Maximize Your Directory Listing

If you’re listed in the service directories offered online these days, it can be a very good thing. Google Local, for instance, is one of the smartest places to exist, and so are  MerchantCircle, Yelp, and Foursquare. If you don’t exist there, you should, but if you do…

Do you have a Web site? Or did you simply list your business with them and expect that to be your online appearance?

It is a common situation for local companies to list themselves with little more than an online opportunity for reviews. I see a big problem with that. For one thing, when searchers are looking for a residential service company or a local small business, they expect to learn more about them than basic contact info. It really puzzles me to see the companies that have little more than a company name, but it really drives me nuts to see that often they’re not linked to a Web site, and have no name associated with the contact number when it exists. Top that off with reviews that may not be favorable, and it flat out floors me.

Often some reviews aren’t even from customers familiar with the business.

What to do? Remember a few things when you decide to list your business:

• Connect your listing to your Web site. Test your link. We want to know more about you than your company name.
• If you work out of your home, use a mail center P.O. because it allows you to use their street address, protecting yours. (USPS only offers P.O. Box)
• Do make a contact name available. It’s the first step to an introduction, and friendly is good.
• Manage your reviews. If they are poor, address and correct them.
• If your reviews are favorable, thank the customer.

We’ll be going into more detail soon about the importance of a Web site connected to directory listings and other ways they benefit the customer. Meanwhile, the last bit of advice I’ll give you concerns reviews that are not legitimate or favorable. I can’t stress enough how important it is to request customer reviews, especially when the customer is thrilled.

Have some things in place to make it easy for them to do so, like a one-line request on the invoice or receipt of service, or post card mailings with the link to your directory listing, or even asking the customer if they would like to add their email address to your list for future specials. Make sure the first email is a customer service survey with an opportunity to comment.

The more favorable comments you have posted to your reviews, the less impact a negative  review will ultimately have. Consider negative reviews a way to connect to your customers and correct problems you don’t want to repeat.

Would your company benefit from better visibility?