Updated September 2026: the original 2019 figures have been replaced with current numbers from BrightLocal’s 2026 Local Consumer Review Survey (1,002 U.S. adults).
Oftentimes, business owners can be overly concerned about driving awareness for their business. Do people know about our services? Is our product on people’s minds?
While awareness is important, it’s only one part of the equation. You don’t just want people to know about your business — you also want them to know what people think about your business. What are other customers saying? What has your business been able to do for them? Are people having positive experiences?
That’s where reputation management comes in. The world of digital marketing can be a busy, head-spinning place. Positive online reviews cut through the noise and build trust with customers. So reputation management needs to be taken seriously — and the stats below only drive that point home:
1. 97% of consumers read reviews for local businesses.
It’s a simple stat, but no discussion of reputation management would be complete without it. And 41% now say they always read reviews, up from 29% a year earlier. Whether someone is choosing a Thai restaurant for dinner or a contractor for a new roof, online reviews almost always enter the equation. So it’s time to see positive online reviews as more than just a nice bonus. They need to be seen as a priority — and one of the central drivers of new business.
2. 47% of consumers won’t use a business with fewer than 20 reviews.
A handful of reviews isn’t enough. Your online reviews should be a sizeable collection that speaks to the quality of your business. But how do you get a lot of reviews? You ask, consistently and properly, and you use tools that make it easy for clients and customers to review your business. Here is how to ask for reviews without annoying your customers.
At the same time, make your reviews easy to find: share them on social media and feature them on your website, so the people deciding about you see them.
3. 49% of consumers trust online reviews as much as a personal recommendation.
You could say online reviews are the 21st-century version of word of mouth. Twenty years ago, someone might have asked a friend about a business. Nowadays, they’ll turn to a review platform for answers. That trust isn’t automatic, though: BrightLocal’s 2020 survey put it at 79%, and it fell to 42% in 2025 before rising again. Readers have learned to spot fake and generic reviews, so detailed, genuine ones count for more than ever.
When it comes to marketing, getting that “personal touch” is so important. It makes marketing materials feel less like, well, marketing. That’s why it can be so valuable to work real reviews into your site’s online experience. Feature them on your website, share them across platforms, and make sure they’re highly visible to anyone considering doing business with you.
4. 74% of consumers look for reviews written in the last three months.
People aren’t looking for reviews from 2019. They want reviews that are up to date, because they understand that businesses change. Almost a third (32%) look for reviews from the last two weeks. So reputation management isn’t something you do once and then forget about. It’s an ongoing task that requires consistent upkeep. Whenever you work with a customer, make sure you have a way in place to follow up and ask for a review.
5. 89% of consumers expect businesses to respond to reviews.
Reviews are all about building trust, and so are your replies: 80% of consumers say they’re likely to use a business that responds to all of its reviews. Of course, you won’t always get the five-star review you were hoping for. When you don’t, reply promptly and honestly, fix what you can, and offer to make it right. Never try to keep an unhappy customer from posting; Google’s policies forbid discouraging negative reviews, and a thoughtful reply to a fair complaint often persuades the next reader more than another five stars would.
Reputation management is the unsung hero of brand-building. And as these stats show, a steady commitment to earning, answering and showcasing genuine reviews can take your business to the next level. The right reputation management service makes it easier to keep reviews coming on Google, Facebook and the other sites your customers use — and Slight Revision’s reputation service, Review Loops, could be just the thing you need.
