Home is where the trust is: How HomeServe gives customers peace of mind
Opportunity
Build profound trust in the home services industry
Approach
Use Trustpilot as a third-party platform for verified feedback at multiple touchpoints
Impact
Improved acquisition and renewed confidence in the brand
4.6
Trustpilot star rating as of February 2026
8%
uplift in conversion on pages displaying TrustScore
74%
5* reviews
Home sweet home: Why trust is essential
With over 30 years' experience, HomeServe is one of the UK’s biggest brands in home emergency cover and repairs, offering products and services across plumbing, drainage, electrics, and heating.
But for Senior Brand Manager Andrew Beeson, the business is about so much more than the services they provide.
“Home is the place where memories are made. It's a refuge from the outside world. The bottom line is, people's homes are really important places,” says Andrew. “When it comes to home emergency cover and repairs, people are placing a lot of trust in us to look after something they love”.
That trust is multi-layered: trust that the home will be respected, that the job will be done right, and that the person entering the space is a trusted professional.
“Without a platform like Trustpilot, we lacked an easily accessible, third-party source for potential customers to hear genuine experiences and gain essential reassurance.”
Opening the door to trust
For HomeServe, picking the right platform was a fundamental part of their journey to building their public reviews profile and ensuring more people could find them.
“We chose Trustpilot because it is a widely recognized and trusted platform. Our research indicated that reading reviews is an important part of our customers’ purchasing journey, and Trustpilot was one of the go-to platforms,” Andrew explains.
Trustpilot gave HomeServe a comprehensive solution:
A transparent platform for gathering feedback at multiple touchpoints.
A way to embed reviews in communications which led to an 8% uplift in conversion on pages displaying the TrustScore.
Dashboards that allow them to analyze, respond to, and use feedback effectively to keep improving their business and service offering
As HomeServe moved to a more digital acquisition strategy, they began using digital features like website widgets and integrating their TrustScore into their social media and advertising more and more.
“One thing that we’ve learnt is the value of being able to interact with our customers via the Trustpilot platform, similar to how we would on some social media platforms. This has helped us improve how we do things, and made our customer experience even better,” says Andrew.
Proof positive
Trust is one of HomeServe’s core marketing pillars, and Trustpilot assets (such as star ratings and verified reviews) provide key proof in the buying journey.
These reviews and ratings give targeted customers critical third-party validation at the point of sale, supporting conversion for both their core services and their recently launched Ding membership app.
HomeServe integrates their trust signals across many channels
Direct mail features customer reviews.
TrustScore and star ratings feature on digital ads
Organic social media uses carousels of reviews and creative content that spotlights customer feedback.
So, what has been the outcome? This proof is driving tangible results, according to Andrew:
“When we tested the TrustScore on comparison pages, we saw an 8% uplift in conversion. Adding our TrustScore to display ads increased consideration from 11.5% to 13.9% in three months”.
Building culture from the inside out
The impact on customers is undeniable – but HomeServe is also seeing their reviews creating positive change inside the business. By using the world's largest open customer feedback platform, they are able to improve internal company culture, too. Knowing they play such a key role in peoples’ lives is a motivator, something that sits at the core of their company values.
“We have stories of summer holidays, Christmasses, even pets being saved, we have vulnerable people thanking us for getting essentials in their home back up and running,” says Andrew. “Hearing all of this gives us an enormous sense of purpose to build our culture around."
“Internally, Trustpilot gives us a platform through which to engage our home engineers. It’s proof that not just what they do, but also how they do it makes a big difference to people.”
HomeServe uses these stories of grateful people who are often vulnerable, or Christmases and pets being saved, to build an enormous sense of purpose within the team.
Home improvements
HomeServe understands that once a review has been collected, it’s not ‘job done’. They actively engage with feedback to build relationships, whether the customer has had a positive experience or there’s something that needs improving on. All of it is equally valuable and guides their future efforts.
"It also allows us to ensure that the experience we are delivering to our customers is living up to our own high standards, and alert us to anything we’re falling down on," adds Andrew. In this way, HomeServe’s TrustScore acts as an internal performance metric.
“Trustpilot is somewhere that potential customers can go to help them make the right choice, and it’s where our current customers can share their experiences with us to either help make improvements or demonstrate things we’ve put in place are working.”
HomeServe's commitment to using Trustpilot to build trust, and peace of mind for consumers in their homes is a perfect example of how customer feedback drives real-world success. “Externally, it's an invaluable platform for showing how trustworthy we are – we have some proof that the experience we promise is the experience we deliver,” concludes Andrew.