Why G2 and Capterra Matter
In the B2B software buying journey, G2 and Capterra have become essential checkpoints. Modern buyers don't just rely on vendor websites and sales demos - they actively seek peer reviews and comparisons before making purchase decisions.
The Numbers That Matter
- G2: Over 80 million annual buyers, 2+ million verified reviews, DA 91
- Capterra: Over 9 million monthly visitors, 2+ million reviews, DA 93
- Buyer behavior: 94% of B2B buyers conduct online research before purchasing
- Review influence: 72% of buyers say reviews are important in their decision
Reviews on G2 and Capterra carry significant weight because they're verified. Both platforms authenticate reviewers through LinkedIn or email verification, which makes their reviews more trustworthy than anonymous testimonials. This verification process is why buyers rely on these platforms - and why being present and well-reviewed matters.
SEO Benefits
Beyond direct traffic, both platforms provide valuable backlinks:
- G2 provides dofollow backlinks with DA 91
- Capterra provides dofollow backlinks with DA 93
- Category pages rank highly for software comparison searches
- Your product page can rank for branded searches
G2: Getting Started
Getting listed on G2 is free and relatively straightforward. Here's the step-by-step process.
Step 1: Claim or Create Your Profile
- Go to sell.g2.com and click "List Your Product"
- Search for your product - it may already have a profile from user-submitted reviews
- If found, claim ownership by verifying your company email
- If not found, create a new listing by providing basic product information
Step 2: Complete Basic Information
Required fields for your G2 profile:
- Product name: Official name of your software
- Company information: Legal name, headquarters, year founded
- Website URL: Your main product website
- Product description: 150-500 words describing your software
- Category selection: Primary and secondary categories
- Logo: High-resolution logo (recommended 400x400 pixels)
Step 3: Verification
G2 requires verification of your company ownership:
- Email verification from your company domain
- LinkedIn profile connection (for faster verification)
- Review by G2 team (typically 1-3 business days)
G2's Grid Reports are organized by category. Choose your primary category carefully - it determines which Grid you'll compete in. Sometimes it's better to be a big fish in a smaller category than lost in a massive one. You can appear in multiple categories, but your primary category affects your Grid Report positioning most.
G2: Profile Optimization
A complete, optimized profile significantly improves your visibility and conversion rate. G2 shows profile completion percentage, and buyers tend to trust more complete profiles.
Essential Profile Elements
Product Description
Your description appears in search results and your profile page. Optimize it for both humans and search:
- Lead with your core value proposition
- Include relevant keywords naturally
- Describe key features and use cases
- Mention target audience and company size fit
- Keep it scannable with short paragraphs
Screenshots and Media
- Add 5-10 high-quality product screenshots
- Include annotations highlighting key features
- Upload a product video (significantly improves engagement)
- Add customer testimonial videos if available
Pricing Information
- Display accurate pricing (transparency builds trust)
- List all pricing tiers
- Indicate if you offer free trials or freemium plans
- Note any setup fees or implementation costs
Feature List
G2 uses features for comparison matrices. Complete your feature list thoroughly:
- Add all relevant features from G2's feature taxonomy
- Mark features as "included," "optional," or "not available"
- This data powers the comparison tools buyers use
Integration Partners
- List all integrations (Zapier, Salesforce, etc.)
- Integrations are searchable filters for buyers
- More integrations = more discovery opportunities
G2 Stack
G2 Stack lets you showcase which other tools your product integrates with. This creates additional discovery opportunities when buyers filter by tool compatibility.
G2: Review Strategy
Reviews are the currency of G2. Your Grid Report position, visibility, and conversion rate all depend on having quality reviews. Here's how to build a sustainable review generation strategy.
Review Requirements
- Minimum 10 reviews to appear on Grid Reports
- Reviews must be from verified users (LinkedIn or email verification)
- Reviews older than 2 years carry less weight
- Recency matters - fresh reviews signal an active, evolving product
Review Collection Methods
G2 Review Generation Campaigns
G2 offers built-in tools to collect reviews:
- Review links: Custom URLs you can share with customers
- Email campaigns: G2-branded emails requesting reviews
- In-app widgets: Embed review requests in your product
- Incentive programs: G2 allows gift card incentives (up to $25)
Best Practices for Review Requests
- Timing: Ask after a positive outcome (successful project, support resolution, milestone)
- Personalization: Personal requests from CSMs convert better than automated emails
- Simplicity: Make it easy - provide direct links, estimate time (10-15 minutes)
- Value exchange: Offer appropriate incentives (gift cards, swag, account credits)
- Follow up: One reminder is appropriate, more becomes annoying
G2's algorithm values review quality. Detailed reviews with specific use cases carry more weight than brief testimonials. When asking for reviews, encourage customers to share specific outcomes and experiences rather than generic praise. A single detailed review can be more valuable than five brief ones.
