Customers Do Not Always Choose the Most Reviewed Business

Customers may choose a service business with fewer reviews because they want to support a neighbor, connect with the owner or find a service that fits their needs. Reviews still matter. If you're an independent service owner, give people a truthful introduction alongside clear information about your work and evidence they can judge for themselves.

By Eric Yim, Protocol Text in Lincoln, Nebraska.

Why the person behind the business can matter

I don't know if everyone buys from the person that has the most reviews. Some people buy from someone else because they want to support their neighbor. Someone buys from someone else because they share the same faith.

Those are possible reasons for a connection, not things I can assume about any particular customer. Another person may care much more about the service offered or what previous customers have said.

A lot of people I've talked to are very personable, and I think people want that. I think people crave that human connection. That's my view, not a claim that every customer shops the same way.

If all someone can see is your business name and review count, they have very little context about you. A personal introduction gives them another piece of information to consider. It doesn't settle the decision for them.

Keep personal connection separate from proof of the work

I'd give customers enough information to answer three different questions:

• Who is behind this business? Explain something relevant about the person, their reasons for doing the work or their connection to the community.
• Does the service fit what I need? State what you offer, where you offer it and any limits a prospective customer should know.
• What supports the claims? Make genuine customer feedback and relevant examples available when you have them.

These answers do different jobs. Sharing a value can help someone feel connected to you. It cannot demonstrate workmanship. A friendly introduction also can't tell a customer whether you offer the particular service they need.

For example, someone might prefer hiring a neighbor but still want to understand the scope of the work before calling. Give that person room to care about both. Don't ask the story to carry a claim it can't support.

Write an introduction with details a customer can use

I've heard people rattle off stories about themselves and act like it's nothing. When I repeat those stories back in different words, they can hear something valuable that they hadn't recognized. I think one of my gifts is being able to take other people's story and amplify it.

For an owner introduction, I'd start by asking what you might be overlooking in your own story. Why did you choose this work? Is there a connection to the place you serve? What does a priority of yours mean for the way a customer experiences the service?

Then replace a broad adjective with a detail, if you can support it. Here's a hypothetical revision, not a statement about a client:

Generic: We provide caring, personal service.

More specific, if true: I want customers to understand what they're agreeing to, so I explain what's included and leave time for questions before they decide.

The specific version gives someone something to evaluate. Only use it if it describes how the business actually works. If you can't connect a personal detail to the customer's decision, you can leave it out.

Put the introduction beside the information people need

I don't think it takes millions and millions of dollars to share your story and for someone else to find and connect with you. A useful starting point is a short introduction on your existing website, close to accurate service information and genuine customer feedback.

I'd check that page from the perspective of someone who has never met you. Can they tell what work you offer without reading your whole life story? Can they find the feedback without hunting for it? Does the introduction explain something they couldn't learn from the business name alone?

Let the reader decide how much the personal connection matters. Someone may appreciate your story and still choose another provider. The purpose is to give them an honest basis for considering you, without disguising missing evidence or promising an immediate result.

Questions about sharing your story and asking for reviews

Should I still ask customers for honest reviews?

Yes. Real customer feedback serves a different purpose from your introduction: it lets people hear about someone else's experience. Ask for an honest account without pressuring customers toward a particular rating. Don't invent testimonials or suggest that knowing your story should replace reading feedback.

How can I share a belief without making customers feel excluded?

Speak about your own choices and how they relate to the work. Don't assume the reader shares your belief or suggest that people who don't share it are unwelcome. You can explain a personal motivation while keeping the service information clear and respectful for everyone considering the business.

What if I do not want my business to be a personality brand?

You can keep the introduction focused on selected details about your process or community connection. Customers don't need access to your whole life. Share only what you're comfortable making public and what helps someone understand the work, the business or what to expect when they contact you.

Does my story need a dramatic turning point?

No. An ordinary decision or priority can be useful when it explains how the service works. You might describe why you chose the work or why a particular part of the process matters to you, if it's true. There's no need to manufacture hardship or a remarkable origin story.