What Are First-Party Reviews And Why Do You Need Them?

Customer reviews are unbeatable when it comes to building a strong and trustworthy brand. So you need to have them in your marketing strategy – that much is universally acknowledged. 

What makes people hesitate is the value of first-party reviews; the ones that you have encouraged, gathered, and displayed yourself. Are they as effective as the ones on third-party platforms? Are you running the risk of sounding too promotional by displaying them? 

In this article, I’ll talk about what first-party reviews are, why you need them, and how to gather them effectively. So stay with me.   

What are First-Party Reviews?

It’s safe to say that every time a customer completes a purchase, it’s time to reach out and ask for an honest review. Now if customers leave reviews on other platforms (say Amazon, Yelp, Google, etc.) these reviews are called third-party reviews. 

But if customers share their reviews directly with you through an owned channel such as email, SMS, or a platform such as Trustmary, these reviews are considered first-party reviews.  

So in a nutshell, first-party reviews are customer reviews collected directly by a business rather than through review hosting platforms like Google, Yelp, or Trustpilot. First-party reviews are a gold mine for businesses. They can be displayed on a website, used in marketing, or stored for internal analysis and improving customer experience. 

The problem with first-party reviews is that they might sound a bit egotistical and self-serving. Some people argue that first-party reviews are not as genuine as third-party reviews because they’re prompted, gathered, and hosted by businesses. 

To some degree that might be true. People tend to put more trust in third-party reviews, especially because some first-party reviews look unrealistic and fake.

But does this mean you should not invest in first-party reviews? Is there no hope for first-party reviews to be trustworthy and genuine?

Let’s get more detailed. 

Should you use First-Party Reviews? Pros and Cons?

Even if you swear by first-party reviews, it’s a good idea to know the risks you’re running. And if you’re carried away by the argument against all self-serving promotional activities, you should think twice. There is some value in being confident about your product and showcasing its real benefits and achievements. 

To help you with your decision, I’ve prepared a detailed analysis of pros and cons of first-party customer reviews.

Pros of First-Party Reviews

1. You own the reviews and have full control over them

On third-party sites, reviews are managed by external platforms, meaning they can be filtered, removed, or ranked in ways businesses cannot control.

Recently, we have seen that review platforms like Google Maps could go and remove reviews at any time.

Businesses have seen their genuine Google reviews disappearing, and Google can just state that it’s due to a bug, or that they are deleting fake reviews.

But first-party reviews are different. No-one can take them away from you.

Additionally, businesses decide where and how first-party reviews appear.

For example, Google uses an algorithm to determine which reviews are “most relevant,” sometimes pushing negative reviews to the top, even if they are outdated or unhelpful.

With first-party reviews, you can decide which reviews you showcase prominently on your website.

2. Can encourage more customers to leave reviews

Some customers hesitate to leave reviews on public platforms because they don’t want their names or opinions displayed for everyone to see. First-party reviews, especially if collected privately, can feel less intimidating.

First-party review collection methods, like email requests or feedback forms, can make it easier for these customers to share their experiences.

3. No risk of competitor ads on your reviews

On third-party platforms like Yelp or Trustpilot, competitors can pay to place their ads next to your business’s reviews. This means potential customers reading reviews about your business might be shown an ad for a competitor.

With first-party reviews, businesses eliminate this risk because reviews are hosted on their own website with no outside interference.

4. Can improve website engagement and conversion rates

Reviews act as social proof that helps new customers feel more confident about purchasing. Displaying reviews on product pages or service pages can encourage visitors to stay on the website longer and increase the likelihood of conversion.

A study by Spiegel Research Center found that products with at least five reviews on their page have a 270% higher chance of being purchased than those without reviews. This is especially true for lesser-known brands where trust is a major factor in buying decisions.

5. Can help with search engine optimization (SEO)

First-party reviews contribute fresh content to a website, which search engines like Google consider when ranking pages. If reviews are marked with proper structured data (Schema.org review markup), they can sometimes appear as star ratings in search results. This makes listings more noticeable.

However, the impact of first-party reviews on SEO depends on how they are displayed. Google prioritizes third-party reviews for local search rankings, but first-party reviews can still contribute to a website’s overall authority and engagement metrics.

