Visitors who land on your website for the first time have no reason to trust you yet. Customer reviews change that, they show real people have bought from you and walked away happy.
This guide covers everything from choosing the right review widget to embedding testimonials on platforms like Shopify, WordPress, and Squarespace, plus where to place reviews for maximum impact on conversions.
Key Takeaways
- Video testimonials carry more emotional weight than text: collection forms let customers record directly from their devices, and videos can display alongside written reviews in the same widget.
- 92% of consumers hesitate to purchase without customer reviews: displaying testimonials builds trust with first-time visitors who have no prior relationship with your brand.
- Reviews placed near checkout buttons can increase conversions by 270%: positioning social proof at purchase decision points directly reduces buyer hesitation.
- Review widgets require zero coding knowledge: copy-paste embed codes work on Shopify, WordPress, Wix, Squarespace, Webflow, and other platforms in under five minutes.
- Import existing reviews from Google, Facebook, Trustpilot, and G2 instead of starting fresh: consumers now use an average of six review sites, so aggregating scattered feedback maximizes social proof.
- Schema markup enables star ratings in Google search results: most modern review widgets add this structured data automatically, improving click-through rates without manual coding.
Why Customer Reviews on Your Website Matter
You can add customer reviews to your website by embedding third-party reviews from Google, Yelp, or Facebook, using website builder widgets, or manually copying testimonials. The most straightforward method involves using a review widget tool; a small piece of code that pulls in your existing reviews and displays them automatically. No API work or developer help required.
Build Trust and Credibility With New Visitors
First-time visitors have no reason to trust your business yet. Customer reviews act as social proof, showing real people have bought from you and had good experiences.
Think about your own shopping habits. When you land on an unfamiliar website, you probably look for reviews before entering your credit card. In fact, 92% of consumers hesitate to purchase when there are no customer reviews.
Increase Conversions and Drive More Sales
Reviews placed near purchase decisions reduce buyer hesitation. When someone sees others praising your product, the perceived risk of buying drops.
Even five or six genuine reviews near your checkout button can increase conversions by 270%, making a noticeable difference in your conversion rate.
Improve SEO and Search Engine Rankings
User-generated content from reviews adds fresh, keyword-rich text to your pages. Review statistics consistently show that search engines favor websites that update regularly with relevant content.
Properly implemented review schema markup can also earn you star ratings in search results, which typically improves click-through rates from Google.
What Is a Review Widget
A review widget is an embeddable code snippet that displays customer reviews on your website in a specific format, like a grid, carousel, or badge. The widget pulls reviews from various sources and presents them in a polished design that matches your brand.
Here’s the good news: modern review widgets require zero coding knowledge. You copy a snippet of code, paste it into your website builder, and the widget handles everything else, including automatic updates when new reviews come in.
How to Add Reviews to Your Website in 4 Steps
1. Choose a Review Platform
Start by picking a platform that fits your technical comfort level and display preferences. A few things to look for:
- Widget variety: Does it offer grids, carousels, badges, and other layouts?
- Import options: Can it pull reviews from Google, Facebook, G2, and platforms you already use?
- Ease of use: Can you set it up without a developer?
- Pricing: Is there a free tier to test before committing?
Pro Tip: Platforms like Shapo offer free plans with unlimited widgets, so you can experiment without financial commitment.
2. Import Your Existing Reviews
With consumers now using an average of six review sites, you likely already have reviews scattered across Google, Facebook, Trustpilot, or industry-specific sites. Rather than starting fresh, connect your existing sources to pull in reviews you’ve already earned.
Most review platforms let you connect your Google Business Profile with a single click. The same goes for social media accounts and third-party review sites.
3. Customize Your Widget Design
Once your reviews are imported, you can tailor how they appear. This typically includes selecting a layout type, adjusting colors and fonts to match your brand, and choosing which reviews to display.
Many platforms also offer filtering options, so you can show only 5-star reviews or highlight feedback about specific products.
4. Embed the Widget on Your Site
The final step is placing the widget on your website. Copy a small HTML code snippet and paste it wherever you want reviews to appear.
This process works on virtually any website builder, including Shopify, WordPress, Webflow, Wix, Squarespace, and dozens more. Most people complete this step in under five minutes.
How to Add Reviews to Different Website Platforms
WordPress
In WordPress, add review widgets using the Custom HTML block in the Gutenberg editor. Paste your embed code into the block, and the widget appears on your page. Some review platforms also offer dedicated WordPress plugins.
Shopify
Shopify makes embedding widgets straightforward through the theme editor. Add widgets to product pages, your homepage, or any custom page using the HTML section or app blocks.
WooCommerce
Since WooCommerce runs on WordPress, the process mirrors the WordPress approach. Widgets can display on product pages, cart pages, or a dedicated testimonials page.
Wix
Wix offers an HTML embed element that accepts review widget code. Navigate to your page, add an HTML iframe element, and paste your code.
Squarespace
Squarespace supports code blocks and embed blocks for adding external content. Paste your widget code into either block type, and your reviews appear within your Squarespace design.
Webflow
Webflow’s embed component handles review widgets well. Add an embed element to your page, paste the code, and the widget displays with full responsiveness across devices.
Pro Tip: Most review platforms provide platform-specific tutorials with screenshots—check your provider’s help docs if you get stuck.
Review Sources You Can Import to Your Website
Google Business Profile and Google Maps
Google reviews carry significant weight because they’re verified and widely recognized. Importing them displays star ratings and authentic feedback that visitors trust.
