糖心Vlog

In today’s economy, you’d be hard-pressed to find a shopper who doesn’t read reviews before making a purchase. I read reviews for nearly everything I’m considering purchasing, from household appliances to an Airbnb reservation.

Like other consumers, I want to know that what I spend my hard-earned money on will be worth it. This means that in order to drive new sales, businesses need to make sure they’re collecting and displaying reviews on customer review sites.

In case you’re new to customer review sites or you’re unsure of where to find them, I’ll take you through the basics first and explain why they’re so important for your business.

In this article, I’ll walk through the following:

Table of Contents

• Customer Reviews
• Best Customer and Product Review Sites

Customer Reviews

Customer reviews are evaluations or pieces of feedback that customers provide based on their direct experiences with a company’s products, services, or overall brand. These reviews may be shared publicly on third-party platforms, social media, or company websites. These reviews can also be collected privately through surveys and feedback forms.

Customer reviews serve as valuable insights into customer satisfaction, helping businesses highlight their successes while also gaining insight into where they can improve. When analyzed effectively, they can also influence brand reputation, guide product development, and strengthen long-term customer relationships.

Benefits of Customer Reviews

There are three major reasons why customer reviews are important to your business.

1. Customer reviews build trust with your audience.

When your company shares customer reviews with consumers, you’re offering to shoppers. Social proof is evidence that other people have purchased and seen value in your product, which can be especially important in the ecommerce space.

If you haven’t been scammed by an Instagram or TikTok shop promoting a fake product or business, then good on you! But unfortunately, fallen for these online shopping scams. Social proof, like customer reviews, is a great way to prove your business or product is real, and customers will get what they paid for.

As , “Trust is one of the key factors in converting customers online, because providing a credit card number to an unknown business over the web is a large hurdle for customers to overcome. Showing potential customers that a business has many satisfied customers through testimonials and user reviews helps build trust that a business is legitimate and trustworthy.”

By publishing customer reviews, your potential customers can see firsthand what value other customers have had with your product, which helps them feel more confident in shopping with you.

Pro tip: If you’re in ecommerce and you’re collecting reviews on your own site, don’t be one of those businesses that only publish four- and five-star reviews. Consumers notice when there are only high ratings, and it raises a red flag for them.

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2. Customer reviews are a learning opportunity for your business.

Customer reviews will inevitably include negative, constructive, or even neutral feedback from your consumers. This feedback is a golden opportunity for your company to learn how to improve your product or offering.

These insights show you where your product is failing to meet customer needs and where you should focus your improvement efforts. For example, beauty brand and found that their glass packaging was causing durability issues and was creating customer dissatisfaction.

With this insight, the brand shifted its packaging to lighter materials after testing each format “.” This is the perfect example of leveraging customer reviews to drive product improvements that your customers will love (and thank you for).

Without customer reviews, you may not glean insights into what’s working well and where you’re missing the mark. With this information, your teams can follow up with customers and address their experience while offering to make it right. Additionally, you can apply those insights to broader initiatives designed to prevent potential churn.

Pro tip: Be sure not to get defensive when you respond directly to negative reviews. We’ve all seen how poorly that works out for businesses, so I suggest creating a standardized response that’s neutral and addresses the feedback at hand. By using a script, you can avoid injecting emotion into the response.

3. Customer reviews are marketing and sales tools for your business.

Customer reviews are an unlock for driving new revenue for your business. The other major reason for obtaining reviews is the opportunity to share them with potential customers. Positive reviews can be used as customer testimonials during lead acquisition and can help you add more contacts to your .

In general, a by Capital One showed that 99% of American consumers read at least one review before purchasing a product (nice to know I’m in good company!). The report goes on to state that reviews influence 93% of consumers’ purchasing decisions — meaning that a great review can help you close the deal.

Customer reviews appear to be even more influential to customers shopping with B2B companies. that 9 out of 10 B2B customers are likely to make a purchase after reading a positive review, which makes sense when you consider the high investment that’s required for purchasing a new software tool.

When your potential customers can read other consumers’ first-hand accounts with your product or service, they can look for value points that are relevant to them and understand if your offering would be a good fit for them.

For example, I was recently shopping for phone cases and was looking through customer reviews for feedback on very specific criteria (durability and drop protection). When I found the product that had the best ratings in those two categories, I went ahead and purchased it.

So the next time you get a glowing five-star review, your job is to make sure that your potential customers can see it.

Now that we’ve covered the key benefits of customer reviews, you might be wondering how to track down all those customer reviews. I’ve got you covered, as I’ve created a list of the best product review sites for B2B and B2C companies.

Keep in mind that every industry has niche sites, too. For instance, those in the restaurant industry may want to be on UrbanSpoon or OpenTable. I won’t get into sites that are specific to any one industry, but instead the options below are designed to apply to businesses in almost any industry.

