Trustpilot vs Google Reviews: Which Matters More for Customers?
When it comes to online reputation, reviews are king. But not all review platforms carry the same weight in the eyes of customers. For most businesses, the two biggest players are Google Reviews and Trustpilot. Both influence buying decisions, but in different ways. So which one matters more for your business? Let’s break it down.
Why Reviews Matter in the First Place
93% of consumers say online reviews impact their purchase decisions (Podium, 2023).
97% read businesses’ responses to reviews, not just the reviews themselves (BrightLocal, 2023).
A Harvard Business School study found a one-star rating increase can boost revenue by 5–9%.
Clearly, reviews aren’t just “nice to have.” They’re make-or-break for revenue, reputation, and customer trust.
Google Reviews: The Ubiquitous First Impression
Google is the world’s largest search engine — with over 8.5 billion daily searches. That means Google Reviews are often the first thing customers see when searching for a business.
Key Advantages
Massive Visibility: 63% of consumers say they’re more likely to check Google Reviews before visiting a business than any other platform (BrightLocal, 2023).
Local SEO Boost: More reviews (and higher ratings) directly improve your ranking in Google Maps and local search results.
Trust Factor: Because reviews appear right in search results, they immediately shape first impressions.
Limitations
Fake Reviews Are Common: An analysis by the FTC estimated that over 10% of online reviews may be fake, with Google being particularly targeted.
Limited Depth: Reviews are often short, with fewer details compared to platforms like Trustpilot.
👉 Google Reviews matter most for local discovery, SEO, and first impressions.
Trustpilot: Independent, Industry-Trusted Feedback
Trustpilot, founded in Denmark in 2007, has become a leading independent review platform. Unlike Google, its sole focus is customer feedback — particularly in e-commerce, SaaS, and service industries.
Key Advantages
Industry Credibility: Many medium-to-large companies showcase their Trustpilot rating prominently on their websites and ads.
Detailed Insights: Trustpilot reviews tend to be longer, with richer feedback about the customer journey.
Global Reach: Trustpilot hosts over 220 million reviews across 714,000 websites (Trustpilot, 2024).
Regulated Transparency: It has stricter fraud detection and moderation processes compared to Google.
Limitations
Less Universal: Consumers often check Google first, unless they’re in industries (like finance, travel, SaaS) where Trustpilot is well-known.
SEO Impact Is Limited: Trustpilot reviews don’t directly boost Google Maps rankings, though they can appear in branded search results.
👉 Trustpilot matters most for building credibility in competitive industries and winning consumer trust with depth and detail.
Head-to-Head Comparison
FactorGoogle ReviewsTrustpilotVisibilityAppears in Google search & Maps (highest reach)Independent site, often checked for major buysSEO ImpactDirectly boosts local SEO rankingIndirect (reviews may appear in search results)Detail of ReviewsUsually short & simpleLonger, more detailed feedbackFake Review RiskHigherLower (stricter moderation)Industry UseAll industriesStronger in e-commerce, SaaS, travel, financeConsumer TrustHigh for discoveryHigh for depth & purchase reassurance
Which Matters More for Customers?
The truth is: both matter, but in different stages of the customer journey.
Google Reviews dominate discovery. If someone searches for “best dentist near me” or “marketing agency London,” Google Reviews decide whether they click you or your competitor.
Trustpilot reinforces trust during consideration. When customers are weighing options — especially for higher-value or complex purchases — Trustpilot’s independent credibility helps tip the scales.
In fact, a Trustpilot survey found that 89% of consumers check reviews before making a big purchase, and Google research shows that positive reviews increase click-through rates by 25%.
Why Your Business Needs Both
Medium to large businesses shouldn’t choose between Google and Trustpilot — they should leverage both strategically:
Google Reviews for Local SEO & Discovery
Encourage customers to leave reviews on Google to boost search visibility.
Monitor frequently, as they form the first impression.
Trustpilot for Credibility & Depth
Use Trustpilot in marketing (ads, website widgets, case studies).
Showcase your rating in competitive industries where trust is critical.
Together, they create a one-two punch: Google brings customers to your door, and Trustpilot convinces them to step inside.
How Clean Rep Can Help
At Clean Rep, we help businesses maximize both platforms. From removing fake reviews on Google to building authentic Trustpilot feedback, we ensure your brand is protected and presented in the best light. We also help monitor both channels, respond strategically, and integrate reviews into your broader reputation strategy.
Final Thoughts
Customers trust both Google Reviews and Trustpilot — but in different ways. Google shapes first impressions and drives clicks, while Trustpilot reinforces confidence and seals the deal. Businesses that manage both platforms effectively enjoy stronger reputations, better SEO, and higher conversion rates.
Want to get the most from your reviews? Clean Rep can help you protect, optimize, and leverage your reputation where it matters most.
