What Trustpilot reviews are (and are not)<\/h2>\n
Trustpilot reviews are customer-submitted ratings and reviews collected on the Trustpilot platform. Trustpilot is one of the largest consumer-facing review platforms, with over 100 million reviews. The reviews are tied to a business profile, not to a specific product.<\/p>\n
Trustpilot reviews are not Google reviews. Google reviews appear on Google Business Profile. Trustpilot reviews appear on Trustpilot. The platforms have different audiences and different visibility rules.<\/p>\n
Trustpilot reviews are also not B2B-focused like G2 or Capterra. Trustpilot is primarily used by B2C businesses (e-commerce, hospitality, services) and to a lesser extent by B2B companies targeting smaller customers. G2 and Capterra dominate B2B SaaS.<\/p>\n
Trustpilot reviews are also not a testimonial you collect directly. The review was written for Trustpilot, not for you. The customer may not realize it can be repurposed. Permission is required.<\/p>\n
How Trustpilot compares to other review platforms<\/h2>\n
The 4 differences below describe how Trustpilot differs from G2, Capterra, and Google reviews.<\/p>\n
Difference 1: Audience. Trustpilot skews consumer. G2 and Capterra skew B2B SaaS buyer. Google is mixed. The audience determines which queries cite each platform.<\/p>\n
Difference 2: Verification rigor. Trustpilot uses email verification (the reviewer must verify email). G2 uses LinkedIn verification. Google uses Google account verification. The rigor differs.<\/p>\n
Difference 3: Industry focus. Trustpilot is industry-agnostic. G2 and Capterra are SaaS-focused. Google reviews are local-business focused. The platform choice depends on the business model.<\/p>\n
Difference 4: Trustpilot’s TrustScore. Trustpilot has its own TrustScore algorithm that combines review volume, recency, and reply rate. The score is a competitive feature. Businesses with higher TrustScores are cited more in third-party validation.<\/p>\n
The 4 differences mean Trustpilot is the right choice for consumer-facing businesses and small B2B. G2 and Capterra are better for B2B SaaS.<\/p>\n
How to collect more Trustpilot reviews<\/h2>\n
The 5-step process below produces consistent Trustpilot review flow.<\/p>\n
Step 1: Time the ask right. The best moment is after a positive interaction. A successful purchase, a resolved support ticket, a delivered product. The customer is feeling good. The conversion rate is 15-30%.<\/p>\n
Step 2: Send via Trustpilot’s invitation tool. Trustpilot provides business accounts with the ability to invite customers via email. Use the official tool to avoid spam filters and TOS violations.<\/p>\n
Step 3: Make it one click. The email includes a direct link to the review form. The customer clicks and lands directly. No navigation.<\/p>\n
Step 4: Personalize the email. Generic review-request emails produce low conversion. Mention the customer’s name and the specific interaction. Personalization lifts the conversion rate 30-50%.<\/p>\n
Step 5: Follow up once. Customers who did not respond to the first invite get one follow-up after 7 days. The follow-up lifts total response rate by 30-50%.<\/p>\n
The 5-step process produces a steady stream of Trustpilot reviews. Most businesses see 5-15 new reviews per month with disciplined collection.<\/p>\n
How to display Trustpilot reviews on your own site<\/h2>\n
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Once you have Trustpilot reviews and permission, the 4 placements below maximize the conversion impact.<\/p>\n
Placement 1: Trustpilot rating badge. A small badge showing your Trustpilot rating and review count. The badge sits in the home page hero, footer, or pricing page. The badge communicates third-party validation immediately.<\/p>\n