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Nice sales pitch.

Update: I've visited the TrustPilot site many times since I wrote my first comments. Things haven't changed. In fact, I did a competitor a favor and reported dozens of reviews tagged as "verified order" in which all of the reviews were written about the company's website, not their service! Wow, 5 stars for the website. Actual review quotes: "It was easy to navigate". "I will visit again". "...this is the best website".

In addition, the reviews were also very poorly written with lots of grammatical errors and typos. To me this clearly indicated that they were fake. So much for the "verified order" tag.

It boggles my mind that Google continues to partner with TrustPilot. They must be making money on it somehow.

We spent some time looking at Trustpilot. As the leader in our industry, we were surprised to discover more than 100 positive reviews for one of our competitors who is notorious for poor service. When I say "poor service" I'm not just passing along my personal opinion. These folks were identified in the press and all over the web as being untrustworthy.

Most of the reviews posted regarding this particular competitor were unusually positive in their tone and offered no detailed information about the customer's experience. Each reviewer appeared to have written just one review on the TrustPilot website. Comparing the tone, writing style and content we concluded that there must be a serious leak in the verification process at TrustPilot and that the reviews were fake.

We raised these concerns with TrustPilot who wrote back with a rather canned response. Ultimately, we opted not to pay for the ability to post fake reviews. We also discovered this article from 2013 in The Register which confirmed our suspicions: