How to Add Google Customer Reviews on Website

Introduction

Every additional on-site review is a small vote of confidence that helps shoppers decide — and for many stores, showing those votes clearly on product pages and checkout can lift conversions and lower return visits. At the same time, merchants face "tool fatigue" from managing multiple solutions for reviews, loyalty, UGC, and social proof. That tension is exactly why on-site Google customer reviews matter: they combine familiarity, credibility, and visibility.

Short answer: You can add Google Customer Reviews to your website by enrolling in Google’s program and installing the official badge or by embedding Google Business Profile reviews via a widget or API. For most merchants the fastest path is to display the official Google badge on your site and supplement it with on-site review widgets or first‑party reviews collected through your retention platform. If you want to see how a unified retention solution can help collect and showcase reviews while replacing multiple tools, you can see plan details.

In this post we’ll explain the differences between Google Customer Reviews and Google Business Profile reviews, walk through step‑by‑step methods to add both the official badge and embedded reviews to any website, cover platform‑specific instructions for Shopify, WordPress, Squarespace, Wix, and HTML sites, and share best practices for design, schema, moderation, incentives, and measurement. We’ll also show how a merchant‑first retention suite like ours helps you reduce the number of tools you manage while increasing lifetime value and repeat purchases.

Our main message: adding Google reviews to your site is both a technical integration and a retention strategy. When you combine Google’s social proof with first‑party reviews and incentives, you get a stronger, longer‑term growth engine. We build for merchants, not investors, and our More Growth, Less Stack philosophy means you can collect reviews, display them, and reward reviewers without juggling half a dozen platforms.

What Google Customer Reviews Is — And How It Differs From Google Business Profile Reviews

Google Customer Reviews (GCR) vs. Google Business Profile Reviews

Google has multiple ways customers leave feedback that can appear in search and on your site. The two most commonly mixed up are:

• Google Customer Reviews (the badge program): a merchant opt‑in program where Google can survey shoppers at checkout and display an on‑site badge with a store rating and link to a country‑specific store ratings landing page.
• Google Business Profile reviews (formerly Google My Business): reviews left on your public business listing that can be surfaced in Google Search/Maps and that many widgets and APIs will pull in to display on your site.

They both build trust, but they come from different places and have slightly different technical and policy requirements.

Why Each Type Matters

• The official Google Customer Reviews badge signals participation in Google’s survey program and includes a store rating (numeric + stars). This can reassure shoppers across your site and link to your store ratings page.
• Google Business Profile reviews often include detailed, location‑based customer feedback and are especially valuable for local businesses and multi‑location brands.
• Embedding either on your site improves perceived trust, and combining them with first‑party reviews (collected directly on your site) gives you more control and richer content like photos and product‑level feedback.

Common Confusion To Avoid

• The GCR badge does not create the review content itself — it links to Google’s aggregated store rating and only shows a rating if enough eligible reviews were collected from a country in the last year.
• Widgets that display Google Business Profile reviews are third‑party solutions or use Google APIs; they are not the official GCR badge.
• You can, and often should, use the official badge plus a review widget and in our retention suite tie review requests into loyalty and on‑site displays.

Why Showing Google Reviews On-Site Helps

Displaying Google reviews on your website affects shopper behavior, SEO signals, and retention metrics.

Conversion and Trust

• Trusted branding: Google’s name is instantly recognizable; seeing Google‑sourced reviews reduces friction.
• Social proof at key moments: placing reviews on product pages or the checkout confirmation page reassures late‑stage shoppers.
• Higher conversion: Stores that make credible review content visible convert better, because reviews answer the “will this work for me?” question.

SEO, CTR, and Local Visibility

• Star ratings in search results can increase click‑through rate when Google shows the merchant’s rating in search or shopping panels.
• For local or multi‑location merchants, Google Business Profile reviews improve Maps and local pack performance.
• Proper structured data can help Google understand your review content; but inaccurate or misleading markup can backfire.

Retention and LTV

• Reviews fuel engagement: shoppers who find helpful reviews are more likely to buy again or refer friends.
• When reviews are combined with loyalty incentives, you can build repeat purchase loops and increase lifetime value.

