Which review site should you send customers to? Google vs Trustpilot vs G2
When you ask a customer for a review, the first question is where to send them. It is tempting to offer a choice, Google, Trustpilot, G2, whichever they prefer. Don't. A request that offers three places to review you mostly gets ignored, and your reviews end up scattered thinly across platforms instead of building up on the one that matters.
Pick one destination per customer, and pick it deliberately. Here is how to choose.
The short version
| Platform | Best for | Why |
|---|---|---|
| Local and service businesses (trades, clinics, agents, photographers, restaurants) | It is where nearly everyone starts, it feeds local search and Maps, and AI assistants read it. Free, and you own the profile. | |
| G2 | B2B software and SaaS | It is where business buyers compare tools before purchase. A strong G2 presence is a serious sales asset for software. |
| Trustpilot | Ecommerce and online-first services | Shoppers recognise it, and it is well suited to online retail and subscription services with lots of transactions. |
Most small and local businesses should focus on Google, full stop. If you sell software to other businesses, G2 earns its place alongside Google. If you are an online store, Trustpilot is worth it. Very few businesses genuinely need all three.
How to actually decide
Ask one question: where does my next customer look before they buy?
- If they Google your business name or search "[what you do] near me", the answer is Google. That covers almost every local and service business.
- If they are a software buyer reading comparison sites and shortlists, the answer includes G2.
- If they are shopping online and want reassurance before they check out, Trustpilot fits.
Whatever that answer is, make it your primary destination and send every happy customer there with one direct link. A second platform only makes sense once the first is strong and you have a clear reason.
A few things that are true everywhere
Wherever you send people, the same rules make or break it:
- One link, one platform, per person. Choice kills follow-through.
- Ask while the goodwill is warm, right after a good experience, not weeks later.
- Never offer anything in exchange for a review. It breaks the platforms' policies and can get your reviews removed.
- Make it feel like a reply, not a campaign. A short, personal message converts far better than a branded blast.
The part that is the same on every platform
Whichever site you choose, the reviews come from the same place: the customers who already told you they were happy. That praise is sitting in your inbox right now, a reply to a delivery, a thank-you after a job, a note that says "best decision we made." It rarely becomes a public review, because the moment passes before anyone asks.
lovesignal closes that gap on whichever platform you have chosen. It watches your Gmail for the replies where a customer says something genuinely happy, then drafts a review request for you to approve and send from your own inbox, pointed at the one platform you care about, while the goodwill is still fresh. Pick your destination, and let the praise you have already earned start landing there.