Best Customer and Product Review Sites

Customer Review Sites for B2C Companies

1.

When most people think of customer reviews, Amazon is often the first example that comes to mind. As one of the first online retailers to introduce product reviews back in 1995, Amazon set the standard for how shoppers share feedback and make purchase decisions online.

Today, it remains one of the most trusted and influential platforms for consumer opinions. Even when customers plan to purchase a product elsewhere, many still check its Amazon reviews first to gauge quality and reliability before buying (plus that Prime shipping usually means your product arrives quickly).

When it comes to making your product stand out, reviews with the most shiny gold stars are the ones that customers are looking for. Products are rated on a five-star rating scale, which is broken down by the percentage of reviews per star, followed by the most helpful customer reviews and the most recent customer reviews.

Benefits of Amazon Customer Reviews:

• Amazon has , meaning your product review will reach a wide audience.
• start their online product searches on Amazon.
• Amazon’s rating system is straightforward and easy to understand.
• Amazon allows users to filter search reviews by customer rating.

Disclaimer: Keep an eye on the Amazon review structure as it may change or evolve. In my research, I found that , they were experimenting with a search view that removed customer ratings from the search page results. While not detrimental, it’s of course better for businesses if their product pops up in the search results with those shiny gold stars attached.

2.

Part of the New York Times, Wirecutter is an excellent resource for customers looking for honest, independent product reviews. All products go through by the Wirecutter team so readers can rest assured that their recommendations are legit.

From a business perspective, there isn’t much you can do to influence ratings on this site, but it should encourage your brand to make its products the best they can be.

Benefits of Wirecutter:

• Reviews on Wirecutter are in-depth and highly researched.
• Although Wirecutter earns commission through affiliate links, they do not earn if readers return a product they recommended that they are dissatisfied with — keeping reviewers honest.
• Wirecutter gets about and serves as an excellent promotion should your brand get chosen as one of its top picks.

3.

Geared toward U.S.-based service businesses, Angi is a “higher-end” review site because users actually have to pay for membership. But you get what you pay for. The reviews, given on an A–F scale, are typically very well-thought-out, not a lot of that ranting and raving that’s more common on free review sites. The reviews can’t be anonymous, which helps cut down on fake or misrepresentative reviews, and companies are allowed to respond to the reviews posted about them, too.

It’s free to set up a page for your company. Once you have yours, encourage your customers who are on Angie’s List to leave reviews there — members are the only ones allowed to do it!

Benefits of Angi:

• Reviews on Angi are typically high-quality since users need to pay to use the site and can’t post anonymously.
• Even though this is a paid subscription service, it’s free to list your company on Angi.
• If a customer has a bad experience with a recommended provider, Angi will work with both the customer and the company to resolve the issue.

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4.

Have customers located in Australia? CHOICE is an independent, member-funded consumer advocacy website based in Australia. It independently evaluates products and provides detailed reviews to its members.

The bulk of its work involves consumer rights, exposing shady industry tactics, and providing product reviews. In addition, it allows members to rate and discuss specific products and services with other CHOICE members. If you have customers in Australia, I recommend encouraging those who are on CHOICE to leave reviews there.

Benefits of CHOICE:

• CHOICE posts over 200,000 reviews each year and serves about 2,400 institutions worldwide.
• Since CHOICE evaluates products and services independently, its reviews are unbiased.
• CHOICE has a “Choice Picks” page where you can see the best products that it recommends.

My POV: As a consumer, I also love that Choice has a “.” However, as a business, you’d want to make sure your product doesn’t land on that list.

5.

Trustpilot is a rapidly growing, community-driven review platform founded in Denmark that has expanded its reach to 65 countries worldwide, including the United States. The platform enables businesses across industries to proactively gather authentic customer feedback. Reviews are written by verified customers about both products and sellers, ensuring transparency and third-party credibility.

While Trustpilot offers a free basic plan that allows businesses to create a profile and collect reviews, its paid tiers provide advanced features such as customizable review invitations, social media sharing tools, and integrations that connect review data with internal business systems.

Benefits of Trustpilot:

• Over 1.4 million businesses are rated on Trustpilot.
• Trustpilot uses its own review system to rate its website. Based on about 400k reviews, Trustpilot is rated four and a half stars out of five.
• Trustpilot has advanced SEO features that help your website rank higher on SERPs when customers leave reviews for your company.
• Trustpilot can be integrated with Shopify, Magento, and MailChimp.
• 罢谤耻蝉迟辫颈濒辞迟’蝉 surface themes and insights that help you drive more customer purchases.

What I like: Still need more convincing? Trustpilot states that said that a good Trustpilot score makes them more likely to buy from a brand.

6.

