The Difference Between Reviews, Ratings, and Testimonials
Online reputation is more than a 5-star score. It’s a mosaic made of different types of feedback—each with its own power, platform, and purpose.
Most business owners use the terms reviews, ratings, and testimonials interchangeably. But they’re not the same—and understanding the differences can help you build trust and drive conversions more strategically.
Let’s Define the Terms
What Are Ratings?
Ratings are numerical scores—usually from 1 to 5 stars—that represent a customer’s satisfaction.
They’re quantitative, fast, and easy to interpret.
Examples:
- ⭐️⭐️⭐️⭐️⭐️ (Google)
- 4.8/5 (Facebook)
- 3 out of 5 stars (Yelp)
Why they matter: Ratings affect your average score, which impacts local SEO, click-through rates, and customer trust at first glance.
What Are Reviews?
Reviews are written feedback customers leave on platforms like Google, Facebook, and Yelp. They often include a rating—but not always.
They’re qualitative, emotional, and story-driven.
Examples:
"I had a great experience with Reputory. Setup was simple and I started seeing insights within a day. Highly recommend!"
Why they matter: Reviews build social proof and surface specific strengths or problems. They help with SEO (thanks to keywords) and are a major ranking factor for local businesses.
What Are Testimonials?
Testimonials are curated endorsements—often collected directly by your business and displayed on your website or marketing materials.
They’re selective and intentional.
Examples:
"Reputory transformed the way we track reviews. We’ve doubled our 5-star ratings in three months." — Sarah T., Agency Owner
Why they matter: Testimonials are trust-building tools you control. They help build credibility, especially for new visitors who haven’t seen your public reviews yet.
Where Each One Matters
| Type | Platform | Primary Value |
|---|---|---|
| ⭐ Ratings | Google, Facebook, Yelp, app stores | Instant credibility & SEO signals |
| 💬 Reviews | Google, Facebook, Yelp, industry sites | Trust, detail, visibility |
| 📣 Testimonials | Your website, landing pages, sales decks | Conversion boost, branding |
Why You Need All Three
Here’s how they work together:
- Ratings get people to notice you
- Reviews help them decide to trust you
- Testimonials reinforce confidence and close the deal
If your business only collects ratings but no reviews, you’re missing the context. If you only use testimonials, you risk losing credibility with skeptical buyers. Each piece reinforces the others.
How Reputory Helps
Reputory pulls it all together:
- Syncs your ratings and reviews from Google and Facebook into one place
- Analyzes reviews with sentiment scoring
- Lets you export great reviews for use as testimonials (with permission)
- Tracks review trends and response rates over time
You can even auto-generate testimonial sections for your website using your best recent reviews—no extra copywriting needed.
Tips for Leveraging Each Type
- ⭐ Ratings: Ask satisfied customers for quick star ratings if they’re short on time
- 💬 Reviews: Make it easy to leave reviews via QR codes or direct links
- 📣 Testimonials: Ask your best customers for a quote and permission to feature it
Bonus: Add testimonials to landing pages, proposals, and even email footers.
Final Thoughts
Ratings, reviews, and testimonials may look similar—but they each have a unique job. If you treat them strategically, you’ll build a stronger brand, convert more leads, and stand out in a noisy market.
Run a free brand health check with Reputory to see where you’re strong—and what feedback types you’re missing.