A product page with no reviews can still feel trustworthy. Here's what to show instead

An empty review box can make a good product look unwanted

A shop platform or review app may show a reviews section on every product page by default. When there are none, they fill the space with something like "No reviews yet" or "Be the first to review this product".

Think about what that says to a buyer.

It points straight at the gap. It's a bit like a shop with an empty shelf labelled "Customer praise".

The buyer may not have been thinking about reviews at all. Now the page has told them there aren't any.

That doesn't mean the product is a risk. Every product starts at zero, including your best-sellers. But the page isn't helping the buyer see that.

The good news is that a buyer looking for reviews is really asking a simpler question: "Can I trust this?" You can answer that in other honest ways.

An empty box is different from hidden bad reviews

Some platforms let you hide the reviews section on products that don't have any reviews yet. If yours does, you might choose to switch it off until the first one arrives.

Keep a clear way for people to submit a review. Check that your platform allows the change.

There's nothing to hide at that stage, because there are no reviews. You're just choosing not to draw attention to a blank space.

This won't suit every shop, and it won't fix a page on its own. Think of it as one small, tidy step, not a sales trick.

Be clear about where the line sits, though. Hiding an empty box is very different from hiding real feedback.

These are the things to avoid:

• turning off reviews on a product because it has a bad one
• deleting or holding back lower ratings while showing the good ones
• showing only your favourite reviews and calling them "our reviews"
• setting the page up so that critical reviews are hard to find

Any of these can mislead buyers. Depending on where you sell, they may also break consumer rules. We'll come to those later in this guide.

Here's how that looks for a small bindery

This is an illustrative example.

Picture a small studio called Copperwell Bindery. It's run by Ruairí, who hand-binds notebooks and journals with linen covers and copper corners.

His older notebooks have plenty of reviews. Then he launches a new, larger journal, and its page has none.

It's the same maker, with the same care and the same methods. But the page looks unloved, with "Be the first to review this product" sitting right under the photos.

People who pick up the journal at his market stall seem to like it. The page just doesn't show any of that.

So Ruairí sets out to show the honest proof he already has. We'll follow him through the rest of this guide.

Start by listing the honest proof you already have

Reviews are one way of saying, "Other people trust this." Most small makers have other kinds of proof too, and never put them on the page.

Take ten minutes and write a list. Here are some places to look:

• Reviews of your other products. If you've sold similar items for a while, those reviews tell buyers you're a real maker with a track record.
• Reviews of your shop. These might sit on your own site, a business profile or a marketplace.
• Places you've sold. Markets, fairs and shops that stock your work show real people have bought from you.
• Messages from customers. Kind emails or notes about this product, or one like it, can help, with permission.
• How it's made. Photos or a short video of your process show care and skill.
• What you'll do if something goes wrong. A clear promise lowers the risk of trying something new.

Next to each item, note exactly what it's about. Is it this product, a different product, or your shop as a whole? You'll need that in the next step.

Only list things that are true and that you can back up. If you're not sure about a number, check it before it goes anywhere near your page.

Label each kind of proof so nobody mistakes it for a product review

Different kinds of proof answer different questions. Mixing them up can mislead a buyer, even when every word is true.

Here's a simple way to keep them apart:

Shop reviews are useful for a new product. They answer a question that matters to a careful buyer: "Will my order arrive, and will they sort out a problem?"

Just make it clear they're about the shop, not this item.

The same goes for comments from your stall or your inbox. Ask before you use someone's words, and use only their first name if they're happy with that.

Keep each comment with the product it was about. Don't move praise for one notebook onto a different journal.

Permission to quote someone isn't the same as checking their claim. If a customer says the paper "never shows ink through", that's their experience with their pens.

Before you feature a comment like that, make sure it's fair for most buyers. If it isn't, choose a different comment or add a short note.

Put your proof where buyers look for reassurance

Once you've sorted your proof, put it where people usually look for reviews. That's near the price, near the button, and where the reviews section would sit.

Here's the kind of short block Ruairí might write for the new journal. The square brackets show facts he would need to check and fill in himself.