Similar to Trustpilot, TestFreaks is a Sweden-based customer feedback platform that helps businesses collect and manage both product and seller reviews. It enables companies to gather authentic, verified reviews that build trust and improve transparency.

One standout feature is its Q&A tool, which allows potential customers to ask questions and receive direct responses from a company’s customer service team — helping bridge the gap between pre-purchase curiosity and post-purchase confidence.

In addition to review collection, TestFreaks also offers review syndication, data analytics, and AI-driven insights that help brands better understand customer sentiment and make informed improvements to their products and services.

Benefits of TestFreaks:

• TestFreaks has 100 million crawled reviews from over 15,000 sources.
• TestFreaks provides a content moderation team that analyzes content in over 20 languages.
• TestFreaks has an import feature where you can upload external customer reviews to its website.
• TestFreaks has a partnership with Google that allows it to push collected reviews into organic Google search results and Google ads.

What I like: Beyond their review crawling feature (which I think makes their product worth it on its own), I also love that they make it easy to use collected reviews in your marketing efforts.

7.

Which? is an independent consumer review organization that tests and reviews products and then writes about them. Unlike Angi, it’s the folks at Which? who write the reviews — not the customers. They don’t accept submissions for product testing or survey inclusion, but they do encourage people to let them know about their products and services by emailing brcpress@which.co.uk.

While this leaves less room for you to influence whether your products end up on their site, it's still worth knowing about and checking in on this popular site, especially if you have customers in the U.K. The website has product reviews for everything from dishwashers and tablets to cars and credit cards. It tests and reviews all these products, and then writes about both its methodologies and results. It also surveys customers to create their “” guides for specific shopping categories.

A lot of its content is free, but customers can become members for as little as ?8.99 per month to get access to a .

Benefits of Which?:

• Which? offers more than 8,000 free reviews.
• Which? tests and reviews around 4,000 new products every year across multiple categories.
• To prove that it’s impartial, Which? provides a that shows users how it tests and reviews each product.
• Which? is 100% independent and impartial. It doesn’t accept freebies from product manufacturers or retailers, so its reviews remain unbiased.

What I like: For businesses, Which? offers that include the ability to offer their community of readers special member promotions on your product.

8.

A nonprofit organization, Consumer Reports is an independent product-testing organization that runs unbiased tests to rate and recommend products. It has reviewed over 7.7 million products, accepts no advertising, and pays for all products that it tests. (Fun fact: The company buys and tests ) This is about as legitimate as it gets.

There’s not much you can really do directly with Consumer Reports except to make sure your products are really, really good in case they land in their “review” queue.

Consumer Reports’ review process offers us a great lesson in excellent content creation. For each product it reviews, it provides the review criteria, product overview, a buying guide, and social sharing buttons. It’s all quite comprehensive and, well, helpful. Pretty much the key to great content, am I right?

Benefits of Consumer Reports:

• Consumer Reports has over 63 testing facilities — including its 327-acre auto test center.
• Consumer Reports has spent over $30 million on testing and rating products.
• In 2024, Consumer Reports tested over 2,300 products and services in 100+ categories.
• Consumer Reports provides an overall score for each product, so you know exactly how it compares to other products in its category.

9.

Consumer Affairs is a for-profit organization that reviews companies using an “overall satisfaction rating.” This average is scored on a one-to-five-star scale that’s updated every time a new review is submitted. Each company’s page provides a list of all its reviews, which includes consumers’ star ratings as well as a short explanation for its score.

Consumer Affairs also allows users to submit review recordings, which are two-minute videos where people talk about their experience with a brand. This makes the review much more compelling because you can actually see the person talk and express their genuine feelings about the company.

Benefits of Consumer Affairs:

• Consumer Affairs offers a “trending” section where you can view its latest and most popular reviews.
• Consumer Affairs provides a demo for brands looking to buy a subscription to its service.
• The “Review Feed” feature allows you to research all of your customer reviews in one, scrolling feed.
• Consumer Affairs has a “Video Review” option where customers can record themselves giving a review.

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• Email Templates to Ask for a Referral
• Email Templates for Following Up with a Referral
• Social Copy Templates About a Referral Program
• And More!

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10.

If you’re in the travel, hotel, airline, entertainment, or restaurant industries, you’ll want to check out the reviews on the popular website, TripAdvisor. As the largest travel site in the world, it has over 225 million reviews, opinions, and photos taken by travelers. It also has some awesome content on low airfares, travel guides, rental listings, and advice forums for pretty much every location in the world you could possibly imagine. A lot of people look there before booking a trip.

The key to a successful profile on TripAdvisor is making it as close to the top of the popularity index as possible, so that people searching for information in a specific place see your listing. , the popularity ranking algorithm is based on three key components: quantity, quality, and recency of reviews.

