Every business claims to have the number one, absolute best solution that you’ve ever needed. Every diner has the world’s best coffee, every mattress company promises the best night’s sleep, and there isn’t a single lotion out there that doesn’t seem confident they can give its users the most glowing, radiant skin possible.

As consumers, it can be overwhelming to try to sort through our options for products and services alike, regardless of whether we need a plumber or an interior designer. There are so many choices, and all of them are promising to be the best.

And it turns out that it doesn’t matter what we as businesses say about how great we are, but it matters to consumers quite a bit what their peers have to say. This is where review pages come into play.

In this post, we’re going to take a close look at how to build the best review page possible to attract new clients and help you increase conversions.

Why Every Site Should Have a Review Page

Most websites should have review pages, particularly if they don’t have individual product pages that feature reviews naturally. This means that B2B or service-based businesses should make it a top priority to create a review page as soon as possible so you can leverage social proof and start to build trust with your audience.

If you’re unsure if you should invest the time, consider the following statistics:

There are also some SEO benefits to review pages. I actually found my current primary care physician by searching for  “compassionate internal medicine specialist” and a patient review containing that exact phrase triggered the search result for her practice’s page. While SEO is a secondary benefit in this case, it’s still always a good thing to have.

5 Tips to Build the Best Review Page on Your Site

When you’re getting ready to create a new review page for your site– or revamp the one you’ve already got– keep the following best practices in mind so that you can maximize its effectiveness.

Use Review Generation Software

Review generation software is going to be your best friend, because it’s the most effective way to reliably and consistently keep the customer testimonials rolling in.

Think about it for a second. How many times has someone asked you for a review– even if it’s a cashier at the register or going through the fast food line– and how many times have you actually left a review?

Review software automates the process, and it typically sends users an email a week or so after they either purchase or receive their purchase or service and ask them to leave a review. They’ll either feature a review form or have links to the review platforms you use like Google or Yelp.

Remember that the more reviews you have coming in, the more you have to choose from. They’ll also give you the chance to add more recent reviews to your site, which users like to see; reviews more than six months old are considered outdated.

Some good review software options include:

Make It Accessible From Your Navigation Bar

This is a simple tip, but it’s an effective one. Make sure that your review or testimonial page is prominently placed in your navigation bar, giving it maximum visibility so that users will see it right away. This gives them the option to check out the testimonials if they need to.

You can also link to your testimonials page elsewhere on your site, too. I recommend having a link to it on your homepage, as well as the bottom of your About Me page, with a simple CTA like “Don’t take our word for it– Click here to see what our customers have to say!”

Ensure The Reviews Are Easy to Read

Some review pages end up looking overwhelmingly cluttered, with reviews in tiny text, strangely cursive font, or being packed too close together.

If your reviews aren’t easy to read, it’s simple: people won’t read them.

Make sure that your text shows up well in simple, block print, is large enough to read, and that there’s plenty of space between each review. Sometimes having a divider line between each review, like in the example below, is a good call to naturally break up the page.

Include Names & Dates

I think we’ve all read reviews from businesses that are clearly written by the employees or the owner’s of the company. They’re typically pretty easy to spot, and they ring a little false.

Including names and dates on your review page is helpful for this purpose, even if users are only being identified by fake names. The combination of the dates and names make it easier for users to trust the reviews as being authentic, and they can also check the recency to make sure that your business is still capable of meeting their needs.

Keep in mind that if you have a ton of reviews from three years ago but none from any time between then and now, users might wonder if you’re still in business or if something else has changed. You don’t want them to have those thoughts.

Show a Star Rating… Even If It’s Not Perfect

Including star ratings on your reviews is a strong choice, because it’s a little like a fast-fact overview of the information your audience is looking for. Four and a half stars from two hundred votes at the top of a review page looks a lot more impressive than just having a plain text of the reviews themselves.

Even if the reviews aren’t all perfect five stars, keep them. This can actually help with transparency because no one believes that every business provides a five-star experience every single time (or that there aren’t some crazies out there to pretend that you didn’t). As long as your ratio of reviews is strong on your site, don’t be afraid of a little critique if it’s unlikely to hurt you.


Review pages can be enormously beneficial to brands, allowing you to quickly establish trust with potential customers who are knee-deep in the research phase of their sales journey. The right review at the right time can help them decide to purchase with you as opposed to leaning towards one of your competitors instead.

Are you ready to build a review page for your site to help with online reputation management, SEO, and increased conversion rates? Learn more about how we can help here.

Ana Gotter