Cons of First-Party Reviews

1. Customers may trust them less than third-party reviews

Since businesses control which reviews are displayed, some consumers may view first-party reviews as less credible.

70% would trust verification from a third party, like an open review platform, because they assume the reviews are unfiltered. If a business only shows positive reviews, visitors may question whether negative feedback is being hidden.

Businesses can mitigate this distrust by keeping their review processes transparent. It’s a good idea to showcase all kinds of reviews, not just the best ones.

2. Does not improve ratings on third-party review sites

74% of consumers check at least 2 sites before purchasing. Since first-party reviews are not posted on review hosting sites (like Google, Yelp, or Tripadvisor), they do not contribute to overall ratings or rankings.

For example, Google’s local search algorithm heavily weighs the number and quality of Google reviews when ranking businesses.

According to Google, “high-quality, positive [Google] reviews from your customers can improve your business visibility and increase the likelihood that a shopper will visit your location.”

A business relying only on first-party reviews could miss out on visibility in local search results.

3. Requires more management effort

Third-party platforms handle the review collection and moderation process. With first-party reviews, businesses must set up a system to collect, verify, and display reviews properly. This includes ensuring compliance with regulations.

For example, in the U.S., FTC guidelines require businesses to publish all genuine customer reviews if they are used for marketing. Deleting or selectively showing only positive reviews can lead to legal issues.

In the European Union, you need to be mindful of the General Data Protection Regulation (GDPR).

How to Collect First-Party Reviews?

First-party reviews are collected directly by a business rather than through third-party review hosting platforms.

These reviews can be displayed on a website, used in marketing materials, or stored for internal analysis. Collecting first-party reviews requires a structured process to encourage customers to share their experiences.

Here’s a step-by-step guide on collecting first-party reviews with practical examples.

1. Ask for reviews at the right time

Customers are more likely to leave reviews when the experience is fresh in their minds. Reaching out at the right moment increases the chances of getting honest feedback.

Best times to ask for a review:

• After a successful purchase or delivery – If a customer has just received their order and is happy, they are more likely to leave a review.
• After a customer service interaction – If an issue is resolved quickly and smoothly, this is a great time to ask for feedback.
• When a customer reorders – Repeat customers are already satisfied with your service and are more willing to share their thoughts.

Here’s a post-purchase email template you can use to ask for reviews: 

2. Use multiple channels for review requests

Different customers prefer different communication channels. Employing various channels can increase the chances of receiving feedback.

Methods:

• Email: Send personalized requests post-purchase.
• SMS: Quick messages with direct links to review forms.
• In-App prompts: For businesses with mobile applications.
• Social media: Engage customers through platforms they’re most active on.
• QR codes: Great for on-site review requests at brick-and-mortar businesses, or attached to your product packaging.
• Website embed: For collecting feedback directly on a website.

For example, McDonald’s prints QR codes on receipts, which leads to a feedback survey. It would be unlikely for restaurant customers to type in a whole URL, so shortcuts via QR codes or NFC tags are necessary.

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3. Make it easy to leave a review

Customers are likely to leave a review if the process is simple and quick.

How to make it easy:

• Send a direct link instead of asking them to search for the review page.
• Use one-click rating systems, like star ratings or Net Promoter Score.
• Avoid long forms. Only ask for information that matters.

I recommend a super simple approach: a rating question and open feedback. Nothing more.

4. Offer a small incentive (if allowed)

Customers sometimes need motivation to leave reviews. While offering incentives can work, businesses must disclose them to comply with regulations.

It’s important to offer incentives for all reviews, even negative ones. You want to welcome all feedback and not just the 5-star ratings.

Safe ways to encourage reviews:

• Discounts: Provide a coupon for future purchases.
• Loyalty points: Reward points that contribute to a larger benefit.
• Exclusive access: Early access to new products or services.
• Customer rebates: Offer a cash-back incentive after a customer submits a verified review. This provides immediate value while keeping the review process separate from the financial reward.

For example, Sephora rewards customers with loyalty points when they leave product reviews. Since these points can be used for future purchases, customers have a reason to participate.

