I don't know about you, but the first thing I do before I book a hotel (or tour or go to a restaurant, etc.) is look at the reviews. Just because the website looks good doesn't mean that it is accurate. In fact, I've been to several that didn't look anything at all like the photos they posted. I am almost more interested in seeing visitor photos than what they have to say about the thing/place they are reviewing. It's actually more important to look at the reviews when you're a budget traveler than when you don't have to look at rates to book your travel.
How important are hotel reviews to you when you're looking for a place to stay?