Online business reviews: How they can make or break your local business

Online business reviews: How they can make or break your local business


Six startling statistics that show the importance of online reviews and what to do about it

How many online reviews have you read this year? How have they influenced your buying decisions?

Like most consumers, online reviews are probably your first port of call when you want to learn more about a local business. And if the reviews aren’t good, chances are you’ll take your money elsewhere.

The power of online reviews can’t—and shouldn’t—be ignored.

Join us as we dive into some eye-opening statistics about how online reviews can make or break your local business and what you can do about it.


What are local reviews?

Local business online reviews are evaluations and feedback left by customers about their experiences with local businesses on Google, Yelp, social media, and other platforms where potential customers can read them. Reviews often include ratings, comments, and sometimes photos or videos, and play a crucial role in influencing public perception and helping businesses attract new customers.


How do online reviews impact a business?

Good reviews show credibility and attract new customers by showing other potential clients that people had great experiences with your business. Negative reviews, on the other hand, can deter potential clients and highlight services and products that need improvement. Read the statistics below to understand more:


97% of consumers read reviews for local businesses


Statistic #1: 97% of consumers read reviews for local businesses.[1]

Online reviews are hard to miss! 75% of consumers say they ‘always’ or ‘regularly’ read online reviews of local businesses, while only 3% say they never do. When searching for any kind of business online, results from Google, Facebook, Yelp, and others are likely to be some of the first things you come across.

If someone opens Google Maps to search for a pizza restaurant, roofing company, or hair salon nearby, your rating will be displayed next to your business name.


50% of consumers trust online reviews as much as personal recommendations.


Statistic #2: 50% of consumers trust online reviews as much as personal recommendations.[1]

Online reviews and recommendations are the new word-of-mouth marketing and can be incredibly persuasive! People enjoy spreading good news and recommendations. By sharing, they help others discover great products or services and contribute to the businesses they appreciate. Now, it’s easier than ever to tap into tens or hundreds of opinions about your business at the click of a button.


41% of consumers read reviews on three or more platforms.


Statistic #3: 41% of consumers read reviews on three or more platforms.[1]

Local businesses may not realize that having too few reviews can be just as damaging as having bad reviews. 59% of customers believe that the minimum number of reviews a business should have is between 20 and 99.


90% of people who have read online reviews say that positive online reviews influenced their buying decisions.



Statistic #4: 90% of people who have read online reviews say that positive online reviews influenced their buying decisions.[4]

Meanwhile, 86% said buying decisions were influenced by negative online reviews. The takeaway: if your business has excellent reviews – share them!

Your happy customers are your biggest advocates, and social proof can be very persuasive with today’s consumers. You can publish publicly posted reviews on your social media channels, website, and email newsletters.



88% of consumers say they are more likely to use a business if it responds to positive and negative reviews.


Statistic #5: 88% of consumers say they are more likely to use a business if it responds to positive and negative reviews.[1]

It is crucial to respond to all of your online business reviews. According to a Google consumer study, businesses that respond to reviews are considered 1.7 times more trustworthy than businesses that don’t.


27% of consumers only take into account reviews written within the past two weeks


Statistic #6: 27% of consumers only take into account reviews written within the past two weeks, with only 7% saying that how recent the reviews are is not relevant.[1]

Don’t rely on those old reviews! A lot can change within a business in months, so it makes sense that potential customers are much more likely to trust your recent reviews.

How can reviews help a business?

Positive online business reviews are good ways of building trust among clients and prospects. When people see good reviews, they’re more likely to give the place a try because they feel confident they’ll have a good experience. These reviews act like personal recommendations, boosting the business’s reputation and making it stand out.


What is the best website for online reviews?

Google Business Profiles allow customers to leave reviews and ratings directly on a business’s Google listing, making it highly visible in search results and on Google Maps. Yelp is a popular review site where users can share detailed reviews and ratings for local businesses, helping others find great places to eat, shop, or get services. On Facebook, customers can review businesses on their official pages, allowing users to share experiences with their social network.

Additionally, specific niches might have their review websites, catering to more specialized feedback and communities.


online reviews


Need help with your online reviews?


A successful local business depends on a steady stream of authentic online reviews that will resonate with your prospective customers.

Whether you have average, bad, or no reviews, our online reputation management service can help.

Using thorough online reputation analysis and a strategically targeted campaign, you’ll generate genuine customer reviews where you need them most. Ask us to see the results of the booming online reputation campaigns we’ve already performed for our clients.


Ready to boost your reputation and attract more customers?
Schedule a meeting with our marketing specialists!


Sources:

  1. BrightLocal Local Consumer Review Survey
  2. HubSpot Research
  3. Zendesk
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