Methods To Add Google Reviews To Your Website

There are three practical approaches, which you can combine:

• Use the official Google Customer Reviews badge.
• Embed Google Business Profile reviews via a widget or API.
• Collect first‑party reviews on your site and link or prompt customers to post on Google.

We’ll walk through each approach in detail and explain how to implement them across common platforms.

How To Add The Official Google Customer Reviews Badge

The official badge is provided by Google after you join the Google Customer Reviews program. It signals your participation and can show your store rating.

Eligibility and Preparation

Before you start, make sure you have:

• A Google Merchant Center account (or a business account that can enroll).
• Accepted the Google Customer Reviews agreement for your Merchant Center account.
• A properly configured checkout flow so Google can attach the survey opt‑in to orders.

Note: In many cases Google requires sufficient volume (often around 100 eligible reviews in a country over the past year) for a store rating to appear on the badge for that country. If no rating is available, the badge will show “Rating not available.”

Basic Steps To Integrate the Badge

• Enroll in Google Customer Reviews via your Merchant Center and accept the terms.
• Add the Google Customer Reviews opt‑in code to your order confirmation/thank‑you page so completed purchases can be surveyed.
• Add the badge code to the pages where you want the badge to appear.

Below are the typical pieces you will add. Treat this as a conceptual guide; always copy the exact snippet from your Google Merchant Center to ensure it uses your merchant ID.

• The opt‑in snippet that runs on the order confirmation page (so customers can be surveyed).
• The badge code (a small HTML snippet) to display the badge with your store rating.
• Optionally a script to customize badge placement or appearance.

Best Practice: Place the Opt‑In on the Thank‑You Page

To collect GCR responses, Google needs to know a purchase occurred. Place the opt‑in and its JavaScript on your order confirmation or thank‑you page. That lets Google send a survey to shoppers and attribute results to your Merchant Center.

Where To Place the Badge

• Footer: visible across the site without being intrusive.
• Checkout confirmation: reassures shoppers after purchase.
• About/Customer service pages: reinforces trust where shoppers check policies.
• Product pages: if you want sitewide visibility, but avoid cluttering product templates if you already have review modules.

What To Expect After Installation

• If you meet Google’s threshold for enough eligible reviews in the country, your store rating will appear on the badge; otherwise, it will show “Rating not available.”
• Violating Google’s policies or gamifying reviews can lead to badge removal. Keep review collection honest and transparent.

Embedding Google Business Profile Reviews (Widgets or API)

If you want to show recent, detailed reviews from your Google Business Profile on product pages or on a homepage widget, you’ll usually use a widget or the Google Places API. Widgets make this much simpler and are the most common merchant path because they handle the API, caching, layout, and moderation.

How Widgets Work (High Level)

• You connect the widget service to your Google account and select the business location(s).
• The widget pulls reviews, formats them, and provides a small embed code (JavaScript) you copy into your site.
• Widgets frequently offer templates (carousel, grid, list), moderation, and customization options.

This approach is especially useful for local businesses and multi‑location retailers.

Pros and Cons

Pros:

• Quick to set up; no deep developer work needed.
• Flexible design that matches site aesthetics.
• Automatic updates for new reviews.

Cons:

• Third‑party services may add branding unless you upgrade.
• You must ensure the widget’s structured data matches visible content if you want schema to be valid.
• Keep an eye on API quotas and privacy requirements.

How To Embed Reviews — Platform-Specific Tips

Below we summarize platform workflows. For each platform, the core steps are the same: create the widget, copy embed code, paste into the right place.

Shopify (themes and sections)

• Create your review widget in the provider’s dashboard and copy the embed code.
• For a single page: open the page editor where you want the widget and add a Custom HTML or embed block, then paste the code.
• For a theme‑wide placement (footer or product template): paste the code into the theme editor or a section. For Online Store 2.0 themes, you can add a custom Liquid section or a custom HTML block in the theme editor.
• If you want an integrated solution that manages on‑site reviews and loyalty alongside Google review efforts, you can install Growave on your Shopify store.

WordPress

• Most widgets offer a shortcode or JavaScript embed.
• Paste the embed code into a Custom HTML block, or use the plugin provided by the widget service to manage and insert shortcodes.
• If you use a review plugin that integrates with your review provider, follow its steps to connect your Google Business Profile.

Squarespace

• Use an Embed block or Code block in the page editor.
• Paste the widget’s JavaScript into the Code block, and save. Test on published pages since the editor may not render the script in preview.

