Best Review Platforms for Small Business (Ranked)
How to Choose the Right Review Platforms
Not all review platforms are created equal. The best platform for your business depends on your industry, your customers, and where potential buyers search for businesses like yours.
This guide ranks the most important review platforms for small businesses, breaks down the strengths and weaknesses of each, and helps you decide where to focus your review collection efforts.
The Ranking: Best Review Platforms for Small Business
1. Google Business Profile (Best Overall)
Google is the undisputed leader for local business reviews. When someone searches for a product or service near them, Google reviews are the first thing they see.
Why Google ranks first:
- Reviews appear directly in Google Search and Google Maps
- Review signals (quantity, velocity, rating) directly impact local search rankings
- Largest audience of any review platform
- Free to use with no limits on review volume
- Supports rich snippets and star ratings in search results
Best for: Every local business, regardless of industry.
Limitations: Google does not verify purchases, so reviews are based on the honor system. Occasional spam reviews can appear, though Google's filters have improved significantly.
Recommendation: Every business should make Google their primary review platform. It is non-negotiable for local SEO and consumer trust.
2. Yelp (Best for Restaurants, Home Services, and Local Discovery)
Yelp remains a significant platform, particularly in the restaurant, home services, and local services industries. While its market share has declined relative to Google, it still influences millions of purchase decisions.
Why Yelp matters:
- Strong user base for restaurant and service discovery
- Detailed reviews with photos are common
- Yelp listings often rank on the first page of Google for business-related searches
- The Yelp app has a dedicated audience of engaged reviewers
Best for: Restaurants, bars, cafes, home services (plumbing, HVAC, cleaning), auto repair, salons, and spas.
Limitations: Yelp's recommendation filter aggressively hides reviews it considers unreliable, which frustrates many business owners. Yelp also discourages businesses from directly asking for reviews, which limits your ability to actively build your review count.
Recommendation: Important for food service and home service businesses. Focus on providing great experiences and making it easy for satisfied customers to find you on Yelp naturally.
3. Facebook (Best for Community-Driven Businesses)
Facebook Recommendations (formerly Facebook Reviews) allow customers to recommend or not recommend a business. While less detailed than Google or Yelp reviews, Facebook reviews carry weight because they are tied to real user profiles and are visible within social networks.
Why Facebook matters:
- Reviews are attached to real user profiles, increasing trust
- Visible to the reviewer's friends and family, amplifying social proof
- Large user base, especially among older demographics
- Facebook Business Pages often rank well in search results
- Free and easy to set up
Best for: Restaurants, retail, event venues, fitness studios, and any business with a strong local community presence.
Limitations: Facebook uses a recommend/not recommend system rather than star ratings, which provides less nuanced feedback. The platform is also declining in usage among younger demographics.
Recommendation: Good secondary platform for businesses with an active Facebook presence. Especially valuable if your customers are already engaging with your Facebook page.
4. TripAdvisor (Best for Hospitality and Tourism)
TripAdvisor is the dominant review platform for hotels, restaurants, tours, and tourist attractions. If your business serves travelers or tourists, TripAdvisor reviews can directly impact bookings and foot traffic.
Why TripAdvisor matters:
- The go-to platform for travelers making dining and lodging decisions
- TripAdvisor rankings directly influence booking volume
- Reviews are detailed and often include photos
- High domain authority means TripAdvisor listings rank well in Google
Best for: Hotels, B&Bs, restaurants in tourist areas, tour operators, attractions, and any hospitality business.
Limitations: Most relevant only for hospitality and tourism industries. The paid advertising model can feel aggressive for business owners. Review volume can be slow for businesses in non-tourist areas.
Recommendation: Essential for hospitality and tourism businesses. Less relevant for general local services unless you are in a high-tourism area.
5. Trustpilot (Best for E-Commerce and Online Businesses)
Trustpilot specializes in verified purchase reviews and is the leading review platform for online businesses. If you sell products or services online, Trustpilot reviews provide a layer of credibility that helps convert visitors into buyers.
