How to show customer reviews on your website

Honesty comes first

Before anything else: only publish reviews that are genuine. Never write reviews yourself, invent customers, pay for positive reviews or ask friends and family to pose as customers. Since 2025, the Competition and Markets Authority (CMA) treats fake reviews as unlawful under UK consumer law, and that applies to small businesses as much as large ones.

Honesty also covers how you present reviews. Do not edit a review to change its meaning, and do not suggest a handful of glowing quotes represent every customer if they do not.

Where to get reviews from

• Your Google Business Profile. Usually the most valuable place to collect reviews, because they appear in search and on Maps. Our Google Business Profile guide explains how to ask for them.
• Emails, texts and cards from customers who have thanked you directly.
• Trade directories and review platforms you are listed on.
• Feedback you ask for at the end of a job, such as a short form or a quick message.

Ask permission before you publish

A kind message on WhatsApp was not written for your website. Before you quote someone, ask if you can use their words and how they would like to be named. Many people are happy with a first name and town, such as "Sarah, Chelmsford". Keep a note of who agreed and when.

A review may also contain personal data, so think about what you publish. Our guide to cookies and UK GDPR covers the basics of handling personal information.

Where to place reviews on your site

1. Home page. Two or three short reviews near the top build trust quickly.
2. Service pages. A review about a boiler installation belongs on the boiler installation page. Matching reviews to services makes them much more convincing.
3. Near your contact form. A reassuring review right before someone sends an enquiry can tip the balance.
4. A dedicated reviews page for people who want to read more, with a link to your full Google reviews.

Making reviews more believable

• Be specific. "Fixed our leaking shower the same day and left the bathroom spotless" is more convincing than "Great service".
• Add context. A first name, a town and the type of job help readers relate to it.
• Pair with photos. A review next to a photo of that job, with the customer's agreement, is powerful proof.
• Keep them fresh. Add new reviews regularly and replace very old ones.
• Do not hide every imperfect review. A mix that feels real is more believable than perfection.

Link to your Google reviews

Quotes on your own site are helpful, but visitors know you chose them. Linking to your Google reviews lets people see the full picture on an independent platform. A simple line such as "Read all our reviews on Google" with a link is enough. It also gently encourages happy customers to leave a review of their own.

Responding to negative reviews

Every business gets an unhappy customer now and then. On Google and other platforms, reply calmly and briefly, acknowledge the problem, and offer to sort it out offline. Never argue in public. A thoughtful reply can reassure future customers more than another five-star review.

Show your credentials alongside reviews

Reviews work well next to other trust signals. If you are a member of a body such as TrustMark or the Federation of Master Builders, display your membership if you have it. See the tradesperson website checklist for more ideas.

A quick review checklist

• Only genuine reviews, never fake or paid ones.
• Permission from each customer before you quote them.
• Reviews placed on relevant service pages, not just one page.
• A clear link to your Google reviews.
• New reviews added every few months.

Showcasing reviews with Site Shifter

With Site Shifter you can add reviews to any page, link to your Google reviews and add social links and share buttons, all from a site built in about an hour. You get unlimited pages, so a dedicated reviews page costs nothing extra, and a real person helps you with setup. See what Site Shifter includes or get in touch with a question.

Frequently asked