Wix

• Use the Embed HTML element in the editor, paste the code, and publish.
• Confirm the widget scales responsively across breakpoints.

Basic HTML sites

• Paste the JavaScript snippet into the page where you want the reviews to appear, often within the .
• Optionally place the snippet in a reusable server include or in a template so it appears consistently across pages.

Moderation, Filters, and Display Options

Good widgets let you:

• Filter by rating (show 4–5 star only).
• Show reviewer name and photo.
• Limit the number of reviews.
• Add a “Write a review” CTA that links users to your Google Business Profile.

These controls help you balance transparency with brand presentation.

Step‑By‑Step: Adding Google Reviews to Shopify (Practical)

Below we outline a clear path to add either the official badge or an embedded widget to Shopify.

Adding the Official GCR Badge on Shopify

• Enroll in Google Customer Reviews through Merchant Center and accept the terms.
• Ensure your checkout or thank‑you page can run custom JavaScript.
• Paste the opt‑in script on the order confirmation page. In Shopify, this is typically the “Additional Scripts” field under Settings > Checkout.
• Copy the badge snippet from Merchant Center and paste it into your Shopify theme where you want it to appear (footer.liquid or a custom section). Use a section or footer include for sitewide display.

Embedding Google Business Profile Reviews on Shopify

• Create your widget with a provider that connects to Google Business Profile.
• Copy the embed code they provide.
• For a page‑level embed, edit the page content and insert a Custom HTML block and paste the code.
• For theme placement, add the code to a section or the footer liquid file.
• Test on mobile and desktop, and check for accessibility and responsive behavior.

If you prefer an all‑in‑one retention and review solution that streamlines collection, display, and incentives without adding another fragmented tool to your stack, you can install Growave on your Shopify store.

Step‑By‑Step: Adding Google Reviews to WordPress, Squarespace, Wix, and HTML

We’ve already summarized the platform approach; here are practical tips to avoid common mistakes.

General Tips

• Always test in a staging or draft page before pushing to production.
• If the widget loads asynchronously, ensure it doesn’t break page performance — lazy load if necessary.
• Keep consistent styles with site typography and color to avoid jarring UI.
• Verify the widget is secure and doesn’t insert tracking scripts you haven’t evaluated.

WordPress Specifics

• Use the provider’s plugin if available; it often handles shortcode insertion and caching.
• If using a theme builder (Elementor, WPBakery), use the HTML widget to paste the embed code.
• Check plugin compatibility and update cadence.

Squarespace Specifics

• The Code block will accept JavaScript; if there’s an issue, add the script sitewide in Settings > Advanced > Code Injection.
• Squarespace caches heavily; sometimes you need to clear cache or republish.

Wix Specifics

• Wix runs scripts differently in its editor; use the “Embed HTML” element and test on published site pages.

Plain HTML

• Place the widget code inside the body where you want it to appear.
• Consider adding an async attribute or defer logic to avoid blocking render.

Structured Data, Rich Snippets, and SEO Considerations

If you want Google to show star ratings in search results, you need proper structured data and to meet Google’s policies.

When Structured Data Is Appropriate

• Product pages: Use product-level schema with aggregateRating only if reviews are genuine, visible on the page, and correspond to the product.
• Organization or local business pages: Use organization or local business schema for company ratings when those ratings represent the business overall.

Key Cautions

• Don’t add aggregateRating markup unless the reviews or rating data are visible to users on the page.
• The structured data must match the displayed review content; mismatches can lead to manual actions.
• Third‑party widgets must also output schema correctly if you expect rich snippets. Confirm that the widget’s markup is visible to Googlebot and test with Google’s Rich Results Test.

Practical Steps

• Validate markup with Google’s Rich Results Test and the schema validator in Search Console.
• If you use a widget, check the rendered HTML for schema.org microdata or JSON‑LD.
• Keep review content visible to both users and crawlers.

Incentivizing Reviews Without Violating Policy

Many merchants want to accelerate review collection — a smart approach is to reward the act of leaving feedback without conditioning the reward on a positive rating.

