Grow Trust with Local Business Reviews

Remember when your Aunt Mildred’s glowing recommendation of the new bakery down the street was enough to send the whole neighborhood flocking for croissants? Well, buckle up, because we’re not in Kansas anymore.

Welcome to the 21st century, where Aunt Mildred has been replaced by an army of online reviewers, each armed with stars, strong opinions, and the power to make or break businesses faster than you can say “Is this gluten-free?”

The Indispensable Role of Local Business Reviews in Today’s Market

In the digital age, local business reviews have become the new word-of-mouth advertising on steroids and a powerful tool for Local SEO. They’re like gossip at the speed of light, reaching far beyond your local grapevine and influencing decisions across the globe.

But just how powerful are these digital whispers, and can they really turn your local shop into the next big thing or relegate it to the dustbin of “closed” businesses on Google Maps?

Let’s dive into the world of online reviews and discover why they’re more important to your business than that lucky rabbit’s foot you’ve been keeping in your cash register.

(Spoiler alert: the rabbit’s foot isn’t working, but a five-star review just might.)

Consumer Review Reading Habits

For years, I asked myself, “Are people actually reading these reviews?” If reviews were a TV show, they’d be breaking Nielsen records and spawning more spin-offs than a Marvel superhero franchise.

A mind-boggling 95% of customers read online reviews before making a purchasing decision.

That’s right, more people read reviews than read the instructions on their shampoo bottles (come on, we know you don’t), the terms and conditions on your latest app download, or even the nutritional information on that “healthy” snack you’re munching on right now.

And this is happening before they ever reach out to you as the business to make contact, ask questions, or even look at your website.  This is usually part of your first impression, and it better be good.

But it gets even more interesting.

Here are a few Google reviews for local business stats:

• 75% of consumers always or ‘regularly’ read online reviews in 2024 (BackLinko).
  • That’s three out of four people, folks. The fourth person is probably too busy writing a review to read one.
• 81% of consumers use Google for reading online reviews (BackLinko).
  • Google: not just for settling bar bets anymore.
• 77% of consumers use at least two review platforms in their business research (BrightLocal).
  • Because one opinion is never enough when you’re deciding between pizza places at 11 PM.  Now this is an emerging trend, but if you take our advice and focus on building a robust review portfolio, then you don’t have anything to worry about.

But wait, there’s more! It’s not just Google anymore.

The review landscape is expanding faster than ever, so don’t forget to look at your data and analytics to determine the most valuable places online to direct your happy customers and clients to leave all of those wonderful reviews.

Here are a few local online review stats:

• 34% of consumers are turning to Instagram for reviews. Because nothing says “trustworthy opinion” like a heavily filtered photo of a latte.
• 23% are swiping through TikTok for business insights. Who knew that between dance challenges and cat videos, people were deciding where to get their business contract written?

This shift to social media platforms for reviews is changing the game. It’s no longer just about star ratings and written comments. Now, businesses need to consider their visual appeal and video presence. Is your store’s interior TikTok-worthy? Can your products pass the Instagram aesthetic test?

Welcome to the new world of review marketing, where your business’s photogenic qualities matter almost as much as your actual service.

If you don’t feel quite ready for the spotlight, take some time to make a plan that will get you there. As the internet changes and more information, specifically images and video becomes readily accessible, it’s important to make sure your future clients can literally SEE who they’ll be doing business with.

Keep in mind that great pics and videos don’t necessarily require a full-on remodel to strike the right tone. Lighting and camera angles with a little thought a photo composition can go a long way in creating an appealing image for your company.

If you’re short on ideas just take a quick stroll through Youtube for simple, yet effective ideas that won’t break the bank.

But some of you may think, “Customers don’t come to me, I go to them.  Nobody is ever in our place of business.” 

Even if you are what Google calls a service area business and rarely or never have a client in your office, remember that a picture is worth a thousand words. Be creative in showcasing your company. Get some professional shots of your team members individually and while at work.

Do you run a fleet of service trucks? Take a trip to the carwash and then snap some more photos with good lighting and smiling faces.

Do you use specialized tools and equipment? These can be great interest shots that draw people in and start the conversation you need to prove your expertise and land some local business reviews.  

Q: Do people really make decisions based on just a few local business reviews?

A: You bet your bottom dollar they do! 40% of shoppers will make a purchasing decision after reading just one to three reviews. Talk about pressure! It’s like speed dating but for businesses. You’ve got three reviews to make a good impression, or it’s a swipe left for your company. More importantly, these decisions are being made deep down in the sales funnel. Once they see enough great reviews to satisfy them, they are ready to make the purchase.  Are you ready to make the sale?

