The data on how people use review sites has shifted in a way that should change how you think about reputation management and visibility.
Recent research shows that checking two websites for reviews is now the most common behaviour - up from 36% of shoppers in 2024 to 40% in 2025. The number of people checking only one site has also risen. Those checking five or more review sites has declined.
Consumers aren't doing more research. They're doing less - but in a more targeted way. They've found two or three platforms they trust, and they use those. Everywhere else, you effectively don't exist.
The pre-click problem
If your sector has a dominant review platform and you're not prominent there, you're invisible to the majority of researchers regardless of how well your paid ads perform.
The user sees your ad, considers your offering, checks their preferred review platform, finds limited or negative coverage, and moves on. Your CTR and conversion rate both take the hit - and neither metric tells you why.
The practical response
Identify the top two review platforms in your sector. Assess your presence on both. Build a systematic process for requesting reviews from satisfied customers at moments of genuine value delivery - not after every interaction.
For professional services, LinkedIn recommendations carry disproportionate weight. They're more credible than anonymous reviews because the reviewer is identifiable and their professional context is visible.
For paid search specifically: ensure your Google Business Profile is active, reviewed, and accurate if you serve local markets. Paid ads and a well-optimised GBP work together in a way that outperforms either in isolation.