Collecting Trustpilot reviews is only half the job. The other half is making sure those reviews are visible to the people who are about to decide whether to buy from you.
Displaying your Trustpilot rating on your website — in the right places, in the right format — is one of the highest-impact conversion rate improvements available to UK businesses. Here's how to do it properly.
Why Website Placement Matters
A customer who arrives at your website from a Google search has already shown intent. But intent doesn't equal purchase. At that moment, the most common question running through their mind is: "Can I trust this business?"
Your Trustpilot rating, displayed prominently, answers that question. Studies on social proof consistently show that visible third-party review scores reduce purchase hesitation — particularly from first-time customers who have no prior relationship with your brand.
The key word is "third-party." A testimonials page where you've curated your own quotes is less convincing than an independent Trustpilot widget showing a live score from verified reviewers.
The Trustpilot Widget Options
Trustpilot provides several official widget types for businesses. You can find all of them in your Business dashboard under Promote your profile → Get widgets.
TrustBox Widgets — These are Trustpilot's official embeddable widgets. They're available in various formats:
- MicroStar — compact star rating, ideal for headers and footers
- MicroButton — a small button linking to your Trustpilot profile
- Slider — scrolling carousel of individual reviews
- Grid — a grid layout displaying multiple reviews
- Horizontal — a horizontal strip showing your overall rating
- Mini — a compact score summary
All TrustBox widgets are live — they pull your current reviews and rating dynamically, so they're always up to date without any maintenance.
Where to Place Trustpilot Widgets for Maximum Impact
Placement is as important as the widget type. Here's where it works best:
Header / Navigation bar
The most visible real estate on your site. A compact MicroStar showing "★★★★★ 4.8 · 213 reviews" in your header reassures visitors the moment they arrive, before they've scrolled or read anything.
Homepage hero section
Just below your headline. If your homepage opens with "Expert [service] for UK businesses," a Trustpilot rating sitting directly beneath that claim makes it credible rather than just assertion.
Pricing page
This is where purchase hesitation is highest. A visible Trustpilot widget on the pricing page — especially one showing recent individual reviews — directly addresses the "but can I trust them?" moment.
Checkout page
For e-commerce businesses, the checkout is where abandonment is most costly. A Trustpilot MicroStar in the sidebar or above the payment form reduces last-minute doubt.
Contact page
People considering reaching out want reassurance before committing. A reviews widget on the contact page increases enquiry conversion rates.
Footer
The footer widget is lower priority but worth including — it ensures your rating is visible regardless of where a user stops scrolling.
How to Install a Trustpilot Widget
- Log into your Trustpilot Business account
- Go to Promote your profile → Get widgets
- Select the widget type you want
- Choose your language (English – UK) and style options
- Copy the embed code
- Paste it into the relevant section of your website's HTML
For WordPress sites, you can paste the code directly into the page editor using a Custom HTML block, or into your theme's header/footer using a plugin like Insert Headers and Footers.
For Shopify, paste into the relevant template section in the theme editor.
For custom-built sites, the widget code goes directly in your HTML where you want it to appear.
Important: Trustpilot's TrustBox widgets require their JavaScript to be loaded on the page. The widget code includes both the HTML element and a <script> tag. Make sure both are present.
Free vs Paid: Which Widgets Are Available?
Most TrustBox widgets are available on Trustpilot's free Business plan. The grid and more advanced layouts may require a paid plan for full functionality. Check your plan's features in the Trustpilot dashboard.
For most UK small businesses, the free widgets are sufficient.
Custom Implementation (For Developers)
If you want more control over appearance than the standard TrustBox widgets provide, Trustpilot offers an API that allows you to fetch your reviews programmatically and display them in a fully custom design.
This requires API access (available on paid plans) and some development work, but it means your review display can be styled to match your brand exactly.
Screenshot vs Live Widget: Don't Use Screenshots
Some businesses take a screenshot of their Trustpilot rating and embed it as an image on their website. This is a poor practice for several reasons:
- It goes stale the moment your rating changes
- It doesn't link to your Trustpilot profile, so users can't verify it
- It looks less credible than a live widget
- It may violate Trustpilot's brand guidelines
Always use the official widgets.
What Happens When Your Review Count Is Low?
If you have fewer than 10 reviews, the Trustpilot widget may not display, or it may show a message indicating insufficient data. This is another reason to prioritise getting your first 10–20 reviews before investing heavily in website placement.
Once you have a meaningful review count, the widget becomes a genuine conversion asset.
Combining Website Display With Active Collection
Displaying your reviews is only valuable if you're actively maintaining the volume and quality of those reviews. A widget showing 4.9 from 5 reviews in 2023 is less convincing than one showing 4.7 from 180 reviews collected consistently.
The businesses with the most effective Trustpilot website presence are those running automated review collection in the background — so the number visible in the widget grows naturally over time.
Revumate automates Trustpilot review invitations for UK small businesses. Set it up once and every customer gets asked automatically. Start your free trial →
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