Third-party reviews, G2, Capterra, and Google, how to earn and use them safely

TLDR

Pick two platforms that your buyers already check, for example Google and G2. Ask after a concrete outcome, never on day one. Offer a participation gift, not a reward for praise. Quote short lines on your pages with the platform name and date. Refresh monthly. Expect higher CTR and fewer refund objections.

Why this matters

Buyers cross check claims. Neutral sites reduce doubt, especially for new brands. You borrow trust, you do not outsource it.

Where to focus first

• Google Business Profile, local services and agencies.
• G2 or Capterra, software and resellers.
• Facebook Page, communities that already follow you.
  Two platforms are enough to start. Spread thin and you stall.

When to ask, and who to ask

Ask after a clear outcome, first leads, better show rate, first revenue.
Pick users who finished setup and used one workflow for at least 14 to 30 days.
Avoid brand new trials. You want stories, not guesses.

The request, simple and compliant

Send one short note.
“Quick favor, can you leave a review on [platform]. One or two lines on what changed, and a score. No template needed. Thank you for helping others decide.”
Follow with a direct review link that opens on the write form.

Incentives, clean and safe

You can thank people for participating, credits, swag, early access.
Do not pay for positive sentiment. Say it plainly in the ask.
If a platform bans incentives entirely, follow their rule there.

What a good review looks like

• One sentence on the outcome, 30 days and the number if possible.
• One sentence on the setup or support that got them there.
• First name and role, date visible on the platform.
• No hype words, no private data.

How to reuse third-party proof on your site

• Quote one short line and credit the platform, for example “G2, 2025-06-12.”
• Add a small platform icon where allowed, link to the review page, not a screenshot.
• Place two quotes beside the first CTA, one under pricing, and a few on the proof wall.
• Keep text under 120 characters so it scans on mobile.

Handling negative or mixed reviews

Publish your response on the platform if replies are enabled.
Name the fix and offer one next step, a short guide or a booking link.
Do not argue. Close the loop on your site too, short note on the proof wall.

Rolling plan, 30 days

• Week 1, pick two platforms, clean your profiles, and create direct write links.
• Week 2, send 10 asks to users with recent wins.
• Week 3, reply to every review, positive and negative.
• Week 4, pull two new quotes into hero and pricing, update dates on the proof wall.

Metrics to watch

• Write rate per 10 asks, target 2 to 4.
• Average rating trend, stable or up over 90 days.
• LP CTR change after adding two platform-credited quotes, target plus 10 to 20 percent.
• Refund rate change, target down 10 to 20 percent as expectations get clearer.

Risks and guardrails

• Platform policy changes, recheck quarterly.
• Fake or staged content, never use it.
• Logo misuse on your site, use names when logo rules are strict.
• Old reviews with no context, rotate out items older than 180 days.

Copy you can paste

Initial ask
“Thanks again for working with us. If you have 60 seconds, a short review on [platform] helps others decide. One line on what changed is perfect. Here is the direct link to the write form.”

Participation note
“We thank all reviewers with a small credit. No requirement for positive feedback.”

Follow up, day 5
“Quick nudge, still open to leaving a short line on [platform]. If the timing is bad, no stress.”

Reply to a negative review
“Thank you for the honest note. The issue was domain verification, we shared a 5 minute guide and offered a 15 minute call. If anything slips again, reply here and we will fix it.”

Placement examples

• Hero, “First leads the next day.”, Ana, Agency Owner, G2, 2025-06-12
• Pricing, “17 demos in 30 days.”, CRM export, quoted from Google review, 2025-05-03
• Proof wall, filter by platform, G2, Google, Facebook

Troubleshooting

• Few reviews, move the ask closer to a milestone and reduce the text to one sentence.
• Many views, few clicks on platform links, show the source name in line and keep the icon visible.
• Pushback on incentives, remove the offer for that platform and continue without it.
• Old quotes on your site, set a monthly 30 minute refresh and swap two items.

FAQ

Which platform should I start with
Pick the one your buyers already read, usually Google for local services and G2 for software. Two platforms are enough to start.

Can I offer a reward for reviews
You can thank for participation, not for positive sentiment. Follow each platform’s rules. If banned, do not offer incentives there.

How long should the review be
Two sentences are plenty, one line on the outcome and one on the setup or support.

Can I quote third-party reviews on my site
Yes, quote short lines, credit the platform and date, and link to the original review page. Respect logo rules.

How often should I refresh quotes
Review monthly. Replace anything older than 180 days and after major product or pricing changes.