Q: How quickly do consumers expect to find local business reviews?

A: In today’s fast-paced world, consumers expect to find recent local business reviews fast. If your latest review is older than 1 month, you might be in trouble. And don’t forget to have plenty of reviews available for review on your website on the off chance that they find your website first.

The Trust Factor: Online Reviews vs. Personal Recommendations

Remember when we trusted our friends more than strangers on the internet? Well, times have changed, my friend.

88% of consumers now trust online reviews as much as personal recommendations (Search Engine Land).

It’s like every reviewer is suddenly your new best friend, minus the awkward small talk and borrowed money. The resistance and fear of the great unknown on the internet is slowly being replaced with a herd mentality and trust in the fact that the majority usually isn’t wrong. 

Whether you are the guy willing to take the advice of a complete stranger or not, the majority is, so use it to your advantage.

This shift in trust dynamics is reshaping how businesses interact with potential customers:

• 74% of consumers feel that positive Google reviews help them trust a business more. It’s like each positive review is a digital handshake, building trust one star at a time.
• 69% feel positive if written reviews describe positive experiences. People want stories, not just stars. They want to know that Karen had a great haircut, or that Bob’s car repair was quick and affordable.

Another major factor that is often left undiscussed with local business reviews is that the more people talk about their great experiences, the more user-generated content you have to showcase on your website that satisfies Google’s E-E-A-T algorithm, with a focus on the first E – Experience!

But here’s where it gets really interesting:

91% of consumers say local business reviews impact their overall perceptions of big brands.

That’s right, your local experience can make or break a multinational corporation’s reputation. No pressure, local franchise owner!

This trust in online reviews has created a new form of social proof. It’s no longer just about keeping up with the Joneses; it’s about keeping up with what the Joneses say about their latest purchase online.

The Impact of Reviews on Business Performance

If reviews were a performance-enhancing drug, they’d be banned in professional sports. The impact of positive reviews on a business’s performance is nothing short of miraculous:

Positive local business reviews can increase conversions on a business’s website by an average of 380% (Northwestern Medill).

That’s not a typo, folks. It’s like reviews are the business equivalent of spinach for Popeye, instantly bulking up your conversion rates.

If you are strapped for marketing dollars, it’s hard to find a better bang for your buck.

Start here, but don’t forget to expand to other valuable strategies as the reviews flow in and your sales increase.

Customers are likely to spend 31% more on a business with “excellent” reviews (Podium).

Ka-ching! That’s the sound of positive reviews turning into cold, hard cash.  So if you’re looking for a way to increase your average customer value, this is should be a priority.  Besides, it’s usually more profitable to sell more to one customer than to find a second.

58% of customers say having a Google Business Profile increases physical visits.

In other words, your Google Business Profile is like a digital welcome mat, inviting customers to step right in.

But it’s not just about more customers and more money (although, let’s be honest, that’s a pretty great start). Local business reviews are reshaping the entire customer journey:

• Reviews influence 93% of consumers’ purchasing decisions (Frontiers). That’s higher than the percentage of people who check the weather before going outside!
• 68% of consumers are willing to pay up to 15% more for the same product or service if they’re assured they’ll have a better experience (Podium).

Local business reviews aren’t just bringing in more customers; they’re bringing in customers willing to pay premium prices.

Look at Amazon as an example.  How many times have you purchased something from Amazon that you could have found at the store across town? 

But with the number of reviews and good word of mouth Amazon has accumulated over the years, you know if you have a problem with the product, it’ll be a breeze to return it to Amazon and find a quality replacement. That goodwill is what review can do for your business over time.

The Anatomy of an Effective Review Profile

Creating the perfect review profile is like baking the perfect soufflé – it takes the right ingredients, perfect timing, and a little bit of magic.

Or, in less culinary terms, it’s about striking the right balance of quantity, quality, and recency.

Why local business review profiles matter to you:

• Businesses with four or more stars average nearly double the conversion rate of businesses with less than four stars.
  • It’s like the difference between being the prom king/queen and being the person who peaked in high school.
• Top-ranking businesses on Google have an average of 47 reviews.
  • It’s not just about quality; quantity matters too. Think of it as strength in numbers.
• 73% of consumers only trust reviews written in the last month.
  • Reviews, like milk and your ex’s apologies, have an expiration date.
• 48% of consumers feel positive about a business if its reviews are written by named users in 2024, up from 40% in 2023.
  • People want to know that “Real Human Jane” loved your product, not “TotallyNotARobot123.”

But wait, there’s more to consider:

• 92% of consumers will use a local business if it has at least a 4-star rating.
  • The 4-star rating is like the VIP velvet rope of the business world. Get past it, and you’re in the club.
• 71% of consumers would not consider using a business with an average rating below three stars. 