Allowed Incentives (generally)

• Offer loyalty points for submitting an honest review, regardless of rating, and make instructions clear.
• Give a small discount for participating in a short feedback survey that links to leave a review on Google (check Google policy for the latest guidance).
• Use a two‑step review flow: private feedback first (to catch issues), then ask for a public review on Google for satisfied customers.

You can build these flows with a retention platform that combines loyalty and review requests so you reward customers for the action of reviewing, not for a specific star rating. For example, you can reward customers for leaving reviews using a points program tied to review activity, while collecting site reviews with our review collection tools.

What To Avoid

• Pay customers only for positive reviews.
• Create fake accounts or funnel the same customers through multiple review submissions.
• Offer gift cards or incentives that require a specific rating threshold.

Collecting First‑Party Reviews and Seeding Google Reviews Requests

Relying solely on Google’s programs has limits (volume thresholds, location constraints). First‑party reviews collected on your site give you control and valuable product‑level insight.

How To Use First‑Party Reviews Strategically

• Collect on‑site reviews right after delivery via email or SMS.
• Display first‑party reviews on product pages using your reviews module or widget.
• After a positive first‑party review, invite the customer to post their feedback on Google Business Profile with a single‑click CTA.
• Use loyalty incentives to reward the act of posting on Google (again, following policy).

A retention suite that includes reviews and loyalty lets you automate this flow: collect onsite feedback, trigger a Google review invite for satisfied customers, and reward reviewers with points redeemable for discounts.

The Technical Flow (Simplified)

• Customer purchases → order confirmation triggers a review request.
• Customer leaves a site review → if rating meets threshold (e.g., 4–5 stars), system sends a follow‑up with link to Google Business Profile for public review.
• Points are awarded via the loyalty engine once the customer confirms they left a public review.

This keeps the process merchant‑first and maintains transparency.

Design and Placement Best Practices

How you show reviews influences how shoppers react. Here are UX and copy tips:

• Make star ratings visible near the product title and price.
• Use review snippets at the top of product descriptions and repeat a longer review section lower down.
• Keep the “Write a review” CTA visible on product pages and in post‑purchase emails.
• Show the official Google badge in a non‑obtrusive place like the footer or checkout confirmation.
• On mobile, prioritize a compact carousel or single‑line star score to save space.

Use section headers, visual hierarchy, and consistent typography to ensure reviews feel like part of the site, not an afterthought.

Moderation and Handling Negative Feedback

Negative reviews are inevitable. How you respond publicly matters.

• Respond promptly and professionally, acknowledging issues and offering help.
• Use private channels (direct messages, support tickets) to resolve complex cases.
• Use negative feedback as a product improvement signal — trends in complaints often point to real product or fulfillment issues.
• Keep moderation transparent: don’t remove legitimate negative reviews; you can add public responses that show you care.

A retention platform with review moderation tools helps you see trends, tag reviews by sentiment, and escalate issues to customer service.

Measurement: What To Track

Track both review program KPIs and business metrics.

Review Program Metrics:

• Number of reviews collected (site + Google).
• Average rating over time.
• Review response time and resolution rate.
• Percentage of customers who complete follow‑through to post on Google.

Business Impact Metrics:

• Conversion rate uplift on pages with reviews.
• Revenue per visitor (RPV) and average order value (AOV) pre/post review display.
• Repeat purchase rate and lifetime value for customers who left reviews.
• Click‑through rates from search when rich snippets are present.

Use A/B testing when changing placement, copy, or incentives to ensure impact is measurable.

Common Mistakes and How To Avoid Them

• Overloading pages with multiple review modules: keep placement intentional and prioritized.
• Showing mismatched schema: verify structured data matches visible content.
• Incentivizing only positive reviews: reward participation, not positivity.
• Forgetting to test mobile and slow widget performance: prioritize speed and responsiveness.

How Growave Helps You Collect, Display, and Leverage Reviews

We believe retention should be your growth engine — not your engineering headache. Growave is built to replace multiple tools with a single retention suite that collects reviews, displays them on‑site, and rewards customers for review actions.

• Our Reviews & UGC solution lets you collect product reviews, show them on product pages, and moderate content so you always control the experience. Learn how to collect product reviews and display them on-site.
• Our Loyalty & Rewards module lets you reward customers for behaviors that fuel growth, including leaving reviews and sharing UGC. Create point flows to reward customers for leaving reviews.
• Because we combine these core retention pillars, you replace multiple providers with a single platform and reduce integration complexity — the More Growth, Less Stack approach.

