RatePoint, the simplest way for small and local businesses to track and improve their online reputation, reports new research showing that 76 percent of consumers read online reviews prior to doing business with a company they've never used before. For services businesses that conduct work in-home, the stakes are even higher. Eighty-one percent of those surveyed indicated a likelihood of looking for an online review of a local business that comes to their house.

The RatePoint study also revealed consumers now use online reviews (68 percent) nearly as much as recommendations from friends (77 percent) before trying a new business. RatePoint surveyed 185 consumers inMay 2011, about their perceptions of online reviews to understand the value a consumer associates with reviews.

"Our data clearly shows online reviews are the new way consumers validate a local business before they will set foot inside," saidKeith Cooper, CEO of RatePoint. "Local businesses need to proactively collect and showcase feedback from their satisfied customers. Those who do will be in a much stronger position to gain new business and future revenue directly from online reviews."

To help local businesses grow sales by understanding the review landscape for their business, RatePoint today announces the beta launch of RatePoint Review Report. Local businesses can get a free report assessing their business and comparing their online reputation of one other local business by going towww.ratepoint.com.

"RatePoint Review Report will help small and local businesses to simplify the review landscape," Cooper said. "Businesses who fail to interact will be at the mercy of how consumers are branding their business for them."