A Startup's Guide to Getting Reviews on G2 & Capterra

Introduction: The Social Proof Deficit in the AI Era

If you've invested heavily in traditional SEO, you might be facing a frustrating new reality. Your website ranks well on Google, your content is sharp, but when a potential customer asks an AI assistant like ChatGPT or Perplexity for recommendations in your category, your brand is nowhere to be found. This is the AI Visibility Paradox: strong search rankings no longer guarantee you a place in the AI-generated answer. For new businesses and SMBs, the primary cause is often a 'Social Proof Deficit.'

AI models are designed to act like diligent, unbiased research assistants. They sift through vast amounts of information to synthesize answers, and they place a heavy premium on third-party validation over a brand's own marketing claims. They look for consensus, expert opinions, and user reviews on trusted platforms to determine which businesses are legitimate and authoritative. Without this external validation, a new business is effectively invisible, creating a significant deficit in the trust signals AI relies on. This article provides the playbook for solving that problem. Getting your business listed and reviewed on high-authority software marketplaces like G2 and Capterra is a foundational step for building the social proof that generative AI needs to see.

As a startup ourselves, we're on this journey too. This isn't just theory; it's the playbook we're using to build our own authority and solve our own Social Proof Deficit. We'll walk you through the exact steps to get listed, gather your first reviews, and start building the foundation for long-term AI visibility.

Why G2 and Capterra are Goldmines for AI Visibility

To understand why these platforms are so critical, you have to think about how AI models process information. They are trained to find, extract, and synthesize data from trusted, structured sources. G2 and Capterra are not just websites; they are highly organized databases of software products, complete with feature lists, pricing tiers, user reviews, and direct comparisons. This structured format is ideal for an AI to parse and understand. Research shows that Large Language Models (LLMs) demonstrate significantly improved comprehension and accuracy when information is presented in tabular structures, which is the native format of these review sites [1].

This directly connects to how users frame their questions. When a user asks an AI, 'What are the best CRM tools for small businesses?', the model is far more likely to trust and cite a categorized list from G2 than a single, standalone blog post. The AI can easily extract the top-rated CRMs, synthesize common themes from dozens of reviews, and present a coherent, source-backed answer. These platforms have already done the work of vetting and organizing the information, making them a highly efficient and credible source for the AI.

Take a look at your market. Notice how competitors with strong, well-maintained G2 profiles are frequently cited by AI for relevant queries? That's not an accident. It's a direct result of methodically building authority on the platforms that AI models already trust as a source of truth. By establishing a presence there, you are inserting your brand directly into the data ecosystem that feeds these new answer engines.

Your Step-by-Step Playbook for Getting on G2

Getting started on G2 is a straightforward process, but optimizing your profile for maximum impact requires attention to detail. Each completed section is another signal of authority to both users and AI. Follow these steps to build a profile that stands out.

Step 1: Creating Your Vendor Profile First, navigate to G2's vendor portal and claim your product or add a new one. The most critical decision at this stage is selecting your product categories. Be specific and accurate. If you are a 'Project Management' tool that also has 'Time Tracking' features, be sure to list yourself in both. This categorization is how G2, and by extension AI models, will understand what your product does and who it's for.

Step 2: Building a 100% Complete Profile An incomplete profile is a red flag. G2's algorithm favors complete profiles, and so do AI models looking for comprehensive data. Methodically fill out every section available to you. Pay special attention to detailing your product's features, transparently listing your pricing tiers, outlining key integrations with other software, and clearly defining your ideal customer profile. Each piece of structured data you provide makes it easier for an AI to accurately match your solution to a user's specific need.

Step 3: Optimizing Your Product Description Resist the urge to fill your product description with marketing jargon or vague promises. Instead, use clear, factual language that focuses on the problems your software solves. Think like an AI: it's looking for keywords and phrases that directly map to a user's question. For example, instead of saying 'We revolutionize your workflow,' say 'Our software automates invoice creation and integrates with QuickBooks to reduce manual data entry.' This precise, benefit-oriented language is much more useful for answer synthesis.

Your Step-by-Step Playbook for Getting on Capterra

Capterra, part of the Gartner Digital Markets family, is another powerhouse in the software review space [2]. While the process is similar to G2, there are a few nuances to keep in mind to ensure your profile is fully optimized.