Responding to Reviews
G2 allows vendors to respond to reviews. Best practices:
- Respond to every review within 48 hours
- Thank positive reviewers specifically for what they mentioned
- Address concerns in negative reviews professionally
- Never be defensive - acknowledge issues and explain improvements
- Use responses to provide additional context
G2: Badges and Awards
G2's recognition programs provide valuable social proof you can use across your marketing. Understanding how these work helps you strategically pursue them.
Grid Report Positions
G2 Grid Reports plot products on two axes: customer satisfaction (from reviews) and market presence (company size, market share). Positions include:
- Leader: High satisfaction + high market presence
- High Performer: High satisfaction + lower market presence
- Contender: Lower satisfaction + high market presence
- Niche: Lower satisfaction + lower market presence
For startups and smaller companies, "High Performer" is often achievable and valuable. It indicates strong customer satisfaction even without massive market presence.
Quarterly Awards
G2 releases Grid Reports quarterly. Each quarter, products can earn badges:
- Leader badge: Top performers in the category
- High Performer badge: High satisfaction scores
- Momentum Leader: Fastest-growing products
- Best Results: Products delivering measurable outcomes
- Best Relationship: Highest relationship-based satisfaction
- Easiest to Use: Top usability scores
- Best Support: Highest support satisfaction
Annual Best Software Awards
G2's annual awards recognize top performers across all categories. These carry significant prestige and are great for marketing:
- Best Software Products (overall)
- Best Software for specific functions (Marketing, Sales, HR, etc.)
- Best Software for company sizes (Small Business, Mid-Market, Enterprise)
- Fastest Growing Products
Using Badges Effectively
- Display badges on your website (G2 provides embed codes)
- Include in email signatures and marketing materials
- Share on social media when earned
- Add to sales presentations and proposals
- Create press releases for significant awards
G2: Advanced Features
G2 offers paid features that can significantly amplify your presence. Understanding these helps you decide what's worth the investment.
G2 Marketing Solutions
G2 Buyer Intent
Premium feature showing which companies are researching your category:
- See companies actively viewing your category
- Identify prospects researching competitors
- Integrate with your CRM for sales outreach
- Timing: Know when companies are in buying mode
G2 Content Marketing
- Sponsored reviews and case studies
- Category sponsorships
- Featured placement in comparison pages
G2 Track
Analytics dashboard for monitoring your G2 presence:
- Profile view analytics
- Review sentiment tracking
- Competitor benchmarking
- Lead generation metrics
Reference Management
- Turn reviewers into referenceable customers
- Manage reference requests through G2
- Track reference engagement
Start with the free listing and focus on generating reviews. Once you have 25+ reviews and are appearing on Grid Reports, consider paid features. G2 Buyer Intent is most valuable for companies with sales teams that can act on the data. Content marketing features make sense when you have budget to acquire customers at scale.
Capterra: Getting Started
Capterra is owned by Gartner Digital Markets, which also operates GetApp and Software Advice. Listing on Capterra can get you visibility across all three platforms.
Step 1: Create Your Account
- Go to vendors.capterra.com
- Click "Get Listed" or "Add Your Software"
- Create a vendor account with your business email
- Verify your email address
Step 2: Add Your Product
Required information for Capterra listing:
- Product name: Official software name
- Product URL: Your main website
- Company details: Name, location, founding year
- Product description: 250-1000 characters
- Category selection: Choose relevant software categories
- Deployment type: Cloud, on-premise, or hybrid
- Target company size: SMB, mid-market, enterprise
Step 3: Verification Process
- Capterra reviews all submissions manually
- Approval typically takes 3-5 business days
- You may receive questions about your product
- Once approved, your listing goes live on Capterra
The Gartner Network Advantage
After being listed on Capterra, you can request synchronization to:
- GetApp: Focuses on small business software (DA 89)
- Software Advice: Advisory-driven buyer matching (DA 85)
Reviews sync across all three platforms automatically, so one review collection effort benefits all three listings.
Capterra: Profile Optimization
Capterra profile optimization follows similar principles to G2, with some platform-specific considerations.
Profile Completeness
Complete profiles rank higher in Capterra's search results. Ensure you fill out:
Visual Assets
- Company logo (high resolution)
- Product screenshots (minimum 3, recommended 5+)
- Video demo (highly recommended for engagement)
Product Information
- Description: Write for buyers, include benefits and use cases
- Features: Select all applicable features from Capterra's list
- Pricing: Be transparent - list all tiers and options
- Free trial/demo: Indicate availability
- Support options: List support channels and hours
Target Audience
- Industries served
- Company sizes (employee count ranges)
- User roles (who benefits from your software)
- Geographic availability
Capterra-Specific Features
Advisor Match
Capterra offers a service where advisors help buyers find software. Ensure your listing has accurate information so advisors can properly match you with relevant buyers.
Shortlist Reports
Capterra publishes Shortlist reports similar to G2's Grids. Appearing on these requires:
- Minimum number of reviews (varies by category)
- Recent review activity
- Complete profile information
Capterra: Review Strategy
Capterra's review system has its own nuances. Here's how to build a strong review presence.
