Write review page copy that converts
Custom copy is only worth the effort if it beats the preset. This page gives concrete before and after wording for each of the four screens, and explains what each line is actually doing, so your version is an improvement rather than just a change.
This is part of Trustaroo Premium. Upgrade from Account and billing in the app to switch it on.
Everything here goes in the Custom overrides fields of Review page branding. Set the mode to Custom first, as described in Review page copy modes.
What the copy is competing with
A customer opens your review page standing up, on a phone, with something better to do. Between the rating and a published review there are four places they can quietly give up:
- The stars, if the page does not look like you or the ask is unclear.
- The redirect page, if continuing to Google feels like extra work.
- The feedback box, if the question is too broad to answer.
- The follow-up, if the whole thing felt like it went nowhere.
Each screen has one job. Copy that adds a second job to a screen makes it worse.
The review page
The screen with the stars. Everybody sees it. Its job is to make one tap feel obvious.
Before:
Rate us!
How was your experience with Cafe Noord?
After:
How was your lunch?
One tap, then you are done.
What changed. The title names what the customer actually did, so it reads as a real question instead of a request for a favor. The subtitle removes the fear of a long form, which is the single most common reason people close the page.
Keep the title under about six words so it does not wrap awkwardly on a phone, and never ask two questions here. This screen collects a rating and nothing else.
The redirect page
Shown after a rating at or above your star threshold, before the customer continues to Google or Trustpilot. Its job is to explain the second step and make it feel small.
Before:
Thank you so much!
We would appreciate if you could also leave a public review. Use the button below.
Button: Continue
After:
Thank you, that is good to hear.
Would you write a line of it on Google? It takes about a minute and it genuinely helps a small business like ours.
Button: Write my Google review
What changed. The button now says where it leads, so tapping it is not a leap of faith. The subtitle sets an honest expectation of effort and gives a reason. "Helps a small business" works because it is true and specific; "helps us grow" is neither.
Name the destination on the button, matching whichever site your review destination points at. A button that reads Continue loses people who assume it means another form.
Do not offer a discount, a prize or a free item for a review here. It breaks the policies of Google and other review sites and can get your reviews removed. See The review filter and platform policies.
The feedback page
Shown after a rating below your threshold. Its job is to get one useful sentence out of somebody who is mildly annoyed.
Before:
Thank you for your feedback!
We would love to hear how we can improve our service.
Box hint: What could we do better next time?
Button: Submit
After:
Sorry we missed the mark.
Tell us what happened and the manager will read it today.
Box hint: What went wrong, and when were you in?
Button: Send to the manager
What changed. The title acknowledges the rating instead of thanking them for it, which is what a disappointed customer needs to read first. The subtitle promises a specific human will see it. The box hint asks two narrow questions, because "what could we do better" is too open to answer while standing outside.
Only promise what you will do. If nobody reads private feedback daily, do not write "today". See Read private feedback.
The feedback thank-you page
Shown after they send that comment. Its job is to close the loop so the complaint does not go looking for a public home.
Before:
Thank you!
Thanks to your feedback we can improve our service. If you have any questions, please contact us!
After:
Got it, thank you.
Your message is with the manager. If you left your details we will come back to you this week.
What changed. It confirms where the message went and what happens next. A vague thank-you tells the customer nothing was really received, which is exactly when somebody decides to post the complaint publicly instead.
Make sure your contact details on the feedback page are filled in, so the invitation to get in touch is not a dead end.
Rules that hold on every screen
One sentence per line of thought. Long paragraphs on a phone get skipped whole.
Write the way you speak to customers in person. Read the line out loud. If you would not say it across the counter, do not put it on the page.
Say the specific thing. "Your lunch", "your appointment", "the installation" beat "your experience" every time.
No pressure and no guilt. "It would mean everything to us" reads as manipulation. A plain request performs better.
Do not steer the rating. Asking "we hope you had a 5-star visit" before the stars pushes the number and makes your average worthless to you. The review filter exists to route low ratings to private feedback, not to talk people out of giving them.
Rewrite the review page first, leave it two weeks and watch the dashboard. If you change all four at once you will never know which line did the work.
Custom text is not translated, so a Dutch-speaking customer reads exactly what you typed. If most of your customers are Dutch, write the custom copy in Dutch, or use a preset, which exists in both languages.