Reviews on your website: what to show and how to keep it fresh

Before someone lets a stranger into their home, they want to know other people already have — and were glad they did. That's what reviews do. Your website should make the most of them.

Pick reviews that answer questions

The best reviews to feature aren't just the most glowing. They're the ones that answer what a new customer is worried about:

• "Showed up exactly when they said they would."
• "Explained the options and didn't push the most expensive one."
• "Cleaned up after themselves — you'd never know they were here."

Look for reviews that mention a specific service and put them on that service's page.

Keep them real

• Use real reviews from real customers. Never write your own, and never edit a review to say something the customer didn't.
• Get permission before using someone's full name or photo. First name and town ("Linda, Doylestown") is a good default.
• Don't cherry-pick dates. If every review on your site is from 2019, visitors notice.

Rules about endorsements and reviews apply to small businesses too. Keeping them genuine is both the right thing and the safe thing.

Keep them fresh

Every couple of months, pick two or three recent reviews from Google or wherever your customers leave them, and send them to us. We'll swap them onto your homepage and service pages and send you a preview.

Make it easy to leave one

Add a simple "Leave us a review" link to your site's footer or contact page, pointing to your Google profile. Ask happy customers in person, at the end of the job — that's still the most effective method there is.

A note on widgets

Live review widgets can be convenient, but they often slow your site down and pull in other companies' tracking. A handful of hand-picked reviews, updated regularly, usually looks better and loads faster.