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How to embed Google reviews on your website: three methods compared, steps for WordPress, Wix, Squarespace, and Shopify, and where to place them to convert.
Related research
When was the last time you searched for a local business and clicked past the first three results? Neither did your customers.
That's the Google Maps side of the equation. But here's the one most businesses miss: what happens after someone finds you on Google and clicks to your website? If they land on a site with no social proof, no reviews visible, no signal that real people have trusted you, you've just lost the conversion that Google handed you.
Embedding your Google reviews on your website closes that gap. It puts your best social proof in front of visitors at the exact moment they're deciding whether to contact you.
On the reviews side, our guide to first-party vs third-party reviews goes deeper.
We break down the widgets that display Google reviews on your website in our guide to Google review widgets.
Embedding Google reviews on your website does three things simultaneously:
Converts visitors: Real reviews from real customers reduce friction at the decision point. A visitor who's choosing between you and two competitors is more likely to call when they can see your 4.8-star rating with 120 reviews right on your contact page.
Builds trust where it counts: Visitors who see real, recent reviews on the page are more likely to call. The stars you see next to your business in Google come from your Business Profile, so embedding reviews supports conversion rather than adding stars to your website listing. Google doesn't show star ratings in search results for a business's own reviews marked up on its own website, so don't add review markup expecting stars.
Builds trust at scale: You can't be on every sales call. Your embedded reviews can.
The businesses that convert the highest percentage of their website visitors into leads almost always have strong social proof visible on their key conversion pages, not buried on a testimonials page no one navigates to.
📊 Flento Data: Based on Flento's analysis of service business websites, pages with embedded reviews above the fold convert visitors to leads at 34% higher rates than equivalent pages without visible reviews.
🛠️ Action Step: Go to your current website and identify where your contact page, homepage, and service pages are. If you don't see reviews on those pages, you're leaving conversions on the table.
Worth reading alongside this is embed Google Maps on your website.
Related reading: our guide to review stars in search results explains where star ratings appear in Google results and where they don't.
Google Maps provides a basic embed code for business listings, and while it's limited, it's completely free, requires no third-party tools, and takes under 5 minutes to set up.
How it works:
What you get: A Google Maps widget that shows your location and includes your star rating visible in the map card when someone hovers. It's a map embed, not a review feed, but it does show your rating and review count.
Limitations: This method shows a static map, not a scrollable review feed. Reviews aren't displayed individually. If you want visitors to see specific review text, you'll need Method 2 or 3.
Best for: Contact pages and location pages where a map is useful context alongside your rating.
🛠️ Action Step: Embed the Google Maps widget on your contact page today. It takes 5 minutes and adds both a map and your rating to the page.
Flento's review widget pulls your Google reviews directly and displays them in a customizable widget that automatically updates when new reviews come in. This is the most practical option for most businesses.
How it works:
What you get: A live feed of your real Google reviews, automatically updated as new reviews arrive. Your rating and review count update in real time. Display options include filtering by minimum star rating, choosing how many reviews to show, and customizing colors to match your brand.
Why it matters over a static embed: When your newest reviews are always visible on your website, visitors see recency signals that build additional trust. A review from last week is more persuasive than one from two years ago.
Best for: Homepage hero sections, service pages, and any page where you want visitors to read real review text from real customers.
🛠️ Action Step: If you're using Flento, set up your review widget this week and embed it on your homepage and top-performing service page.
If you want full design control and don't want a third-party widget, you can manually create a review showcase section using your website builder's native block editor. The tradeoff is manual upkeep, you'll need to add new reviews yourself.
How to do it:
A note on review markup: Don't add Review or AggregateRating structured data to your own pages for reviews of your own business in order to get stars in search results. Google doesn't display stars for that kind of self-published review, and misleading markup can put your site at risk of a manual action. Keep the showcase visual, and let your Business Profile carry the stars.
Best for: Businesses that want full design control or are on platforms where widget embeds are limited.
⚠️ Common Mistake: Displaying only 5-star reviews and hiding others. Google's guidelines discourage selective review display in advertising contexts. Show a representative sample, including some 4-star reviews makes your showcase more credible, not less.
🛠️ Action Step: Choose one of the three methods above and implement it on your homepage or contact page this week.
The right method depends on how much upkeep you'll tolerate and how much control you want. Here's the quick comparison.
| Method | Cost | Updates automatically | Shows review text | Best for |
|---|---|---|---|---|
| Google Maps embed | Free | Rating and count only | No | A contact page with a map |
| Review widget (such as Flento's) | Free to paid | Yes | Yes | Most businesses |
| Manual showcase | Free | No, you update it | Yes | Full design control |
A limit to know before you buy any widget: some tools pull reviews through Google's public Places data, which returns only a small selection of reviews, while others connect to your Business Profile and can show more. If you want to embed all your Google reviews, check exactly which reviews and how many a tool displays before you commit.
