Adding Product Reviews to Your Business Website
For some buyers, product reviews from a third party offer a perceived objective rating. Sometimes, you can attract reviews by submitting your products or services to magazines, trade journals, or other press outlets. Or, you can include your site for a fee on comparison shopping engines such as Bizrate to solicit reviews.
If you’re confident in your products, open your site to ratings from customers with a Review this product link. Sites such as Hot Scripts offer free rating scripts for your site. If you solicit ratings from customers, don’t post only the good ones. When all reviews are uniformly excellent, viewers don’t trust them. Many sites that offer product reviews are distributors, rather than creators, so they face no risk.
For example, users rate movies on Netflix, and they can rate or review absolutely anything on Amazon. These large sites compile the results of reviews, as well as what other people buy, to recommend new purchases based on products a viewer has already bought.
A site that uses many of these techniques is shown in the following illustration.