Do online reviews matter for a small business?

Ascent Vision · Published October 15, 2026

Yes. In BrightLocal's 2026 survey of 1,002 U.S. adults, 97% said they read reviews for local businesses, 41% said they always read them, 74% looked for reviews written in the last three months, and 80% said they are likely to use a business that responds to all of its reviews. For a small service business, recent, real reviews and thoughtful replies are part of how customers decide.

What the survey found

97% read reviews for local businesses; 41% always read them, up from 29% the year before.
31% will only use a business rated 4.5 stars or more, up from 17% in 2025; 68% will only use a business rated four stars or more.
74% look for reviews written in the last three months.
80% are likely to use a business that responds to all of its reviews; 42% are unlikely to use one that never replies.
Use of ChatGPT and other AI tools for local recommendations rose from 6% to 45%.

What it means for a small business

A handful of old reviews is not enough: customers look at how recent they are, and at how the owner replies. A steady trickle of real reviews from real customers, and a short, specific reply to each one, good or bad, matters more than a big number collected once.

What not to do

Never post, buy or write fake reviews, or have staff review the business without saying who they are. Since October 21, 2024 the Federal Trade Commission's rule on consumer reviews has banned fake reviews and offering rewards on condition that a review is positive or negative, and the FTC can seek civil penalties against knowing violators. This is a summary, not legal advice.

Sources

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