Why 93% of Customers Read Reviews Before Visiting a Local Business
Before picking a restaurant, a dentist, or a plumber, 93% of consumers read online reviews. This statistic from BrightLocal's 2024 Consumer Review Survey shapes how every local business should think about its online presence.
Reviews are the new word of mouth. But unlike a conversation between friends, reviews are public, permanent, and visible to thousands of potential customers.
The Numbers Behind Review-Driven Decisions
The data paints a clear picture:
- 93% of consumers read reviews before visiting a local business (BrightLocal 2024)
- 87% of consumers will not consider a business with fewer than 3 stars (ReviewTrackers)
- 72% of consumers say positive reviews make them trust a business more (BrightLocal)
- Businesses with 4.0-4.5 stars earn the most revenue among local businesses (Womply)
Star ratings act as a filter. Potential customers use them to narrow a list of 10 options down to 3 before they ever visit a website or make a call.
What Customers Actually Look For
Recency
73% of consumers only pay attention to reviews written in the last month. A business with 200 reviews but nothing recent looks inactive. Fresh reviews signal a business is alive and consistent.
Volume
A business with 15 reviews versus a competitor with 150 reviews loses credibility, even with the same star rating. Volume signals popularity and reduces the impact of any single negative review.
Owner Responses
According to a 2023 Podium survey, 56% of consumers changed their perception of a business based on the owner's response to a review. The response often matters as much as the review itself.
Specific Details
Customers look for reviews mentioning their specific concern. If someone needs a dentist for a root canal, they search for reviews mentioning root canals. Generic "great service" reviews carry less weight than detailed experiences.
The Trust Gap Between Generations
Younger consumers rely on reviews even more heavily. Among 18-34 year olds, 97% read reviews before making a purchase decision. For consumers over 55, the number drops to 85%, still a dominant majority.
This means the importance of reviews will only increase as younger consumers gain more purchasing power. Businesses investing in reputation management now are building an asset for the next decade.
How Reviews Affect Local Search Rankings
Google uses reviews as a ranking factor for local search results. According to Moz's annual Local Search Ranking Factors study, review signals (quantity, velocity, diversity) account for approximately 17% of the local pack ranking algorithm.
More reviews with higher ratings push your business higher in local search results. Higher rankings bring more visibility. More visibility brings more customers and more reviews. It is a flywheel.
What This Means for Your Business
If 93% of your potential customers check reviews before choosing you, your review profile is effectively your storefront. A neglected review profile is like a dirty window display.
Curious where you stand? Take our free reputation quiz to assess your review profile in under a minute.
Three actions to take today:
- Audit your current review profile. Check your star rating, review volume, recency, and response rate across Google, Yelp, and industry-specific platforms.
- Start responding to every review. Positive and negative. Show potential customers you are engaged and attentive.
- Build a review generation system. Ask satisfied customers to leave reviews. A simple ask after a positive interaction generates a steady flow of fresh reviews.
ReviewStack automates all three. The AI agent monitors your reviews, drafts responses, and helps you build a review solicitation workflow. Your online reputation works for you instead of against you.