Think about the last time you made a purchase. Did you skim through a few product reviews to make your decision? Chances are, you did. And you’re not alone.
A BrightLocal study shows that 98% of consumers admit to reading online reviews at least “occasionally.” What’s even more telling is that 77% of people read reviews “frequently” or “always” before committing to buy. That’s nearly eight out of 10 people!
Online reviews have become the modern word-of-mouth. For businesses, they’re not just nice to have — they have become an essential part of the overall digital marketing strategy. Whether customers are looking for confirmation on the quality of a product or validation of a service, reviews are the digital equivalent of asking a trusted friend for advice.
And yet, despite how much customers trust online reviews, many businesses still struggle to get them from customers. Even worse, they don’t actively seek them out at all.
This blog explores how the absence of online business reviews affects how potential customers perceive your business and how this lack of social proof could stunt your business growth.
We cover:
• The Power of Online Reviews
• How Lack of Reviews Deters Potential Customers
• Erosion of Trust
• Invisibility to Search Engines
• Negative Brand Perception
• Absence of Social Proof
• Failure to Attract Loyal Customers
• Counteracting the Negative Impact
The Power of Online Reviews
Online customer reviews don’t just influence whether someone buys from you; they also shape the entire perception of your brand. To grasp how impactful they are on your revenue efforts, let’s explore some eye-opening statistics that highlight just how much reviews matter:
Star Ratings Are Everything
Star ratings carry more weight than many realize. For most consumers, a business rating below 3.4 stars is a no-go. According to Podium, 3.4 stars is the tipping point for whether consumers will even consider engaging with your business.
The First Five
Unsurprisingly, a handful of positive reviews can boost confidence, but the impact of getting your first five online customer reviews is staggering. Research from the Medill Spiegel Research Center shows that customers are 270% more likely to purchase a product with five reviews than one with none. Just five people sharing their experience can skyrocket your chances of making a sale.
Trust in Friends
According to BrightLocal, 81% of people trust online reviews just as much as personal recommendations from friends or family. This is huge since we trust those closest to us when gathering recommendations. That’s how much power a stranger’s review carries online. This trust has blurred the line between personal and digital referrals, meaning that reviews from strangers are now as convincing as those from someone in your inner circle.
Impact on Revenue
You might think that reviews are just about reputation, but they have a very real impact on your bottom line. Research from Harvard Business School shows that a one-star increase on Yelp can boost your revenue by 5 to 9%. It’s clear that reviews directly contribute to your financial success.
Google Reviews Are Crucial
Google is the most widely used search engine and one of the first places customers look when researching a business. In fact, according to BrightLocal, 63% of consumers say they’re likely to check Google reviews before visiting a business. If you’re not showing up with many reviews, your competitors likely will.
These numbers don’t lie. Reviews are more than just a footnote in your digital strategy. They directly influence the choices people make and how your business performs. If you’re not actively building your online reviews, you’re leaving money and trust on the table.
How Lack of Reviews Deters Potential Customers
In a competitive market, the absence of reviews can create uncertainty, causing people to hesitate or move on to competitors who appear more credible. By not addressing this gap, businesses risk losing valuable opportunities for growth and customer acquisition.
Let’s break down why that empty customer review section might be the reason customers are passing you by.
Erosion of Trust
Buyers are so used to seeing feedback for everything that a complete lack of reviews feels unsettling. Potential customers may question, “Why hasn’t anyone else taken the time to share their experience? Is this business new? Unreliable? Are they hiding something?” Without online business reviews, your business can come across as risky, even if your offerings are top-notch.
A study by Fan & Fuel found that 92% of consumers hesitate to make a purchase if there are no customer reviews. This is because feedback is the reassurance buyers need before opening their wallets. And in the absence of Google Business reviews, customers will quickly move on to competitors with a more transparent and trustworthy online presence.
Invisibility to Search Engines
Potential customers are not the only ones passing over businesses with no reviews. Google is, too. Search engines prioritize content that signals trust, credibility and activity. One of the easiest ways they assess this is through Google Business reviews.