Why Trustpilot matters:
- Verified purchase reviews add credibility for online shoppers
- Trustpilot widgets display star ratings on your website
- Strong SEO presence, with Trustpilot pages ranking well in Google
- Integration with Google Seller Ratings for shopping ads
Best for: E-commerce stores, SaaS companies, online service providers, and subscription businesses.
Limitations: The free plan is limited. Many features require a paid subscription, which can be expensive for small businesses. Less relevant for local brick-and-mortar businesses.
Recommendation: Valuable for e-commerce and online businesses. Not necessary for most local service businesses.
Industry-Specific Recommendations
Restaurants and Food Service
- Google (primary)
- Yelp (secondary)
- TripAdvisor (if in a tourist area)
Home Services (Plumbing, HVAC, Cleaning, Etc.)
- Google (primary)
- Yelp (secondary)
- Facebook (tertiary)
Healthcare (Dentists, Doctors, Chiropractors)
- Google (primary)
- Healthgrades or Zocdoc (industry-specific)
- Facebook (tertiary)
Professional Services (Lawyers, Accountants, Consultants)
- Google (primary)
- Facebook (secondary)
- Industry-specific directories
Retail and E-Commerce
- Google (primary for local, Trustpilot for online)
- Facebook (secondary)
- Yelp (for local retail)
Hotels and Hospitality
- Google (primary)
- TripAdvisor (secondary)
- Booking.com or Expedia (booking platform reviews)
How Many Platforms Should You Focus On?
The answer for most small businesses is two to three platforms. Here is why:
Google is always first. No exceptions. Every local business needs a strong Google review presence.
Add one industry-specific platform. Choose the platform where your target customers are most likely to look. For restaurants, that is Yelp or TripAdvisor. For e-commerce, that is Trustpilot. For community businesses, that is Facebook.
Do not spread yourself too thin. Managing reviews across 5 or more platforms is time-consuming and dilutes your efforts. It is better to have 200 Google reviews and 50 Yelp reviews than 50 reviews spread across 5 platforms.
Using Opineko Across Multiple Platforms
Opineko makes multi-platform review collection simple. When a customer scans your QR code or clicks your feedback link, they are first asked about their experience. Happy customers can then be routed to whichever platform you prioritize, whether that is Google, Yelp, TripAdvisor, Facebook, or Trustpilot.
You can configure your routing preferences to match your platform strategy. For example, you might route 80% of happy customers to Google and 20% to Yelp, or rotate between platforms to build reviews evenly across your priority channels.
Key Takeaways
- Google is essential for every business. Start here and build a strong base of reviews before expanding to other platforms.
- Choose secondary platforms based on your industry. Do not waste time on platforms your customers do not use.
- Two to three platforms is the sweet spot. Enough to diversify your reputation without spreading too thin.
- Use a tool like Opineko to route customers to the right platform automatically, removing friction from the process.
- Monitor all platforms where you have a presence. Even if you focus on two or three, set up alerts so you can respond to reviews anywhere they appear.
Frequently Asked Questions
Which review platform is most important for local businesses?
Google is the most important review platform for nearly all local businesses. Google reviews appear directly in search results and Google Maps, where the majority of consumers search for local services. Google reviews also directly impact local search rankings, making them both a trust signal and an SEO asset.
Should I focus on one review platform or multiple?
Start by building a strong presence on Google, then expand to one or two industry-relevant platforms. For restaurants and hospitality, add TripAdvisor and Yelp. For professional services, add Facebook. For e-commerce, add Trustpilot. Spreading reviews across platforms diversifies your reputation and reaches customers on whichever platform they prefer.
Are paid review platforms worth it for small businesses?
Most small businesses should focus on free platforms like Google and Facebook first. Paid platforms like Trustpilot can be valuable for e-commerce businesses that need verified purchase reviews, but they are not necessary for most local service businesses. Focus your budget on tools that help you collect more reviews on free platforms.
How do I know which review platform my customers use?
Search for your business name and your competitors on Google. Note which review platforms appear in the results. Also ask your customers directly where they typically read reviews before choosing a business. For most local businesses, Google dominates, but industry-specific platforms can vary.