96% of Consumers Are Willing to Write Reviews - So Why Aren’t They?

Online reviews have become a cornerstone of consumer decision-making. According to BrightLocal’s 2025 Local Consumer Review Survey, 96% of consumers are open to writing a review for a business. Yet, many businesses struggle to collect them. If nearly everyone is willing, what’s stopping them?

This blog explores the gap between willingness and action, focusing on the biggest barrier: a review process that’s too complicated. We’ll also share practical steps to make it easier for your customers to leave feedback.

The Willingness Is There - So What’s the Problem?

The data is clear: consumers are not opposed to writing reviews. In fact, only 4% say they never would. That means the vast majority are open to sharing their experiences. However, many customers don’t follow through.

One of the main reasons is that the process of leaving a review is often too complicated, cumbersome, or time-consuming. Even when customers have good intentions, a complicated process can deter them from completing a review.

Why Complicated Review Processes Deter Customers

Customers are more likely to share reviews when it is an easy exercise for them, which doesn’t consume much time, effort, and thought. As a brand, you have to simplify the process of collecting reviews or testimonials. A short form that can be completed in a few clicks and minutes has a much higher probability of getting filled than a lengthy questionnaire that requires an email login and so on

Other Barriers to Review Completion

Beyond complexity, several other factors can prevent customers from leaving reviews:

Lack of Noteworthy Experience: Almost a quarter of consumers feel that the overall business experience was just not noteworthy enough to write about.
Perceived Lack of Impact: 10% of consumers said they don’t feel that their review would make a difference to others.
Forgetfulness: People forget. This is one of the most common reasons, yet often overlooked.

How to Simplify the Review Process

To encourage more customers to leave reviews, consider the following strategies:

Streamline the Process: Use platforms that allow customers to leave reviews with minimal steps. Avoid requiring account creation or lengthy forms.
Provide Clear Instructions: Guide customers on how to leave a review, including where to go and what to write.
Use Reminders: Send follow-up emails or messages reminding customers to leave a review, but ensure these are spaced appropriately to avoid annoyance.
Highlight the Importance: Communicate how their feedback helps your business and other customers.

Conclusion

While most consumers are willing to write reviews, a complicated process can be a significant barrier. By simplifying the review process and addressing other common obstacles, businesses can encourage more customers to share their experiences, leading to increased trust and credibility.