Online reviews and websites are not a new trend, but business owners are still not totally convinced they should take the time to worry about them. As the world moves into a more digitally connected era, businesses need to understand that websites like Yelp, TripAdvisor, Google Plus Local and even Facebook are the new word of mouth – and they are not going away any time soon. Actually, they are probably just going to grow bigger. Here are three reasons – and statistics – to show you how important review websites are nowadays and what you need to do to make sure they are not hurting your profits:

1. Customers don’t trust what you say about yourself

A lot of small business owners best reputable review tool reviews from current customers and re-post them on their websites. While that was a great tactic in the years prior to social networks, nowadays this strategy is weak. According to Michael Hulme’s study, “Your Brand: at risk or ready to grow,” only 8% of US customers trust what businesses say about themselves, and only 7% of US customers trust reviews posted on the business’ website.

In other words, posting the reviews you receive on your Facebook page or website won’t bring you any sales. Customers believe that businesses would leave out the bad reviews, and what they see does not reflect the truth.

How to overcome it: don’t use systems that post your reviews automatically on your pages. Besides cluttering the pages and annoying your customers, the lack of interaction will prevent you from reaching more people. Also, instead of posting just the good reviews you get, add a plug-in on your website and show all the reviews you get. That way, you will show your customers that you are confident about the quality of your product, and you care about what they say.

2. Customers trust more in online reviews than any other source

Yes, it is true. Online reviews and recommendations are more valuable than you think. Another interesting statistic Hulme found in his study is that 84% of US customers consulted family, friends AND online reviews when researching a product or service. Also, 76% of consumers reported considering online reviews when determining which local business to use.