Hello everybody. Thanks so much for joining me today as I walk through Yelp’s free tools and reputation management. Let me share my screen and we will dive right in.
Today we’re going to cover all of the most important free features that you can use to make sure your business is found, as well as some basic information about how to manage your online reviews.
Like I said before, my name is Emily Washcovick and I’m Yelp’s local business expert. I’ve been with the company for nearly 11 years now. I’ll be honest: these basic bits of advice that I’m going to share today are the same ones that I’ve been sharing all this time. So much has changed at Yelp and things have evolved, but our main goal of connecting people with great local businesses has remained the same. The way that you as a business owner can do that has also remained the same.
Today, I’m going to walk you through the most important free features to ensure you’re found and have all of your business information clearly displayed. I’ll also give you some tips and advice for how to manage and maximize your online reviews.
First, we’re going to start with a little bit of consumer behavior. Let’s talk about what people are looking for online and how you can keep that in mind as you fill out your profile. I’ll walk you through those most important tools and features to set up your Yelp page and then we’ll dive into reviews.
Let’s get started with consumer behavior. We did a study at the start of 2025—and we’ve been doing studies like this for years. Something we’ve seen is that consumer trust in online reviews continues to grow. In fact, 72% of review readers say they read more online reviews than ever before. Many say that reviews are just as trustworthy as advice they get from a family member or friend. They also want to see written text in reviews; they want to hear about what that customer experience looked like, not just see a star rating.
When users come to Yelp, they know what they need and they’re ready to spend. Sometimes, there’s a misconception that Yelp users are college kids looking for a beer or a slice of pizza. But actually, 73% of our users are over the age of 35, and more than half of them earn $100K or more annually. They’re really on Yelp because they’re trying to find the right business—they’ve already decided what they need, they just haven’t decided who will provide it yet.
When they come to Yelp, they’re looking for information beyond just reviews; they want to see photos and videos so they know what to expect from the business. They want basic contact info—how they can get in touch, where you’re located. All of this is important when you set up your free account.
Yelp’s free tools are available for business owners, and you can set them up on any device. The most important thing is to understand that this is your digital storefront. Just like the windows of your business in real life, your Yelp page is what consumers use to decide who to choose. Business information being accurate and up-to-date is very important.
To add your business to Yelp or claim your free page, go to business.yelp.com . This is where you can log in, or if you’re new, add your page for the first time. This site is also a great place for advice, helpful articles, or step-by-step guides.
When you log in, the first thing you’ll want to do is fill out your basic information. If your Yelp page already exists, verify that everything is accurate: check your business name, link your website, and add your phone number. If you have a brick and mortar, list your address. If not, set up your service area.
On Yelp, you can select up to three business categories. Categories help define your business and the types of customers you serve. For example, if you’re an Italian restaurant that also has a bar with TVs, you might list yourself in the “Italian Food” and “Sports Bar” categories. Another example: if you’re a real estate agent who also offers mortgage services, those would be two categories for your Yelp page.
If your industry is more niche, you can add information beyond categories so people know exactly what you do and who you are. Hours are extremely important—if you’re not a brick-and-mortar, still list hours when you would realistically work with a customer. Some customers search by “open now” or by specific times, so if you don’t set hours you won’t appear in those results. You can set special or holiday hours in advance, and update these as needed from your business user account.
Perhaps the most important and underutilized section of the free tools is the “Additional Information” section, which is divided into three parts: Specialties, History, and Meet the Owner/Manager. Each area allows a certain number of characters to describe your business, so think of this as the review you would write for yourself. Focus on the services that define your business, and only list the things you actually do—don’t list services you don’t provide.
Photos are the next crucial layer. Upload photos of your services, your team, and your location. If you’re a service provider, include pictures of your vehicles or uniforms. Caption your photos with keywords describing what you do—this helps your page get found and gives potential customers a true sense of who you are.
Now, let’s talk about free tools like “Request a Quote” or “Message the Business.” Turn on your message feature to activate these options, letting customers reach out without calling. When you get a message, respond quickly and try to move the conversation forward by suggesting the next step (like booking an appointment), instead of just asking them to call or fill out another form.
Let’s shift to reviews. Before we get started, ask yourself: do you embrace customer feedback—even the critical kind? Many business owners say they only like feedback in person, but online reviews are just as valuable. On Yelp, more reviews are 5-star than 1, 2, and 3-star reviews combined. People overwhelmingly share positive experiences.
As a business owner, use even critical reviews as opportunities for marketing and improving your service. Responses matter—83% of survey respondents trust online reviews, and 87% are willing to overlook a negative review if the business owner responds and addresses the issue. Responding to reviews shows off your customer service for future consumers to see.
When it comes to review responses, start with positive reviews—you’ll often get more of those. Don’t overlook them. Thank happy customers publicly, and if possible, mention something they brought up or invite them back. If you don’t have time to respond to all positive reviews, at least send a direct message with a thank-you.
Critical reviews make many business owners nervous. I like to break these into a few types. First, legitimate criticism—everyone makes mistakes, and when you get valid feedback, acknowledge it. In your public response, thank the reviewer, touch briefly on the issue, and offer to discuss privately. This shows customers you care, without getting into a long back-and-forth.
If there are changes you’re making because of feedback, mention them. If it’s just a rant or a review with little value, you might choose to reply privately or not at all, but I recommend responding to all critical reviews within 24 hours if you can.
Amplify your positive reviews. Share them on social media, display them in your store, or even on your business vehicle. Spreading positive experiences helps word-of-mouth marketing.
If you receive criticism, take a deep breath before responding. Stay professional—don’t argue or get defensive. Respond thoughtfully and take conversations offline when appropriate. Remember, you can’t please 100% of your customers all the time, and a critical review can make your business seem more authentic.
A few final Yelp best practices before we wrap up:
- Don’t ask for or solicit Yelp reviews—let them happen naturally.
- Don’t write fake reviews for yourself or your competitors.
- Focus on filling out your page, adding important info, and let customers do the rest.
Also, keep your business information up-to-date on Yelp. This helps your info sync across Apple Maps, Yahoo, Bing, and more—crucial for your digital footprint. Fill out your profile, add photos, and use captions.
There’s so much you can do on your Yelp page—both free and paid—to drive visibility. Start at business.yelp.com or download the Yelp for Business Owners app so you can manage things on the go. Visit business.yelp.com/resources for articles, videos, and tips.
Finally, I want to mention Yelp’s podcast with Entrepreneur Magazine called “Behind the Review.” Season 4 just launched, including an interview with actress Busy Philipps. We interview business owners, entrepreneurs, CEOs, and marketers to gather tips and advice for helping small businesses grow. Scan the QR code, check out the show, and send me a note if you’d like to be a guest—reach me at podcasts@yelp.com.
Thank you so much for tuning in to today’s webinar. If you have any questions or need help with your Yelp for Business account, head to business.yelp.com, or email me directly at emilyrw@yelp.com.
See you next time.
