guarantees.

See what I mean about that? Not as compelling, is it?

You can do better.

Create a value proposition that includes the four ingredients I've outlined and you have what you need to attract customer attention automatically.

4. Share your solution to their problems

At first glance this seems like generic, obvious advice. Advice that isn't helpful, new or productive.

Ah, but it is.

Because many, many agencies get this component wrong. How do they get this wrong? They focus on the wrong solution. They talk about a problem clients don't particularly care about.

Wait, what?

That's right. The vast majority of agencies focus on a problem clients don't want. Okay, how do you identify a solution your clients want? It's fairly simple.

You use mirroring.

You mirror the pain points your clients have brought to you. If your clients are flooded with negative reviews that are illegitimate, your solution buries those illegitimate reviews.

See what I mean?

If your client has zero reviews, your solution floods their business with positive reviews.

Here's why.

  • Problems increase stress and anxiety
  • Solutions decrease stress and anxiety

But that only occurs if the solution mirrors the problem. That's the goal here. You're not really selling review management, you're selling outcomes.

5. Link to case studies, share social proof

Your client is a scumbag.

That's the narrative negative reviewers, media outlets and detractors may want to push regarding your clients. When your clients come to you they may be desperate. Or, they may be looking for a preemptive solution.

Insurance if you will.

Your clients may come to you with an urgent problem they'd like you to solve, but that doesn't mean they're ready to sign on the dotted line just yet.

They need proof.

They need to see that you're capable and able to fulfill your promises. They need case studies and social proof. You're sharp so you've obviously spotted the problem.

You may not be able to share specific details. That would of course be harmful to the existing clients in your roster. But it doesn't mean you can share outcomes. You can share the story in anonymous fashion, excluding any personally identifiable or sensitive details. Reach out to clients featured in your case study.

Kind of like this:

Great example of a case study to include on your review management services page.

Ask if they'd be willing to share.

Maybe they're willing to become a reference, maybe they're okay with you sharing personally identifiable data with an NDA in place.

It can't hurt to ask.

Then, share your case studies, you know, the ones with anonymized data. Offer to share specific details with serious clients who get in touch.

Here's why this works.

Case studies are compelling on their own when they provide compelling data. Back that up with sensitive data from real people (and legal protection via NDA) and you have the social proof you need.

What if existing clients are iffy?

Show them both versions of the case study (sensitive and anonymized). Give them full control over what's published and the ability to withdraw consent at any time. Protect them with ironclad NDA's. Provide a compelling incentive should they choose to share.

6. Futurecast for prospective clients

Clients want you to paint the picture.

Most of the time you can't give clients what they really want. An ironclad promise to bury their negative reviews. That you'll restore their reputation to its unblemished state.

It's a trap.

They're desperate to have their problem go away and they're more than willing to hang their expectations around your neck. This is where futurecasting comes into play.

It's managing expectations.

Your clients will come to you with three types of expectations.

  • Fuzzy. “I don’t know what I want but I’ll know it when I see it”
  • Implicit. “You know exactly what I want/expect, just get it done”
  • Unrealistic. “I want you to delete every single negative review. I want them to stay gone”

You'll need to flush out these expectations, defuse and reset them. How do you do that?

With questions!

Ask existing clients about the fuzzy, implicit and unrealistic expectations they had coming in. Search through discussion boards, forum and blog posts.

Then, discuss them.

Correctly setting expectations for your review management services page offering.

See the fuzzy, implicit and unrealistic expectations lurking in the copy? You want to weave these into your service pages. Use these service pages to defuse these expectations ahead of time. You'll want to reiterate this during meetings.

Next, discuss outcomes.

Share specific projections and precise details on the outcomes your clients can expect. The goal here is simple: using data, you'll want to transfer your enthusiasm to your client.

You can fix the problem, and you will.

7. Disqualify the unqualified

Agencies have a disease.

Many of the unpopular review management agencies are desperate. They're willing to take on any client, anytime, anywhere. Naturally, this leads to unhappy clients - the very same clients who post negative reviews.

The goal is simple.

Your services page should (a.) Disqualify the unqualified and (b.) Qualify the qualified. Your prospects need to earn your time and attention. Your approach should be clear and confident.

Spell it out.

If clients expect an approach or service you don't provide, let them know.

Don't disclose your trade secrets. Psychological copy ploys. An example of copy disqualifying bad clients.

These examples are a bit abrasive, but that doesn't mean you have to be. It's still a smart idea to create content that disqualifies the clients you don't want.

Why?

It sets the tone for your relationship. Right from the beginning, it creates a dynamic that conveys equality. Doing this means you're not in a one down relationship with your clients. You don't work for them, you work with them.

This has an impact on your reviews.

It's a self-fulfilling prophecy of sorts. Attract quality clients and you attract quality reviews. Attract quality reviews and you attract quality clients.

Feed the virtuous cycle you want.

8. Display a list of the review sites you monitor

Teach your clients.

Show them the 200+ sites you monitor on their behalf. Explain why you monitor these 200+ sites instead of the 600 to 700 sites your competitor claims to monitor.

Whether you monitor more or less, explain why.

Remember to tell the whole story. Give clients a compelling reason. Explain your strategies and tactics. Give them reasons to trust in your expertise.

Pay attention to verticals.

If an attorney contacts you they may have questions about the review sites in their industry. "Do you monitor Avvo, Martindale and LawyerRatingz?" Displaying the logo front and center puts your prospect's mind at ease.

Don't just list logos.

Justify them. Explain in just a few words, why the review platforms you monitor make all the difference.

9. Ask for the "tiny yes"

It's a common mistake.

Agencies ask for large upfront commitments. That's unfortunate when you realize tiny requests work faster. Initially, clients aren't too keen on an in-person meeting or extensive phone interview. They know what most agencies are going to do.

Convince them.

Free consultations can be awkward, uncomfortable and kind of gross. Here's how an average agency does it. They get you on the phone. They learn a little bit about your business, and then KA-BLAM-O!

You're hit with the hard-sell.

If you're a client, you know it's coming. This is exactly why review management clients are afraid to reach out. They don't want to be sold, but they do want to buy. So what do you do?

You serve.

What does that look like?

You give clients a compelling reason to give you a tiny yes. To share their email, phone number, feedback - anything that moves the relationship forward in a genuine and altruistic way.

Your review management service pages attract or repel

Service pages can be deceiving.

Clients want more than a detailed breakdown of their service offerings. They're looking for validation. Answers to specific questions.

  • What can I do here?
  • Why should I do it?
  • Do you understand my pain?
  • Can you fix my problem?
  • What’s the first step?

Most agencies aren't answering these questions. They're lecturing their clients. They're providing them with pithy commentary they feel expected to give.

You can be different.

With the right framework, you'll speak to the right people, using the right voice, at the right time. You'll show clients you understand their pain. That you have a solution to their problems.

You don't need to gamble. There's no need to guess.

Your framework enables you to tell the whole story. With the right framework you'll have everything you need to automatically attract your prospect's attention, client trust guaranteed.

Use your review management services page today

Learn the Grade.us platform so you can provide the best review management services to all of your local search and digital marketing clients.

Grade.us offers a powerful white labeled platform to provide your clients with review generation, monitoring and amplification.

Start using reviews for client in their marketing strategy.

About the Author

Andrew McDermott

Andrew McDermott is the co-founder of HooktoWin and the co-author of Hook: Why Websites Fail to Make Money. He shows entrepreneurs how to attract and win new customers.

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