If you run a local business, you've probably noticed something: customers check your reviews before they ever call or walk through your door. It's not a trend anymore. It's just how people make decisions now.

The numbers back this up. According to recent studies, 93% of consumers say online reviews influence their purchasing decisions. And for local businesses, that percentage is even higher.

Reviews Are Your New Word of Mouth

Twenty years ago, you'd ask a neighbor for a plumber recommendation. Now? You type "plumber near me" into Google and pick the one with the best reviews. The behavior hasn't changed—people still want social proof before spending money—but the source of that proof has shifted online.

Your Google reviews aren't just nice to have. They're your first impression—and often the deciding factor between you and your competitor.

The Local SEO Connection

Here's something many business owners don't realize: Google uses reviews as a ranking factor. More reviews (especially recent ones) can help you show up higher in local search results. It's not the only factor, but it matters.

Think about what that means. Every new 5-star review isn't just social proof—it's also helping your business get found by more potential customers.

The Problem: Getting Reviews Is Hard

Most happy customers don't leave reviews. It's not that they don't want to help—they just forget, or they don't know how, or life gets in the way. Meanwhile, unhappy customers are often motivated to share their frustration.

This creates a skewed picture. Your business might have hundreds of satisfied customers, but if only the frustrated ones leave reviews, that's what people see.

The Solution: Make It Easy

The businesses that consistently get reviews have one thing in common: they ask. And they make it simple. Here's a proven approach:

  1. Ask at the right moment — Right after a successful service or purchase, when the experience is fresh.

  2. Make it one click — Send a direct link to your Google review page. No searching required.

  3. Follow up once — A gentle reminder 2-3 days later catches those who meant to but forgot.

  4. Automate the process — Use tools that handle this automatically so you never have to remember.

The key is reducing friction. The easier you make it, the more reviews you'll get.

What Good Review Management Looks Like

Getting reviews is step one. But managing them matters too. That means:

  • Responding to reviews (both positive and negative)

  • Addressing legitimate complaints professionally

  • Thanking customers who take time to leave feedback

  • Monitoring your reputation across multiple platforms

When potential customers see that you engage with reviews, it builds trust. It shows you care about customer experience, not just getting the sale.

Businesses that respond to reviews see 35% higher conversion rates than those that don't.

The Bottom Line

Online reviews aren't going away. If anything, they're becoming more important as consumers get more comfortable making decisions based on what strangers say online.

For local businesses, this is actually good news. Unlike big advertising budgets or complex marketing strategies, building a strong review presence is something any business can do. It just takes consistency and the right approach.

Start asking. Make it easy. Respond thoughtfully. Your reputation—and your bottom line—will thank you.