The Guide to Getting Positive Reviews for Your Fab Shop

The Guide to Getting Positive Reviews for Your Fab Shop

It’s so easy to brush off online reviews as ridiculous commentary from difficult people and trolls. But online reviews are actually a tool you can use to make incredible strides in your business.

Yes, you can use the negative feedback to inform your process the next time – that’s a given. We’re always looking to grow and be better. But you can actually use reviews to increase your sales.

Here’s everything you need to know about getting more online reviews for your fabrication shop.

Why do you care about reviews?

Consumers are likely to spend 31% more on a business with “excellent” reviews. What could that mean for your shop? Can you imagine a 31% uptick in sales from customers who were already going to do business with you?

It goes both ways, though. Negative reviews can also impact your sales. In one study, the first negative user review had the power to reverse a seller’s weekly growth rate from 5% to -8%. That’s a 13% sales drop from a single negative review.

Would your business survive if sales dropped 13% virtually overnight?

All is not lost, though. If your online presence is already plagued with negative reviews, you can come back.

My point is this: positive online reviews are worth paying attention to. Not only that – they’re worth fighting for!

Online Review Websites

There are dozens of online review websites, so which ones should those in the fabrication industry pay attention to?

Google My Business

For starters, the No. 1 business review website is Google My Business. It gets the most traffic out of any review website online and is ranked No. 1 on the U.S. Alexa Ranking.

If you haven’t yet set up your Google My Business listing, head on over to this post: How to Set Up Google My Business For Your Fabrication Shop.

If I type in “countertop shops near me,” the first thing I see (besides the paid ads at the top) is a slew of Google My Business listings, and guess what’s front and center? The reviews!

What sets these three countertop shops apart? Sure, the names and photos give off a first impression, but the reviews are likely going to dictate which shop I look at first. Out of these three, I’m likely narrowing it down to the shops with the highest reviews, but something else I’m taking into account is how many reviews there are.

A shop with 26 reviews that has still maintained a 4.4 out of 5 is more convincing than a shop with, say, a single 5-star review.

What’s so powerful about reviews on Google My Business, is they’re likely the first reviews your potential customers will see. Most people these days are heading over to Google to find solutions to their problems. And Google is able to serve up reviews before anyone else.

Even so, there are other big players in the review space you shouldn’t ignore, including Facebook and Yelp.


Facebook reviews aren’t as visible from a typical Google search, but consumers often seek out a business’ Facebook page before making buying decisions.

What’s unique about Facebook is that historically, it’s where people go when they’re pretty happy with your service. Facebook has the most positive reviews when compared to Google and Yelp, and it accounts for 19% of a business’ reviews.

Facebook is also unique in that there isn’t a 5-star rating system. Instead, reviews are called Recommendations. Users are asked if they’d recommend the business, and they click Yes or No – a much simpler process than other sites. 

Then, you add your explanation, which can include photos and tags.

Facebook can be a great tool, especially since more than one billion (with a b!) people are active on Facebook.


Yelp is a popular review site for retail stores, restaurants, and services, meaning it’s an ideal place for consumers to go after their experience with your countertop shop.

Yelp has come under fire in the past for aggressive advertising tactics, and many small business owners are fed up with it, but even so, you shouldn’t ignore Yelp altogether.

Home and local services account for 13% of all Yelp reviews, and many consumers look there before selecting which company they want to do business with.

A sampling of what reviews look like on Yelp’s platform

In order to control your business information on Yelp, you’ll do the same thing you do for Google My Business, which starts with claiming your page. Once you do that, you can add photos, link to your website and other social platforms, and make sure your hours, phone number, and service information are correct.

When you create an account, you can also reply to reviews, which is critical.

There are 142 million unique Yelp visitors each month, and even though it may not be the most popular review site, it’s worth monitoring and even promoting to your customers.

How Do You Encourage People to Leave Reviews?

If you aren’t encouraging people to leave positive reviews, you’re relying on them to do it on their own. And all too often, people only make a point to leave a review when they’re angry or dissatisfied.

There are several ways to encourage customers to leave reviews, from using decals in your showroom to sending an email at the perfect time. 

Utilize Website Badges and Physical Decals

Most review platforms will provide badges and decals for your website and showroom. 

In most cases, you must have at least 100 reviews from a country during the past year for your seller rating to appear on your Google Customer Reviews badge for users in that country.

The decals can go on your windows as customers enter, reminding them to visit you on Yelp or Google My Business.