Benefits of TripAdvisor:

• TripAdvisor has collected over 887 million reviews for 8 million companies.
• TripAdvisor Plus gives you access to discount hotel pricing for over 100,000 locations.
• The average TripAdvisor Plus member saves about $350 the first time they use their membership.
• TripAdvisor Business Advantage showcases your company’s best reviews so customers see them first when reviewing your profile.

11.

Yelp is a free review site that lets consumers rate businesses on a five-star scale. Any business can set up a profile on Yelp for free, and users can set up their own free profiles to review a business. You’re free to respond to reviewers, too, but I recommend taking a balanced and polite approach to any negative reviews you receive, as Yelpers are in a pretty tight-knit community.

Although Yelp some years ago for some slightly shady practices, like incentivizing businesses to advertise with them in exchange for gaming the search results for their business (“Pay us money and we’ll push bad reviews down!”), Yelp denies any connection between advertising and filtering reviews. Savvier consumers have learned to look at Yelp reviews as a whole and with the reviewer’s clout in mind, instead of getting turned off by a business because of one bad listing.

That being said, it’s still to your benefit to get a constant stream of positive online reviews coming to your business’s Yelp account, so happy customers are always at the top of your review feed — especially if you’re a location-based business. Yelp profile information contains things like store hours and location information, so your profile will often turn up when people Google your business.

Benefits of Yelp:

• Yelp has roughly worldwide.
• Anyone can sign up for Yelp, and it’s fairly easy for customers to leave a review, making it a good source of customer feedback.
• Yelp users are a tight-knit community. Active users will provide a lot of detailed feedback for your business.
• shows that an increase of one star in your Yelp rating can increase revenue by 5-9%.

My perspective: As a consumer, Yelp consistently shows up at the top of search reviews when I’m looking up a local business. This is why I think driving Yelp reviews is likely worth your time, especially if you rely on local foot traffic for your business (such as restaurants, bars, brick-and-mortar retail, etc.).

12.

Those reviews you see when you search for a business on Google? They play a major role in this list. Google’s algorithm takes into account factors like distance and location to deliver the most relevant local search results. To ensure your business shows up properly, it’s essential to .

Once your profile is set up, you can start collecting reviews, photos, comments, and other customer content. This not only helps improve your visibility in Google search results but also enhances your credibility.

Bonus: Google Maps pulls this same information, so having a rich profile full of reviews and media makes your business appear more trustworthy to potential customers.

Benefits of Google Business Profile:

• Google is the world’s most frequently used search engine and controls of the global search engine market share.
• Google can localize your review search, meaning it will only show results for businesses located in the area that you searched.
• It’s free to create and customize your Google Business Profile. Setting it up only takes a few minutes.
• of Google’s search algorithm is influenced by Google Reviews. The more positive reviews that you have, the higher your business will rank on SERPs.

What I like: It’s free, easy to set up, and works great for small businesses or independent contractors. Just be sure to keep it up to date (with your open hours, holiday closings, etc.).

Potential drawbacks: One potential negative to Google Business Profile reviews is how easy it is for people to leave fake, misleading, or malicious reviews. Since there’s no vetting process (like a verified purchase) required to leave a review, you may end up with fake reviews that damage your overall ranking. It’s also notoriously difficult to get reviews removed from your Google profile, leaving small businesses stuck with damaging reviews that may not even be from real customers.

13.

If you sell consumer products, Influenster is a review site you’ll want to make sure you’ve considered.

Influenster features customer reviews and news about consumer products — primarily skincare, beauty, makeup, hair, and other health and body products. Visitors can search the site by brand name or by a specific product they’re looking for, and Influenster links to websites where visitors can buy the products.

The reviews are comprehensive and feature lots of detail and images to accompany them. So if you’re in the beauty business, consider directing your shoppers to review your products on Influenster to help attract new customers, too.

Benefits of Influenster:

• There are over 6 million users who are actively leaving reviews on Influenster.
• Influenster users have left over 50 million organic reviews on the website.
• Influenster sends its users “VoxBoxes” where they can test out new products for free.
• Influenster helps businesses create “sampling campaigns” where you send users a sample of your product, then follow up afterwards to sell them the complete version.

Review Websites for B2B Companies

Before I dive into B2B review websites, I wanted to call out the additional importance of review sites that are specific to B2B companies. Data shows that find review websites extremely useful, and over 70% of consumers are using these sites to read reviews during the consideration stage.

This means it’s important for your company to generate reviews on B2B specific customer review websites, since that’s where your customers are going to read reviews. They’re going to need more than just a Google review to make their purchasing decision, and B2B review websites structure reviews around important categories and purchasing considerations.

14.

HubSpot’s App Marketplace is a space where businesses can browse through extensions, tools, and apps that connect to their HubSpot account. Some apps are built by HubSpot, while others were designed by partners and third-party organizations. Offering all of these tools in one place makes it easier for HubSpot users to add new features to their accounts that may not be included with their subscription.

