If you run a small business, you probably have a love-hate relationship with online reviews. We get it. At Hill Country Chocolate in Fredericksburg, Texas, we live and breathe this every day. In the latest episode of Bean to Business, Dan and Melanie sat down to talk about why reviews matter far more than most business owners realize — and why responding to every single one, even the tough ones, is worth your time.
Here is what we covered and the practical takeaways you can start using today.
Reviews Are Not Just for Customers — They Are for Search Engines and AI
Most business owners think of reviews as something a potential customer reads before deciding to visit. That is true, but it is only part of the picture. Google uses the words in your reviews — and in your responses — to determine what your business is, how relevant it is, and whether to surface it in search results.
But here is the part that surprises people: generative search platforms like ChatGPT, Perplexity, and Claude are reading your reviews too. They pull from Google, TripAdvisor, Yelp, Reddit, and other platforms to decide which businesses to recommend when someone asks a question like "best chocolate tasting in the Texas Hill Country."
That means a strong TripAdvisor review could be the thing that puts your business at the top of a ChatGPT recommendation. Your reviews are not just social proof anymore — they are part of your search strategy.
Why You Need Reviews on More Than Just Google
It is tempting to tell every customer, "Go leave us a Google review." Google reviews are important — they help establish your business as legitimate and feed directly into how Google ranks you in local search and on Google Maps.
But in the age of AI-powered search, diversifying your review platforms matters more than ever. ChatGPT and other AI tools pull from TripAdvisor, Yelp, Reddit, and other sites. If your only reviews live on Google, you are leaving a big piece of your online presence on the table.
At Hill Country Chocolate, we built a system where customers scan a single QR code, and their review gets distributed across different platforms — some to TripAdvisor, some to Google, some to Yelp. If you are a smaller business without that kind of setup, even placing different QR codes around your location that each link to a different review platform can help spread your reviews around.
Text Reviews vs. Video Testimonials
Both have value, but they serve different purposes:
- Text reviews are better for search. Google and AI platforms can read and index them, which means they directly contribute to how your business gets found online.
- Video testimonials have higher conversion potential. When someone sees a real customer talking about their experience on social media or your website, it builds trust in a way that text alone cannot match.
Video reviews are harder to collect — getting someone to record themselves on camera is a bigger ask than typing a few sentences. We recently launched an app at Hill Country Chocolate where customers scan a QR code, record a quick video on their phone, and send it directly to us. We use those videos on our website, in social media, and in advertising. They are marketing gold.
In the future, AI platforms will likely be able to process and understand video reviews just like they do text. But for now, text is king for search, and video is king for conversions.
The Number One Way to Get Reviews: Ask
It sounds simple, but the single most effective thing a business can do to get more reviews is to ask for them. Not in a pushy way — just a genuine, "If you enjoyed your experience, we would really appreciate a review."
The reality is that most people need a nudge. Even when customers have a great experience, leaving a review is not usually top of mind. You might ask ten people and get one review. That is normal. But that one review adds up over time.
Here is the thing about asking: it should start before the review. Reviews start with service. To get a great review, you need to deliver exceptional service first. Use the reviews as a measure of that service, not a replacement for it.
You Do Not Need a Perfect 5.0 Rating
This surprises a lot of business owners. Studies have shown that consumers actually trust a business with a 4.8 or 4.9 star rating more than a perfect 5.0. When people see hundreds of five-star reviews with no variation, some will assume those reviews were purchased or manipulated.
A few lower reviews sprinkled in naturally actually builds credibility. The key is not to chase perfection — it is to deliver consistent service and let the reviews reflect that honestly.
Respond to Every Single Review
This is the big one, and there are three reasons why it matters:
1. It Helps Your Search Rankings
When someone writes a paragraph-long review and you write a thoughtful paragraph back, you are adding words — keywords, product descriptions, location references — that Google and AI platforms index. Your review responses are free SEO. If someone mentions your business, your products, your location in a review, and you respond with additional context, you are building out your search presence with every reply.
2. It Signals Quality to Everyone Watching
We recently studied hospitals in the Dallas area, looking at their review patterns on Yelp and Google. One hospital in Frisco responded to 100% of their reviews. Another hospital never responded at all. Even though the responsive hospital had a lower overall star rating, the data showed they offered better quality and better customer service. Responding to reviews — including negative ones — signals to customers, employees, and even AI systems that your management cares about quality.
3. It Is Simply the Right Thing to Do
If someone takes the time to write about your business, they deserve the respect of a response. A quick thank-you for a positive review goes a long way. And a thoughtful response to a negative review can turn a frustrated customer into a loyal one.
