Customers want reassurance before spending money. But praise without meaningful detail may leave important questions unanswered.
Consider two reviews for the same business.
The first says, "Excellent service. Highly recommended!"
The second explains what the customer needed, how the business handled the situation, whether the promised timeline was followed, and what the customer appreciated about the experience.
Both may be genuine.
But the second review gives a prospective customer more information to evaluate.
That is an important distinction in marketing.
Trust requires evidence
BrightLocal's 2026 Local Consumer Review Survey found that 97% of surveyed US consumers read online reviews for local businesses.
The same research found that 85% were more likely to use a business after reading positive reviews.
These are self-reported survey findings, not guarantees of customer behavior. Still, they demonstrate how important reputation information can be during customer evaluation.
A separate BrightLocal report published in October 2026 revealed that 47% of surveyed US small businesses had fewer than 20 reviews, while 47% of consumers considered that quantity insufficient.
The opportunity for business owners is to build a consistent, genuine record of customer experience.
Make it easier for customers to share useful feedback
After completing a transaction or service, ask customers whether they would be willing to share an honest review.
You can invite them to describe what service they used, how the experience went, and whether there was anything they particularly appreciated or felt could be improved.
Avoid writing the testimonial for them or pressuring them to leave a positive rating.
Businesses can also develop more detailed case studies when customers consent.
For example, a website developer could describe the original business problem, the agreed project scope, the solution delivered, and the measurable outcomes if reliable data is available.
The result does not have to be dramatic. A clear, functioning booking process or more reliable order-management system may be a meaningful improvement worth documenting.
Authenticity is part of the strategy
There is also a legal and ethical reason to maintain genuine testimonials.
The US Federal Trade Commission's 2024 consumer review rule prohibits specified deceptive practices, including fake reviews and incentives tied to a particular review sentiment. Businesses should also comply with applicable rules in their own jurisdictions and on the platforms they use.
From a marketing perspective, this reinforces a straightforward principle.
A business should build its reputation by improving its service and documenting authentic experiences.
The strongest social proof helps a potential customer understand what they can reasonably expect, rather than simply telling them that a business is excellent.
Research references
BrightLocal, Local Consumer Review Survey 2026
BrightLocal, Small Businesses Can't Keep Up With Consumer Review Expectations (2026)
US Federal Trade Commission, Final Rule Banning Fake Reviews and Testimonials (2024)