So, what’s a business to do? Aim high, folks. Shoot for the stars – preferably five of them.

Also, keep in mind that some industries and certain businesses tend to collect more reviews than others.

When we say 47 reviews is good, make sure you do your own homework.

Take a few minutes to look at Larry’s shop down the street and see how many local business reviews he has and what his rating is.  And then look at a few more of your nearest competitors. After you’ve done that do a generic search for your town in general like “attorney Dallas” or ‘Med Spa Miami” so you can get a more complete picture of your market.  

If you see that local business reviews are off the charts and you have some catching up to do, then get to it. If you see that you already fall comfortably in the top 10%, then you don’t need to worry so much about quantity as you de recency.

Focus on just a few good reviews every week or two. This will not only help you build a lead and keep reviews within the 1-month freshness window, but you’ll also show Google that you are a trending business and people need to find you right now.

The Role of Reviews in Local Search Visibility

In the world of local SEO, local business reviews are like the popular kid in high school – they have a disproportionate influence on who gets noticed.

Google reviews have about a 20% impact on the local visibility of a business. It’s like reviews are the SEO equivalent of a neon sign pointing to your business and saying, “Hey, look at this place!”

But it’s not just about being seen; it’s about being chosen:

• Businesses with more reviews are more likely to show up in the coveted Google Local Pack(also the 3 Pack, Maps Pack, or Snack Pack when you’re hungry).
  • It’s like the front page of Google but for local businesses. Get there, and you’re golden.
• Local business reviews help Google understand what your business is about (combined with local Schema this is a powerful one-two punch), improving your chances of showing up for relevant searches.
  • It’s like having a bunch of customers explain your business to Google, saving you the trouble.

And let’s not forget about the impact on click-through rates:

Businesses with reviews have a 35% higher click-through rate than those without.

That’s a lot of potential customers clicking on your business instead of your competitor’s.

Review Management Strategies

Managing reviews is like herding cats – challenging, but necessary.

And in today’s digital age, it’s become an essential part of any business strategy.  And yes, we know, it’s just one more thing that takes up time you need to spend elsewhere.  But this is also one of those things that can give you exponential returns if you spend just a few minutes a day staying on top of it.

88% of consumers would use a business that replies to all of its reviews, compared to 47% for businesses that don’t respond.

That’s nearly double the impact, folks. Responding to reviews is like saying “I hear you” to your customers. It shows you care, even if the review is telling you that your chicken soup tastes like dirty dishwater.

And more importantly, Google SEES that you are responding to your customers, and they love this. Not to mention that your reply is a great place to stuff some valuable keywords and city information that can also help you rank better!

68% of customers say they have left a Google review for local businesses when asked.

The lesson? Don’t be shy – ask for those reviews!

It’s like dating; if you don’t ask, the answer is always no. And since Google is the first place we recommend our clients focus on building reviews, asking is the way to go.  Make sure you’re polite and the best timing is generally right when that satisfied customer is just about to walk out the door. 

If you happen to be a business focusing on Yelp, then it’s probably a good idea to “review” their policy on reviews, in which they state that you should not ask for reviews.  Not a great rule in our humble opinion, but what they don’t know can’t hurt them, right?

And here’s a plot twist that would make M. Night Shyamalan proud:

58% of consumers preferred AI-written review responses when shown one written by a human and one generated with AI.

The robots are coming for our review responses, folks! But don’t panic – this could be a good thing. AI can help ensure prompt, consistent responses, freeing up your time to focus on making your business review-worthy.

But remember, whether you’re using AI or responding personally, authenticity is key. A generic “Thanks for your review” is about as exciting as plain oatmeal. Add some personality, address specific points, and show that there are real humans behind your business.

The better you can show other potential customers that you remember that client and can point out things you were happy to do for them, the more likely that reader will be to reach out to you and become your next customer.

Consumer Behavior and Review Platforms

The world of review platforms is as diverse as your Aunt Mildred’s hat collection and just as colorful. Let’s break it down:

• Google remains the king of review platforms, with 81% of consumers using it in 2024. It’s like the Taylor Swift of the review world – always on top.
• Yelp, TripAdvisor, and Facebook are also major players. Think of them as the backup dancers – not as famous as Google, but still essential to the show.
• 96% of consumers said the ‘search reviews’ function is useful to them in some way. People love to dig for dirt – or gold – in your reviews.

But the review landscape is changing:

Use of Apple Maps and Trustpilot for reviews has increased by 3% since 2022.

It’s not a tidal wave, but it’s a trend worth watching.