How to Handle Negative Reviews Without Losing Your Cool
Running a business is personal. When someone criticizes something you have poured your heart into, it stings. Melanie puts it well: "When you own and operate a small business, there is no possible way you can't help but take it personally."
Here is the framework we use, inspired by advice from a Dallas police chief:
- Holster your weapon. Your first reaction — whether it is a sharp comeback, a defensive response, or just an angry face — needs to be contained. Step back.
- Slow down your words. Do not respond immediately. Wait until the emotion passes. If you cannot write something measured right now, come back tomorrow.
- Assess the situation. Is there something legitimate in this feedback? Is there something your team could do differently? Even unfair reviews sometimes contain a grain of useful insight.
Then, when you do respond:
- Start with thank you. "Thank you for bringing this to our attention" disarms people immediately.
- Acknowledge the issue without being defensive. "We are so sorry you did not enjoy your experience."
- Use it as an opportunity to educate. Describe what makes your product special, mention other options they could try, and invite them back.
- Never write anything negative. It does not help your business, ever.
- If something in the review is factually wrong, gently correct it — but do it with grace.
Here is a real example from our experience: A customer left a review saying they did not enjoy a coffee bonbon. Instead of getting defensive, the response acknowledged the feedback, explained the cold-brew coffee and Okinawan black sugar that goes into it, and invited them to come back and try some of the other bonbon flavors. That kind of response turns a four-star review into a marketing moment.
Turn Negative Experiences Into Five-Star Reviews
The absolute best marketing move you can make is taking a negative customer experience and turning it around. When you resolve someone's problem with genuine care — not just to get a better review, but because you actually want to make it right — people notice.
We had a recent situation where a Valentine's Day shipment got routed to Nashville instead of Baytown. The customer reached out directly, we fixed it immediately, and that relationship was strengthened rather than damaged. That is the kind of interaction that leads to a glowing review and a customer for life.
If you can make it right, do it. And then it is completely appropriate to follow up and say, "We are glad we could fix this — would you mind sharing your experience in a review?"
What Not to Do: Buying, Bribing, or Gating Reviews
We need to address this directly: do not offer incentives in exchange for positive reviews. Offering a free glass of wine or a discount code specifically for a five-star review violates the terms of service on most review platforms and can run afoul of FTC guidelines.
Similarly, do not gate your reviews. That means do not set up a system where customers enter their star rating first, and then negative reviews get filtered to an internal form while positive ones go to Google. That practice used to be common years ago, but platforms have cracked down on it and it puts your business at risk.
The right approach: deliver great service, encourage reviews broadly, and let the chips fall where they may. If your service is consistently strong, your reviews will reflect that naturally.
Use Reviews to Make Your Business Better
Reviews are not just outward-facing. They are one of the most valuable internal tools you have:
- When an employee gets named in a positive review, share it with them. That kind of recognition reinforces great behavior and motivates your team.
- When you get a negative review, bring it up at your next staff meeting. Not to blame anyone, but to ask: what could we have done differently? Is there a gap in our training? Is there a process we need to fix?
- Look for patterns. One complaint about a coffee bonbon might just be personal preference. Five complaints about the same thing might mean you need to adjust your offerings or how you communicate options to customers.
As Melanie says: "Not every staff member treats everyone the same or follows all the protocol. You will not know that unless someone tells you." Reviews are often how you find out.
A Note to Consumers: Your Reviews Matter More Than You Think
If you are reading this as a customer rather than a business owner, here is our ask: leave reviews for the businesses you love. You do not have to wait to be asked. A detailed, thoughtful review — not just "five stars, liked it" — genuinely helps small businesses get found, get better, and keep doing what they do.
And if you do have a bad experience, consider reaching out to the business directly first. Give them a chance to make it right. You might be surprised at the response.
The Bottom Line
Here is what it comes down to:
- Reviews are critical for your business — for trust, for search rankings, and for being found by AI-powered platforms.
- Diversify your review platforms. Google is essential, but TripAdvisor, Yelp, and others feed directly into how AI recommends businesses.
- Respond to every review — positive or negative. Your responses are free SEO and they signal quality.
- Never respond negatively. Holster your weapon, slow your words, and assess the situation.
- Use reviews internally to recognize great employees and identify areas for improvement.
- Ask for reviews — but earn them first through exceptional service.
Reviews are not just a box to check. They are a living, breathing part of your business strategy. Treat them that way, and they will work for you in ways you might not expect.
This article is based on the Bean to Business podcast, a show from Hill Country Chocolate in Fredericksburg, Texas, where we talk about the real side of running a small business — from chocolate-making to marketing to everything in between.