For B2B service providers, review sites offer invaluable social proof. When you’re leading the buying team, sites with reliable vendor reviews tell you which companies to partner with and which to avoid.
So which review sites for B2B services are most important for buyers and businesses? This article covers the top review sites for B2B service companies to help streamline your sales cycle or customer journey.
What Are the Best Review Sites for B2B Services?
As a digital agency owner who both provides and procures B2B services, I’ve found these eight to be the best B2B review sites:
- Clutch
- UpCity
- G2
- Capterra
- GoodFirms
- Google reviews
- Marketplaces like HubSpot Solutions Directory, Salesforce App Exchange Consultants, and DesignRush
- Workplace review sites like Glassdoor and Comparably
While some (Clutch and UpCity) are completely dedicated to customer reviews of B2B services providers, others (G2 and Capterra) double as popular software review sites. The marketplaces offer more nuanced reviews for specific services, while the workplace reviews provide a sense of company culture.
Dedicated Review Sites for B2B Service Providers
First, let’s take a closer look at the top dedicated review sites.
1. Clutch
Clutch launched in 2013 in an effort to provide credible, unbiased market research to combat advertorial and paid endorsement trends. As of May 2023, Clutch lists:
- 260,000+ firms
- 36,000+ reviews
Clutch ranks B2B providers using a proprietary algorithm that considers four criteria: client reviews, relevant experience, industry recognition, and services offered. The first three elements make up the company’s Ability to Deliver score, while the latter determines its Focus score.
Each service the platform lists has its own matrix that charts market, proven, emerging, and niche leaders. The Clutch methodology uses the platform’s proprietary Focus and Ability to Deliver metrics to create these matrices.
Clutch is ideal for IT, development, design, and marketing agencies that work with SaaS companies. For example, Siege Media is one of the platform’s top-ranked content marketing agencies and one of its top global service providers. Above, a LinkedIn post by CEO Ross Hudgens celebrates the accomplishment.
2. UpCity
Launched in 2009, UpCity is a review site that’s ideal for B2B SaaS marketing, advertising, design, and development agencies based in one of four key markets: the United States, Canada, the United Kingdom, and Australia.
As of May 2023, UpCity lists:
- 84,000+ agencies
- 240,000+ reviews
UpCity calculates a proprietary recommendability rating based on eight factors. Native elements like profile completion, profile engagement, and customer reviews all factor into this rating. Several external elements also affect the score—including Google reviews, domain authority, and search engine presence.
Based on this proprietary rating, the platform issues annual national excellence awards for its four local markets. For example, WebFX has won the platform’s national excellence award two years in a row. Above, the digital agency displays the award on its website.
3. G2
Originally known as G2 Crowd, G2 launched in 2012 as a platform for comparing B2B software products. Although G2 is still largely known for its software advice, it’s also a review platform for B2B service companies.
G2 is ideal for B2B SaaS marketing agencies as well as business, implementation, security, and staffing services providers. Unlike UpCity and Clutch, G2 places less emphasis on location, making it less ideal for seeking local providers.
As of May 2023, G2 lists:
- 145,000+ products and services
- 2,076,100+ reviews
When sorting reviews, the platform uses the proprietary G2 score, which considers review recency and feedback length as well as factors like community engagement. The platform calculates its star rating by aggregating reviewers’ likelihood to recommend the service.
G2 also has a satisfaction score that includes a mix of internal (i.e., reviews) and external (i.e., market presence) metrics. The platform doesn’t offer awards, but it does list top-ranked firms in most verticals. Above, SmartSites displays this distinction on the agency’s own awards page.
4. Capterra
Since 1999, Capterra has provided guidance for B2B software buyers. In 2023, the platform launched reviews for B2B service providers with the new Capterra services directory, making it an excellent resource for SaaS companies seeking accounting firms, SEO agencies, and digital marketing organizations.
As of May 2023, Capterra lists:
- 100,000+ solutions (including software and services)
- 2+ million reviews
- Over 21,000 reviews across 21 different service categories, according to a Capterra press release
To sort reviews, Capterra uses a proprietary algorithm that determines the reviews likely to be most helpful to buyers. This algorithm considers factors like review depth and recency.
Although Capterra has an extensive award system for software companies, the platform doesn’t currently offer awards to service providers.
5. GoodFirms
Founded in 2014, GoodFirms is a B2B marketplace that’s ideal for SaaS marketing agencies and IT and software development companies. As of May 2023, GoodFirms lists:
- 100,000+ firms
- 60,000+ reviews
To rank companies, GoodFirms uses a proprietary algorithm that charts both core competencies and a 360-degree view. The former factors in the firm’s services and portfolio, while the later looks at client reviews and market presence. The platform also uses external sources and certifications to apply a credibility score.
For every vertical, GoodFirms displays a leaders matrix that indicates industry contenders, industry leaders, upcoming achievers, and market influencers. In addition, the platform visualizes core competencies and 360-degree view for each firm that appears on the leaders matrix.
