Turning Reviews into Revenue: Winning with Online Reputation

Ask a Pro is our live webinar series where we sit down with experienced trades professionals to talk real growth, hard-earned lessons, and what it takes to run a modern service business.

In this session, we spoke with Mo Daouk from NiceJob , a company that helps service businesses automate reputation marketing and drive growth through online reviews. With a background in small business development and reputation management, Mo brings unique insights into the strategies, systems, and mindset trades businesses need to stand out online.

From collecting more 5-star reviews, to managing negative feedback, to using AI to scale your customer interactions, this conversation was packed with real-world strategies for trades business owners looking to strengthen their online presence and grow through trust.

Quick Takeaways

Here are 5 standout insights from the conversation:

Trust is Currency in Today’s Service Economy

More than 90% of consumers read reviews before making a purchasing decision. Reviews are no longer optional—they're critical to your visibility and credibility.

Don’t Wait—Ask for Reviews at the Right Moment

The best time to ask is immediately after the job is done. Happy customers are most likely to respond when the experience is fresh.

Negative Reviews Aren’t the End—They’re an Opportunity

How you respond can actually strengthen trust. Avoid defensiveness and show empathy, professionalism, and a willingness to resolve issues.

Social Proof = Sales Fuel

Your reviews should live everywhere—on your website, social media, marketing emails, and even physical materials like flyers and invoices.

FieldPulse + NiceJob = Automation That Works

This integration ensures that review requests go out as soon as a job is completed—no extra effort required. It's seamless, smart, and built to scale your reputation.

About NiceJob

NiceJob is a reputation marketing platform that helps service businesses get more reviews, build trust, and turn great customer experiences into growth. Based in Vancouver, NiceJob serves a wide range of service pros—from painters and plumbers to tech support companies and HVAC contractors.

Mo brings years of experience helping small businesses automate their reputation efforts and build consistent, trustworthy brands online. He’s passionate about equipping trades pros with the tools and knowledge to compete and win in the digital age.

Full Recap

Reviews Are Today’s Word of Mouth

Mo kicked off the session by framing online reviews as modern-day referrals. “Trust is currency,” he said, noting that most customers treat Google reviews as seriously as personal recommendations. In fact, businesses with strong online reputations tend to see more traffic, higher conversion rates, and even better pricing power.

“Studies show that businesses with more positive reviews can charge higher prices and get booked more often than their competitors.”

Beyond customer perception, reviews also impact visibility—Google prioritizes businesses with high volumes of recent, positive reviews. If your goal is more leads, more jobs, and better customers, your online reputation is step one.

Common Reputation Mistakes to Avoid

Mo outlined several mistakes that can seriously hurt your brand online:

• Not asking for reviews (especially at the right time).

• Ignoring negative reviews instead of responding.

• Responding poorly with defensiveness or sarcasm.

• Only focusing on Google, when platforms like Facebook and Yelp also matter.

• Not leveraging reviews for marketing and customer acquisition.

Each of these can damage not just your online rating but also your customer trust and credibility.

“Silence is worse than a bad review,” Mo explained. Even one negative review with no reply can drive future customers away.

Generating More Positive Reviews—With Strategy

How do you actually increase your review volume? Mo shared a playbook that includes:

• Right timing – Ask immediately after the job is complete.

• Automation tools – Let platforms like NiceJob send the requests for you.

• Simple links – Fewer clicks = more responses.

• Employee training – Set review expectations upfront (“We hope to earn a 5-star review today!”).

• Incentives – Reward employees who are mentioned in reviews or collect the most.

The key is consistency. When your team builds it into their workflow, the results come faster—and more naturally.

Handling Negative Reviews the Right Way

Negative reviews happen. What matters is how you handle them.

Mo emphasized a four-step process:

• Respond quickly.

• Apologize and acknowledge the issue.

• Offer to resolve it—ideally offline.

• Stay professional, not defensive.

He even walked through an example using a fictional painting business, modeling how to respond with empathy, transparency, and a clear path to resolution.

“Don’t make a bad review the end of the world. The best thing you can do is keep collecting more good reviews.”

Turning Reviews Into Repeat Business and Referrals

Mo explained how positive reviews don’t just influence new leads—they can also deepen loyalty and turn first-time buyers into lifetime customers.

By offering top-tier service, requesting reviews consistently, and following up on feedback, businesses can unlock:

• Repeat business for recurring services (gutter cleaning, window washing, etc.)

• Referrals from loyal, happy customers

• A stronger brand reputation that feeds long-term growth

“People trust businesses that other people trust,” Mo said. “That’s the heart of social proof.”

FieldPulse + NiceJob : The Perfect Reputation Duo

Mo highlighted how FieldPulse’s job management capabilities pair perfectly with NiceJob’s automation. Once a job is marked complete in FieldPulse, NiceJob sends an automated review request to the customer—no manual step required.

“FieldPulse handles the day-to-day. NiceJob kicks in after the job to make sure you’re getting reviews and building your reputation.”

The integration is designed for service pros who want to streamline their operations while strengthening their visibility, referrals, and trust online.

Final Thoughts

From Mo’s experience, one thing’s clear: reputation is not just a reflection of your business—it’s a driver of it. Whether you’re booking your first job or managing a busy crew, the ability to generate and leverage trust through reviews is what separates high-growth businesses from the rest.

The trades pros who win consistently don’t just deliver great work—they ask for recognition and use it to fuel future growth. Tools like NiceJob and FieldPulse make it easy to turn reputation into revenue.

Where to Find NiceJob

Connect with NiceJob across platforms:

• Website: www.nicejob.com

• Facebook: NiceJob

• Instagram: @nicejobapp

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