Tips for businesses

Trustpilot is committed to transparency. Read the Transparency Report 2024.

We've put together some basic do's and don'ts for businesses using Trustpilot. Keep in mind they're for guidance only and aren't a substitute for reading and understanding the Guidelines for Businesses.

Who can write a review

Do

  • Allow all customers that had an experience with your business within the last 12 months to leave a review.

 

Don't

  • Allow employees to leave a review, even if they’ve had an experience with your business.
  • Allow close family members or those with a ‘vested interest’ in the business to leave a review.
  • Leave reviews for a competitor.

Collecting reviews on business premises

Do

  • Inform us if you wish to collect reviews on your premises to ensure you have the correct permission.
  • Ensure customers are free to leave reviews without interference or coercion from staff.
  • Ensure all customers are free to leave a review regardless of them having a positive or negative experience.

 

Don't

  • Provide equipment (e.g. a tablet) for customers to leave a review.
  • Leave a review on behalf of a customer or offer suggestions as to what the customer should write.
  • Watch a customer leave a review.

Invitations

Do

  • Ensure the language of the invitation is clear and not leading.
  • Ensure the invitation is made at the same point in the customer journey for all customers.
  • Ensure invitations are made to all customers rather than selecting only those with a positive experience.

 

Don't

  • Offer an incentive or prize linked to leaving a review.
  • Filter out those customers who have had a negative experience from receiving an invitation.
  • Ask for a positive review.
  • Request that a customer with a negative experience contact support before leaving a review.

Responding to reviews

Do

  • Be polite in your response.
  • Offer further support or assistance to help solve an issue.
  • Thank the reviewer for leaving a review.

 

Don't

  • Include personal details.
  • Use aggressive or threatening language.
  • Request that a review is amended, removed or updated.

Flagging reviews

Do

  • Request information from a reviewer before flagging a review of a user you don’t recognize.
  • Ensure you are flagging for the correct reason. Here’s our guide outlining the types of content we can remove under each reason.
  • Flag any reviews you believe to be against our guidelines, regardless of its star rating.

 

Don't

  • Only flag negative reviews.
  • Flag a review multiple times just to try and get rid of the review.
  • Race through flagging reviews without carefully considering why it breaches our guidelines.
  • Flag reviews for the wrong reason.

Your business profile

Do

  • Update your profile to show details about your business.
  • Ensure the information displayed is correct.
  • Ensure the page links to the correct domain.

 

Don't

  • Change the details to display incorrect information or that of a competitor.
  • Change the link to a domain other than that being reviewed.
  • Change the thumbnail to display a picture not in connection with your business.

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