The nice part about this customer review site is that it’s categorized based on the product you’re looking to install. There are individual sections for 糖心Vlog, Sales, and Service tools, as well as other sections like finance, workflow integrations, popular apps, and more.

Reviews are rated on a five-star scale, and customers have to answer questions like, “What did you like about this product? What did you dislike about it?” These questions provide more context for the review, so you know exactly why a customer rated a business or product the way they did.

Benefits of HubSpot App Marketplace:

• There are more than 2,000 apps featured in HubSpot’s App Marketplace.
• Product pages not only list reviews, but also pricing info, notable features, and account requirements for downloading each tool.
• Customers have the option to upvote reviews that they find helpful.

15.

FinancesOnline is one of the fastest-growing platforms for B2B and SaaS software reviews, with over .

It gathers thousands of user reviews every month, with each reviewer authenticated via LinkedIn to ensure only actual users share their experience with the community. User reviews are based on detailed surveys, which offer a really in-depth look at each tool. Algorithmic analysis is also a foundation for quarterly reports in the most popular categories.

To balance the user perspectives, each review also includes a detailed analysis prepared by the internal team of B2B software experts, who analyze key usability factors such as features, integrations, mobile support, etc. This evaluation is then combined into the unique SmartScore? system, which gives readers an easy reference on what the experts’ community thinks about each business solution.

As an added bonus, the product pages rank high in Google, so getting a few positive user reviews on their site could be beneficial for your brand recognition.

Benefits of FinancesOnline:

• FinancesOnline has roughly 3 million visitors to its site every month and over ten thousand detailed company reviews.
• The SmartScore system grades products on several factors, including functionality, collaboration features, customization, ease of use, and more.
• FinancesOnline uses a customer satisfaction algorithm that calculates an overall score for a business based on reviews, comments, and opinions that are posted on various social media channels.
• The “Verified Quality Seal” lets users know that a business or product is reliable and trustworthy.

16.

If your business sells software, you need to be driving reviews to G2. Every year, looking to buy software read the 3+ million verified user reviews on this website in order to make the best purchasing decision.

I’m a huge fan of G2, having used it both as a software reviewer and as a CSM trying to drive reviews from my customers. I’ve also used it to review software when I was looking to purchase an NPS survey tool for my company, and found it extremely helpful in finding reviews for my specific buying criteria.

G2 is niche in that it’s built specifically for software and services products. Company products are reviewed on a five-star scale, and reviews cover everything from setup and ease of use to integrations and support. Reviewers answer questions that cover common buying considerations in the software space, such as the features and functionality, level of customer support, and effort required for implementation.

Benefits of G2:

• There are nearly 3 million verified reviews featured on G2.
• Since it’s built specifically for software, reviews include questions related to common purchasing criteria.
• If your company has more than one software offering, each offering can have its own review page.
• G2 allows businesses to request reviews from customers. This helps you build a pool of customer reviews for your company.

What I like: Having worked in the software space for the last 14 years, I think what G2 has built is pretty brilliant. When consumers are shopping for software, they’re going to have specific criteria that they want met in a product, and G2 allows them to find reviews based on that very specific criteria.

For example, consumers shopping for tools like a will probably care a lot about the post-sale support experience. If your company excels in this area, having that feedback on G2 will help you drive more business.

Free Customer Referral Templates

45 email & social media templates to ask for referrals and spread the word about referral programs

• Email Templates to Ask for a Referral
• Email Templates for Following Up with a Referral
• Social Copy Templates About a Referral Program
• And More!

Download for Free

Download Free

All fields are required.

You're all set!

Click this link to access this resource at any time.

17.

Like G2, TrustRadius is an online review platform for software businesses. Reviewers are authenticated through LinkedIn to ensure they’re actual users, though reviews can still be posted anonymously. This verification adds an extra layer of trust, and it even allows users to see feedback from their LinkedIn connections about specific software products.

On TrustRadius, you can browse reviews of individual companies or compare two companies side-by-side, examining five-star ratings, product screenshots, pricing information, and user comments. Beyond company reviews, TrustRadius offers extensive buyer guides across categories such as talent management, business intelligence, core HR, social media, and A/B testing. These guides help prospective buyers make informed decisions based on hundreds of reviews and user ratings.

Benefits of TrustRadius:

• TrustRadius sees over 12million site visitors annually.
• Over 500,000 customer reviews posted on TrustRadius.
• TrustRadius does not sell leads or ad placement. This keeps reviews unbiased, and vendors can’t skew results.
• TrustRadius reviews are more in-depth. On average, each review has more than 400 words.
• Each customer review is vetted by TrustRadius’ research team and is evaluated for quality, depth, and detail.

