Improve Performance
Last Updated March 19, 2026
Customer reviews can be repurposed as user-generated content (UGC) on social media, social proof on key website pages, and powerful trust signals in email campaigns. Learn the most effective ways to use reviews in your digital marketing efforts.
Happy customers are one of the most effective marketing tools at your disposal.
Their feedback doesn’t just help you adjust your sales or customer service strategy — it can also strengthen brand loyalty, convert more prospects, and power up your search engine optimization (SEO) efforts.
Data shows that more than 99% of consumers in the U.S. read reviews before making a purchase; so knowing how to best present reviews to your target audience can help you achieve noticeable results without a high marketing cost.
Below, we highlight a few creative ways to inject customer reviews into your digital marketing strategy.
When you can use the testimonials of others to speak for you, you can foster credibility in a way that’s more “show” than “tell.” (Image: Unsplash)
1. Include reviews on landing pages
When potential customers click on your ad, the landing page is often their very first impression of your brand. Use this opportunity to signal trust with customer testimonials.
(Image: HawkSEM landing page)
Incorporate your reviews (and other social proof) after highlighting the features and benefits of your product or service or alongside your call-to-action (CTA).
For visitors who scroll through the bulk of your landing page, this can be the final push to get them to convert.
2. Add reviews to email marketing campaigns
People who subscribe to a brand’s email are often existing customers or prospects at the bottom of the sales funnel.
From welcome email sequences to abandoned cart reminders to new product promotions, incorporating positive reviews can help hesitant prospects make purchasing decisions faster.
(Image: Athena Club email screenshot)
For example, personal care brand Athena Club seamlessly incorporates customer feedback to promote their promotional product emails. One click takes the recipient directly to the product page.
3. Use customer reviews in paid ads
Google Seller Ratings are an automated Google Ads asset that allows you to include reviews in your Google Search or Shopping ads.
These appear as star ratings (out of five) alongside the number of reviews received. This information is aggregated by Google and trusted third-party partners.
To qualify for Seller Ratings to be included in your ads, your business must:
- Accumulate enough reviews (at least 100 collected within the past 12-24 months)
- Have an average rating of 3.5 stars or higher
- Run a Google Ads campaign
If the criteria is met, this extension is then automatically eligible — there’s no manual “add this to your ad” button.
Pro tip: Incorporate reviews in your retargeting campaigns as well by quoting customers’ positive experiences or showcasing your rating in the ad creative.
Out of ideas for your next piece of content? Look at your reviews. (Image: Unsplash)
4. Share reviews on social media
When people research a brand, service, or product, checking social media is often a part of that process.
In fact, 82% of shoppers use social media to research products before buying.
To build trust and boost conversion rates, showcase positive customer reviews and customer experiences on your social channels.
Some effective ways to do this include:
User-generated content (UGC): If someone publishes a tweet, post, or photo about your business and tags you, ask the user for permission to repost the content and credit or tag them.
This is a cost-effective way to create content, and it shows your customers that you’re paying attention to them.
Visual testimonials: Branded designed posts that highlight quotes, customer testimonial videos (ideal for TikTok), or even screenshots of reviews can help capture the attention of social media users.
Responding to reviews on the platform: Don’t forget to engage with your audience on social media platforms to show you care about your customers.
5. Turn customer reviews into success stories
Out of ideas for your next piece of content? Look at your reviews.
A single testimonial can spark a full piece of content, whether that’s a case study, a blog post, or a short-form video highlighting how a customer solved a real problem using your product or service.
You can also use details from purchase histories, feedback, or common review themes to uncover industry angles you haven’t covered yet.
6. Don’t ignore bad reviews
While you can’t exactly use negative reviews to promote your brand, responding to them can help with damage control — and even make prospects trust you more.
A professional, empathetic reply shows that you take feedback seriously and are committed to fixing problems.
When you respond quickly, respectfully, and with a solution, you have an opportunity to turn a poor experience into a positive one.
Plus, if a bad review stemmed from a simple misunderstanding, you can reach out to the person and ask them to amend their review once their problem has been resolved.
7. Enhance product pages with reviews
For ecommerce businesses, incorporating specific product reviews on their respective pages can increase sales and convert new customers.
In fact, the conversion rates of products with reviews on the page are 3.5X higher.
(Image: Vuori screenshot)
Pro tip: Service-based businesses can include customer satisfaction testimonials on service pages and the homepage as well, encouraging visitors to continue along the customer journey.
How to get customer reviews
You can’t use reviews in your marketing efforts if you don’t have enough on-hand.
Here are some of the best ways to accumulate reviews from your customers:
1. Choose your review platforms
First, determine where to direct your customers to share their reviews.
Online review platforms like Trustpilot make it easy for customers to share feedback about businesses, while giving companies a way to collect, manage, and respond to reviews publicly.
Google Reviews is essential for local visibility and SEO. Make sure you have a Google Business Profile set up and completed with all your up-to-date business information.
Clutch is a great resource for B2B businesses, whereas Yelp is another popular review site for local businesses, particularly restaurants.
2. Ask for reviews in follow–up emails or SMS
Ideally, most businesses will send follow-up emails after a purchase, project completion, or an issue is resolved. Inside those emails, be sure to include a direct link to your review page and ask them to share their experience.
You can use incentives, like discounts or sweepstakes entries, but we generally recommend keeping the message brief.
Alternatively, text messages can get higher response rates for local or service businesses. A simple message with a review link works best.
3. Collect reviews during live interactions
For service businesses or the customer support team, take advantage of live interactions by asking for a review.
This can easily be done on a call after a successful outcome or in person after a completed service.
A verbal ask paired with a follow-up link is especially effective.
4. Automate the process
Use tools like CRMs, email platforms, or review software to trigger review requests based on actions (like a purchase purchase, subscription renewal, or a resolved ticket).
Automation keeps requests consistent without feeling spammy.
5. Make leaving a review easy
No matter the channel, make the review process as simple as possible. You can do this by:
- Linking directly to the review form
- Avoiding logins or long instructions
- Telling customers it takes less than a minute
The takeaway
Customers are getting savvier by the day. They know your job is to get them to buy something. That’s why they often trust your customers’ experiences and word-of-mouth more than your brand’s own marketing.
By taking full advantage of customer reviews, you can raise brand awareness and retain existing clients.
Need some help with your marketing strategy and execution? Reach out to HawkSEM — our reviews speak for themselves, too.
This article has been updated and was originally published in August 2020.