Adding Google reviews to your website is a copy-and-paste job on most platforms, because a widget gives you a snippet of code or a block to drop in.
WordPress: Add the widget snippet with a "Custom HTML" block, or use a shortcode if the tool provides one. Place it on the page in the block editor.
Wix: Use the "Embed code" or "HTML iframe" element, paste the snippet, and resize it.
Squarespace: Add a "Code" block on the page and paste the snippet.
Shopify: Add a "Custom liquid" or "Custom HTML" section in the theme editor, or use the app's own block if provided.
Custom-coded sites: Paste the snippet into the page template where you want the reviews to appear, before the closing body tag or in the target container.
After adding it, check the page on a phone. A widget that loads slowly or looks cramped on mobile can hurt more than help.
Location matters as much as implementation. The highest-converting placements for embedded reviews:
Homepage: Below the hero section, before the main call to action. Visitors who see reviews within the first scroll are more likely to continue engaging with the page.
Contact page: Immediately above or beside the contact form. This is the highest-intent page on your site, someone who navigated to your contact page is considering reaching out. Reviews here reduce hesitation.
Service pages: Below the service description, before the CTA. A visitor reading about your HVAC service wants to know others have had good experiences with it specifically.
Pricing page: If you have one, reviews here reduce price sensitivity. Customers who see strong reviews are less likely to price-shop.
Avoid: Testimonials pages. No one navigates to a testimonials page, it's where social proof goes to die. Put your reviews on the pages where decisions are made.
💡 Pro Tip: On mobile, reviews in a horizontal carousel format take less vertical space while still being highly visible. Most review widgets offer this as a display option.
Show your most recent reviews, not just your best. Recency matters to visitors, a page of reviews from 2 years ago looks stale. Sort by most recent.
Include reviewer photos when available. Reviews with profile photos convert better than text-only reviews. Google's embed and third-party widgets typically include these automatically.
Show your aggregate rating prominently. Your overall star rating and review count should be visible even before someone reads individual reviews. A "4.8 stars from 140 reviews" display line at the top of your review section does more work than any single review.
Link to your Google listing. A "See all reviews on Google" link adds credibility, it signals that the reviews are real and verifiable, not curated.
Mobile optimization: Verify that your review display looks clean on mobile. Most businesses get more mobile traffic than desktop, a review widget that's unreadable on mobile is worse than no widget.
Flento's review widget is designed specifically for local businesses, it pulls your Google reviews in real time and displays them in formats optimized for conversion: carousels, grids, badges, and floating widgets.
The dashboard lets you filter reviews by star rating, highlight specific reviews, and customize the display to match your brand. When new reviews come in through Flento's review request system, they appear on your website automatically, no manual updates needed.
✅ Done? Automate your review collection and website display with Flento → Try Flento free
How do I embed Google reviews on my website? Choose a method: Google's Maps embed for a rating and map, a review widget for a live feed of review text, or a manual showcase you update yourself. For a widget, copy its embed code and paste it into a custom HTML block on your site.
Can I embed all of my Google reviews? It depends on the tool. Some widgets show only a small selection, while others connect to your Business Profile and can show more. Check the limit before you commit.
Will embedding Google reviews get me stars in search results? No. Google doesn't show star ratings in search results for a business's own reviews marked up on its own website. The stars people see come from your Business Profile.
Is it legal to embed Google reviews on my website? Yes, Google's Terms of Service allow you to display reviews using Google's own embed code or through authorized API methods. Using a third-party widget that accesses the Google Places API is also compliant. What's not allowed: copying review text and presenting it as your own content without attribution.
Do embedded Google reviews improve my Google rankings? Not directly. Google doesn't rank your website higher because you display reviews on it, and it doesn't show star ratings in search results for a business's own reviews marked up on its own site. The benefit is conversion: visitors who see real reviews are more likely to contact you.
How often should I update my manual review showcase? At minimum quarterly, or whenever you cross a significant milestone (100 reviews, 4.9 average, etc.). More frequently if you're in an active review-building period. The most important thing is that the review count and date shown aren't embarrassingly old.
What if I don't have enough reviews to display? Start with what you have, even 5–8 reviews displayed is better than none. Focus on building your review count alongside the display setup. Flento's review request automation can help you reach a display-worthy count faster.
Can I embed Google My Business reviews the same way as Google Business Profile reviews? Yes, "Google My Business" is the older name for what's now called Google Business Profile, the reviews themselves come from the same source. Any of the three methods in this guide, Google's native embed, a widget like Flento's, or a manual showcase, pull from the same underlying review data regardless of which name you know the platform by.
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