87% of consumers read online reviews before choosing a local business. Learn why Google reviews are your most powerful marketing tool—and how to get more of them.
You can have the best service in town, but if you have 4 Google reviews and your competitor has 200, guess who’s getting the business?
Online reviews aren’t just nice to have anymore — they’re the difference between thriving and barely surviving.
The Numbers Don’t Lie
Here’s what the research shows:
- 87% of consumers read online reviews for local businesses before making a decision (BrightLocal, 2024)
- 73% of consumers only pay attention to reviews written in the last month
- Businesses with 40+ Google reviews get 54% more clicks than those with fewer reviews
- A 1-star increase in rating can lead to a 5-9% increase in revenue (Harvard Business School)
Translation: More reviews = more visibility = more customers = more revenue.
Why Google Reviews Win
Sure, Yelp and Facebook matter. But Google Reviews dominate for local businesses because:
- They show up in search — When someone Googles “dentist near me,” your star rating appears right in the results
- They influence local ranking — Google’s algorithm heavily weights review quantity, quality, and recency
- They’re everywhere — Google Maps, Search, Business Profile — all showing the same reviews
- They build trust instantly — That 4.8-star rating with 150 reviews does more than any ad you could buy
The Problem: Most Customers Don’t Leave Reviews
Even happy customers rarely think to leave a review. Why?
- They forget
- It feels like work
- They don’t realize how much it helps
- No one asked
This is where most businesses lose. They deliver great service, but never get credit for it online.
The Solution: Make It Automatic
The best businesses don’t just hope for reviews — they have a system:
1. Ask at the Right Moment
Right after a positive interaction. When the customer just said “thank you” or “this was great,” that’s your window.
2. Make It Easy
Send a direct link to your Google review page via text or email. One click. No searching, no confusion.
3. Automate the Request
Set up triggers:
- Service completed → automated thank-you message with review link
- Positive NPS survey response → immediate review request
- 24 hours after appointment → follow-up with review link
4. Personalize It
“Hey Sarah, thanks for trusting us with your car repair! If you’re happy with the work, we’d love if you could share your experience on Google. It really helps us grow.”
Way better than a generic “Please leave a review” email.
What About Negative Reviews?
They’re going to happen. Here’s how to handle them:
- Respond quickly (within 24-48 hours)
- Stay professional (never defensive)
- Offer to make it right (publicly show you care)
- Take it offline (provide contact info for resolution)
A thoughtful response to a 1-star review can actually build trust — it shows you’re accountable and care about customers.
The Compound Effect
Here’s what happens when you get serious about reviews:
- Week 1-4: You go from 8 reviews to 25
- Month 2: Your Google ranking improves, more people see you
- Month 3: More clicks → more customers → more reviews (flywheel effect)
- 6 months: You’re the most-reviewed business in your category locally
And that reputation becomes a moat. New competitors can’t easily catch up to your 200+ reviews built over time.
Start Building Your Reputation Today
The best time to start collecting reviews was a year ago. The second-best time is right now.
NBS automates review requests after every service — via text or email, personalized to each customer. Set it once, collect reviews forever.
Sources:
- Local Consumer Review Survey 2024 — BrightLocal
- Reviews and Revenue: The Case of Yelp.com — Harvard Business School