Step 1: The Capterra Listing Process Begin by visiting the Capterra 'Get Listed' page. The initial application process is reviewed by their team to ensure your product is a legitimate B2B software solution. Since its acquisition by Gartner, Capterra has maintained a rigorous verification process, which adds to its authority [3]. Be prepared to provide basic company and product information to get your profile started.

Step 2: Highlighting Key Profile Elements Like G2, Capterra prioritizes detailed profiles. Fill out all available fields, including screenshots, product videos, and detailed feature breakdowns. Capterra's layout often emphasizes direct comparisons, so ensure your feature list is comprehensive and easy to scan. This allows both human users and AI to quickly see how you stack up against competitors in your category.

Step 3: Ensuring Brand Consistency This is a crucial step for building a strong entity that AI can recognize. Ensure your company name, product description, logo, and website URL are identical across G2, Capterra, and your own website. Inconsistent information can confuse AI models, making it harder for them to establish your brand as a distinct, authoritative entity [4]. Consistency is a foundational element of building trust with these systems.

How to Ethically Solicit Your First Reviews (The Right Way)

For a new startup, asking for reviews can feel like a classic chicken-and-egg problem. You need reviews to get customers, but you need customers to get reviews. The key is to start small and be strategic, focusing on building a foundation of authentic feedback without resorting to unethical tactics.

Guideline 1: Identify Your Champions Your first reviewers should be your most enthusiastic users. These could be early adopters, beta testers, or customers who have given you positive feedback directly. Reach out to them personally, explain why their feedback is so valuable for a growing company like yours, and ask if they'd be willing to share their experience.

Guideline 2: Make it Effortless Reduce friction as much as possible. Don't just ask for a review; provide a direct link to your G2 or Capterra profile page. In your email, keep the request simple and polite. Acknowledge that their time is valuable and express your gratitude for their support.

Guideline 3: Use Platform-Approved Incentives Both G2 and Capterra have built-in, ethical programs for offering small incentives for honest reviews. G2's Review Campaigns, for example, allow you to offer a small gift card or charitable donation in exchange for a user's time [5]. This is a legitimate way to increase your review volume, as the incentive is for the completion of a review, not for a positive rating.

Guideline 4: What to Avoid Never buy fake reviews or pressure users into leaving a positive review. The Federal Trade Commission (FTC) has recently finalized rules that explicitly ban these practices, with violators facing significant penalties [6]. Attempting to game the system will ultimately destroy the very trust and authority you are trying to build with both customers and AI.

From Social Proof to AI Visibility: Connecting the Dots

Building your presence on G2 and Capterra is a powerful tactic, but it's most effective when viewed as part of a larger strategy. This activity directly fuels the 'Publish' step of the AI Visibility Flywheel. You are collecting customer feedback and publishing it on high-authority platforms where it can be discovered and synthesized by AI. This creates a virtuous cycle: more social proof leads to better AI visibility, which in turn drives more users who can provide more social proof.

This raises the next logical question: 'You've built your profiles and are getting reviews. But how do you know if it's actually improving your AI visibility?' Simply having reviews isn't the end goal. The final, critical step is to monitor whether your brand is being mentioned more frequently and accurately in AI answers to the questions your customers are asking. Are you appearing in recommendations? Is the AI correctly describing what you do?

This is where an AI Search Optimization platform like Searchify becomes essential. It closes the loop by simulating user questions at scale, monitoring your brand's visibility in AI responses, and showing you the direct impact of your efforts. It transforms your social proof strategy from a hopeful tactic into a measurable, data-driven engine for growth.

Conclusion: Your First Step to Getting Seen by AI

For startups and SMBs, navigating the new landscape of AI search can feel daunting. However, the path to getting seen starts with a simple, foundational principle: trust. AI models, like your customers, rely on social proof to make decisions. By systematically building your presence on critical review platforms like G2 and Capterra, you are laying the groundwork for that trust.

We've outlined a clear, actionable process that any startup can follow. It's not about shortcuts or tricks; it's about methodically building a reputation on the platforms that matter most in the AI era. As a fellow startup, we know this journey requires focus and effort, but it's the most reliable way to ensure your brand is visible to the next generation of customers.

Before you start building your profiles, you need a baseline. Where does your brand stand today? Get your free AI Visibility One-Pager to instantly diagnose your social proof deficit and see how AI perceives you right now.