How to Turn Customer Reviews into Powerful Marketing Tools for Your Trade Business

Search for a plumber, landscaper, or roofer, and the first thing you see isn’t a website — it’s star ratings and reviews. Google Business Profiles, Local Services Ads, and directory listings all push customer feedback front and centre. If your business isn’t actively collecting and managing reviews, you’re likely being overlooked by potential clients.

Reviews aren’t just a nice bonus — they’re critical for local visibility, lead generation, and long-term credibility. At Trade Promotion, we help trade businesses use reviews to stand out, attract more customers, and dominate their local market.

Google Reviews Boost Local Search Visibility

• Key local ranking factor: Online review signals (quantity, quality, recency, etc.) are among the top factors in Google’s local search algorithm. In fact, industry research finds customer reviews are the #3 ranking factor for appearing in Google’s “Local Pack” results. High star ratings and a large number of reviews improve a company’s prominence in local search.

  
  

• Google is the go-to for reviews: 81% of consumers use Google as their primary site for reading reviews of local businesses. That means a tradesperson’s Google Business Profile – with its star rating and Google reviews – heavily influences whether they get seen by potential customers. Google’s own local results prominently display star ratings, which immediately impact click-through rates.

  
  

• Top-ranked businesses have more reviews: There is a strong correlation between review volume and ranking in local search. One analysis found that the #1 ranked Google Business Profile in a local search averages 404 reviews, whereas businesses ranked 3–5 average only about 281 reviews. More reviews can signal to Google (and customers) that a business is popular and trustworthy, helping it rank higher.

  
  

• Star ratings drive click-throughs: Earning great reviews doesn’t just help you rank – it also gets you clicked. Going from a mediocre 3★ rating to a perfect 5★ rating yields about 25% more clicks on that business’s listing in Google’s local results. In fact, over half of consumers (56%) say they’re more likely to choose a local business if its Google listing shows positive ratings/reviews in the Local Pack. In short, a strong star rating attracts attention and brings in more traffic.

Positive Reviews Build Trust and Influence Decisions

• Almost everyone reads reviews: The vast majority of consumers today vet businesses via reviews. Roughly 91% of consumers read online reviews before making a purchase decision.

  
  

• Reviews are trusted like personal recommendations: Shoppers trust the voice of fellow customers. Nearly half (46%) of consumers trust online reviews as much as personal recommendations from friends or family, highlighting that for many, a stranger’s 5★ review can carry the same weight as a friend’s endorsement.

  
  

• High ratings are expected: Customers have quality standards when scanning for a tradesperson. Nearly two-fifths (37%) of consumers won’t even consider a local business with an average rating below 4 stars.

  
  

• Critical mass of reviews matters: Three in ten consumers expect a business to have 20–49 reviews minimum before they’ll trust it, and another 28% of consumers want to see at least 50 reviews before deciding to use a business. A local tradesperson with just a handful of reviews may be overlooked, as many customers feel more comfortable when lots of others have vouched for the business.

  
  

• Negative or no reviews deter customers: Poor feedback (or none at all) can actively drive customers away. 68% of consumers say positive reviews make them more likely to use a business, but 69% admit that seeing mostly negative reviews would make them change their mind about a purchase.

  
  

• Over half of consumers (55%) feel more positively about a local business if the owner responds to reviews – showing they value feedback and customer care. Active engagement (like thanking reviewers or addressing issues) signals professionalism and can strengthen trust, which is especially important in personal services and trades.

Reviews Directly Drive Leads and Sales

• Better reviews = more calls and clicks: There’s a tangible conversion benefit to earning great reviews. A recent analysis found that for every 10 new Google reviews a business earns, its Google Business Profile sees about a 2.8% increase in conversion actions (calls, website clicks, requests for directions). Likewise, improving a business’s star rating by just +1 star (e.g. from 4.0 to 5.0) correlates with a 44% boost in conversion rates on Google.

  
  

• High star ratings draw in customers: The star score you showcase can make or break whether someone chooses your service. Listings with stellar ratings get a higher share of clicks – a business rated 5 stars earns 39% more clicks from Google search than a 1-star business.

  
  

• Reviews influence purchasing decisions: Positive testimonials act like a magnet for new customers - 68% of UK consumers say they would go ahead and hire/purchase from a business after reading positive reviews.

  
  

• Link-worthy trust signal: Great reviews don’t just impress individual customers – they also make your business stand out to the wider community. Other businesses and organisations are more likely to cite or recommend a highly-reviewed local service when writing guides or sharing referrals. In this way, a strong online reputation becomes marketing fuel: attracting not only direct customers but also earning you mentions and links from blogs, directories, and social media. This amplifies your visibility even further, creating a virtuous cycle of more reviews, higher rankings, and more leads.
  
  

What This Means for Your Business

In summary, online reviews have become a cornerstone of success for UK tradespeople. From ranking higher on Google and appearing in more searches, to building trust with homeowners and influencing who gets the call, the data is clear — a steady flow of positive, recent customer reviews is one of the most valuable assets a local trade business can build.

At Trade Promotion, we don’t just help you collect reviews — we turn them into results. From setting up your Google Business Profile to helping you earn consistent, high-quality feedback, we make sure your online reputation works for you 24/7. The tradespeople we work with are seeing more visibility, stronger credibility, and ultimately, more booked jobs without relying on expensive directories or pay-per-click ads.

Sources: The statistics above are drawn from trusted industry research and UK consumer behaviour data, including BrightLocal’s Local Consumer Review Surveys, rebootonline.com, soci.ai, smartmoneypeople.com, and other reports on local SEO ranking factors. These findings confirm just how much online reviews impact local SEO, lead generation, and customer decision-making in the trades sector.