According to an article recently published in the Huffington Post, business people should be encouraging reviews as it helps them build their business in many different ways.
The first thing that online reviews do is help you increase your click-through rate. This is the number of people that click on your listing when they enter words into a search engine. By simply using schema markup on your site, you can get your reviews to show alongside your listing. More people will be encouraged to click on your link even if it is not the first one on the page.
Reviews are also useful in increasing your search engine optimization allowing your site to show higher in search engines. In fact, you can visualize it as one leg of a three-legged stool. The second leg is your on-page search engine optimization like choosing great keywords and providing outstanding content. The third leg is the number of times that you appear in social bookmarking sites like Reddit and Pinterest.
Reviews also provide social proof that other people like your company. Humans are social beings. We tend to like what other people like. These reviews encourage others to like your company.
Reviews build a level of trust with a potential customer. They can often be used to turn that customer into a paying customer. Even if you get a negative review, it is not the end of the world. It is imperative that you respond immediately in a calm professional manner. Customers realize that you cannot please all of the customers all of the time or that even the best of companies have a bad day.
While many people fear reviews, they also provide great feedback. They let you know what your company is doing great, and what your customers would change if they could. Instead of fearing reviews, embrace them because they are helping you build your online reputation. While they cost you nothing, they may make you a millionaire.