As an online retailer, Trustpilot's business model is rather like a ransom. They allow anyone to leave a review about a company, and if your company is not signed up as a paying Trustpilot client, they weight the lower scoring highly negative reviews towards the top of a companies default reviews listing, and if challenged to take these reviews down, Trustpilot will go to great lengths to defend these negative reviews. However, once you sign up your company with Trustpilot, they give you much greater latitude to challenge negative reviews, and get them removed, their weighting of showing negative reviews towards the top of a companies review listings is also dialed down. So companies are motivated to sign up as a paying client with Trustpilot, as they can improve their companies reputation. If you don't want to pay Trustpilot's ransom fee which would allow you to manage your companies reputation on their site (it's a lot of money). You can play Trustpilot at it's own game, as it's sailing close to the wind in legal terms, it has to be careful that these negative reviews are from real customers. You can dispute all your negative reviews with Trustpilot by letter, and also ask some of your existing customers to leave reviews on Trustpilot, to dilute the negative reviews. That's about all you can do with Trustpilot, I can tell you Trustpilot employ many more employees selling Trustpilot aggressively to potential companies, than they do in any other part of their organisation. It's a successful business model, but don't kid yourself it's anything but a ransom business model.