G2, Capterra and Trustpilot Programs That Survive Audit

Ten reviews inside the last twelve months is what G2 asks for before a product appears on a Grid report at all, and most stalled programs are stalled there — on recency, not on rating. So the first thing we build is not copy. It is a supply of requests timed to moments when a customer has just succeeded at something, and a category choice that puts you where your buyer is actually reading. Category before volume: On G2 and on Capterra the category decides who you are compared against, and the wrong parent category is the most expensive quiet mistake in this channel. We audit where your real comparison set sits, what each category definition requires, and whether a category carries enough review flow to produce a report worth appearing in. Sometimes the recommendation is a smaller category where you are legible over a large one where you are twenty-third. Where the reviews come from: Requests go out on product events rather than on a calendar: renewal signed, onboarding milestone cleared, a support ticket resolved well, an integration switched on. We map those to whatever you already run — HubSpot workflows, Vitally or Gainsight playbooks, in-app prompts — and write the request so it names the specific thing that customer did. A request that says leave us a review produces four lines. A request that names the workflow produces the paragraph a buyer stops on. Suppression, and why we will not do it: Inviting only the customers you expect to be happy is review gating. It breaks Trustpilot's guidelines, and since the Federal Trade Commission's rule on consumer reviews and testimonials took effect in October 2024 it is also exposure in the United States, where penalties are assessed per violation. We send to the whole defined segment. If that produces threes and fours, the answer is a product conversation, not a sampling trick. Responses as public record: A reply to a critical review is read by prospects for years and is the only part of the profile you fully control. We write them to the standard of any published statement: name the specific complaint, say what changed and when, no discount offers in public, and never a reply whose entire content is an invitation to take it private. For law firm clients every response is checked against the marketing rules of the relevant law society before posting, and testimonial-shaped language is removed. Consumer-facing responses for Quebec are published in French. What we refuse: No incentives outside what a platform itself runs and discloses, and never an incentive conditioned on what the review says. We do not buy reviews, write reviews for you to submit, or work with removal and suppression vendors. We will not run Capterra pay-per-click without pipeline instrumentation behind it, because that channel is easy to spend into and very hard to attribute after the fact. Who this is not for: Products with fewer than roughly forty customers live for a full quarter — there is not yet enough honest supply to build on. Companies with an unresolved reliability problem, because the program will report it accurately and faster than you would like. Anyone who wants the current rating raised without changing what produces it. Reporting: Monthly: new reviews by segment and product area, rating movement including the recency weighting Trustpilot applies, competitor position, and the themes running through critical reviews, sent to product as well as marketing. Quarterly we tell you whether the program produced anything a buyer used, judged by which review quotes reached your sales conversations rather than by volume.