Facebook and Social Media
Facebook recommendations, Instagram comments, LinkedIn endorsements, and X mentions can all serve as testimonials. Pulling from multiple social platforms shows social proof from different angles.
G2, Capterra, and Software Review Sites
For SaaS and B2B companies, reviews from G2 and Capterra carry particular credibility with business buyers. Reviewers on these platforms are verified, adding an extra layer of authenticity.
Trustpilot, Yelp, and TripAdvisor
Service businesses, restaurants, and hospitality companies often have their strongest reviews on Trustpilot, Yelp, or TripAdvisor. Importing them keeps that social proof working on your own site.
App Stores and Marketplaces
If you sell on Amazon, Etsy, or have a mobile app, reviews from Apple App Store, Google Play, and marketplace listings can be imported alongside other testimonials.
Types of Review Widgets for Your Website
Wall of Love
A Wall of Love displays multiple testimonials in a full-page format. This layout works well for dedicated testimonial pages where visitors come specifically to read reviews.
Review Grid and Masonry Layouts
Grid layouts organize reviews in clean columns, making it easy to display a high volume of feedback. Masonry grids add visual interest by varying the height of each review card.
Carousel and Slider Widgets
Carousels rotate through reviews in a compact space, making them ideal for homepages where real estate is limited. Visitors can click through or watch reviews cycle automatically.
Review Badges and Star Ratings
Badges show your aggregate rating in a compact format, which makes them perfect for headers, footers, or placement near call-to-action buttons.
Marquee and Scrolling Widgets
Marquee widgets create continuous horizontal scrolling, adding movement to your page. They work well in sections where you want reviews to catch attention without requiring clicks.
Floating Review Toast Notifications
Toast notifications are small pop-ups that appear in the corner of the screen, showing recent reviews as visitors browse. They add social proof without interrupting the browsing experience.
| Widget Type | Best Use Case | Space Required |
|---|---|---|
| Wall of Love | Dedicated review page | Full page |
| Grid/Masonry | Testimonial sections | Medium |
| Carousel | Homepage, landing pages | Small-medium |
| Badge | Headers, near CTAs | Minimal |
| Marquee | Any page section | Medium |
| Toast | Site-wide | Minimal |
How to Add Video Testimonials to Your Website
1. Create a Video Collection Form
Video testimonials carry more emotional weight than text because viewers see facial expressions and hear tone of voice. A collection form lets customers record videos directly from their phone or desktop without downloading software.
2. Share the Link With Customers
Send your collection link via email, SMS, or as part of a post-purchase follow-up. The easier you make recording, the more video testimonials you’ll receive.
3. Display Videos Alongside Text Reviews
Video testimonials can be embedded in the same widgets as text reviews. Some visitors prefer watching; others prefer reading. Offering both covers your bases.
Where to Place Customer Reviews on Your Website
Homepage
Your homepage is often the first impression visitors get. A carousel or badge widget here creates immediate trust without cluttering your design.
Product and Service Pages
Placing reviews near purchase decisions directly impacts conversions. When possible, match reviews to specific products so visitors see relevant feedback.
Dedicated Review Page
A dedicated testimonials page houses all your customer feedback in one place. Link to it from your navigation so visitors who want to dig deeper can find it easily.
Landing Pages and Checkout
Reviews near forms and checkout pages reduce abandonment by reinforcing trust at the moment of decision. Toast notifications or small badges work well here; subtle but effective.
How to Collect Customer Reviews for Your Website
Shareable Forms and Links
Create branded collection forms that customers access via a simple link and no login required on their end. Share links in emails, on receipts, or through social media.
Email and SMS Campaigns
Automated review request sequences triggered after purchase generate more reviews than manual outreach. Set them up once, and they work continuously.
Post-Purchase Review Requests
Timing matters. Request reviews when customer satisfaction is highest, typically right after delivery or after a successful outcome.
Import Reviews From Existing Platforms
You don’t have to start from zero. Pull in reviews already left on Google, social media, and third-party sites to build your on-site social proof immediately.
Ready to display customer reviews on your website?
Shapo makes it simple to collect, import, and showcase testimonials with no coding required.
How to Use Review Schema Markup for SEO
Schema markup is structured data code that helps search engines understand your reviews. When implemented correctly, schema can result in rich snippets showing star ratings directly in Google search results.
What schema markup typically includes:
- Aggregate rating: Your overall star rating across all reviews
- Review count: The total number of reviews
- Individual reviews: Specific review content and ratings
Most modern review widget platforms add schema markup automatically when you embed their widgets. No manual coding required since the platform handles the technical details.
Start Displaying Customer Reviews on Your Website Today
Adding reviews to your website is simpler than ever with no-code widget tools that work on any platform. Start by importing reviews you’ve already earned, then expand your collection over time.
Sign up for free to add customer reviews to your website in minutes.
FAQs About Adding Reviews to Your Website
Can I display reviews from multiple platforms in one widget?
Yes, most review widget tools let you import and combine reviews from Google, Facebook, G2, Trustpilot, and other sources into a single display.
How do I filter which customer reviews appear on my website?
Review platforms typically offer moderation features that let you select specific reviews, filter by star rating, or exclude feedback that doesn’t meet your criteria.
Are there free tools for adding customer reviews to a website?
Yes, several platforms offer free plans with basic features. Shapo’s free plan includes unlimited widgets and forms with up to ten testimonials.
Will adding a review widget slow down my website loading speed?
Quality review widgets load asynchronously, meaning they don’t block your page from rendering. Look for platforms that mention lightweight, performance-optimized code.
