Real reviews from real customers are the most convincing thing on a trade business website. But there is a right way and a wrong way to use them.
The right way
- Pick three to five real reviews from Google, Yelp, or wherever your customers leave them.
- Quote them exactly. Do not edit the words.
- Show the reviewer's first name (or initials) and the platform the review came from.
- Link back to the original review or your profile page on that platform so anyone can verify it.
The wrong way
- Making up reviews. Even "based on real feedback" is not a real review if nobody actually wrote those words.
- Five-star ratings with no source. A row of stars with no link to a real review platform is not verifiable.
- Screenshots of texts or DMs without permission from the sender.
- Dozens of reviews on the page. Three real ones with a link to "see all reviews on Google" is more credible than a wall of quotes.
How to ask for reviews
After a job, say: "If you're happy with the work, a Google review helps other people find us." That is it. Do not offer discounts or incentives for reviews — that violates most review platforms' terms.
If you have no reviews yet
Don't put a reviews section on the page. An empty reviews section or one with fake reviews is worse than no section at all. Get a few real ones first.