The importance of online customer reviews

We live in a world where trust is earned and not given.

A potential customer to your business doesn’t know, like or trust you… yet.

How do you get them to trust you? Traditionally, it takes about 5-8 touch-points to build trust with a potential new customer. This can be a visit to your website, a call with a member of your team, an email, a radio spot, or one of a dozen or so other ways.

For many small business owners, the initial “touch” will be their website. It’s imperative that your website build trust from the start. One of the best ways to do that is through customer testimonials and reviews. 

  • 97% of people read reviews for local businesses. (BIA/Kelsey)
  • 91% of 18-34 year-olds trust online reviews nearly much as they do personal recommendations. (BrightLocal)
  • 93% of consumers say online reviews impact their purchasing decisions. (Podium)

Reviews matter.

Genuine comments from your customers build trust and result in more and larger purchases:

  • Customers are willing to spend 31% more with a business having excellent reviews. (Invesp)
  • 92% of B2B buyers are more likely to purchase after reading trusted reviews (

You need testimonials on your website. The trick is getting them. While 68% of consumers will leave a review when they are asked (BrightLocal), many businesses do not ask for them. Are you?

  • Are you getting reviews when asked?
  • Do you have a way to collect and display them effectively?

If not, you could be missing out as you’re losing your ability to stand out when someone is making comparisons at the point of their purchasing decision.

Think about your purchasing decisions.

Faced between the choice of two similar products, one with 500+ reviews and an average rating of 4.9/5 and another with 27 reviews and a rating of 2.5/5 – which one are you going to choose?

Your potential customers are making decisions like this about companies like yours on a daily basis. They’re actively comparing the products and services you offer, to those of your competitors. They’ll be looking at reviews past customers have left to educate themselves and help make their purchasing decision.

It’s not just your website where these reviews will be displayed.

Most local searches will reveal a map listing with three businesses listed. Some of these businesses will have review stars next to their listing.

These review stars come from a business page called “Google My Business”. You likely have a page for your business here already (you should if you don’t), but you may not realize how important it is to how your business is viewed in one of the largest search engines in the world.

Our free guide will show you how you can start generating more reviews for your business and use these to effectively show the great service that you provide to your customers.

Download FREE GUIDE!

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