Customer reviews are highly influential and can boost sales more than paid advertising, but it can sometimes be challenging to get good reviews online.
These days, nothing stops someone from forming an opinion about a local business without first asking a friend, reading an online review, or doing a quick Google search. The more positive reviews a business has, the more trustworthy it appears. In turn, this gives first-time online visitors a sense of confidence that helps convert online searches into offline sales (i.e., foot traffic).
Today, reviews matter more than ever. It’s much easier to gather feedback, especially with social media playing a major role in decision-making. Consumers leave reviews on Google, Zomato, or ClassPass, as well as on social platforms like Facebook and Foursquare—making it significantly easier for buyers to make informed decisions.
Before the rise of social media, a few media outlets controlled brand narratives, and brands could manipulate their messaging. Today, consumers hold more power—they “vote” through star ratings and online reviews.
If a customer searches online for a restaurant or clothing store, a local business with a higher star rating and more reviews is more likely to appear at the top of search results and get the most clicks. Google’s local search ranking algorithm uses various signals to determine the most relevant results—besides proximity and keyword relevance (like “sushi” or “French bistro”), average star rating and total number of reviews are major factors in ranking well.
This one is simple. More reviews mean more people have given their feedback—a phenomenon known as the "wisdom of the crowd." A 5-star local business with only 15 reviews is less trustworthy than a 4-star business with 150 reviews. Google's search algorithm is designed to reflect this human behavior by showcasing more reliable local businesses first.
To achieve this, brands need a systematic way to regularly ask customers for reviews. For example, with every food delivery, you could include a “Rate Us” card prompting the customer to scan a QR code that links to a landing page with review site options.
Surprisingly, negative reviews—if handled properly—can strengthen a brand’s reputation and build consumer trust. A negative review is a chance to impress and demonstrate your brand’s authenticity, not only to the upset customer but also to potential customers who are judging how you handle complaints.
Remember: you're not just replying to the reviewer, you're speaking to all future readers—on average, people read 10 reviews before trusting a local business.
The better the service you provide, the higher your average review rating will be. But to truly win in this omnichannel game, you need a consistent flow of positive reviews. This improves your online visibility, outranks competitors in search results, and leads more people to view your business profile, call you, get directions, or make a purchase.