If you want to compare what a simplified retention stack looks like, see plan details to explore how a unified solution can lower operational overhead while increasing LTV. For Shopify merchants, the fastest way to start is to install Growave on your Shopify store and begin the 14‑day free trial.

Implementation Checklist: From Enrollment To Live Widget

Use this checklist to move from idea to live.

• Enroll in Google Customer Reviews (Merchant Center) and accept terms.
• Place opt‑in script on the order confirmation page.
• Add the official badge to your preferred page(s).
• Create a Google Business Profile review widget (or choose a reputable provider).
• Paste the widget embed code into the required page, theme section, or HTML block.
• Collect first‑party reviews on product pages and in post‑purchase messaging.
• Implement a follow‑up flow to invite satisfied customers to leave a Google review.
• Add loyalty incentives tied to review actions in a way that follows policy.
• Validate structured data and test on multiple devices.
• Monitor review volume, ratings, conversion, and LTV.

Advanced: Multi‑Location and International Considerations

• Google’s store rating for the badge is country‑specific. You may need sufficient reviews per country for the rating to display for that audience.
• For multi‑location brands, use location‑specific widgets and map reviews to store pages.
• Local businesses should ensure their Google Business Profiles are complete and each location has accurate hours, address, and categories.

Troubleshooting

If the badge or widget doesn’t appear:

• Confirm your Merchant Center enrollment was accepted and the opt‑in code is correctly installed.
• Check that your widget is connected to the correct Google account and that the location is shared.
• Inspect console errors in the browser developer tools for blocked scripts or CSP issues.
• Some platforms strip inline scripts; try putting code into recommended “code injection” or theme fields.

If your structured data isn’t producing rich snippets:

• Validate the visible content against the schema.
• Ensure reviews are not hidden behind tabs or require user interactions to reveal.

Final Checklist Before Launch

• Test the customer flow end‑to‑end: purchase → opt‑in → survey possibility → review display.
• Confirm mobile responsiveness and accessibility.
• Confirm rewards or points for reviews are correctly applied in your loyalty system.
• Document the process so non‑technical staff can update or moderate reviews.

Conclusion

Showing Google customer reviews on your website is a high‑impact, low‑friction way to increase trust and drive conversions. The smart approach combines the official Google Customer Reviews badge with embedded Google Business Profile reviews and first‑party review collection. When you tie review collection into a loyalty program and moderation workflow, reviews become a reliable retention lever — not another tool to manage.

If you want to replace multiple vendors with a single, merchant‑first retention suite that collects reviews, displays them beautifully, and rewards customers for the behaviors that grow your business, explore our plans and start a 14‑day free trial: compare plans and start a trial.

Start now by installing Growave on your Shopify store to consolidate review collection and rewards in one place: install Growave on Shopify.

FAQ

How long until my Google Customer Reviews badge shows a rating?

It depends on eligible review volume for each country. Many merchants see a rating after collecting enough eligible reviews in the past year (often around the 100‑review ballpark for a given country), but thresholds vary. If you don’t yet have a rating, the badge will state “Rating not available.”

Can I show Google Business Profile reviews and the official Google badge at the same time?

Yes. The badge signals participation in Google’s survey program, while embedded Business Profile reviews display individual, location‑based feedback. Using both provides broad social proof and detailed user voices.

Will embedding a third‑party widget hurt page speed?

It can if the widget loads synchronously or pulls many heavy resources. Choose providers that load asynchronously, offer caching, and let you control the number of reviews shown. Test with performance tools and lazy‑load widgets if needed.

Are there policy risks when incentivizing reviews?

Yes — incentivizing only positive reviews or paying for specific star ratings violates typical review platform policies. Reward the act of leaving an honest review, irrespective of star level, and make incentives transparent. You can use a loyalty program to reward review submission rather than positive sentiment; learn how to reward customers for leaving reviews.

Remember: reviews aren’t just content — they’re a retention strategy. When you collect reviews, display them well, and build incentives into a single retention platform, you turn social proof into measurable growth. For merchants ready to consolidate reviews, loyalty, referrals, and UGC in one solution, see plan details or install Growave on Shopify to start your 14‑day free trial.