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5. Show existing reviews to encourage more

When customers see reviews from others, they may feel motivated to leave their own.

Ways to display reviews:

• Website testimonials – Highlight positive feedback on your site.
• Landing pages – Include customer reviews on your most important landing pages selling your products and services.
• Social media – Share reviews to build community trust. Use a social media management tool to monitor conversations around your brand. 

For instance, JobMorph uses client testimonials on their website to build more trust with potential new coaching clients.

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How Trustmary Can Help with First-Party Reviews?

Trustmary is a platform that helps businesses collect and display customer reviews. Trustmary simplifies this process by automating review collection and allowing businesses to showcase feedback on their websites.

Here’s how Trustmary helps with first-party reviews:

1. Collecting customer feedback automatically

Getting customer reviews can be difficult if businesses rely only on customers leaving them voluntarily. Many people don’t consider writing a review unless they have a complaint. Trustmary makes the process easier by automating review requests.

• Businesses can send surveys to customers after a purchase, service, or interaction.
• Surveys can be sent via email, SMS, QR codes, or displayed on a website.
• Three-in-one surveys measure customer satisfaction, collect feedback, and get reviews in one go, respecting privacy regulations.

This automated process means companies don’t have to ask for reviews manually. It saves time while assuring a steady flow of customer feedback.

2. Centralized review management 

Many businesses receive customer reviews on different platforms like Google, Facebook, Yelp, and TripAdvisor. Trustmary allows businesses to gather all these reviews into one dashboard. Instead of switching between multiple sites, businesses can manage everything in one place.

• Reviews from different platforms can be imported and monitored. 
• Businesses can see customer feedback from all sources at once.
• There is an option to manually enter reviews or import them in bulk.

This makes tracking what customers are saying and responding to their feedback easier.

3. Displaying reviews on a website

Once a business has collected reviews, the next step is to display them where potential customers can see them. Trustmary provides widgets that allow businesses to add reviews to their websites in different formats.

• Reviews can be shown in carousels, lists, or pop-ups.
• The design can be customized to match the website.
• Reviews can appear as star ratings on Google search results, improving visibility.

Having customer feedback displayed on a website with the right design can build trust with potential buyers and increase conversions.

4. Collecting video testimonials

Video testimonials can be even more convincing than text reviews because they show real people talking about their experiences. Trustmary allows businesses to collect and display customer video reviews.

• Customers can record and submit videos directly through Trustmary’s platform.
• Businesses can display video reviews on their websites.
• Videos add a personal and authentic touch to customer feedback.

This feature is especially useful for industries where trust is important, such as healthcare, education, or high-value purchases like real estate and luxury goods.

5. Using reviews to generate leads

Besides collecting reviews, Trustmary also helps businesses turn website visitors into customers. The platform offers lead generation widgets to combine customer reviews with lead-generation strategies.

• Businesses can create pop-ups that show a review alongside a call-to-action, such as “Sign Up” or “Get a Free Quote.”
• Forms and chatbots can include customer reviews to build trust.
• Positive reviews can be placed near pricing pages to help customers feel confident about purchasing.

6. Review page to host all your reviews

When you start using Trustmary, you automatically get a review page hosted under Trustmary’s strong domain.

It gives your brand visibility in the search engines by responding to search terms that your potential customers would use when looking for reviews about your brand.

This page hosts all your reviews for potential customers to view.

Final verdict: should you invest in first-party reviews? 

Let’s review what you’ll gain if you invest in first-party reviews:

1. an increase in the number of reviews because you’re proactively encouraging and gathering reviews;
2. more control over how your reviews will appear because you own the channels;
3. more control on the format of customer reviews (multimedia vs. textual) for more engagement;
4. an insider peek into your overall customer experience and an opportunity to address unwanted issues;
5. A boost in SEO when schema markups are used correctly.

What you need to keep in mind though is that first-party reviews are typically taken with a grain of salt.

So you need to stay away from overpromising, or an inflated and self-serving language.

Ask for honest reviews, be transparent about your reviews, and try to address issues when you can.

Then you’re free to display these reviews on your website, newsletter, social media channels, and anywhere that could have an impact on your audience. 

Frequently asked questions