In making a purchase consumers would like to learn all they can about a particular item or opportunity. While your website might provide the most effective results but reviews can be more honest and transparent and reveal information that you didn't disclose. Some reviewers, for example are very specific and detail everything from how to find difficult-to-find entryways to displaying photos of each step of a service. With reviews, consumers have access to greater information than they have ever had before, positive or negative.