Discover businesses
rely on online reviews to explore new businesses or brands.
Why online presence matters
Customers join the dots before they choose.
A potential customer rarely sees one page and decides. They move between search, Maps, reviews, websites and social profiles — looking for enough clarity to take the next step.
The customer journey
Four moments. One connected impression.
A weak point anywhere in the journey can create doubt or make a competitor easier to choose.
- 01
Discovery
A search result, map listing, recommendation or social post puts the business on the customer’s radar.
- 02
Comparison
They compare services, location, availability, presentation and evidence across several businesses.
- 03
Trust
Reviews, recent information and a clear website help them decide whether the business feels credible.
- 04
Action
They call, visit, enquire or book — if the next step is obvious and easy enough.
UK evidence, with context
Reviews help customers discover, compare and trust.
These figures come from a nationally representative survey of UK consumers. The research was commissioned by Trustpilot, so the source and methodology are stated clearly.
Compare choices
say comparing reviews makes it easier to choose between businesses.
Choose local
are more likely to use a small local business when it has positive reviews.
Trust resolution
are more likely to trust a business that responds to dissatisfied customers and offers a resolution.
Source and methodology
Nationally representative online survey of 2,001 UK consumers, conducted 15–18 September 2024 and commissioned by Trustpilot. Published 4 February 2025.
Where attention leaks away
Small gaps can create a big hesitation.
Different opening hours
Conflicting details make customers question which source is current.
Hidden next step
A good first impression stalls if calling or booking feels difficult.
Weak mobile experience
Hard-to-read pages and awkward forms make a competitor feel easier.
A practical first step
Find the gaps in your own customer journey.
Request a free review of the places customers find, judge and contact your business.
Get a free audit No obligation. Plain-English findings.