Trustpilot for small businesses: how it actually works
Trustpilot is the review platform UK consumers name most readily, which makes it valuable and occasionally frustrating in equal measure.
The basics
Anyone can review any business on Trustpilot, whether the business claims its profile or not. Claiming yours is free and worth doing immediately: you can reply to reviews, report abuse, and invite customers. Paid plans add invitation automation, widgets and analytics.
How the score works
Your TrustScore is not a simple average. It weights recency, volume and spread, and it uses a Bayesian starting point, which is why a new profile with one five-star review does not show 5.0. Practically: recent reviews matter most, and steady volume beats occasional bursts.
Getting reviews the compliant way
Invite every customer, not just happy ones. Selective invitation, known as cherry picking, breaches both Trustpilot rules and UK consumer protection guidance on presenting a misleading impression. The good news: businesses that invite everyone systematically still average far better scores than businesses that leave it to chance, because satisfied customers massively outnumber angry ones; the angry were always going to find the site anyway.
Replies count double
A profile where the business answers criticism well often converts better than a slightly higher-scored profile with silence. Prospects read the worst reviews first; your reply is your closing argument. Keep it factual, warm and short, and take the resolution offline.
MyView watches every mention of your brand and tells you what needs a reply.
Book a demo