Google Reviews vs Website Testimonials: Should Testimonials Be on Your Website?

One question we hear often at SilverServers is:

• “Should we put customer testimonials on our website?”

It’s a fair question — and the answer isn’t as simple as “yes” or “no.” Like many aspects of SEO and digital marketing for small businesses, it depends on your goals, your industry, and how the testimonials are presented.

Let’s break it down.

The Pros: When Testimonials Work

Well-placed testimonials can add a human touch to your site. They show that real people have chosen your business, and when done well, they build trust with new visitors.

One of the biggest strengths of a testimonial is social proof — especially when the source is recognizable. If a known business, community leader, or public entity gives you a quote, the name associated with the testimonial can have more impact than the testimonial itself.

For example: If your company did some concrete repairs for your city’s local hockey arena, and the building manager gave you a testimonial, that’s worth showcasing visibly on your website. Not just because of what they say — but because the name carries weight and is easily recognizable. In that case, the testimonial becomes a kind of soft endorsement that reinforces your credibility. And don’t bury it on a testimonials page or tuck it into a scrolling quote bar — place it somewhere visible and relevant, where it adds real impact.

Another thing to consider: sometimes, the presence of a testimonial section is more about visual design than messaging. If your site already includes a testimonial area as part of the layout — maybe on your homepage or near your service descriptions — it often looks better when that space is filled in with real content. A clean testimonial section with client quotes can add polish, structure, and rhythm to a page, even if the quotes themselves aren’t highly detailed.

However, we don’t recommend adding a testimonial section just for the sake of having one. But if the section is already built into your site’s design, it’s worth populating — as long as sourcing testimonials doesn’t take priority over earning Google Reviews. Google Reviews still carry more SEO weight and long-term trust value.

The Cons: When Testimonials Fall Flat

Website testimonials can fall short — or even backfire — when they’re vague, overused, or feel like filler. Generic praise like “Excellent job!” or “Highly recommended!” doesn’t give visitors much to go on.

One of the biggest weaknesses of on-site testimonials is verifiability. If someone visits your website and reads a glowing review from “John S.”, “Happy Customer”, or “Anonymous”, they have no way to know if that quote is genuine — or even real. Unless the person is a public figure, well-known company, or someone whose name can be linked to a real project, it’s hard to prove the testimonial’s credibility.

That’s why we usually recommend focusing on Google Reviews first. Those reviews are publicly attributed, timestamped, and visible in a third-party environment — which adds a layer of authenticity that on-site testimonials often lack.

Of course, if the testimonial comes from someone publicly reconizable and verifiable — like a city’s mayor referencing a public project — that’s a different story. A quote like that can be powerful because visitors can confirm it through other sources.

Why Google Reviews Matter More

From an SEO perspective, Google Reviews have significantly more value than on-site testimonials. Reviews posted through your Google Business Profile are seen and indexed by Google directly. They can boost your visibility in local search results, contribute to your overall star rating, and help new customers decide whether to reach out.

More importantly, they carry built-in credibility. Users trust that Google Reviews are harder to fake — and Google’s algorithm trusts them too.

We’ve written before about how to collect reviews and testimonials, and one of our consistent recommendations is this: encourage reviews on third-party platforms before building a testimonials page. It’s often easier, more credible, and more impactful in search.

A Balanced Approach: Use Both — Strategically

There’s no rule saying you can’t do both. If you have strong Google Reviews, you can embed them on your website using third-party plugins. This can blend the SEO benefit of verified reviews with the visual and layout flexibility of your own site.

However, we don’t typically recommend relying on plugins for this purpose, as many of them can slow down your site’s load time — and page speed is a ranking factor in Google’s algorithm. Still, when used sparingly and implemented carefully, this can be a workable option.

Another idea: use testimonials in occasional blog posts. If a client sends kind words by email or shares feedback but isn’t comfortable leaving a public review, that content can still serve a purpose. A blog post highlighting a handful of these private or informal testimonials can be a great way to showcase them — without making testimonials the central focus of your site. Just be sure to get permission before publishing anything identifiable.

You can also feature select testimonials in strategic places — like a homepage callout, a service page, or alongside a case study — where they’re part of the customer journey. Visitors don’t often take the time to browse a separate “Testimonials” page full of unrecognizable names and vague 5-star praise, so keeping them embedded in relevant content is more effective and more likely to be seen.

The key is to use testimonials and reviews in ways that support your design, reinforce credibility, and align with your SEO goals — not compete with them.

Final Thoughts: Let Credibility Guide You

In short, there’s nothing wrong with having testimonials on your website — but they shouldn’t be the foundation of your trust-building strategy. Think of them as supporting elements, not the main feature.

Focus first on building your reputation through Google Reviews and other trusted platforms. Then, once you have some strong examples, bring them into your site in ways that reinforce your messaging and support your site’s design.

On-site Testimonials work best when they’re:

• Tied to a recognizable name or public-facing project
• Positioned next to relevant content (like case studies or service descriptions)
• Shared thoughtfully — like in a blog post when a client gives praise via email but prefers not to leave a public review

The bottom line: context and credibility matter. When used strategically, testimonials can add polish and personality to your site — as long as they don’t compete with more powerful tools like Google Reviews.

If you’re wondering how to ask for reviews, how to handle the negative ones, or how to pick a testimonial platform that fits your needs, check out more from our testimonial series:

• How to Handle Negative Reviews
• Choosing a Testimonial Platform
• Writing Effective and Helpful Testimonials

Have questions or want help setting up your Google Business Profile to get more reviews? Get in touch — we’re here to help.

For related articles, including more about reviews and testimonials, visit the Marketing and SEO section of our blog.