What I like: TrustRadius includes vertical-specific categories for software reviews, which I think is a nice touch for those companies (and buyers) in a more niche or vertical-specific software market.

18.

SoftwareWorld is a dynamic software and services review platform that may help you showcase your products or services to a wider range of audiences, or a potential customer searching for the right solution. SoftwareWorld is a top-notch digital review platform that allows companies to get listed and showcase their products and services on the platform. It also enables users to freely navigate the categories and listicles to identify the software and services they may require. Some of the crucial categories that SoftwareWorld offers are accounting software, CRM software, ERP software, and LMS software.

SoftwareWorld allows customers (active or previous) to write reviews and share their experiences of particular products or services. They just need to register and sign in on the platform with their LinkedIn credentials to ensure review authenticity.

Benefits of SoftwareWorld:

• The platform hosts 100,000 software products, with 5,000 software categories and 5,000 service categories for users to explore.

• SoftwareWorld’s product pages include crucial details, starting with a detailed overview of the product, followed by a category-wise feature listing, pricing section, and FAQs.

• It provides comprehensive buyer’s guides for vital categories to help users make selections with confidence.

• Unfamiliar with software? No worries. All the software pages have a brief introduction, enlightening what the software is and how your business may benefit from it.

19.

GoodFirms is a B2B research and review platform that focuses on connecting service seekers with the right software and service providers.

GoodFirms analyzes the top-performing companies and software solutions based on three important pieces of criteria: Quality, Reliability, and Ability. These metrics are further segmented into authentic feedback by customers, a portfolio of the company, its market penetration, years of experience, and serviceability. The companies are then ranked based on their cumulative research scores. GoodFirms offers quick filters to sort the service providers by their hourly rate, location, and number of employees.

Benefits of GoodFirms:

• GoodFirms has 80,000 verified reviews and over 100,000 company profiles on its website.
• GoodFirms provides over 1,000 unique case studies that outline new trends and technology emerging in your industry.
• When searching for a specific company or product, customer reviews can be filtered by device, location, and industry.

20.

If your app is listed on the Salesforce AppExchange, you’ll want to monitor its ratings and reviews. Each app is rated on a five-star scale, with the most helpful positive and negative reviews highlighted at the top, followed by all other reviews.

Users can filter reviews by rating, date, or helpfulness, making it easy to navigate feedback. The platform emphasizes transparency, giving users quick access to thousands of reviews and showing download numbers with just a few clicks.

Benefits of Salesforce AppExchange:

• There are over 7,000 apps listed in Salesforce AppExchange.
• This site features a live chat option where you can speak with someone if you have questions about a business, product, or review.
• Users in the Salesforce AppExchange can comment, like, and report other customer reviews.
• Each app page includes the business needs it helps solve for, requirements to leverage the app, and which Salesforce products it’s compatible with.

What I like: I like that they’ve included on the app overview page, as I can see this being really useful to a buyer in the consideration stage.

Customer Review Sites for Both B2B & B2C Companies

21.

The Better Business Bureau (BBB) is a nonprofit organization that evaluates businesses based on established best practices for how companies should interact with the public. While it does not directly endorse or recommend any businesses, products, or services, it provides consumers with information about a company’s trustworthiness and whether it meets BBB accreditation standards. Both accredited and non-accredited businesses are included in its evaluations.

A business profile on the BBB includes a company overview, accreditation status, a history of complaints and their resolutions, customer reviews, and the BBB’s A–F rating of the business. This comprehensive information helps consumers make informed decisions when engaging with a company.

Benefits of the Better Business Bureau:

• There are more than 5.5 million business profiles listed on the Better Business Bureau.
• As a government-sponsored organization, you can trust that its reviews are unbiased.
• Attaining your BBB accreditation shows that your business is reliable and trustworthy.
• Last year in the United States, BBB reviews were accessed more than 120 million times.
• BBB is committed to battling fake reviews, that their steps to authenticating reviews has resulted in them only publishing 61% of the 4 million reviews they’ve received.

My take: Trust me, this is a review site that you want to end up on for the right reasons, as it’s by consumers to verify whether or not your business is trustworthy.

22.

Glassdoor is an employee review site that helps anyone — from prospective employees to prospective customers to investors — get an idea of what a company is really like from the inside. In other words, it helps measure the more qualitative factors of things like valuation.

Employees can share what it’s like to interview and work at their companies, and the site shows visitors which companies are rated highest by their employees. Many employers use it to build their employment brand so they can target and recruit candidates, but you can also use the reviews to share ideas internally for improvement among your management team.

Creating an employer account is free, and it’s easy to track and respond to reviews. For example, you can set up alerts so you get an email each time a new review is posted, so you can acknowledge and respond to each one.

