A neighbour might recommend your store, but 8 out of 10 customers now check online before they buy. If your online profile and reviews do not back you up, you lose the sale. Reputation is what people see. Make proof visible. Be found. Be trusted. Get chosen.
3 Key Actions:
- Update your Google Business Profile with current hours, photos, and posts so you get found.
- Collect and respond to reviews after positive customer interactions to strengthen referrals.
- Pick one or two niches to dominate so that when people think of those categories, they think of you first.
Quick Start 30 Day Reputation Plan
- Week 1: Ask three happy customers to leave reviews.
- Week 2: Post one staff photo with a short tip on your site or social channel.
- Week 3: Update your Google Business Profile with accurate hours, photos, and your Eircode.
- Week 4: Share a video or photo post showing a project or job you completed locally.
Small actions build momentum quickly.
The Referral Is No Longer Enough
A customer hears your name from a neighbour. Ten years ago, that was enough to close the sale. Today it is not. The customer searches your name, finds nothing, and walks into a competitor’s store instead.
83% of shoppers who visited a store in the last week used online search before going in¹. In the UK, 81% of retail shoppers start with online research before making a purchase².
In Ireland, 77% of consumers research local businesses online every week, and more than half do it daily³.
Referrals may still get you mentioned but search, now decides if you get the sale.
Irish Proof It Works
Ganly’s of Athlone is a clear example. After investing in stronger online visibility, they saw 237% growth in online sales, 265% more website traffic, and a 105% higher conversion rate (4). www.irelandwebsitedesign.com/ganlys-project/ That is what happens when reputation becomes visible proof.
Why Reputation Without Proof Is Invisible
You can have the best service in town, decades of history, and loyal customers. But if a new customer searches your name and finds nothing, they assume you are not relevant. Today, people trust less and verify more. Proof builds trust before they walk in.
The New Building Blocks of Reputation
- Define one or two niches to dominate
Do not try to be everything to everyone. Pick one or two categories where you want to be the obvious first choice, such as trade supply, paint, or garden hardware.
ROI: Customers who clearly understand what a business stands for are more likely to refer and return. 92% of consumers trust referrals from people they know (5). - Show proof you can solve problems before they walk in
Share short videos, staff tips, or photos of finished projects.
ROI: 91% of consumers want more online video content from brands because it helps them decide (6). - Use reviews as modern word of mouth
Ask for reviews after every positive interaction. Reply to them so new customers see you are active and engaged.
ROI: 88% of consumers trust online reviews as much as personal recommendations, and reviews make customers 3.3 times more likely to convert (7). - Be consistent
Update your profiles, share weekly content, and stay present.
ROI: Businesses that post consistently get 55% more website visitors (8). - Own your Google Business Profile
This is your digital storefront. Accurate details, regular updates, and photos make a difference.
ROI: Businesses with complete profiles are seven times more likely to get clicks and 42% more requests for directions (9).
Storytelling as Modern Proof
Discounts fade. Stories stick.
At an event, I collaborated with a U.S. buying group that provided excellent service, yet had a relatively low profile outside its network. We turned that around by capturing stories. We filmed interviews, created short clips, and shared them widely. Members engaged. Prospects noticed.
That one event created weeks of visibility and lasting recognition. That is what storytelling does. It turns hidden value into proof that spreads.
The Risk of Standing Still
If you depend only on reputation without showing proof, you are already losing ground.
- New homeowners do not know your history.
- Contractors working in the area do not know your team.
- Competitors who post reviews and content look more credible when people search.
Every week you delay, your competitor’s story gets louder than yours.
The Payoff
When you act:
- Referrals backed by reviews are 3.3 times more likely to convert (7).
- You get picked first, even if your price is not the lowest.
- You protect margin because customers who trust you do not chase the cheapest option.
Bottom Line
Reputation is still the foundation of hardware. But it is no longer built only by word of mouth. Today, it is reputation plus research. Your customers are already searching this week. The only question is whether they will find you or your competitor.
Stefanie Couch is the founder of Grit Blueprint, www.gritblueprint.com, a brand and visibility strategy firm helping hardware and building materials businesses become unmistakable category leaders. She created the Grit Blueprint Framework, Be Seen. Be Known. Be Chosen, and combines her family hardware store roots with Fortune 500 sales and marketing leadership to help independent retailers, distributors, and manufacturers grow. Using AI-powered tools such as voice agents, search optimisation, and content automation, she helps clients increase visibility, strengthen customer relationships, and drive measurable growth. Connect with her on LinkedIn or at stefanie@gritblueprint.com
Sources:
- Think with Google, Store Visit After Online Research Data
- Invoca / GE Capital Retail Bank, Retail Marketing Statistics (UK)
- ProfileTree, SEO Stats Every Irish Marketer Should Know 2025
- Ireland Website Design, Ganly’s Case Study www.irelandwebsitedesign.com/ganlys-project
- Nielsen, Consumer Trust in Advertising
- Wyzowl, Video Marketing Statistics 2024
- BrightLocal, Local Consumer Review Survey 2024
- HubSpot, Marketing Statistics
- Google Business Profile Help
