The Invisible Asset: Why 5 Stars is the New Currency for SMBs
The “Digital Handshake” For decades, local businesses ran on a simple engine: word-of-mouth. You did good work, and the client told their neighbour. Simple. But today, that conversation happens in public, and it happens before you even know a customer exists. Your “digital first impression” is now the gatekeeper. Whether you’re a plumber in London Ontario or, a bistro in Gastown, 90% of your potential customers are Googling you before they ever dial your number. If they see a 3.8-star rating or, even worse, a blank profile, they aren’t calling to ask why. They’re just scrolling to the competitor with the 4.9. The Cost of Being “Invisible” We often talk about “operational fragility” at Maven, the risk of having your business rely on a single point of failure. Your reputation is no different. If you aren’t actively managing your online presence, you are leaving your revenue to chance. How to “Operationalize” Trust You don’t need a PR department; you need a system. Here is the Maven framework for taking control: 1. Audit the Asset Google yourself. Seriously. Check “The Big Four”: Google, Yelp, Facebook, and TripAdvisor. Are your hours correct? Is your phone number right? Inconsistent data makes you look “closed” to Google’s algorithm and your customers. Google still remains King in Canada, and usually the first and only place most people will check. However, it’s still worthwhile responding to reviews on all platforms to help your brand image as an owner that cares. 2. The Response Protocol Don’t let emotions drive the bus. When a bad review hits, respond promptly and professionally. Acknowledge the issue and take it offline (“Please call us so we can fix this”). This isn’t about winning an argument; it’s about showing the next customer that you are reasonable and professional. 3. Automate the “Ask” The best time to get a 5-star review is right after you’ve solved a problem. Don’t delay the process or rely on memory alone, use tools to automatically text or email a review link to happy clients immediately after the job is done. This should be a standard part of every single transaction without fail and a core part of training for all new employees as well. Going the extra mile to physically request a review with a scannable QR after doing a great job has a much higher conversion rate, with 77% of customers willing to leave one when asked2. If they can’t there and then, the ask alone means they are much more likely to follow through later and, leave a 5-star review3. Is your reputation working for you, or against you? You wouldn’t leave your front door unlocked at night. Don’t leave your digital storefront unguarded. At Maven, we treat reputation as infrastructure. We can audit your digital footprint, automate your review collection, and help you dominate local search.x1 Sources:
