By far the most important thing a potential customer looks for when considering whether to do business with a company are good reviews. Prospects also look for high star ratings, newer reviews, and responses from business owners. To a lesser extent, people look for whether a reviewer is named, rather than anonymous. They also look for photos of the product or service, and whether a reviewer made a lot of grammar and spelling mistakes. The verdict: Getting a regular inflow of positive reviews/high star ratings and responding to reviews is vital.