In today’s digital world, it’s not enough to simply rank well on Google, you need to earn trust and convert that visibility into action. That’s where customer reviews, social proof, and your Google Business Profile (GBP) come in. These aren’t just vanity metrics or SEO extras—they’re powerful tools for lead generation, especially for service-based and local businesses.
Recent studies show that 93% of consumers read online reviews before making a purchase, and 87% won’t consider a business with low ratings. Even more telling: businesses that respond to reviews see 35% more engagement. So, while technical SEO and keyword strategies help you get found, reviews and trust signals help you get chosen.
The New Role of Reviews in SEO & Conversion
Google now incorporates review signals directly into its ranking algorithm, particularly for local search. According to BrightLocal’s 2025 Local Consumer Review Survey, businesses with a higher average star rating, consistent review volume, and recent reviews are far more likely to appear in the Google Map Pack (the top three listings shown in local results).
But ranking is just the first step. Reviews also:
- Influence click-through rates by making your listing more appealing
- Improve conversion rates by building immediate trust
- Offer social proof that can tip a potential customer from interest to action
It’s no longer enough to just ask for reviews. You need a strategy to actively collect, respond to, and showcase them as part of your ongoing marketing efforts.
Google Business Profile: The Modern-Day Homepage
For local businesses, your Google Business Profile is often the first (and only) impression a potential customer will get. It’s where people look for quick answers for opening hours, location, service details, and most importantly: reviews.
An optimised GBP drives real action by:
- Enabling one-click calls, directions, and website visits
- Displaying photos and videos that build credibility
- Allowing businesses to post updates, offers, and events
- Showcasing review ratings front and centre
In fact, businesses with a complete and optimised GBP receive 7x more clicks than those with incomplete profiles, and 56% of actions taken on GBP listings result in a website visit or direct call.
If your GBP is unclaimed, outdated, or neglected, you’re likely losing leads to competitors who are investing in theirs.
The Psychology of Social Proof
Social proof (like online reviews, testimonials, and star ratings) acts as a digital word of mouth, validating your service in the eyes of potential customers. In behavioural psychology, this is known as herd behaviour: people are more likely to choose a business if others have already had a positive experience.
When someone sees that your business has:
- A 4.5+ star rating
- Recent reviews with detailed feedback
- Responses from the business owner
- Photos from real customers
…they’re far more likely to trust you, even before visiting your site.
Including reviews and testimonials on your website, in Google Posts, and on landing pages can also reduce friction and boost conversion rates.
Case Study
How Platinum Locksmiths Turned GBP Reviews Into Real Leads
Challenge
Platinum Locksmiths, a local Sydney-based locksmith company, was struggling with low lead volume despite being a long-established business. Their online presence was minimal, and their Google Business Profile had few reviews and low engagement.
Solution
Digital Presence implemented a local SEO strategy focused on trust signals:
- Claimed and fully optimised their Google Business Profile
- Helped the client request and manage reviews from happy customers
- Uploaded high-quality service photos and team images
- Integrated review highlights into Google Posts and social media content
- Monitored performance through Google Insights
Results
In just a few months, Platinum Locksmiths:
- Secured Top 3 Map Pack positions for key local searches
- Achieved Top 1 rankings for 8 high-intent keywords
- Doubled inbound calls and website clicks from their GBP
- Tripled qualified leads through the combination of visibility and trust
The shift wasn’t just about more traffic, it was about better, more qualified leads, driven by real trust signals.
Reviews Drive Action, Not Just Rankings
If your SEO strategy only focuses on keywords and technical fixes, you’re missing the most human part of the equation: trust. Reviews, testimonials, and Google Business Profiles are the bridge between visibility and conversion. They influence decisions, reduce hesitation, and drive real results.
In a competitive local market, people don’t always choose the business that ranks #1—they choose the one that looks and feels the most trustworthy.
✅ Checklist: How to Turn Reviews & GBP Into Leads
Optimise Your Google Business Profile
☑ Claim and verify your GBP
☑ Use accurate NAP (Name, Address, Phone) across all platforms
☑ Add detailed service descriptions and business categories
☑ Upload high-quality photos and videos
Build and Manage Reviews
☑ Ask happy customers for reviews regularly
☑ Send follow-up emails or SMS with direct review links
☑ Respond to all reviews—positive and negative
☑ Highlight top reviews in social media and website content
Leverage Social Proof Everywhere
☑ Feature testimonials on landing pages and blog posts
☑ Use Google Posts to promote offers and positive feedback
☑ Share reviews in email campaigns and ads
☑ Monitor Google Insights to see what’s driving actions
Need help boosting your Google Business Profile and review strategy? Contact Digital Presence at 1300 867 726 or visit our website to turn your online reputation into real leads.
Don’t just rank—get chosen.
