How Trustworthy Online Reviews Create Devoted Customers

BY Rachel Cagle
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According to a recent study by Bright Local, 76% of consumers say online reviews are as trustworthy as personal recommendations. 

Additionally, according to AudienceSCAN, 32.5% of U.S. adults are influenced by recent reviews, 23.7% trust positive reviews, and 21.4% trust negative reviews. So, why do only 32% of companies use reviews and case studies in their inbound marketing?

The Problem

The answer is that most companies don’t feel as if they have the time or expertise to gather reviews, let alone use them. If a company doesn’t already have many positive online business reviews, it often hesitates to reach out and ask clients for reviews. 

Bright Local says, “Positive reviews make 91% of consumers more likely to use a business, while negative reviews will put 82% off.”


Businesses that take the time to make the most of their positive reviews reap an array of benefits. For one, they aid search engine optimization efforts. Not only do they increase traffic to companies’ websites.

They also provide insightful content that can convert potential customers into active shoppers. First-​hand reviews online from other shoppers reassure potential customers that they’ll be getting their money’s worth out of the product or service they’re considering.

Final Thoughts

Are your clients making the most of their positive reviews? If your clients don’t have many reviews under their belt, offer your expertise in obtaining those reviews for them and turning them into effective inbound marketing. 

Check out your client’s target demographic’s audience profile on AudienceSCAN on AdMall by SalesFuel to see how open they are to giving reviews. You can find this information in the Marketing section with just a click of the Internet Usage button. 

Let this data reassure your clients that gathering trustworthy and positive online reviews will be easier than they ever thought possible.