If you have ever purchased anything online, especially on websites such as Amazon or eBay, you will likely have skipped to the reviews before parting with any of your hard-earned cash. This goes for your customers too.
The internet offers your potential customers an unbelievably wide range of choices, so why should they buy from you? In short, a website that shows online reviews is much more likely to push the customer from browsing into buying. The customer will want to have a good idea of the quality of the product or service you are offering, its effectiveness and its value for money amongst other factors. Online reviews can provide this information from impartial people who have already experienced what you have to offer thus creating a higher level of trust.