Benefits of Glassdoor:

• There are about 50 million reviews for about 1 million companies listed on Glassdoor.
• Over 70 million people use Glassdoor every month to research a company or provider.
• Reviews are left by employees who have experience working with that company.
• When a company responds to a review, it shows you the name of the employee as well as their job title.

Pro tip: If you’re looking to hire top talent in a competitive field, start driving employee reviews for your company on Glassdoor.

23.

Similar to Glassdoor, Blind’s platform provides a place where employees can leave feedback about what it was like to work at a particular company, though it focuses on the tech industry. On the site, professionals can anonymously communicate with other members, ask questions, provide company insights, and get advice.

What sets Blind apart from its competitors is that it feels like you’re dropping in on a water cooler conversation in your office rather than a standard review site. The user experience feels more like a social media feed than a formal review site, which I’d imagine can lead to more candid reviews (for better or for worse).

Benefits of Blind:

• Employers can view discussions in real-time from verified employees.
• Get authentic, anonymous, and unfiltered reviews.
• Over 7 million users across 300,000 companies.
• Blind offers businesses the chance to promote their key open roles and create alumni channels for previous employees.

24.

Manta is a marketing platform that also serves as a customer review site, primarily highlighting small- to medium-sized service businesses. Unlike traditional review sites, Manta organizes search results based on keyword relevance rather than showing top reviews upfront. Each listing includes the company’s contact information, making it easy for users to connect directly with businesses.

Manta stands out because its primary focus is on connecting people with businesses, rather than just showcasing product or service reviews. To read customer feedback, users select a business and navigate to its individual listing, where reviews appear after the company’s features and offerings — positioning reviews as a final reinforcement for potential buyers.

For businesses, the key to success on Manta is ranking highly for relevant keywords. The higher your company appears in search results, the greater the chance of connecting with prospective leads through the platform.

Benefits of Manta:

• Manta brings in 6 million monthly page views with over 41 million businesses listed on its site.
• Users can search by city or by service offering.
• Manta is a great option for independently owned businesses in service industries like landscaping, construction, and HVAC.
• Every month, Manta adds 14,000 new listings to its website.
• It’s easy to leave reviews on Manta. You just fill out a star rating and write a short description justifying your rating.

25.

If you’re a SaaS business, Capterra is a review site that evaluates software sold by B2C and B2B companies. It has an easy-to-use internal search engine that lets users search for software based on industry, company, or software type. Once a search processes, Capterra displays a list of companies relevant to your keyword and a brief summary describing their product(s).

Users can also compare products on the site. Capterra has a “compare to” feature, which lets you select up to four companies and displays the benefits of each side-by-side. You can see everything from ease-of-use to the quality of their customer support, all in one comprehensive view. This makes it easy and efficient for users to find software that best fits their needs.

Benefits of Capterra:

• There are over 2 million validated customer reviews posted on Capterra.
• Capterra provides reviews for 90,000 software solutions across 1,300 categories.
• Before clicking into a review, Capterra provides a brief overview of the company, its products, and its mission.
• Capterra provides a pros and cons list for each business profile. This gives users a snapshot of the best and worst features for each company.

26.

HundredX is a review site and a . Businesses create an account on the website and ask customers to leave feedback after working with them. HundredX streamlines the process by providing tools that automatically send out surveys and collect feedback on behalf of the business. With this site, customer service teams don’t have to manually seek out reviews or scan third-party sites to obtain customer feedback.

The benefit of signing up for HundredX is that the reviews are private. If you get a bad review, leads can’t see that feedback and be influenced by the negative comments. This gives your company a chance to correct your mistakes before losing potential customers.

Benefits of HundredX:

• HundredX provides profiles for over 1,600 businesses spanning across more than 60 unique industries.
• HundredX leverages “GoScore,” their in-house predictive metric that helps businesses understand and shape future financial outcomes.
• HundredX’s tools help you create an automated system for creating surveys and collecting customer reviews. This provides an ongoing stream of feedback as you continue to grow your customer base.

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Other Places for Consumer Reviews

Since online reviews don’t just live on dedicated review platforms, many businesses use their websites and social media channels to collect feedback. Oftentimes, reviews appear in those places organically, for better or worse.

Below are a few platforms that can serve as additional hubs for customer reviews (and yes, you should use them). They’re powerful because they have a massive reach, and you maintain at least some, if not full, control over how your brand is represented.

27.

Did you know Facebook has a built-in feature where customers can rate and review your business? It’s called Facebook Reviews, and it’s automatically included on every business page.

This feature is a powerful tool for building trust and social proof, as reviews are visible to anyone who visits your page. Positive feedback can boost credibility and engagement, while constructive comments provide valuable insight into how your business can improve.

Facebook’s review structure is a recommendation rate (versus a standard rating scale), and asks reviewers if they’d recommend the business. This gives your business an overall recommendation rate. After reviewers identify if they’d recommend your business or not, they can then go in and write their review, upload photos or videos, and identify different categories that reinforce their recommendation.

