How to Embed G2 Reviews on Your Website: Official Widgets vs a Third-Party One

Most articles about embedding reviews open by telling you the platform has no widget, so you need a third-party tool. That is true for Angi, OpenTable and Airbnb. It is not true for G2. G2 publishes six official embeddable widgets, they are properly documented, and for a lot of B2B teams they are the right answer. So this guide does something slightly unusual for a review-widget company: it explains G2's own widgets first, in enough detail that you can decide on the facts, and then sets out the four specific situations where a third-party widget genuinely does something G2's cannot. If none of those four apply to you, use G2's. It is free, it is first-party, and it carries the credibility of the source.

What Official G2 Widgets Are There, and What Does Each One Show?

There are six. The Grid widget renders your product's position in a G2 category and comes in two forms: a Live Category Grid that updates daily, and a static report-based Grid tied to a specific quarterly report. The Star Rating widget shows your G2 rating and is intended for websites, landing pages and email signatures. The Testimonials widget displays up to 20 hand-picked reviews in a branded, customizable format, and G2 hosts a dedicated testimonials page for each one you create.

The Review Snapshot widget shows up to 5 interactive reviews and needs an environment that supports JavaScript. The Review Spotlight widget displays a single review with customizable themes, which suits a targeted landing page where one named customer is the argument. And Review Collection widgets are the other direction entirely: they gather reviews from your customers rather than displaying them.

That is a genuinely good set, and better than what most review platforms offer their customers. If you want a Grid placement on your homepage and five reviews on a pricing page, G2 covers it out of the box with no third-party dependency and no extra vendor in your stack. Start there.

What Are the Limits on G2's Official Widgets?

The review counts are capped per widget: 20 for Testimonials, 5 for Review Snapshot, 1 for Review Spotlight. For most pages that is plenty. For a dedicated customer-proof page, an enterprise landing page or a page targeting a specific vertical where you want fifteen reviews from that vertical alone, the caps start to bind, and stacking multiple widgets to get past them produces a page with several separate G2 modules rather than one coherent wall.

All of them need JavaScript, which G2's documentation is explicit about for Review Snapshot and Review Spotlight. That rules out a few environments: email is the obvious one, and some CMS contexts and AMP-style pages are awkward. It also means the reviews are not in the HTML a crawler receives on first fetch, which matters if the reason you are embedding is to get review content in front of search engines and AI assistants rather than only in front of humans.

The Grid widget carries a different kind of limit: your product has to meet G2's inclusion criteria for the category you want to show. That is G2's call, not yours, and it can change. A widget whose content depends on a third party's categorisation decision is fine as a badge and risky as a load-bearing element of a page you are optimising.

Why Does G2 Advise Against Putting the Star Rating Widget Everywhere?

G2's documentation says it does not recommend adding the Star Rating widget to every page of your website, and that guidance is worth taking seriously rather than treating as a formality. A rating badge repeated on every page stops being information and becomes furniture. Visitors filter it out, and it dilutes the pages where the rating actually answers a live question.

There is a search-quality dimension too. Review markup and rating displays are most defensible on pages where the rating is genuinely relevant to what the page is about. Sprinkling the same badge across a blog archive, a careers page and a legal page invites exactly the sort of scrutiny that structured-data guidelines exist to apply.

The better pattern for B2B is deliberate placement: the rating near pricing where the buyer is evaluating risk, a set of reviews on the pages describing the product areas those reviews discuss, and a single strong customer-proof page that a salesperson can send. Three placements chosen on purpose beat a badge on forty pages.

When Is a Third-Party Widget Actually the Better Choice?

Four situations, and only four. One: you need more reviews on a page than the caps allow. A vertical landing page that shows fifteen reviews from that vertical is a different asset from one showing five generic ones, and it is not something the official widgets are built for.

Two: the reviews have to match your design system. G2's widgets look like G2, which is often the point, but on a page where every other component follows your own type scale, spacing and colors, a G2-branded module reads as a foreign object. If your brand team cares about that, a third-party widget you can style is the only route.

Three: you want G2 alongside your other sources. Most B2B products are reviewed on G2 and Capterra and often Trustpilot, and a buyer comparing vendors is reassured by breadth. One block that blends all three with each card badged by source is more convincing than three separate widgets stacked, and no first-party widget will ever show a competitor platform's reviews. Four: you want one review component used consistently across many pages without repeating another company's branding on each.

Why Do G2 Reviews Carry Weight in a B2B Sale?

B2B software is bought by committees, and the committee member championing your product needs something to hand to the people who did not attend the demo. A G2 review from a named role at a named company size in a named industry is that artefact. It survives being forwarded in a way that a testimonial on your own site does not, because it did not come from you.

That is the real reason to embed rather than to paraphrase. A quote pulled from a G2 review and set in your own house style as an anonymous testimonial loses the entire mechanism. Keep the source visible, keep the reviewer's role and company-size context where it is available, and let the reader recognise the platform.

It is also why blending sources works so well in B2B specifically. A buyer who sees consistent praise across G2, Capterra and Trustpilot has watched three independent systems agree, which is a different and much stronger signal than a high score in one place.

How Do You Add a Third-Party G2 Widget to Your Site?

With BlooTrue the flow is: paste your G2 product URL, preview your real reviews and rating, choose from 100+ layout styles across slider, marquee, grid, list, masonry and badge, adjust colors, fonts and spacing to match your design system, then copy one line of HTML and paste it where the reviews should appear.

The embed is a single snippet with no plugin, so it works in the places a B2B marketing site actually lives: WordPress via a Custom HTML block, Webflow via an Embed element, Framer via an Embed component, Squarespace via a Code block, Wix via the HTML iframe element, and HubSpot or Marketo templates that accept custom HTML modules.

The rating shown in the header comes from your real G2 product rating rather than being computed from the reviews on display. That distinction matters more in B2B than anywhere else, because your buyer is a professional evaluator who will open your G2 profile in another tab and compare.

Which Should a B2B Team Choose?

Start with G2's official widgets. They are free, first-party, well documented and carry the source's credibility. For a homepage Grid badge and a handful of reviews on a pricing page, they are the correct answer and adding a vendor would be overhead for nothing.

Move to a third-party widget when one of the four situations above is real for you: you need more reviews than the caps permit, the design has to be yours, you want G2 blended with Capterra and Trustpilot in one block, or you need a single consistent review component across many pages.

Whichever you use, follow G2's own advice and place deliberately rather than everywhere. The rating belongs where a buyer is weighing risk, and the reviews belong on the pages describing the things those reviews are about.