When customers leave reviews, they generate fresh, organic content filled with keywords relevant to your business. Google loves this kind of activity. It signals that your business is alive and engaging with real people, which makes it more likely to push you up the search results.
In addition, Google Business reviews also contribute to local SEO, helping your business appear in Google’s highly coveted Map Pack. The more positive reviews you have, the better your chances of appearing in this section, which is prime real estate for getting in front of potential customers.
“Good reviews allow you to get free visibility in the Google Map section if you have at least a 4-star rating,” said Tim Clarke, the Senior Reputation Manager at Thrive Local.
“Also, you can get free visibility on other review sites that rank well in Google searches, like Facebook, Yelp and BBB. Although you must make a free profile and invite reviews to get this visibility on review directories, it’s still worth the effort.”
Gathering reviews from different sites is like creating a web of visibility across multiple platforms that rank highly in search results. Failing to do this means missing out on free, organic visibility that can put you in front of the customers searching for your offerings.
Negative Brand Perception
Potential customers want to know not only what you offer but how you operate. Without reviews, people are left in the dark, and in the absence of information, they often assume the worst.
“Reviews are very visible on Google searches, so they have a huge impact on the public perception of a brand,” Clarke said.
The perception of your brand directly affects whether or not customers want to buy from you. It’s what makes people think, “I need this,” versus, “I’m not so sure about this one.” The longer you go without building up your online business reviews, the more potential customers will slip away.
Absence of Social Proof
Social proof is everything in the digital space. Essentially, social proof answers the question: “If other people are saying this is good, can I trust it?”
“Reviews help convince people when price and quality are about the same. In many cases, they are the deciding factor,” said Clarke.
“[They] are vital for purchasing decisions and can either increase or decrease conversions.”
Failure To Attract Loyal Customers
Loyal customers are vital for businesses. They are the ones who come back, sing your praises and share their experiences. Essentially, they are walking billboards for your brand.
However, loyalty doesn’t just happen by accident. It’s built on trust and credibility, and nothing delivers that kind of proof better than online customer reviews.
“Brands with better reviews usually have more loyal customers that repeat purchases and become brand evangelists,” Clarke said.
“Companies with poor reviews struggle to build this loyal customer base.”
When potential customers see positive reviews online, they get the message loud and clear: This is a business worth sticking with. Consumer product reviews reassure them that others have had great experiences, making them feel more confident not just in making their first purchase but in becoming repeat buyers.
Counteracting the Negative Impact
Any business owner will feel anxious about losing customers due to a lack of reviews. Thankfully, there are things you can do to turn things around. With the right strategies, you can build a solid collection that improves your reputation and boosts your business.
Here’s how you can counteract the negative impact of a barren customer review section:
• Encourage Customers To Leave Reviews: Most satisfied customers won’t leave a review unless prompted, so it’s up to you to take that step. Include calls to action (CTAs) in emails, on your website and even in person if you run a brick-and-mortar store.
• Manage and Respond to Reviews: Responding to all consumer product reviews, good or bad, shows customers that you care. When a negative review pops up, don’t try to ignore it. Apologize where appropriate, offer a solution and demonstrate that you’re willing to make things right.
• Work With Professionals: If managing reviews online feels overwhelming, don’t hesitate to ask for help. Some professionals specialize in online reputation management and can help you gain and respond to reviews.
The absence of reviews online might make your business invisible to potential customers. But when you actively work to gather feedback and show that you care about what your customers have to say, you begin to build an authentic and trustworthy presence.
Take Control With Professional Review and Reputation Management From Thrive Local
Running a business while managing reviews can be challenging, but not when you have the right tools and team behind you. Thrive Local has the expertise to help you succeed.
With our state-of-the-art reputation management software, we make managing reviews simple. We always know when a new customer review drops and can respond quickly to keep your brand’s image in check.
Thrive Local also excels at reputation repair, helping businesses bounce back from negative press or low review scores. Whether it’s addressing bad reviews or rebuilding trust with your customers, our strategies ensure that you don’t just survive but succeed. And if you’re a franchise, our reputation management for franchises ensures that every location stays on-brand, maintains a solid online presence and delivers consistent experiences across the board.
Contact us today to know how our social media reputation management services can help you.
