Eighty-nine percent of B2B buyers consult at least two review platforms before making a software purchase. That's a massive signal: the reviews that move deals live on G2, Capterra, and Trustpilot. But here's where most marketing and product teams stumble. They grab the best quotes they find, drop them into landing pages, sales emails, and ad copy without checking platform rules first. Then their account gets flagged, quotes get removed, or worse, they face bans.
The good news is this doesn't have to happen. Each platform has clear compliance requirements for how to extract and use review quotes externally. The tricky part is that the rules differ. G2 wants one thing. Capterra wants another. Trustpilot has its own expectations. Miss the details and you leave conversion upside on the table, or you create legal and reputational risk.
Let's walk through how to pull quotes from all three platforms, format them correctly, and use them in your sales and marketing machine without penalty.
G2's Professional Plan Requirement and Attribution Rules
G2 is the most restrictive of the three when it comes to external quote use, and for good reason. They own the content on their platform and they protect reviewer rights carefully.
If you're on a free or basic G2 account, you cannot extract and republish review quotes anywhere outside the platform. Period. You need a Professional plan or higher to use quotes in your landing pages, sales decks, ads, or emails. This isn't about asking nicely or working around it. G2 actively monitors republished quotes and will contact you if you violate this.
Second, the reviewer who wrote the quote must have opted in to external quote use. Not all reviewers give permission. When you find a quote you want to use, check whether that reviewer has enabled quote sharing. You can see this in the review details on G2.
Third, every single use of a G2 quote requires attribution with a link back to the original review on G2. You can't strip the source. The link needs to work and point to the exact review. If you're putting a quote on a landing page, include a line like 'John Smith, Acme Corp, G2 Review' with the hyperlink embedded. In a sales email, same thing. The link proves authenticity and respects the reviewer's contribution.
One more thing: G2 requires that quotes appear verbatim. No paraphrasing, no cherry-picking fragments and rearranging them to sound better. Use the exact words the reviewer wrote.
Capterra's Verbatim Text and Legal Disclaimer Demands
Capterra is slightly more permissive than G2 on who can pull quotes, but they're stricter about how you format and present them.
You can extract quotes from Capterra reviews without a premium account, which is a meaningful difference from G2. However, Capterra requires that you reproduce the text exactly as written. Any alteration, even minor edits for grammar or brevity, violates their terms. If a reviewer wrote five sentences and you want to use only three, you must include ellipses or brackets to show that you've truncated. Better yet, use the full quote.
Capterra also mandates a legal disclaimer whenever you republish a quote. The disclaimer should clearly state that the quote is from Capterra and that Capterra does not endorse your use of it or your product. The exact wording matters. A simple disclaimer like 'Review source: Capterra' is not enough. You need something closer to: 'This review is taken verbatim from Capterra and is the opinion of the reviewer. Capterra does not endorse this quote or its use in marketing materials.'
Attribution with a link back to the source is required, just like G2. The link must be live and point to the review. Violations of these rules carry real penalties within G2 Digital Markets policy, including quote removal and in serious cases, account restrictions or bans from the platform.
Trustpilot's Lighter Touch and Shared Approach
Trustpilot takes a different stance. They're more open to vendors republishing quotes, and their compliance framework is less rigid than G2 or Capterra.
You can extract and use Trustpilot quotes without paying for a premium account. Trustpilot wants vendors to showcase customer feedback because it benefits everyone. Their terms allow quote use in marketing materials, sales presentations, and ads.
That said, Trustpilot still requires attribution. Every quote needs to identify the reviewer by first name and last initial, the company they work for if they included it, and a clear link back to the original review on Trustpilot. The tone should be transparent. You're not hiding where the quote came from.
Trustpilot is more forgiving about minor edits for readability. If a review contains typos or awkward phrasing, you have some latitude to clean it up. But the spirit and meaning must stay intact. Don't twist the reviewer's intent.
Formatting Quotes for Sales and Marketing Channels
Once you've selected compliant quotes, formatting matters for both legal protection and conversion. Landing pages with testimonials increase conversions by 34% on average. But that lift only happens when readers trust the quote. Sloppy attribution or unclear sourcing kills credibility instantly.
For landing pages, place the quote in a dedicated testimonial section. Include the reviewer's name, title, and company. Add the platform logo next to the quote or underneath it. Link the reviewer's name or a 'Read full review' button to the original source. Make the link visually obvious. Readers should immediately understand this is a real review from a real person.
For sales emails, quotes work best in the body of the message, positioned where they answer a specific objection or reinforce a key benefit. Keep the formatting clean. Include name, company, and a hyperlinked attribution. Emails with positive testimonials see higher click-through rates because customers who interact with them are 58% more likely to convert on that visit.
For paid ads on LinkedIn or Google, space is tight. You might use a snippet of the quote with a small platform indicator like 'G2' or 'Capterra' next to it. The link requirement still applies. In your ad creative, ensure the landing page the ad points to includes full attribution and a link back to the original review.
For sales decks, format quotes like you would on a landing page. Use the full quote, name, company, and platform. Consider adding a screenshot of the actual review if your deck will be shared digitally. It eliminates doubt about authenticity.
Three Steps to Build a Repeatable Process
Compliance doesn't have to be complicated if you build a simple system upfront.
First, create a spreadsheet or document that tracks every quote you want to use. Log the exact text, the reviewer name, the platform it came from, the review URL, the reviewer's opt-in status (for G2), and any disclaimers required. This becomes your source of truth and protects you if anyone ever questions where a quote came from.
Second, establish one place where approved quotes live. This could be a shared folder in Notion, Airtable, or Google Drive. Every marketing person, sales leader, and content creator on your team should pull quotes from this library only. No freelancing. No pulling quotes directly from the platforms. One library, one source of compliance.
Third, audit your existing use of review quotes quarterly. Search your website, landing pages, ads, and sales collateral for any quotes you've already published. Check them against current platform rules. Update attribution links to make sure they still work. Remove any quotes that no longer meet compliance standards. Platforms change their policies, and reviewers sometimes opt out of quote sharing. Staying current protects you.