5 Reasons You Need to Display Customer Reviews on Your Website

Published: | By Aaron Haynes

Collecting and displaying customer reviews on your website can have a huge range of benefits for your business! People like to see that others trust you and value your services. This makes reviews a great form of social proof for your company. 

In this article, we’re going to outline why you need to be displaying customer reviews on your website. Let’s get started.

Table of Contents:

  1. It helps customers to compare products and choose the right-one
  2. It helps to boost your SEO
  3. They will earn your audience's trust
  4. They will help you to provide a better shopping experience
  5. It will improve your website's conversion rate


It Helps Customers to Compare Products and Choose the Right One 

Displaying customer reviews next to different products on your website can help people to compare your offerings and decide which are right for their needs. Simple star ratings, for instance, can help people find which items of yours are the most well-received.

Written testimonials, on the other hand, can provide more information and details for the reader. More context like this can give website visitors a better idea of how items fit, what kinds of applications they’re perfect for, and more.

If you can help your customers make informed purchases, they’ll be more likely to choose the exact items that suit their needs — this will lead to happier and more loyal customers, which will ultimately increase your bottom line!

Let’s take a look at a few examples of businesses that use reviews to help their customers compare their products for inspiration.


GroomsShop, a retailer of custom groomsmen gifts, uses reviews well on its homepage. As you can see in the image above, their products all come with a relevant star rating.

This helps their website visitors quickly compare some of their products, which is particularly important for personalized gifts because people will want reassurance that the customizations will be accurate.

You can use star reviews in a similar way on your homepage. Show them off next to some of your most popular products to help your customers make the decision that’s right for them!


Dainty Jewells, a retailer of women’s and girls’ dresses, uses star reviews on their category pages, too. As you can see above on their swimwear page, each of the dresses is accompanied by a star rating.

This gives the website visitor a good idea of what some of their most popular dresses are, helping them to make a purchase.

On your website, consider including star reviews on your category pages. This will help your customers determine the most popular products in a category, helping them to make the best decision!


Backlinko, a digital marketing agency, uses longer testimonials on its website. As you can see in the image above, they have testimonials from their past clients, all highlighting Backlinko’s impressive SEO expertise.

Testimonials like this can give website visitors more context about what you can do and build your credibility with website visitors. In other words, testimonials like this can make it more likely that a website visitor will want to make a purchase.

You can use testimonials on your website to help convince customers to make a purchase! Consider reaching out to past clients or customers and see if they would be willing to write a positive testimonial. This will help boost your credibility and make website visitors more likely to want to buy from you.

It Could Help to Boost Your SEO 

Displaying reviews on your website can help to boost your SEO in two ways.

First, written testimonials can help you target more keywords on any given page. Keywords are the words and phrases that searchers enter into search engines to find content.

By having reviews full of keywords related to your business, you can increase your web page's keyword density naturally, making it more likely that you’ll rank higher on the search engine results pages.

Second, reviews that praise your services can show search engines like Google that you run a reputable and trustworthy brand. Google only wants to send its searchers the most helpful information possible.

And, by showing that you’ve helped customers in the past, you can showcase your authority, incentivizing Google to rank you higher on the SERPs and drawing more traffic to your website.

Let’s look at an example of a business that displays reviews that can potentially boost its SEO for inspiration.


Jambys, a loungewear retailer, uses reviews on its homepage. As you can see in the image above, they highlight some of the media outlets that have reviewed their products.

The reviews mention things like “boxer-style shorts”. This is a keyword that people might want to plug into search engines in order to find comfy loungewear, which means that these reviews can potentially improve the website’s SEO.

When choosing reviews to highlight on your website, consider choosing ones that have a lot of keywords or are descriptive about the products or services you offer. This can help you to rank for more relevant queries so you reach the right people.

They Will Earn Your Audience’s Trust 

Before people will spend money with you, they’ll need to trust your business.

Reviews can really help with this, as they show website visitors that you run a legitimate company and that past customers have enjoyed your work!

Be sure to display reviews that will help you build trust with your audience. Look for those that are thorough and do a good job of explaining how your company was able to help someone.

These are the reviews that show your professionalism will build trust with customers.

Let’s look at a few examples of businesses that have trust-building reviews on their websites for inspiration.


US Search, a public records search company, uses trust-building reviews on its homepage. Take a look at the reviews in the image above.

They are excellent for boosting the reader’s trust in US Search, calling it a “go-to source” for information, for instance. Reading these reviews will reassure website visitors of the quality of the company’s services, making them more likely to make a purchase.

When choosing reviews to display on your homepage, choose ones that are very straightforward and that describe how helpful your products or services are. This will make people trust you more, making them more likely to want to spend money with you.


Babcock Injury Lawyers, a personal injury attorney firm in Louisiana, has trust-building reviews on their homepage, as well. As you can see, this reviewer highly recommends Stephen Babcock, noting that he helped with medical care and settled the case without needing to file a lawsuit.

Reviews like this for legal services are very important — the law can be intimidating, and people will want to know that Babcock Injury Lawyers are going to be genuinely helpful. This review builds trust, making people more likely to get in touch and hire the firm.

If you work in a field that tends to be intimidating, use reviews on your homepage to build trust with customers from the outset. This will show your website visitors that you’re great to work with, making them more likely to get in touch with you.

They Will Help You to Provide a Better Shopping Experience 

You should always be striving to provide your customers with the best shopping experience possible!

Reviews can really work to help you improve the customer experience of your website.

They provide more context about the services or products you offer, can help people make more informed purchasing decisions, build trust, and assuage any worries. 

To achieve this effect on your website, be sure to place reviews on several different pages. Put them on your homepage, your category pages, and the like. Be sure they’re near relevant products, as well. This will help improve your website visitors’ shopping experience.

It Will Improve Your Website’s Conversion Rate 

As a business owner, your main goal is to make more sales, and reviews can help boost your conversion rate! When people see positive reviews on your website, they’ll be more confident that you have high-quality products, which will make them more likely to make a purchase.

Be sure to display these reviews on your relevant products or services to ensure that your website visitors see them. This will ensure that your website visitors can see the benefits that your business has provided to others, making them more likely to want to buy your products or services.

screenshot of reviews for Backlinko

At Loganix, we use social proof on our guest posting service page. This can help improve our conversion rate. In the above reviews, our past clients note our great reputation, the time we save them, and more.

Additionally, these reviews provide the name and companies of the people leaving them. This helps to make website visitors more likely to trust us, which is likely to lead to more sales!

Consider providing the names and credentials of past clients when posting reviews on your website. This will add credibility, helping people to trust you more and making them more likely to make a purchase!


Reviews are an important marketing tool — they can help you build trust with customers, show the quality of your products, and ultimately increase your sales! In this article, we outlined why you need to display reviews on your website, as it can ultimately grow your conversion rate.

Need more help? Check out the POWR blog. They have articles on branding, improving the customer experience, and more.

Author Bio

Aaron Haynes is the CEO of Loganix, an SEO fulfillment partner that supports marketing agencies and professionals. The company specializes in helping businesses to improve their online visibility and ultimately make more sales. The Loganix blog has a lot more information and advice, so make sure you check it out if you found this article helpful. 

Headshot: Aaron Haynes


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