Online Reviews: How They Impact Your Business and How to Get More

Reviews Are the New Word of Mouth

Before the internet, customers chose local service businesses based on recommendations from friends, family, and neighbors. Today, that word of mouth happens online - through Google Reviews, Yelp, Facebook, and industry-specific platforms.

The numbers are staggering. 93 percent of consumers read online reviews before making a purchase decision. 88 percent trust online reviews as much as personal recommendations. And for local service businesses, the impact is even more pronounced - you are asking customers to trust a stranger in their home, with their property, or with their safety.

Reviews are not optional for local businesses. They are a fundamental part of how customers decide who to hire.

How Reviews Impact Customer Decisions

The Trust Threshold

Most consumers need to see a minimum number of reviews before they trust a business. Research suggests that threshold is around 10 to 15 reviews with an average rating of 4.0 stars or higher. Businesses below this threshold are at a significant disadvantage.

Star Rating Sensitivity

Small differences in star rating have outsized effects:

• Businesses with 4.0 to 4.5 stars get 28 percent more revenue than those with 3.5 to 4.0 stars
• The ideal rating is 4.2 to 4.8 - a perfect 5.0 can actually seem suspicious to consumers
• Moving from 3.5 to 4.0 stars typically increases click-through rates by 25 percent

Recency Matters

Consumers pay attention to when reviews were posted. A business with 50 reviews but none newer than six months ago appears less trustworthy than one with 20 reviews posted within the last month. Regular, recent reviews signal an active, currently operating business.

Review Content

Detailed reviews with specific information are more influential than vague praise. "They arrived on time, explained the problem clearly, fixed our leaking pipe in two hours, and charged exactly what they quoted" is far more convincing than "Great service!"

How Reviews Impact Search Rankings

Google explicitly uses reviews as a ranking factor for local search results. Reviews affect your visibility in three ways:

Google Maps rankings - Businesses with more reviews and higher ratings rank higher in the Google Maps local pack. The local pack appears above organic results for most local service searches, making it the most valuable real estate in local search.

Click-through rates - Star ratings appear in search results. Higher-rated businesses get clicked more often, which sends positive signals back to Google about your relevance.

Fresh content signals - Each new review adds fresh content to your Google Business Profile. Google interprets regular reviews as a sign that your business is active and relevant.

Platforms That Matter

For local service businesses, focus your review strategy on these platforms in order of importance:

Google Business Profile - The most important platform. Google reviews directly affect your search rankings and appear in search results. Make this your primary focus.

Yelp - Still influential in many markets, especially for home services. Yelp reviews often appear in Google search results.

Facebook - Important for social proof and for businesses that use Facebook marketing.

Industry-specific platforms - HomeAdvisor, Angi, Thumbtack, and similar platforms matter for their internal search results and can appear in Google results.

Do not spread your efforts too thin. It is better to have 50 strong Google reviews than 10 reviews across five different platforms.

Strategies for Getting More Reviews

Ask at the Right Moment

The best time to ask for a review is immediately after delivering a positive experience. The customer is most satisfied and most willing to leave feedback right after you have solved their problem.

Timing options:

• In person, right after completing the job
• Via text message within one hour of service completion
• Via email the same day, with a direct link to your Google review page

Make It Easy

Every extra step in the review process reduces completion rates. Provide a direct link to your Google review page - not just "search for us on Google."

Create a review shortlink:

1. Search for your business on Google
2. Click "Write a review" on your profile
3. Copy the URL
4. Shorten it with a tool like bit.ly
5. Send this link in every review request

Ask Every Customer

Create a systematic process, not an occasional request. Every satisfied customer should receive a review request. This can be:

• A card handed to the customer after service
• An automated text message from your CRM
• A follow-up email with a review link
• A QR code on your invoice

Personalize the Ask

"We'd love it if you could take 30 seconds to share your experience on Google" is more effective than a generic automated message. Reference the specific service you provided.

Follow Up (Once)

If a customer does not leave a review after the initial ask, one follow-up message three to five days later is appropriate. Beyond that, do not push - it becomes annoying and can backfire.

Handling Negative Reviews

Negative reviews are inevitable. How you respond to them matters as much as the reviews themselves.

Respond quickly - Reply within 24 hours. Speed shows you take feedback seriously.

Stay professional - Never argue, insult, or get defensive. Future customers are reading your response.

Acknowledge the concern - Show empathy: "We're sorry to hear about your experience."

Offer resolution - "We'd like to make this right. Please contact us at [phone/email] so we can address this directly."

Keep it brief - Long defensive responses look worse than short, professional ones.

Potential customers understand that no business is perfect. A negative review with a thoughtful, professional response can actually build trust more than a page of nothing but five-star reviews.

Building a Review-Driven Business

Reviews work best as part of a comprehensive online presence. Great reviews on Google combined with a fast, professional website, strong local SEO, and helpful blog content create a trust ecosystem that converts browsers into customers.

The complete online presence package from webIQ builds the foundation - your reviews become even more powerful when they complement a website and content strategy designed to convert.

Frequently Asked Questions

How many reviews does a local business need?

Aim for at least 20 to 30 Google reviews to establish credibility with customers and gain ranking benefits. The more reviews you have, the better - businesses with 50 or more reviews significantly outperform those with fewer. Consistency matters more than hitting a specific number.

Can I offer incentives for reviews?

Offering incentives for reviews violates Google's terms of service and can result in review removal or profile penalties. Focus on providing excellent service and making the review process easy. The best incentive is a great customer experience.

Should I respond to positive reviews too?

Yes. Responding to positive reviews shows appreciation, encourages more reviews, and adds fresh content to your profile. Keep responses genuine and brief: "Thank you, [Name]! We're glad we could help with your [service]. We appreciate you taking the time to share your experience."

How do I handle fake or spam reviews?

Flag the review through Google's review reporting tool. Provide a professional public response noting that you have no record of this customer. Google removes reviews that violate their policies, though the process can take time.

Do reviews on platforms other than Google matter?

Yes, but Google reviews are most important for local SEO. Reviews on other platforms contribute to your overall online reputation and can appear in search results. Prioritize Google, but do not ignore other platforms entirely.