Trustpilot and Google reviews get lumped together as "the review sites," but they do different jobs, cost different amounts, and reward different habits. Picking the wrong one first wastes the goodwill of customers who would happily leave feedback if you asked them in the right place. This guide compares the two for a UK small business, using figures from sources you can check, so you can decide where to point your effort.
What is the real difference between Trustpilot and Google reviews?
The distinction matters because it changes who sees the review and when. A Google review is visible to someone searching "electrician near me" at the exact moment they are choosing. A Trustpilot review is more often read by someone who already has your name and is checking whether to trust you. Trustpilot's own about page reports more than 300 million reviews across 1.27 million websites as of March 2025, which shows the scale of that comparison behaviour, particularly for online and national brands.
Which platform do UK customers actually check first?
That does not make Trustpilot irrelevant. The same BrightLocal survey reports that 74% of consumers check two or more review sites before deciding, so a customer who finds you on Google may still cross-check a second platform before they call. The question is rarely "which one," it is "which one first, and which one second." Google usually wins the first slot; the second slot depends on your industry.
Which is better for local SEO and getting found?
If your customers are nearby and search on Google, Google reviews do double duty: they influence ranking and they act as the visible proof next to your listing. Trustpilot supports trust and can surface in results, but it is not a substitute for a strong Google Business Profile. If you also want to be surfaced by AI answer tools, the way structured reviews and clear information help you appear is covered in our guide to how AI answer engines pick businesses.
How much does each platform cost a small business?
Because Google carries no subscription, it is the natural first investment of effort for almost every local business. Trustpilot's paid plans can be worth it when a visible Trustpilot score genuinely influences your buyers, which is common in finance, insurance, subscriptions and online retail. Before committing, confirm the current plan price and contract length directly with Trustpilot, and judge it against how many of your customers actually look there. Do not pay for reach you will not use.
Which platform makes it easier to collect reviews?
In practice, the biggest lever is simply asking every customer, promptly, with a direct link. A short follow-up message the day after a job or delivery, pointing straight to your Google review link, tends to convert better than a generic "leave us a review" sign. If replying to and requesting reviews is eating your admin time, the approach in our note on AI-assisted Google review responses shows how to keep it consistent without it becoming a daily chore.
How do the two handle fake and negative reviews under UK law?
Both platforms let you report reviews you believe breach their policies, such as content from someone who was never a customer. Neither lets you delete genuine criticism, and you should not want to. A visible, well-handled negative review is one of the strongest trust signals you have.
Can you reply to reviews on both, and does it matter?
Treat replies as content written for the next prospective customer, not just the reviewer. Answer negative reviews within a day or two, keep private details out, and resolve the substance rather than arguing. If a review points to a real service failure, the fix belongs in your process, and our guide to handling complaints properly covers turning a bad experience into a recovered customer.
Should a UK small business use Trustpilot, Google, or both?
Because 74% of people check more than one source, a mature review presence usually means two platforms kept genuinely active, not one platform stuffed and another abandoned. Decide your first and second platform based on how your customers buy, then build one repeatable habit of asking every satisfied customer. Keeping that habit alive across both is what a structured review management approach is for.
How do you get more reviews without breaking the rules?
Build the request into your normal workflow so it happens without you remembering: a follow-up message after each job, a link on the invoice, a card handed over at the counter. Point most of that effort at your priority platform, add the second where it counts, and reply to what comes in. Recency and consistency, not clever tactics, are what keep a rating trusted over time.
The short version: Google first for most local UK businesses, Trustpilot as a considered second when your customers actually shop there, both kept honest and active, and every request made the way the law now requires.
Trustpilot vs Google Reviews for UK SMBs — FAQ
Is Trustpilot or Google better for a small UK business?
For most local UK small businesses, Google is the higher priority because it shows your star rating directly in Search and Maps, where buyers are already looking. BrightLocal's 2025 survey found 84% of consumers use Google to find reviews, more than any other platform. Trustpilot earns its place when you sell nationally or online, when buyers compare suppliers before contacting you, or in sectors where a Trustpilot score is an expected trust signal, such as finance, insurance and e-commerce. Since the same survey found 74% of people check two or more review sites, the practical answer for many businesses is Google first, then a second platform that matches how your customers actually shop.
Does Trustpilot cost money and is Google free?
A Google Business Profile and the reviews on it are free to set up and collect. That is a large part of why Google reviews are the default starting point for local businesses. Trustpilot offers a free tier that lets you claim a profile and collect some reviews, but the features most businesses want, such as automated review invitations, product review tools and richer profile controls, sit behind paid monthly plans. Pricing varies by plan and is quoted by Trustpilot on request, so confirm the current figure and contract length directly before committing. Weigh the subscription against how many buyers in your sector actually check Trustpilot.
Do Google reviews help SEO more than Trustpilot?
Google reviews have a more direct effect on local search visibility. Review count, average rating and recency are widely understood to feed Google's local ranking signals, and your star rating can appear next to your listing in Maps and Search results. Trustpilot reviews live on the Trustpilot domain, so they build that profile's authority rather than yours, although Trustpilot rich snippets can appear in results and its TrustBox widgets can display stars on your own site. If your main goal is being found by nearby customers searching on Google, Google reviews do more of that work directly.
Are fake reviews illegal in the UK now?
Yes. Under the Digital Markets, Competition and Consumers Act 2024, fake and misleading reviews became a banned commercial practice, with CMA guidance published in April 2025. Banned practices include posting or commissioning fake reviews, publishing incentivised reviews without disclosing the incentive, and concealing the fact that a review has been paid for or produced by the business. This applies whether the reviews sit on Google, Trustpilot or your own website. The safe approach is to invite every customer to review honestly, never offer rewards in exchange for positive ratings, and never edit, gate or hide genuine negative feedback.
Can I reply to reviews on both Trustpilot and Google?
Yes, both platforms let a verified business owner respond publicly to reviews, and doing so is worth the time. A calm, specific reply to a negative review reassures the next reader far more than the complaint alone does, and it shows you take feedback seriously. On Google, replies appear beneath the review in your profile. On Trustpilot, you respond from your business account. Aim to answer negative reviews within a day or two, thank people for positive ones where it adds something, and keep private details out of public replies. Consistent, human responses are one of the cheapest trust signals available.
How many reviews do I need before it makes a difference?
There is no fixed number, but a steady flow matters more than a single burst. Buyers look at how recent your reviews are and whether the rating holds up over time, not just the total. A profile with a handful of reviews from two years ago reads as neglected, while one gaining a few genuine reviews each month reads as active and trusted. Focus on a repeatable habit of asking every satisfied customer, so both your count and your recency keep climbing. Because many people check more than one site, spreading that habit across your two priority platforms compounds the effect.
