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Why online reviews are essential for your brand

Harnessing the power of customer feedback to drive brand success

07 Jul 2023

Before your customers part with their hard-earned money, they must trust you. Online reviews have emerged as a crucial element in shaping consumer purchasing decisions.

According to Search Engine Journal, “over 99.9% of customers read reviews when they shop online”.

Today, we will focus on online reviews and the various forms of online reviews and discuss why they’re essential for your brand.

Examples of online reviews

Online reviews come in various forms, some of which you’ll recognise immediately and others you might not come across as often.

They can be in text forms, such as a Google review, or video forms on platforms like YouTube or TikTok.

Product reviews

Product reviews usually focus on users providing feedback on products they’ve purchased.

These are usually star-rated out of five stars and appear on e-commerce websites.

Customers write a paragraph about the product’s quality, value for money, speed of delivery etc.

Service reviews

Service reviews are usually related to service-based businesses, for example, hotels, restaurants, trades etc.

Customers who’ve used the service offer their opinion on the company’s reliability, customer service, quality etc.

Business reviews

Business reviews provide an overall critique of a business, usually including its services, products, customer support, etc.

These reviews are usually found on platforms such as Google My Business and Yellow Pages or industry-specific directories.

App reviews

App reviews focus on mobile applications and provide usability, functionality, performance, and user experience feedback.

They are typically found in app stores like the Apple App Store or Google Play Store.

Why are online reviews essential for your brand’s success?

In today’s digital era, online reviews have become a vital part of the decision-making process for customers.

Online reviews hold significant power and influence over the success and reputation of your brand.

Here are five key reasons online reviews are essential for your brand's growth and success.

  1. Online reviews build trust and credibility

Online reviews play a vital role in building credibility and trust for your brand.

When prospective customers read positive reviews from real people, it instils confidence in your service and products.

That’s because reviews act as social proof, reassuring your customers that others have had a positive experience with your company.

BrightLocal states, “92% of consumers read online reviews before making a purchase decision”.

Therefore, simply by showcasing your genuine and positive reviews, you establish trust with potential customers, who will be likelier to buy from you rather than a competitor.

  1. Online reviews influence customer decisions

Online reviews significantly impact customer decisions, acting as persuasive endorsements.

That’s because most customers rely on independent reviews to gain insights and information about a product or service before buying.

According to Podium, “93% of consumers say online reviews impact their purchasing decisions”.

Of course, while positive reviews can nudge a customer towards buying from a brand, a negative review can deter them from completing a purchase.

  1. Online reviews boost brand visibility in search engines like Google and Bing

As well as encouraging potential customers to buy from you, positive online reviews can boost brand visibility on popular search engine results.

While the likes of Google and Bing keep their algorithms and ranking factors secret, they’ve said before that they consider the quantity and quality of reviews when determining search rankings.

As a result, brands with a higher number of positive reviews are likely to rank higher in search results, leading to increased visibility and organic traffic.

  1. Online reviews help with meaningful feedback

As a business owner, you always want to provide the best service to customers to help grow your business.

As a result, online reviews are an excellent way to gain feedback and insights into what your customers like and dislike, how you can improve and what tweaks you might need to make to refine your offering.

You can work towards better customer experience outcomes by taking on board all feedback.

And small changes can have significant outcomes; according to HBR, “increasing your overall star rating by just one star can lead to a 5-9% increase in revenue.”

  1. Online reviews can contribute to the creation of User-Generated Content

Positive online reviews from customers can contribute to the creation of UGC (User-Generated Content), which is exceptionally valuable for a brand.

UGC includes genuine content your customers create, including photos, videos, and written and star-rated reviews.

User-Generated Content provides prospective customers with a fresh perspective on your products or services and is a powerful endorsement of your brand.


Online reviews have become essential for your brand's success in today's digital landscape.

They build trust, influence consumer decisions, boost brand visibility, provide valuable feedback, and contribute to the creation of user-generated content.

By actively managing and leveraging online reviews, you can enhance your brand's reputation, attract new customers, and foster long-term relationships with your audience.

Embrace the power of online reviews and unlock the potential for growth and success for your brand.

Need help with unlocking the power of online reviews for your business?

Contact our digital marketing experts today: call us on 028 9043 6655 oremailus at