I recently spoke with a business owner from Scottsdale Airpark and was asked whether Google reviews really influence a person’s decision to hire a company, as it acts like a modern version of word-of-mouth recommendation.
The short answer is a resounding “yes”. That’s because when people look for a plumber, a lawyer, or a local roofer, they usually type a few words into a search engine such as Google and many tend to click on the results with the highest star review ratings. In fact, it’s been reported that nearly 3/4 of people use Google to read reviews, and nearly all read reviews for local businesses. That means a company’s online reputation can make or break its success in a matter of seconds.
Why Google Reviews Have Become So Important
In the past, a local business based in say, Kierland Commons, built trust through face-to-face conversations, welcoming storefronts, or traditional ads in newspapers, etc. Today, the first interaction a customer typically has with a local business happens via an online search. When a person “Googles” a particular service, local results are generally among the first options shown, and are usually accompanied by a star rating from one to five (Google Maps).
Why Star Ratings Matter
Google Review ratings represent the collective experiences of people who have already spent their money with that company and are telling others about it. For example, Southwest Jewelry Buyers in North Scottsdale currently has 1,516 Google 5-star reviews, and as a result, this business gets lots of calls.
If the Google Reviews average star rating is low, people will likely keep scrolling because they want to avoid a potentially poor experience. Low review ratings can be incredibly costly for a business. Even a single unaddressed negative comment can turn away a large chunk of prospective buyers. If a business accumulates several low-star reviews, people will actively avoid them, fearing they will face the same bad experience. Thus, Google Reviews is an effective tool people can use to make their decision-making experience easier.
The Power of the Perfect Five Stars
When it comes to high-stakes decisions like who to hire for a home renovation project or handle an important legal matter, people have become incredibly selective. For many everyday people, a perfect 5-star rating is the ultimate benchmark for trust. In fact, many people will not even consider doing business with a company if its rating falls below that flawless five-star mark.
Even if you want to think, “well, no one is perfect,” human nature still drives us toward the safest possible choice. If you have a choice between two 5-star rated roofers and the rest are 4.9 stars and below, there is no reason to risk choosing the lower-rated option.
A 4.9-star rating means the company has a few 1-star reviews lurking in its history. When you compare a 5-star rated roofer with 800 perfect reviews earned over the last 8 years against a 4.9-star roofer with ten 1-star reviews, the choice is obvious.
Now, you might think to yourself: what if a business has a 5-star average but only has three reviews posted over the past five years? In that specific scenario, a person might pause because three reviews simply isn’t enough volume to convince them. However, a limited profile like that is very much the exception, not the rule. Active, reputable businesses accumulate a continuous stream of feedback over time.
The warning signs on a competitor’s profile become even louder especially if those ten 1-star reviews are recent. A bad review from five years ago can easily be dismissed as an old mistake or because of a past employee. However, a string of recent horror stories simply does not jive with the rest of the feedback. It signals to a shopper that something is broken within the company right now. It makes them highly suspicious and fearful that they will become the next victim of a bad experience. A long, consistent history of a perfect 5-star rating completely removes that anxiety.
The Power of Text and Details
While the star rating catches the eye, the actual review is what seals the deal. people read reviews to find specific details that match their needs. They look for stories about punctuality, friendliness, and fair pricing.
If someone is hiring a contractor in the Gainey Ranch area to remodel their kitchen, they want to read a story about how the crew cleaned up after themselves and finished the job on time. These narratives help potential customers project themselves into the scenario. If the reviews describe a stressful, messy experience, the person will likely look elsewhere.
People trust Google Reviews that explain exactly what the company did. A review that just says “Great job!” without any details can feel empty. They also look at how recent the reviews are. If a company has great feedback but the last post was from three years ago, a person might worry that the business has gone downhill or is no longer active. A steady stream of recent, detailed feedback is the gold standard for building trust.
Turning Negatives into Positives
For businesses that haven’t achieved a perfect score, how they handle criticism is critical. Angry customers will occasionally leave bad reviews, but how a company responds can make a massive difference to the people reading them.
When a business replies to a complaint with politeness, understanding, and a desire to fix the problem, it demonstrates excellent customer service and people notice this. They see a company that cares about its reputation and values its clients, even when things go wrong. A defensive or rude response, however, confirms the reviewer’s complaints and scares away future business.
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