Imagine scrolling through your phone, looking for a new restaurant. Two options catch your eye.
One has a sleek website and professional photos, but no reviews. The other seems like it has seen better days, but it has tons of five-star Google and Yelp reviews.
Which one do you go for?
If you’re like most people, you’re heading straight to the place with the reviews. And that’s because testimonials and reviews tap into something fundamental about human psychology — we crave validation from others before making decisions.
The digital marketplace is now more crowded and competitive than ever. So, your ability to establish trust and credibility can spell a sale or a missed opportunity.
And despite what many might say, reviews and testimonials are still relevant today. Find out why they deserve a place in your digital marketing strategy and discover ways to leverage the power of social proof.
You might be on the fence about whether or not testimonials and reviews still pack the same punch in 2025. After all, with AI-generated content and consumers becoming more skeptical, there’s a valid concern about their effectiveness.
The numbers say it all.
Recent research reveals that 95% of consumers read online reviews before making purchasing decisions. What’s even more striking is that Google reviews influence 32% of purchases.
Also, nearly 90% of consumers trust reviews as much as recommendations from friends and family. Let that sink in for a second — your customers are giving the same weight to a stranger’s online review as they would to advice from people they know!
In short, even in 2025, testimonials and reviews are a must if you want to build trust and credibility.
So, we know that reviews and testimonials are still digital marketing must-haves in 2025. But what makes them so powerful?
Let’s count the ways..
When potential buyers see that others have had positive experiences with your business, their perceived risk drops significantly because of validation. And this validation becomes exceptionally crucial for new businesses or companies entering unfamiliar markets.
But beyond simple validation, testimonials create emotional connections. A detailed review about how your service solved a specific problem resonates far more than any marketing copy you could write.
So, if you want to “sell a transformation,” reviews and testimonials are the way to go!
Did you know that even a one-star rating boost can boost revenue by 5 to 9%? If that doesn’t tell you about the power of testimonials and reviews, we don’t know what will.
Now, if one one-star rating can translate into profit increases, imagine what five reviews can rake in.
Products with five or more reviews are 270% more likely to sell than those with fewer reviews. This statistic highlights the compound effect of social proof.
On the flip side, though, negative reviews can be a total deal-breaker. Do you need proof?
Approximately 86% of shoppers avoid businesses with negative reviews entirely. So yes, double down on gathering reviews — but don’t sleep on product quality and customer service.
Did you know that reviews can affect your search engine ranking and visibility? Search engines (and even social media) use review signals to see if your site is trustworthy and relevant.
Let’s also not forget how testimonials are forms of user-generated content. User-created content like reviews also increases dwell time on your pages, which, in turn, can boost your rankings on Google.
Do you want to position yourself as a brand that cares and listens? Testimonials and reviews can help you do just that.
With reviews, you’ll be able to build credibility and demonstrate your commitment to customer satisfaction. You’ll hit two birds with one stone by responding to these reviews, as you’ll demonstrate that your brand is engaged, responsive, and willing to address concerns.
Are you looking to up the ante on your brand’s trustworthiness? Look no further than video testimonials.
Using visual elements and authentic storytelling, videos create powerful emotional connections that text alone can’t achieve. These testimonials are also adaptable across multiple platforms, so they’re perfect for expanding reach.
Different locations serve different purposes in your customer journey, and understanding where these are can make your reviews and testimonials more impactful.
There are optimal places on your site for your testimonials:
Did you know that 47% of consumers trust testimonials and reviews when shopping on social media platforms? For you, this statistic means your reviews should be on your social media pages.
And when you can, don’t forget to interact. Interactions demonstrate your brand’s personality while building a community around your products or services.
You’re likely on other platforms like online directories, and each of them serves a different purpose. For instance, Google Reviews impact local search visibility while Trustpilot focuses on e-commerce credibility.
Wherever your brand is, encourage satisfied customers to leave feedback on these platforms. Each review left can go a long way in maximizing your reach and credibility.
Of course, testimonials and reviews alone aren’t enough — you need to know how to leverage them, and we’ve identified these five practices to be the most effective.
Mixing review formats creates a greater impact than relying on text alone. By combining written testimonials with video reviews and image-based feedback, you can create a messaging approach that appeals to different learning styles and preferences.
Authenticity is critical, especially with customers becoming more skeptical. So, to ensure transparency, highlight verified reviews and address fake or suspicious feedback promptly.
Doing these things protects your credibility while building trust with genuine customers.
Responding to feedback shows you value customer input and take their experiences seriously. Do you want bonus points for transparency and engagement? Responding to both positive and negative reviews creates opportunities for relationship building and reputation management.
The last thing any customer (satisfied or otherwise) wants is to jump through hoops to leave a review. So, make life easier by enabling your audiences to leave feedback. When in doubt, clickable stars and easy-to-fill forms are the way to go.
Last but not least, regularly monitor and update your testimonials. By rotating fresh content, you’ll prevent your social proof from becoming stale while showcasing recent successes.
When it comes to building trust, it’s all about what your customers say about you. This truth proved valid back in the day — and it’s still true in 2025.
If you want to build trust and position your brand as the one to choose, don’t sleep on reviews and testimonials. Do so, and you’ll be able to leverage the most powerful marketing asset — credibility and validation.
And if you’re ready to harness the full power of testimonials and reviews for your business, let’s talk.
Connection Model’s digital marketing experts can help you collect, showcase, and leverage authentic customer feedback to build trust, boost conversions, and grow your brand. Contact us today to elevate your digital presence with proven strategies for testimonials and reviews.