GoodFirms issues awards to top-ranked firms in select verticals. Above, mobile app development firm Creative27 displays a GoodFirms app developer award on its website.
Other Places to Find Reviews That Cover B2B Service Firms
The review sites above offer a good starting point. For a more complete picture of any B2B company, it’s a good idea to check the sites below too.
6. Google Reviews
Google reviews aren’t aggregated on a standalone site. But when potential customers search “[name of b2b services company] reviews,” Google reviews are likely to appear at the top of the search results. That means they’re an important source of information for every service company.
Google’s methodology for scoring reviews is relatively simple. The site averages all ratings together and displays a star rating.
In some cases, your Google business listing may pull in reviews from other sites too. Above, the listing for performance marketing agency Pantelope displays both Google reviews and aggregated scores from sites like BrightLocal.
7. Marketplaces With Reviews
Marketplaces for platform-specific or vertical-specific services can also be helpful sources for reviews.
Hubspot Solutions Directory
A marketplace for HubSpot partner agencies, the HubSpot Solutions Directory is ideal for SaaS marketing and sales service providers. As of May 2023, the platform lists over 7,000 partners.
All listed agencies are part of the HubSpot Solutions Partner Program. Most also have numerous HubSpot accreditations and certifications that reflect their expertise.
Although the platform doesn’t explain its scoring methodology, the listings indicate that each firm’s star rating is based on its customer reviews. And while the platform doesn’t offer awards, it does place providers in tiers based on their success using HubSpot.
Elite Solutions Partners automatically appear first. Above, growth agency Vonazon displays its Elite HubSpot Solutions Partner Program badge prominently on its website.
Salesforce AppExchange Consultants
A marketplace for Salesforce experts, the Salesforce AppExchange Consultants is ideal for SaaS sales and consulting firms. Similar to the HubSpot Solutions Directory, all agencies listed in the Salesforce AppExchange are members of the Salesforce Partner Program. As of May 2023, the platform lists over 2,400 consultants.
The platform calculates ratings based on average AppExchange customer reviews. Each listing also indicates Partner Navigator achievements and Salesforce certifications.
Although the platform doesn’t automatically display each firm’s partnership level, individual listings reflect this data in the description. Above, top-ranked Salesforce development firm Algoworks displays its many partnership badges on the company’s site.
DesignRush
A B2B marketplace, DesignRush is ideal for SaaS marketing agencies and IT service companies. While the platform has thousands of reviews for businesses in each category and gives each agency an overall star rating, DesignRush doesn’t share its methodology for sorting reviews or calculating scores.
8. Workplace Review Sites
Although workplace review sites are primarily for employee experience, B2B services buyers are effectively buying employee time—so employee satisfaction is relevant to buyers.
Glassdoor
Since 2007, Glassdoor has provided a popular marketplace for employee reviews. As of May 2023, Glassdoor lists over 115 million reviews, salaries, and insights.
The platform issues Best Places to Work awards using an algorithm that considers factors like review quantity, quality, and consistency. For example, performance marketing agency KlientBoost celebrates its Glassdoor award prominently on its LinkedIn company page.
Comparably
Launched in 2015, Comparably is a review site for comparing employers, brands, and salaries. In addition to displaying aggregated employee reviews, the platform lists top-ranked companies in categories like culture and diversity.
Comparably also issues Best Places to Work awards in several categories. Below, marketing agency SmartBug media displays numerous Comparably awards on its website.
How to Choose the Right B2B Services Review Site for Your Business
So which platforms should you focus on for reviews and awards? Start with a general Google search and some competitive research.
Begin by searching “best [category] firms” and scanning the results for the most popular review sites. Next, check your competitors’ sites for awards and accolades. Make a list and dive in.
Does the number of reviews matter? To some extent, yes. The more reviews a site has collected for a company, the easier it is for buyers to see a consensus and spot either problems or highlights.
And let’s face it; buyers don’t consider all vendors in a category. There are too many vendors and too little time. Buyers are looking to shortlist the best vendors in a category quickly. To make the shortlist, it certainly helps to have a lot of reviews to rank highly on the page.
Yet it’s important for buyers and sellers alike to consider both quantity and quality. Sites like G2, GoodFirms, and Clutch structure reviews with leading questions (i.e., “Why did you select this company over others?” and “What were the measurable outcomes from the project?”) that help providers improve their processes and buyers make better choices.
Think like your ICP. Which platform are they likely to find most useful, given the review formats and the scoring methodologies? Now you know where to focus on getting and engaging with reviews.
Final Thoughts on B2B Services Review Sites
Review sites provide social proof and recognized awards that can be crucial for B2B purchasing decisions. When you know which sites are most valuable to your industry and customer base, you can leverage your firm’s presence and use these platforms to your advantage.
Curious why reviews are so important? Find out why online user reviews matter in B2B SaaS.
If you’re ready to learn more about reviews for service businesses, read Hire a Helper’s guide on how to get the most out of your customer reviews.
