Short answer: yes, reviews really do matter.
When people discover businesses through social media, referrals, and word of mouth, reviews still play a big role in whether someone decides to get in touch.
Not because people blindly trust reviews, but because they use them to reduce uncertainty.
What people are really looking for
When someone lands on your website, they’re rarely ready to commit straight away. Instead, they’re quietly asking themselves questions like:
- Is this business legitimate?
- Do they work with people like me?
- What’s it actually like to deal with them?
Reviews help answer those questions in a way that your own website copy never quite can. Hearing from other customers feels more neutral, more believable, and more reassuring.
Reviews build trust before you ever speak to someone
A website can look professional and be well written, but reviews add a layer of social proof that’s hard to replace.
They help:
- Reinforce referrals (“Yes, this looks like the right choice”)
- Build confidence for first-time visitors
- Reduce hesitation before making contact
For many people, reviews are the final nudge that turns browsing into action.
Real world example
Think about the last time you booked accommodation, chose a tradesperson, or hired a service provider. Even if you were referred by someone you trust, chances are you still:
- Googled the business
- Looked for reviews
- Scanned a few comments to see if they felt genuine
Your potential clients are doing exactly the same thing. A website without reviews can feel unfinished – not wrong, just incomplete.
Where reviews work best on a website
You don’t need to plaster reviews everywhere. A few well-placed testimonials are usually enough.
Common effective spots include:
- The Home page (to build trust early)
- Service pages (to support decision-making)
- A dedicated testimonials or reviews page
- Near enquiry or contact sections
Quality matters more than quantity. A handful of genuine, relevant reviews is far more effective than dozens of vague ones.
Google reviews vs Facebook reviews
Both Google reviews and Facebook reviews are valuable, just in slightly different ways.
Google reviews:
- Help with local SEO
- Appear in search results
- Are often the first reviews people see
Facebook reviews:
- Support trust on social media
- Feel more conversational and personal
- Work well if your audience is active on Facebook
If possible, having reviews on both platforms gives you flexibility in how you use and display them.
How to ask for reviews (without feeling awkward)
Many small business owners hesitate to ask for reviews because it feels uncomfortable. In reality, most happy clients are willing – they just need to be asked. The key is timing and simplicity.
When to ask – the best time is:
- Shortly after a project is completed
- After positive feedback or a thank-you email
- Once the client has had time to enjoy the result
How to ask
Keep it friendly and low pressure. For example:
If you’ve been happy with my work, a short review on Google or Facebook would help my business. I’d really appreciate it.
You can also offer both options and let clients choose.
Make it easy to leave a review
The easier you make it, the more likely people are to follow through. Helpful tips:
- Include direct links to your Google review and Facebook review pages
- Put review links in your email signature
- Send a short follow-up email with the links included
- Avoid asking for reviews verbally only – people forget
You’re not chasing praise; you’re giving happy clients an easy way to support your business.
Using reviews on your website
Once you have reviews, don’t let them sit unused. You can:
- Add selected reviews to key pages
- Rotate testimonials occasionally
- Include first names or business names (with permission)
- Keep wording authentic rather than polished
Genuine reviews, even if they’re simple, tend to be more effective than overly edited ones.
What if you don’t have many reviews yet?
Everyone starts somewhere. If you’re new or haven’t asked for reviews before:
- Start with recent clients
- Focus on quality over quantity
- Add reviews gradually
A small number of honest reviews is far better than none at all.
The bottom line
Reviews matter because they help people feel confident taking the next step. They don’t replace good website content – they support it.
A trustworthy website is one that shows real experiences from real people. Reviews are one of the simplest ways to do that.
If you’d like help displaying client testimonials clearly and professionally on your website, feel free to get in touch.