Review Collection
Capterra provides tools for collecting reviews:
- Review collection page: Custom URL for your review requests
- Widget: Embed review requests in your product
- Direct outreach: Manual requests to customers
Review Incentives
Capterra allows gift card incentives (typically $10-25) for reviews. Guidelines:
- Incentives must be disclosed in the review
- Cannot be contingent on positive reviews
- Must follow Capterra's terms of service
Review Verification
Capterra verifies reviews through:
- Email verification
- LinkedIn authentication
- Manual review for suspicious patterns
Responding to Reviews
Capterra allows vendor responses. Best practices:
- Respond promptly (within 72 hours)
- Be professional and constructive
- Thank reviewers for feedback
- Address specific concerns mentioned
- Avoid being defensive or argumentative
Since Capterra, GetApp, and Software Advice share reviews, one review benefits all three platforms. When asking for reviews, consider alternating between G2 and Capterra requests to build presence across both ecosystems.
Capterra: PPC Options
Capterra offers pay-per-click advertising that can boost your visibility. Understanding these options helps you decide if they're worth the investment.
How Capterra PPC Works
- Bid on placement in category listings
- Pay per click (not per impression)
- Higher bids = higher placement in listings
- Clicks come from high-intent software buyers
Pricing Factors
- Category competition: More competitive categories cost more
- Bid amount: You set maximum bid per click
- Quality score: Better profiles may get preferred placement
- Typical range: $2-15 per click depending on category
When Capterra PPC Makes Sense
- You have a proven sales funnel and know your CAC targets
- Your category has significant buyer traffic
- You have budget to test and optimize
- You need to accelerate growth beyond organic visibility
Optimization Tips
- Start with a test budget to measure cost per lead
- Track conversions through to closed deals, not just clicks
- Optimize your profile before investing in PPC
- Consider seasonal patterns in your category
- A/B test your profile to improve click-to-conversion rates
G2 vs Capterra Comparison
While both platforms serve similar purposes, they have distinct characteristics that may make one more valuable for your specific situation.
| Factor | G2 | Capterra |
|---|---|---|
| Domain Authority | 91 | 93 |
| Primary Audience | Mid-market to Enterprise | SMB to Mid-market |
| Review Depth | More detailed, structured | Shorter, quicker reviews |
| Network Effect | Single platform | 3 platforms (GetApp, Software Advice) |
| Grid/Ranking System | Quarterly Grid Reports | Shortlist Reports |
| Paid Options | Buyer Intent, Content Marketing | PPC advertising |
| Best For | B2B, enterprise sales cycles | SMB, self-serve products |
Recommendation: Do Both
For most software companies, the answer is to maintain active presence on both platforms. They reach different segments of the buyer journey and different company sizes. The incremental effort to maintain both is minimal compared to having just one.
Priority Order
- Enterprise/B2B focus: Prioritize G2, then Capterra
- SMB/self-serve focus: Prioritize Capterra, then G2
- Broad market: Equal investment in both
Common Mistakes to Avoid
After helping hundreds of software companies optimize their review platform presence, these are the most common mistakes we see.
1. Neglecting Profile Completeness
Incomplete profiles hurt visibility and conversion. Both platforms prioritize complete profiles in search results. Take the time to fill out every field, add multiple screenshots, and keep information current.
2. Fake or Incentivized-Only Reviews
Both platforms have sophisticated fraud detection. Fake reviews will be removed and can result in penalties. Incentivized reviews are fine within guidelines, but ensure you're also collecting organic reviews from genuinely satisfied customers.
3. Ignoring Negative Reviews
Negative reviews are opportunities. Responding professionally demonstrates customer care and often influences how prospective buyers perceive the review. Ignoring negative reviews makes them stand out more.
4. Set-and-Forget Mentality
Review platforms reward recency. A product with 50 reviews from 3 years ago looks worse than one with 20 recent reviews. Implement ongoing review collection, not just launch campaigns.
5. Wrong Category Selection
Choosing the wrong primary category means competing in the wrong Grid Report and appearing for the wrong searches. Research where competitors are listed and where buyers would logically look for your type of solution.
6. Misaligned Pricing Information
Outdated or inaccurate pricing frustrates buyers and damages trust. Update pricing whenever it changes, and be transparent about all costs including implementation and support.
7. Not Tracking ROI
Use UTM parameters and track conversions from review platform traffic. Understanding which platform and which activities drive actual revenue helps you invest wisely in paid features and review campaigns.
8. Asking Everyone for Reviews
Target your review requests to genuinely satisfied customers. Asking unhappy customers risks negative reviews. Use NPS scores, support satisfaction data, and CSM relationships to identify the right reviewers.
Building strong presence on G2 and Capterra is a marathon, not a sprint. Focus on consistently delivering value to customers, collecting reviews over time, and maintaining accurate, complete profiles. The companies that treat review platforms as ongoing investments rather than one-time projects see the best results.
Ready to Get Listed?
Start with free listings on both G2 and Capterra today. Focus on profile completeness first, then implement a systematic review collection strategy.
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