The internet has had a dramatic impact on businesses in Cornwall. For many, the opportunity to trade online has opened new opportunities, while others that have kept faith in more traditional methods have seen revenue drop. And more still have gone out of existence completely after failing to adapt.

But there is one aspect of the online landscape that has risen to prominence during the last ten years in particular, and it is having a huge impact on businesses in Cornwall – for the better and for the worse.

In this article, we will examine the growth of comparison and review websites, and analyse how businesses in Cornwall have adapted to survive and thrive in this new environment.

Compare anything

The comparison and review website boom has left practically no stone unturned in its examination of Cornwall’s major business sectors, with hotels, accommodation, restaurants and bars right in the thick of the action.

Websites like Trip Advisor boast a fairly comprehensive list of leisure hotspots, with dozens upon dozens of customer ratings building a broader perception of each business. Customers are empowered, encouraged, and often incentivised to share their experiences and opinions online.

But it isn’t limited to the hospitality and leisure sector. Everybody from local builders and plumbers to piano teachers and driving instructors is reviewable, and often comparison and review websites are the first port of call for potential customers.

Many comparison sites don’t feature reviews, but instead just serve as a hub of information, aggregating the options available to potential customers. For example, BonusFinder provides a huge list of online casinos in the UK, making it a really useful starting point

Recent data suggests that 90% of people check out reviews before making a booking or a purchase, and the influence and popularity of the websites has underpinned their growth. Operators are clambering to get their brands to the top of the results, and money often changes hands to make that happen, which has made online review and comparison websites very lucrative businesses indeed.

The right to reply

But it isn’t all one-way traffic, and operators are increasingly finding their voice in the conversation. Many businesses, particularly in Cornwall’s tourism sector, are investing resources and time responding to reviews on specialist websites and on social media.

This can range from saying ‘thank you’ for a positive comment to standing up for your business in the face of unfair comments. Of course, there are often two sides to every story and it’s only fair that the business owner is given the opportunity to put their point across in instances when a customer has had a bad experience.

Controlling the narrative and challenging unfair reviews is hugely important, particularly when you bear in mind the number of potential customers scrolling through. Dialogue with customers can also be healthy and help businesses make improvements by listening to feedback.

We hope this investigation into the power of review and comparison websites has proven insightful. The impact and influence these online hubs wield appears to be growing every year and businesses have no choice but to participate in the conversation.

Perhaps the most positive role we can play as local citizens is to provide our businesses with a boost by writing nice reviews on public platforms – whenever we enjoy an experience or are satisfied by the quality of a product. Every little helps!