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Consumer Feedback Page

elements we’d want to see on a consumer feedback page:

  • Full integration into the site (navigation, internal linking, etc.); not an island page.
  • Welcoming text intro with a link to review content policy/TOS
  • Unique sentiment with schema markup (not drawn from third parties)
  • Specification of the reviewers’ names and cities
  • Owner responses
  • Paginate the reviews if page length starts getting out of hand
  • Provide an at-a-glance average star rating for easy scanning
  • Badges/widgets that take users to the best place to leave a traditional third-party review. Make sure these links open in a new browser tab!
  • Video reviews
  • Scanned hand-written testimonial images
  • Links to critic-type reviews (professional reviews at Zagat, Michelin, etc.)
  • A link to a SERP showing more of the users’ reviews, signalling authenticity rather than editorial control
  • Tasteful final call-to-action

And what might such a page look like in real life (or at least, on the Internet)? Here is my mockup for a fictitious restaurant in Denver, Colorado, followed by a key:

 

Key to the mockup:

  1. Page is an integral part of the top level navigation
  2. Welcoming text with nod to honesty and appreciation
  3. Link to review content policy
  4. Paginated on-page reviews
  5. Call-to-action button to leave a review
  6. Easy-to-read average star rating
  7. Schema marked-up on-page reviews
  8. Sample owner response
  9. Links and badges to third party reviews
  10. Link to SERP URL featuring all available review sources
  11. Links to professional reviews
  12. Handwritten and video testimonials
  13. Tasteful final call-to-action to leave a review

 

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