34% of consumers use Instagram, and 23% use TikTok as alternative local business review platforms.

Social media: not just for cat videos and food pics anymore.

This diversification means businesses need to cast a wide net when it comes to managing their online reputation. It’s not enough to be a one-hit wonder on Google; you need to be a cross-platform superstar. 

If you know that there is a specific review platform that is big for your industry, like Avvo for instance, then it’s probably good to land some local business reviews there also. 

Keep in mind that Google should still be your primary concern until you lead your industry and market.

Once you are in the lead on Google, then it’s a good strategy to shift about half of your focus to your industry-specific review platform. Why? Because hardly anyone ever jumps on Google to search for HealthGrades.com to find a doctor and see their reviews.

Almost every search starts with Google. Once that customer has found the business they think fits the bill and has enough reviews to satisfy them on Google, then, if they feel the need, they’ll look to an industry-specific site for additional confirmation through reviews.

Evolving Trends in Review Perception

The review world is changing faster than fashion trends in the ’80s. 

Here’s What’s Hot With Local Business Reviews:

• There’s an upward trend in consumers willing to use businesses with ratings lower than 3.0 stars, though most still expect ratings between 4.0 and 5.0.
  • It’s like grade inflation has finally hit the review world!
• The importance of recent reviews is growing. 47% of consumers rated the ‘sort by newest’ function as ‘highly useful’.
  • Fresh reviews are like fresh produce – always in demand.
• Named reviews are gaining traction.
  • Consumers are more likely to trust reviews from identifiable individuals than anonymous posts. It’s the digital equivalent of “put your money where your mouth is.”
• A perfect 5-star quality score isn’t as hot as it sounds.
  • In this day of online skepticism, nobody believes you get a perfect score without gaming the system. Aim to do the best you can, but don’t worry when you get a few lower ratings. This adds additional credibility and increases your chances of speaking to a new client.

Strategies for Improving Review Quality and Frequency

Want to boost your review game?

Here’s your game plan:

1. Ask for reviews: 68% of customers say they’ve left a Google review when asked. Don’t be shy – be like that friend who always asks for help moving. Except instead of heavy lifting, you’re asking for a few kind words. Test the timing that works best for your business and a good tip is to ask them if they can “help you out.” It’s hard for most good people to turn down a plea for help, especially if you make that help easy and fast to deliver.

2. Create experiences worth raving about: The best way to get good local business reviews is to be good. Revolutionary concept, we know.

3. Diversify your review sources: Don’t put all your eggs in one basket. Or all your reviews on one platform.

4. Implement a consistent review management process: Treat your reviews like your plants – regular attention helps them grow.

5. Respond to reviews promptly and personally: Show that there’s a human behind the business. Unless you’re a robot repair shop, in which case, beep boop away.

Final Thoughts on Leveraging Local Business Reviews

So, has the digital grapevine of online reviews really replaced Aunt Mildred’s enthusiastic recommendations?

In many ways, yes.

But unlike Aunt Mildred, online reviews are working 24/7, reaching far beyond the neighborhood, and influencing purchasing decisions on a scale that would make even the chattiest aunt’s head spin.

In this brave new world of digital word-of-mouth, managing your online reputation isn’t just important – it’s as essential as oxygen for your business’s survival and success. Local business reviews are the new currency in the attention economy, and businesses that master the art of cultivating and managing them will thrive.

So, are you ready to harness the power of reviews and turn your business into the talk of the digital town? Are you prepared to transform those stars into stacks of cash? Or will you be left behind, wondering why your phone isn’t ringing and your door isn’t swinging?

Don’t let your online reputation be left to chance. It’s time to take control of your digital destiny. Reach out to Rook Digital for a free consultation and let us help you master the art of review management. We’ll help you navigate the choppy waters of online reviews, turning potential storms into smooth sailing.

After all, in the game of local business reviews, you either win or you… Well, let’s just say you don’t want to see what happens when you don’t win. It’s not pretty. Think “Game of Thrones” season finale but with fewer dragons and more one-star reviews.

Contact Rook Digital today and let’s start turning those stars into success with our Local SEO expertise! Because in the digital age, your reputation is just a click away – make sure it’s clicking with customers.

Paul Gonzalez
VP Digital Strategy, Co-Founder
Paul Gonzalez has over a decade of experience in the world of Search Engine Optimization, Lead Generation, and business development. As the VP of SEO Strategy, Paul helps develop cutting-edge SEO strategies and techniques to help businesses grow in an ever-expanding technical world.

Paul lives in Provo, UT, with his family and dog, where he does CrossFit, Brazilian Jiu-Jitsu, works with the Boy Scouts of America, and runs his own eCommerce websites.