Online reviews have changed how consumers shop for products and services. They’re an essential part of the customer journey and a major influencer on business marketing.
The top websites for finding trusted reviews include general review sites like Angie’s List, the Better Business Bureau and Trustpilot. Other review sites like ConsumerReports and Popular Mechanics focus on reviewing specific product categories.
1. Angie’s List
The original review site, now rebranded as Angi after a merger with HomeAdvisor, allows members to find local service providers. Companies must pass a background check to be included on the site.
Customers are encouraged to submit reviews on their experiences with a local service provider, and those can help other members make informed decisions. However, some complain that Angi (previously Angie’s List) can remove negative reviews after the company has “resolved” the issue. This can skew results.
2. BBB
BBB allows consumers to share their opinions – good or bad – about companies they have interacted with in the marketplace. They also allow consumers to file complaints that are shared with businesses, if they feel their issue wasn’t adequately resolved.
However, it is important to note that while BBB ratings may seem fair, they aren’t the only factor to consider. Consumers should read reviews on other sites, too. For example, Yelp. And Google Reviews. They’re all worth checking out!
3. Trustpilot
The site is somewhat less sophisticated than Yelp, but it does give customers a way to voice their experiences with businesses and help companies listen and respond. However, it is important to note that there are businesses that will purchase reviews to inflate their TrustScore.
Businesses can take steps to ensure their reviews are accurate by offering incentives, using the dashboard tools and creating brand pillars. They also have a very robust fraud detection system and publish their annual transparency report for consumers to read.
4. PlanetRate
Claim listings on review websites is a great way to boost your local SEO. Ensure that your business’s identifying information (name, phone number, address) is identical across all review websites. This will help Google confirm that your business is the same on each website.
PlanetRate is a review site that can be used to find reviews for nearly any industry. It also allows consumers to “verify” their reviews by linking a Linkedin or Facebook profile. Review sites are a great tool for consumers to get honest feedback about the products and services they purchase.
5. VendOp
VendOp is a business directory where buyers can find peer reviews. The site also offers a tool that helps businesses find the right software for their needs.
G2 launched in 2014 to become a “Yelp for software” and is the top review site for B2B vendors. It is free for buyers to use and monetizes by selling buyer intent data to listed vendors.
Google recently changed its Trusted Stores program to Google Customer Reviews, which still offers the badge in search results but not the purchase protection. Learn more about this program here.
6. G2
G2 (formerly G2 Crowd) democratizes software by allowing buyers to make smarter buying decisions with authentic peer reviews. The site helps people and businesses find the right software solutions for their unique needs.
The G2 Reviews widget lets you display customer testimonials on your website in a carousel, grid, or list format. Featuring the ability to customize the look and feel of your review to match your website’s aesthetic, the widget is a great way to show off your company’s reviews.
7. TrustRadius
TrustRadius is an experimentation-focused company that puts user experience at the heart of everything it does. It’s used Optimizely to run over 90 experiments over the past two years.
Reviews from end-users, implementers and consultants are authenticated via LinkedIn before being published. Incentives are used to increase response rates, but they can’t be contingent on a reviewer’s rating.
TrustRadius can be integrated into Demandbase to help marketers and sales teams identify product comparison intent across their in-market accounts. This allows them to target in-market accounts with relevant messaging to drive conversions.
8. FinancesOnline
FinancesOnline is a B2B review site that specializes in business software. Its reviews are prepared by both experts and actual users. Reviews are also authenticated via LinkedIn.
The authors at CompareCamp and sister website FinancesOnline appear to have a distinguished journalistic pedigree, writing for a number of blue-chip media outlets. But their biographies are largely fictitious, and personal photos are stock or stolen. Their site offers a free profile page, while paid versions let you customize review invitations and share ratings on social media.
