Review sources

How to get reviews on your website

12 August 2026 · JustReview

Getting reviews onto your website is two jobs, not one. First you find the reviews that already exist about your business, which are usually spread across more places than you remember. Then you put them where a visitor is actually deciding, which is rarely the bottom of the page. Most businesses do the first job once and stop: we looked at 3,579 JustReview accounts with at least one connected source on 12 August 2026, and 77.5% of them had connected exactly one.

That number is the reason this guide starts with inventory rather than with code.

Your proof is more scattered than you think

Here is the full distribution from those 3,579 accounts. Every one of them had gone through the trouble of connecting at least one source, so this is not a picture of people who gave up.

Two sources are already a minority. Three are rare. And when we look at which sources those connections point to, the concentration is even sharper: Google appears on 2,186 accounts and Facebook on 1,791, which together is 84% of every connection made. Everything else, from eBay to Yelp to Booksy, sits in a long tail where no single source passes 100 accounts.

There is nothing wrong with starting at Google. It is the profile most businesses have and the one customers check first. The problem is stopping there while a marketplace account, a booking profile or a directory listing quietly holds another twenty reviews nobody on your site will ever see.

Where your reviews already are

Before installing anything, spend ten minutes listing the places customers can leave a review about you. It depends less on your industry than on where you sell.

Write the list down before you pick a tool. It is the difference between showing four reviews and showing forty.

Three ways reviews reach your page

Connect a profile you own. Google and Facebook work through the platform’s own sign-in screen: you grant access, and only the profiles you picked are read. Everything else is connected by pointing at your public profile address, no password involved. Either way the reviews refresh every 24 hours, so the page does not drift behind the source.

Import what you already hold. If you have reviews in a spreadsheet, in an old review tool or in your shop software, a CSV import brings them in. This is also the only route for anything a platform has closed off: Amazon product reviews, for instance, sit behind a login and cannot be read by any external tool, so if you want those on your site you collect them yourself.

Collect new ones on your own site. A reviews page with a form lets customers write directly to you. Those reviews belong to you and are moderated by you. This matters most for businesses whose customers never think to open a review platform at all.

The mechanics of each source, including which plan it needs and what the platform’s own terms say about reuse, are written out on the page for that source. If you want the short version of where all of this data comes from, we documented the four routes in the help centre.

Where to put them on the page

This is where most guides stop being useful, because “add a testimonials section” is not placement advice. The question is which decision the visitor is making at that exact scroll position.

A rating sitting next to the price, the booking button or the add to cart button answers the only question the visitor has at that moment: did this work for other people. The same reviews in a carousel at the bottom of the page are read by a fraction of the traffic, because most visitors never reach the bottom.

Some placements that follow from what the source actually is:

• Seller feedback from a marketplace describes you across every product, so it belongs on a homepage trust bar, a shipping and returns page, or a footer that runs across the whole store, not on one product card.
• Booking and travel reviews belong on the direct booking page, where the guest is comparing your site against the portal they came from.
• Software reviews belong on the pricing page, because a B2B buyer opens a review directory in another tab right before deciding on a plan.
• Salon and clinic reviews belong beside the booking button, visible without scrolling, because the booking happens on a phone in under a minute.

Whatever the source, the embed is the same: a stylesheet link, a script tag, one init call and an empty div. On WordPress that is a Custom HTML block, on Shopify a custom section, on Wix an embed element, on Squarespace a code block. No plugin and no developer if you can edit HTML anywhere on your site.

If you barely have any reviews yet

Then the widget is not your problem, the asking is. Two things move the number fastest.

Ask immediately after the work is done, not at the end of the month. The gap between the service and the request is the single biggest predictor of whether anyone writes anything.

Make the ask one tap. A link straight to the review form beats a sentence asking someone to look you up. Our Google review link and QR code generator builds that link and a printable code for free, without an account.

What does not work is buying them. Bought reviews arrive without orders behind them, which is the pattern platforms look for when they remove reviews in bulk, and a business that loses fifty purchased reviews in one sweep ends up with a thinner profile than it started with. The slower route also compounds: a review earned this month is still working next year, and it survives whatever the platform changes about its ranking.

Do not sanitise the wall

The temptation, once you can pick which reviews appear, is to show only the five star ones. It works against you twice.

Visitors compare. A profile with nothing but perfect scores reads as bought, and shoppers actively look for the critical ones to judge whether the good ones are real. A handful of honest complaints next to a decent average is more persuasive than a flawless wall.

And in the EU there is a rule attached to it. The Omnibus Directive requires traders who display reviews to state how they make sure those reviews come from real customers, and it treats selectively hiding negative ones as misleading. Showing reviews with the author, rating, date and source attached is the simplest way to be on the right side of that.

The short version

Find every place that already holds reviews about you. Connect more than one of them, because 77.5% of accounts do not and leave proof on the table. Import what you already hold, collect new ones on your own page, and put the result where the decision happens rather than at the bottom.

If you want to try it, the Google reviews widget is on the free plan with up to 100 reviews, unlimited pages and no card, and creating an account takes about as long as reading this paragraph. What it costs beyond that is on the pricing page.