Anyone logged into Facebook can post a rating or review of a business. All they have to do is go to the Reviews section of your Page, click yes or no under the “Would you recommend” banner, write their review, and then decide if they’d like to make their review public.

Benefits of Facebook Ratings & Reviews:

• There are more than who are active on Facebook each month.
• To collect reviews on Facebook, all you need to do is set up a Facebook Business Profile.
• Facebook users visit a local business’s Facebook Profile at least once a week.
• Facebook is a platform designed for communication. This increases the chance of having productive conversations with those who leave a review for your business.

What I like: Similar to Google, Facebook is a critical platform for small businesses and independent contractors. Asking your happy customers to leave reviews on your Facebook page helps other potential customers find you and read about your customers’ great experience with you.

28.

You might not immediately think of X (formerly Twitter) as a natural place to gather customer reviews since there’s no formal review option for businesses, but it’s a common place for users to share their love (or hate) for their experiences with brands.

While users may not actively search for reviews on the platform (unless you create a dedicated hashtag or campaign), posts on X are still indexed by search engines. That means a user’s post can appear in search results when someone uses a search engine to look up reviews of your business. So whether those X posts are glowing praise or critical feedback, there’s a chance they will show up in search engine results.

This creates a real opportunity for you to leverage those positive posts as authentic social proof in your marketing. Using X posts (I still want to call it a tweet!) that feature a user handle and a photo in your marketing content makes that review feel even more personal, which helps your audience relate to it more.

Benefits of X:

• There are over on X.
• X lets you communicate both publicly and privately with users. This means you can respond to customers on your feed, but also move the conversation to direct messaging if needed.
• Feedback on X is very immediate. When customers want to voice an opinion about your business, they can do it almost instantly on X.
• X reviews are qualitative. You don’t have to worry about an overall rating or satisfaction score when customers leave reviews.

What I like: X is a great platform to engage with your audience and also try to address feedback and resolve issues. When you’re responsive to customers on social platforms (whether it’s addressing a concern or a compliment), other people see that and recognize it as quality customer service.

29.

Superpages lets you search for businesses based on their distance from you, specific categories, price range, and by other features (such as online ordering).

Once you find a company that you like, this site shows you where the business is on the map, as well as a review summary outlining all of the reviews left for the organization. Visitors can quickly assess what other users are saying about the business and use the coupon links to get the same deals as other customers.

Benefits of Superpages:

• Customers primarily use the map/location features to search for businesses. This is ideal for small- to medium-sized businesses that may only be located in a few areas.
• Each company profile has a “view services” tab that explains exactly what the organization has to offer.
• Superpages provides a service that evaluates your brand’s online reputation for free.
• Superpages is centered around local participation. So, you can trust that reviews left for your business are coming from customers in your area.

30. Your Own Website

Last but not least, the one place for reviews that you have total control over: your website. It’s an ideal place to showcase reviews and testimonials, and you could even embed positive social posts from customers that you’ve collected.

Consider creating a dedicated section for reviews, and include a form where satisfied customers can submit their feedback directly. This not only makes it easy for happy customers to share their experiences but also ensures you capture positive reviews from people who may not have accounts on Yelp, Google, or other review sites.

Publishing reviews on your own website adds significant value: It builds trust with potential customers, reinforces social proof, and can improve conversions on landing pages and product pages. By centralizing reviews on your site, you create a reliable hub of credibility that highlights your brand’s quality and customer satisfaction.

Benefits of your own website:

• You have complete control over the format and rating system for your reviews.
• You can decide which reviews you want to publish on your website.
• You can hand-select reviews to showcase that reference specific buying criteria.
• Having reviews on your website is timely. People browsing your site can read your positive reviews as they’re shopping for your products.

Build trust and gain new customers with customer reviews.

If you’re not already driving customer reviews for your business, now is the time to start. As we’ve discussed, customer reviews are a fantastic social proof point that helps you build trust with your audience and gain new customers.

When it comes to choosing which customer review site to prioritize for this effort, you’ll want to first consider which sites your potential customers are using (or most likely to use). If your audience is mostly Millennials or Gen Z, then social media platforms are probably the best review sites to start with.

On the flip side, if your buyers are mostly enterprise software leaders, I suggest starting with websites like G2 or TrustRadius.

And finally, if you’re a small business or independent contractor, I’d suggest starting with the free and widely available review sites like Google Business and Facebook, and then expanding into some of the other options I listed here.

By taking the time to gather reviews on customer review sites, you build trust with your audience, glean insights on how to improve your product, and pave the way for new revenue.

Editor's note: This post was originally published in May 2018 and has been updated for comprehensiveness.

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You're all set!

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