Keep an eye out for new resources on Facebook Business, and many other companies sell Facebook stickers and decals – a quick Google search will take you there.

Ask for Positive Reviews In Your Email Signature

Adding a promotion to your email signature is one of the easiest (and free!) ways to get messages across to your audience.

If it’s just you or a few staff members, include a simple message like “Tell Us How We Did” and include a direct link to the review site of choice. If you have many staff members, you might consider a tool to help with standardizing email signatures.

Once you start looking around at email signature tools, you might be shocked at how expensive they can be. We found a great option that’s inexpensive – it’s called Signitic from AppSumo. The first year is free, and after that, the lowest cost tier is only $60 per year. Some of the options out there are over $1,000 per month. We know.

Signitic is a pretty cool way to promote more positive reviews for your business without any added effort from any of your staff. 

Create the email signature using their drag-and-drop platform with the flexibility to add social media platforms, logos, and even GIFs. You can also add custom banners to your signature, a perfect fit for an online review campaign.

The home page when you sign into your Signitic account

Another benefit of using an email signature tool is tracking – you get to see how many people clicked your signature, which helps you track the success of your campaign.

We’re not married to Signitic by any means, so feel free to look around. These tools can just get quite expensive, and we know a lot of our readers are mom and pop shops.

Promote Existing Reviews

If you happen to have any reviews or testimonials, use those and promote them on your social media sites. Add them to your website. Add them to any flyers or brochures you may need.

This can be a soft touch that nudges your biggest advocates to leave a nice message.

Social proof is powerful – when customers see others writing positive reviews, they’re more likely to be inspired to do the same.

Send an Email When the Job is Done

If you’re confident your customer is happy with your service, send an email when the job is done. It doesn’t have to be elaborate or long – it can even be in the P.S. section like this example:

There are several vendors that help generate positive online reviews through emails like this one, including:

  • NiceJob: this tool helps you get Google and Facebook reviews by handling the request process. They send texts and emails at the perfect time to help you gather more positive feedback; 2-week free trial, then plans start at $45 per month
  • Broadly: this online review platform helps customers leave a review with just one click. Texts or emails are sent on your behalf, so it’s fairly hands-off; pricing not available online
  • Listen360: this NPS software is designed to help you improve retention, stand out in search results, and know how your customers feel, all while winning you more 5-star reviews; pricing not available online

Do you use review software for your shop? Let us know in the comment section below!

Offer an Incentive

Time is precious, so sometimes offering an incentive is the most convincing way to get more online reviews.

It could be as simple as a $5 Amazon gift card, perhaps a free coffee, or even some kind of free add-on to their existing project.

A few rules about offering an incentive for a review:

  • You must offer the “prize” to everyone, regardless of whether they leave 1-star or 5-stars.
  • The prize can’t be dependent on another purchase – for example, you can’t offer 15% off their next countertop project.
  • If you decide to do a prize draw, the winner must be selected at random – it can’t be based on your favorite review, for example.

Some shops offer cold-hard cash for a review because they know just how valuable they are. If you don’t get traction with some of these other methods, incentivizing could be a way to gather lots of reviews in a short time.

Just Ask!

Yes, you can use all of these other tactics, but at the end of the day, the simplest option is truly the best. Just ask your customer face-to-face if they’d be willing to leave a positive review.

Out of 74% of customers who were asked to provide feedback, 68% were willing to do it.

Most people are happy to help you out – you just have to ask. 

Make sure you ask at the height of your customer’s happiness. Pinpoint where that is in your process – perhaps it’s a few minutes after the job is complete and they’re standing in their kitchen, smiling ear-to-ear!

Here are a few more points in the customer journey that could offer up ideal timing for a positive review:

  • After they experience success with your product or service
  • When they re-purchase from you
  • After they tag you on social media
  • If they refer another customer to you

Strike when the iron’s hot, as they say.


Online reviews are a fantastic tool for warming up cold leads and converting them into customers. So many people read reviews before they ever work with a company, so use that knowledge to your advantage! Try out some of these methods to generate more online reviews for your shop.

It goes without saying that you need to provide stellar service to your customers in order to get that 5-star rating. 

Moraware’s software solutions help you do that by streamlining all of your processes, from quoting to scheduling. Your customers will be delighted by their interaction with you, helping you achieve those reviews that keep customers coming in the door.

Let us know in the comments below – what systems do you use to generate positive online reviews for your shop?

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