Why Your Reviews Aren't Making You Money
I’ve seen it a hundred times with Brisbane business owners. You work your tail off to get a glowing five-star review from a customer in Carindale or North Lakes. You’re proud of it, so you copy-paste the text onto a 'Testimonials' page on your website and call it a day.
Then you wonder why the phone isn't ringing.
Here is the cold, hard truth: Most people will never see that page. And if they do, they probably won't believe what's written on it. In the world of small business, trust is your most expensive currency. If your website looks like you wrote the reviews yourself, you’re flushing leads down the toilet.
We’ve looked at the data across dozens of local service businesses—from sparkies to solicitors—and the way you display your wins determines whether a visitor closes the tab or hits the 'call' button. Let’s look at the three main ways to show off your reputation and see which one actually puts money in your bank account.
Option 1: The 'Ghost' Testimonial (The Manual List)
This is the most common mistake. It’s a dedicated page titled 'Testimonials' with blocks of text like: "Great service, highly recommend! - John S."
The Reality: From a business perspective, this is almost worthless. Why? Because it’s too easy to fake. In 2024, customers are cynical. If they see a quote with no photo, no full name, and no link to a third-party site like Google, they assume you made it up.
The Verdict: Cost: $0 (just your time). Result: Very low. It might even hurt you by making your site look dated. Timeline: Instant, but the 'results' never show up in your sales figures.
Option 2: The Google Review Feed (The 'Live' Proof)
This is where you use a tool to pull your actual Google Business Profile reviews directly onto your homepage. You’ve probably seen these—they usually have the Google 'G' logo and show the star rating.
The Reality: This is significantly more effective than a manual list. It proves the reviews are real because they are tied to a platform you don't control. When a potential customer sees that 'Verified' badge, their guard drops. They know you can't just delete the bad ones or write the good ones yourself.
However, there is a catch. If you use a clunky plugin that slows down your site, you’ll lose customers before they even read the first review. We often see local sites where real speed drives sales and a poorly installed review feed can actually kill your momentum.
The Verdict: Cost: $100 - $500 for a pro setup. Result: High. It builds immediate trust. Timeline: You’ll see more enquiries within the first month of it being live.
Option 3: The Video 'Social Proof' (The Gold Standard)
If you want to dominate your local area—whether you're a landscaper in Samford or a dentist in the CBD—video is the ultimate weapon. A 30-second clip of a real person standing in their kitchen talking about how you solved their problem is worth more than 1,000 written words.
The Reality: Data shows that people stay on your site longer when there is a video to watch. More importantly, they connect with the human element. They see someone who looks like them, with a problem like theirs, being happy with your work. This is how you make your website feel alive and stop being just another faceless name on a screen.
The Verdict: Cost: $500 - $2,000+ depending on if you DIY or hire a pro. Result: Massive. This is how you win the high-value jobs. Timeline: Takes longer to produce, but the 'trust' builds instantly once it's up.
Comparison: Which Approach Wins?
| Feature | Manual Text | Google Feed | Video Testimonials |
|---|---|---|---|
| Trust Factor | Low (People think it's fake) | High (Third-party proof) | Maximum (Human connection) |
| Maintenance | High (You have to update it) | Zero (It updates itself) | Low (Stays relevant for years) |
| Impact on Sales | Negligible | Significant Boost | Game Changer |
| Cost to Implement | Low | Medium | High |
What Most Brisbane Businesses Get Wrong
I’ve sat down with dozens of tradies and shop owners who complain that their website 'doesn't work.' When I look at their site, the reviews are hidden at the very bottom of the page or on a separate page entirely.
Think about how you shop. If you’re looking for a mechanic, you want to see that other people trust them immediately. You shouldn't have to go hunting for proof. Your best reviews should be right there on the homepage, near your 'Book Now' or 'Call Us' button.
Another mistake is ignoring the 'negative' side of things. I’m not saying you should highlight 1-star reviews, but a profile with fifty 5-star reviews and zero 4-star reviews actually looks suspicious to some people. Authenticity sells.
How to Start Getting Results Today
If you’re busy and just want to know what to do first, here is the roadmap:
1. Stop using a 'Testimonials' page. Move your best 3 reviews to your homepage. Put them right under your main headline. 2. Use Google Reviews, not manual text. If you can’t afford a fancy feed, just take a screenshot of the Google review and put the image on your site. It’s better than plain text because it looks* real. 3. Ask for the 'Why', not the 'What'. When asking customers for reviews, don't just ask for 'a review.' Ask: "What was the biggest problem you had before we arrived, and how do you feel now that it's fixed?" That story is what sells to the next customer. 4. Check your mobile view. Most of your customers are looking at you on a phone while they're on a lunch break or sitting on the couch. If your reviews are cut off or hard to read on a small screen, you’re losing money.
Bottom line: Your reputation is your most profitable asset. If you hide it or present it poorly, you're making it harder for people to give you money.
At Local Marketing Group, we don't care about 'pretty' websites; we care about websites that make the phone ring. We've helped local Brisbane businesses transform their online presence from a static digital brochure into a lead-generating machine by simply focusing on what actually builds trust with real people.
If you want a website that actually works for your business, let’s have a chat. We’ll tell you straight what’s working and what’s a waste of your time.
Ready to grow? Contact Local Marketing Group today.