Nearly Half of Small Businesses Have Fewer Than 20 Google Reviews. Is That Enough to Win Customers?
New research from BrightLocal reveals a significant gap between how many Google reviews small businesses have and how many consumers expect to see.
In its October 21 Small Business Marketing Report 2026, BrightLocal found that 47% of surveyed small businesses had fewer than 20 Google reviews.
Separate consumer research found that 47% of respondents would not use a business with fewer than 20 reviews.
For pool and spa companies, the findings reinforce how important online reputation has become when customers compare local businesses.
Customers Want More Than a Star Rating
A five-star rating can create a positive first impression, but customers often look beyond the average score.
They may want to know how many people have shared their experiences, how recently those reviews were posted, and how the business responds to feedback.
A pool builder with detailed reviews about communication, craftsmanship, and project completion may give homeowners more useful information than a company with only a handful of generic ratings.
For service businesses, reviews describing reliability and technical knowledge can help customers feel more confident about whom they’re inviting to their property.
What the Research Reveals
BrightLocal surveyed 1,000 U.S. small business owners as part of its 2026 report.
The research found that 64% regularly ask customers for reviews, but only 51% regularly respond to them.
The review-count gap also appears in industries related to pool and spa services. In BrightLocal’s business survey, 54% of businesses categorized as trades or home services had fewer than 20 reviews, as did 47% of home or garden service businesses.
These findings are not specific to the pool industry, but they highlight a common challenge for local businesses.
Make Review Requests Part of Your Customer Experience
The best time to ask for feedback is often after a meaningful customer milestone.
Pool builders can request reviews after project completion. Remodelers might follow up once homeowners have had time to enjoy their renovated pools.
Service companies can invite feedback following completed repairs or maintenance visits, while Hot Tub retailers may request reviews after delivery and installation.
Keep requests simple and consistent. Ask for honest feedback without pressuring customers to leave only positive reviews or offering prohibited incentives.
Don’t Forget to Respond
BrightLocal’s findings also show that many businesses are not responding to reviews as consistently as customers expect.
A thoughtful response can demonstrate professionalism and attention to customer experiences.
Thank customers for specific feedback, address concerns constructively, and avoid sharing private customer information.
Reviews are more than a collection of ratings. They’re an ongoing public record of how your company serves its customers.
Is 20 Reviews the Magic Number?
No. The research identifies a consumer-expectation gap, not a universal minimum needed to win customers or appear in Google results.
Review quality, relevance, recency, and the business’s overall reputation all matter.
The goal should be a steady flow of authentic customer experiences rather than reaching one specific number.
Your Next Customer May Read Your Reviews Before They Call You
A strong reputation helps prospective buyers understand why they should trust your business. Consistent review requests and thoughtful responses can support that trust over time.
Want to strengthen your Google reviews and reputation strategy? Get a Free Marketing Consultation.
Frequently Asked Questions
How many Google reviews does a pool or spa business need?
There is no universal number that guarantees customer trust or better search rankings. BrightLocal’s research suggests that having fewer than 20 reviews may discourage some consumers, but businesses should prioritize authentic, recent, and useful feedback.
How often should pool and spa companies ask for reviews?
Review requests should be part of regular customer follow-up after appropriate milestones, rather than an occasional campaign. The right frequency depends on customer volume and the services provided.
Build a Reputation That Helps Customers Choose You
Pool Marketing Site helps pool builders, remodelers, service companies, and retailers create consistent review-generation processes, manage customer feedback, and strengthen the online credibility that supports local marketing.
More authentic reviews. Stronger customer trust. Better opportunities to earn new business.