Why people trust Copperwell

Bound the same way as our A5 notebooks, which have [number] reviews. [Read the A5 reviews]

Sold at [named markets] and in [number] independent shops. [Only if this is true and current]

Every journal is sewn by hand, so it [describe what the binding does, once you've checked it]. [Watch a short video of the binding]

If the binding comes loose within [time period], I'll repair it free of charge. This is in addition to your legal rights as a buyer.

Every line in a block like this should be true and easy to check. Each one answers the real question behind "Are there any reviews?"

Notice the last line. A promise like this can reassure buyers, but it should sit on top of their legal rights, not replace them. Word your own promise carefully, and keep it to what you'll really do.

A proof block won't guarantee sales. It simply gives a careful buyer something solid to go on.

Say plainly that the product is new

There's no need to hide that a product is new. Saying so can even help.

A line like "New this autumn" explains why there aren't reviews yet. It also gives the product a little buzz. Some people like being among the first to own something.

Ruairí might add a short line under the title: "New. Our first large journal, bound the same way as our A5 notebooks."

That one line explains the gap where reviews would be. It also links the new product to the ones people already trust.

Only call something new while it really is. Once it's been on sale for a good while, drop the label.

Answered questions can do some of a review's job

Another kind of proof sits halfway between a review and a description: questions and answers.

When people ask you something about the new product, and the answer would help others, add it to the page.

For example, someone might ask: "Does the paper take watercolour?" Ruairí might answer: "[Lightly, yes. Heavy washes will make it ripple.]" He'd need to test that with his own paper first.

Each answered question does two things. It shows real people are interested in the product. It also shows there's a real person behind the shop who replies honestly.

Keep these as genuine questions people have asked. Don't invent questions to fill the space.

Ask your first buyers personally, and ask for honesty

A proof block helps while you wait. But you'll want real reviews too, and the first few often need a nudge.

Early on, a short personal message can feel more natural than an automatic email. That's because you can mention the product, say it's new and sound like yourself.

Automated requests can work well too, especially once orders pick up. Use whatever lets you ask every buyer in the same fair way.

Here's a sample of the kind of email Ruairí might send. The name is made up.

Subject: How's the new journal working for you?

Hi Saoirse,

You were one of the first people to buy the new large journal. Thank you.

Because it's new, it doesn't have any reviews yet. If you have a minute, would you leave an honest one? Good or bad, it helps the next person decide, and it helps me make it better.

[Link straight to the review form]

Ruairí

Notice the words "Good or bad". They make it clear you want honesty, not praise. That can make people more comfortable writing, and it keeps your request fair.

A few practical tips:

• Wait until they've used it. For a journal, a few weeks might make sense. For something used up quickly, it might be sooner.
• Link straight to the form. If people have to log in, search and scroll, many will give up.
• Ask everyone, not just happy customers. Picking only the people you think liked it gives a skewed picture.
• Ask once, and maybe remind once. More than that can feel like pressure.

One more thing. A purchase doesn't automatically mean you can email someone about anything.

Keep the email to the review request, with no sales offers mixed in. And check the data protection and email marketing rules where you trade, especially if you plan to send these often.

A neutral question gets a more useful review

"Leave a review" often gets "Lovely, thanks!" That's kind, but it doesn't tell the next buyer much.

A simple, neutral question can help. Try something like: "What do you use it for, and how has the paper been with your pens?"

That invites people to describe their own experience. It doesn't steer them towards praise.

Avoid questions that lead the answer, such as "What did you love most?" Questions like that push people to be positive.

Short reviews and long reviews both have value. A row of short ones shows several people were happy. A longer one can answer a specific question a buyer has.

So don't chase length for its own sake. Just make it easy for people to say what they really think.

Know the review rules where you sell before offering anything

When a page looks empty, shortcuts can be tempting. Don't take them.

Don't write reviews yourself. Don't ask friends or family to post as if they were customers. Don't buy reviews, and don't offer a reward only for positive ones.

Beyond that, the exact rules depend on where you sell and which platform you use. Here's a short overview, not legal advice.

