Many consumers prefer to work with a local adviser or planner.
And, like it or not, research shows that when they’re choosing who to contact, your online reviews matter. A lot.
But they’re looking at more than your average score and the number of reviews you’ve collected.
Each year, the Local Consumer Review Survey, published by BrightLocal, explores how consumers use reviews. To save you time, we’ve reviewed the 2026 results and pulled out the 10 things advisers and planners need to know.
#1. 97% of consumers read reviews for local businesses
What this means for you:
If your marketing is focused on attracting clients from your local area, collecting reviews isn’t optional. It’s essential.
#2. 71% of consumers use Google reviews
What this means for you:
Google should be one of the platforms you focus on. It impresses prospects when they search for your brand, helps with local SEO (Search Engine Optimisation), and the reviews can be used elsewhere in your marketing.
#3. Consumers are using multiple review sites
What this means for you:
It isn’t enough to collect reviews only on Google; you need a second platform, which, 99% of the time, we recommend is VouchedFor.
#4. 43% of consumers look for reviews on YouTube
What this means for you:
If consumers are looking on YouTube for reviews, they’re looking for video-based proof.
That means client testimonial videos are a huge opportunity. If you’re in the 95% of firms that don’t have them, you’re missing a key way to impress potential clients.
#5. 45% of consumers are using AI to find local businesses
What this means for you:
AI needs two types of information to make recommendations: source information and indicators of expertise. Reviews on Google and VouchedFor are among the most effective indicators of expertise.
#6. 47% of consumers won’t use a business that has fewer than 20 reviews
What this means for you:
We’ve said many times that a low review count is dangerous, and that having one is actually worse than none. So, move as quickly as possible to get at least 20 reviews and build from there.
#7. 74% only care about reviews written in the last three months
What this means for you:
Review recency is vital. In an ideal world, an initial booster project (where you ask all clients for reviews on Google and VouchedFor) should get the initial 20 reviews you’re looking for. Then, asking for reviews after every annual review meeting or when you’ve taken on a new client, will ensure that you’re keeping your reviews topped up.
#8. Businesses that respond to every review are more likely to be used by 80% of consumers
What this means for you:
Reply to every review. No exceptions. And do it quickly – 81% expect a response within a week.
To make it easier for you to do this, we’ve developed a ChatGPT tool that writes engaging, thoughtful and, above all, human replies. It’s called the Yardstick Review Responder and is free. Click here to use it.
#9. 42% of consumers are unlikely to use a business that ignores its reviews entirely
What this means for you:
Reply to your reviews!
#10. 97% of consumers think businesses should face punishment for fake reviews
What this means for you:
Never, ever, fake a review.
It’s about more than humans and review numbers
The adoption of AI among consumers means online reviews have never been more important.
However, being successful is about more than the number of reviews you have:
- It’s vital that you keep reviews recent
- Replying to your reviews is just as important as the review itself
- Reviews need to be spread over multiple platforms (we recommend Google and VouchedFor).
The takeaway?
Collect reviews.
Keep them recent.
Reply to every single review.
And never assume that having “enough” reviews means the job is done.
If you feel that your business should have more reviews, and you’d like our help to solve the problem, we’re here for you.
Just email abi@theyardstickagency.co.uk or call 0115 8965 300.
