A lot of companies like to brag that they're the best. However, there is no denying honest online reviews. This is where the truth lies. You have to watch out though. A lot of companies pay shady companies to give them fake reviews. This is illegal of course, but you'd be surprised how many do it. I get a call at least once a week from one of these companies trying to get me to do it.
You also see a lot of companies creating fake accounts so they can give themselves reviews. I won't name names, but I know a handful of companies in Estes Park Colorado that do it. There's also a 3rd way shady businesses get fake reviews. They'll offer to pay their clients or give them a partial refund for a 5 star review.
I think the best way to know who you're doing business with is to look at the bad reviews. This can be very revealing. I know one such business in my area who does a great job at getting 5 star reviews and being overly nice in their responses to those reviews. I know how some of those reviews are attained. However, when you look at the bad reviews, they are NOT very nice people at all. It's totally obvious they'll rake you over the coals if given half a chance.
Another way to check on a company is through other companies you're doing business with in the area. Often times, these companies will cross promote with other trusted and honest businesses. Nobody wants to partner with someone with a bad rep. Here are some of the companies who support me and vice versa: McGregor Mountain Lodge, Valhalla Resort, Rocky Mountain resorts, Streamside on Fall River Cabins, Rocky Mountain Hiking Trails just to name a few.
I've been in business since 1991 (before the internet). Back in those days, you could be a scum bag business and get away with it to some degree. It was hard because aside from the BBB, (Better Business Bureau) customers didn't have the means to warn others about their horrible experience. For an honest person like myself, I'm VERY happy how online reviews have taken off. It's a great equalizer.
Hope to see you soon in Estes-Park Colorado