Ireland. Ireland's consumer watchdog, the CCPC, says businesses can't pay for false or misleading reviews or post fake reviews themselves. It also says businesses must take reasonable steps to confirm reviews come from real consumers. (CCPC)

UK. The UK's Competition and Markets Authority (CMA) published fake reviews guidance in April 2025, after the law changed. It expects businesses to prevent fake reviews and to explain how they handle incentivised reviews. (CMA guidance, CMA case page)

US. A Federal Trade Commission (FTC) rule on reviews took effect on 21 October 2024. It doesn't ban rewards for reviews outright, but it does ban tying a reward to a particular opinion, whether stated or implied. (FTC final rule)

The FTC's published rule also discusses asking only customers you believe are happy for reviews. It covers misleading claims that displayed reviews represent most or all submissions when negative reviews are being suppressed. (FTC final rule)

These are different rules in different places. Don't assume one country's rule covers you elsewhere.

Your platform or marketplace will have its own rules too. Some may not allow any reward for reviews at all, so read your own platform's policy before offering anything.

To avoid incentive-specific issues, ask eligible buyers for honest reviews without offering a reward. Still check the rules for sending requests and displaying reviews.

When a lower rating arrives, reply fairly and fix the page

Sooner or later, a review won't be five stars. Your first, second or tenth might be a three. Or a two.

Don't panic. And don't delete or hide it because it's critical.

A mix of ratings can look more real than a row of perfect scores. Many buyers read the lower reviews to see what the worst problems are.

If your platform lets you reply, do. Keep it short, thank the person, and explain anything useful.

For example, if someone says the linen cover marked easily, a fair reply might be:

Thanks for the honest review. You're right that natural linen marks more easily than coated covers. I've added a note to the description so the next buyer knows, and I'd be glad to share some care tips if that would help.

That reply speaks to every future buyer who reads it. It shows you listen and take problems seriously.

Avoid promising fixes you haven't tested. Don't recommend a cleaning spray or treatment unless you know it's safe for that material and you can stand behind it.

Then use the review to improve the page. If it points out something buyers should know, add it to the description.

Ruairí might add a line such as: "Natural linen covers will pick up marks with use." That sets expectations honestly, and it may help the next buyer choose well.

Some reviews really don't belong on a product page, such as spam or ones about a different product. If you remove any, apply the same rule to positive and negative reviews alike.

Switch reviews on as soon as the first genuine one arrives

If you turned off the reviews section, turn it back on once a genuine review comes in. One real review, in a buyer's own words, is something the page can show.

Keep your proof block too, if it still helps. As more reviews arrive, you can shorten it or take it down.

Then keep your process steady over time:

1. Ask every buyer the same neutral question, after they've had time to use the product.
2. Publish every genuine review, good or bad, under the same rules.
3. Reply calmly to lower ratings.
4. Update the page when reviews point out something buyers should know.
5. Check your proof block now and then, so every number and claim is still true.

Here's a quick checklist for any new product page:

• The empty reviews box is hidden only if it has no reviews, and only if my platform allows it.
• My proof is real, and each kind is labelled clearly.
• Shop reviews and other products' reviews are never shown as reviews of this product.
• Customer quotes are used with permission, and I've checked any claims in them.
• My promise sits on top of buyers' legal rights, not in place of them.
• I ask every buyer for an honest review, with a neutral question and a direct link.
• I don't write, buy, filter or reward positive reviews.
• I've checked the review rules for where I sell and for my platform.

Every product starts with zero reviews. The ones that sell are often the ones whose pages answer the buyer's real question: "Can I trust this?"

Show the honest proof you already have. Ask your first buyers kindly. Let real reviews build up over time.

Sources

• Competition and Consumer Protection Commission (Ireland), Misleading advertising
• Competition and Markets Authority (UK), Fake reviews guidance (CMA208)
• Competition and Markets Authority (UK), Online consumer reviews case page
• Federal Trade Commission (US), Trade Regulation Rule on the Use of Consumer Reviews and Testimonials

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