When there are 100% positive reviews for a business, people become skeptical. Think about it, customers go looking for reviews to get realistic and unedited opinions of others, no matter if they are good or bad. Revoo estimates that 68% of people trust reviews when there are both good and bad scored. But a whopping 95% of people suspect censorship or fake reviews when there are absolutely no bad scores.


Negative reviews are one of the most popular features on sites, because they help consumers who are doing pre-purchase research. Remember, not only do negative customers have a voice – but customers with positive experiences do too! If you can make the effort to reply to questions or comments (no matter the tone of the review) this will engage and improve your relationships with customers. So don’t just delete or flag these bad reviews, turn the conversation around by apologizing and offer an olive branch to the disgruntled customer.


Hearing negative opinions of your own business is never going to be the easiest thing to experience, but it is important for owners to try to identify weak points and problems within the business. This can be difficult as the product and service has come from your own hard work, so gather opinions from different individuals that can offer you unique experiences and insights. You never know if the answer to one of your problems lies with one of your regular customers, staff or even disgruntled reviewers.

To a prospective customer, reviews are more authentic than press or marketing. It’s important to remember that no matter where the review is coming from, you should take it with a grain of salt and try turn it into something positive that your business can harness.