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Why reviews matter
Before most people call a local business, they check its reviews. Here is what the research says, and what it means for you.
What customers do before they call
Think about the last time you chose a local business. You probably searched on Google. You looked at the star ratings. You may have read a few reviews. Then you picked one.
Your customers do exactly the same. They compare a handful of businesses side by side. They look at the star rating, how many reviews there are and how recent they are. Most make up their mind before anyone picks up the phone.
That is why a business with fewer or older reviews can lose the job, even when it is the better choice.
What the research says
of consumers read online reviews for local businesses.
trust online reviews as much as a personal recommendation from someone they know.
will choose a local business if it has positive reviews.
are more inclined to buy a service that has more recent reviews.
will visit a company's website after reading positive reviews.
would stop using a business after finding incorrect information on its listing.
These figures come from consumer research compiled in Trustist's 2026 guide, which draws on studies from BrightLocal, Salesforce, Bazaarvoice, Northwestern University, Womply and Harvard, among others. The 92% and 63% figures are from BrightLocal. Surveys vary by year and country, so treat the numbers as a guide.
Reviews also help you get found
Google says that more reviews and positive ratings can help your local ranking. It is one factor among several. The others are how relevant your profile is to the search, and how close you are to the person searching.
Stars matter in search results too. One study by Nestlé found that click-through rates rose by 82% when pages showed star ratings.
None of this guarantees a position, and nobody honestly can promise one. But a complete profile with a steady flow of genuine reviews gives you the best chance of being seen and chosen.
Why happy customers rarely leave a review
Most happy customers never leave one. Nobody asked them. And to leave a Google or Facebook review, they need to be signed in to an account. Some give up at that point.
It does not matter which platform a review is left on. Reviews on Google, Facebook or anywhere else all build your reputation. What matters is having more of them, and getting them regularly.
Trustist gives you a review link and a QR code. Your customer taps the link or scans the code and can leave a review in under 30 seconds, with no account. You use them however suits your business. You can also give your customer the choice to leave their review on other platforms, such as Google. That is entirely your choice.
Find out more: Trustist Reviews, Google Business Profile optimisation and our free guide to getting more Google reviews.
AI is changing how people find businesses
Search is shifting. More people now get an answer straight from an AI tool, such as Google's AI answers, before they click a single link.
When an AI picks which businesses to mention, it looks for signs it can trust. Ratings and reviews are among the clearest. Recent reviews from real customers, a complete Google Business Profile and clear, consistent business details all help.
Nobody outside the platforms knows exactly how much each signal counts, so nobody can promise you a place in an AI answer. But the direction is clear. Businesses with more, better and more recent reviews are easier for people, and for AI, to trust.
To do well in this new kind of search, combine three things:
- Reviews. Genuine, recent and regular, from any platform.
- Local SEO. A complete Google Business Profile and clear pages for the areas you serve.
- Structured content. Pages that answer real questions in plain English, with details that search engines and AI tools can read.
That is exactly what we help with. Find out more about Google Business Profile optimisation and Trustist Reviews.
Straight answers
Do reviews really affect whether people choose a business?
Yes. Surveys consistently show that most people read reviews before choosing, and many trust them as much as a personal recommendation. The star rating, the number of reviews and how recent they are all play a part.
Do reviews help my Google ranking?
Google says more reviews and positive ratings can help your local ranking. It is one factor among several, alongside how relevant your profile is and how close you are to the searcher. Nobody can promise a position.
What if I get a bad review?
It happens to every business. Reply politely, stay calm and offer to put it right. A mix of reviews also looks more genuine than a perfect score, and future customers read your replies.
How do I get more reviews?
Ask every customer, soon after the job, and make it easy with a direct link. Our free guide has seven simple steps.
Let's have a chat
Tell us about your business. We'll tell you honestly where we think we can help, and where we can't.