How to Use UGC on Website to Increase Conversions

People trust people, not ads. That’s the reality many brands face today.

That's where user-generated content comes in.

User-generated content (UGC) is content about your brand that real people create. Examples include photos, videos, reviews, and testimonials showing your products in everyday life. Unlike brand-created content, UGC feels authentic because it is authentic.

Think about it: When did you last make a purchase without checking reviews or looking at how real customers use the product?

Content from real users is more convincing and carries serious weight. It signals to potential buyers, “People like you already love this.”

More than half of consumers say they are more likely to buy a product after seeing it featured on a relatable UGC photo.

But, collecting UGC is only step one.

The real magic happens when you place this content on your website, where it can influence decisions and drive sales.

In this guide, we’ll show you exactly where to feature UGC on your website for the most impact, which types work best for different goals, and how to implement them effectively.

Whether you're running service-based businesses or e-commerce brands, you’ll learn how to turn customer content into your most powerful marketing strategy.

Key Takeaways:

• UGC builds trust faster than traditional marketing by showing real people using and loving your products.
• Strategic placement is key—match each type of UGC to the right stage of the customer journey to make the biggest impact.
• Build a simple system to collect, organize, and refresh your UGC.
• Work with a UGC platform for relevant, converting content at scale.
• Always secure proper usage rights from UGC content creators, especially for content you'll use in advertising.
• Measure UGC performance against your specific goals and optimize based on data.
• Make it easy for customers to create content with clear instructions and incentives.
• Quality UGC doesn't happen by accident — it requires planning, tools, and consistent management.

Benefits of UGC on Website

Wondering whether UGC is worth it? Here are the top benefits of featuring user-generated content on your website.

1. Increases Conversions and Drives Sales

UGC helps drive purchasing decisions.

UGC statistics show that websites implementing UGC see higher engagement and conversion rates. Websites with user-generated content have 29% higher web conversions than those without it.

When potential customers see others using and loving your product, they start picturing themselves doing the same. That kind of relatability builds trust in seconds.

Make UGC shoppable, and the journey from “I want that” to “I bought it” gets way shorter.

2. Builds Trust and Social Proof

People believe people. That’s what makes user-generated content so powerful.

On average, 70% of consumers read 4-7 reviews before purchasing.

When your existing customers post content, leave online reviews, or tag your brand on social media platforms, they’re vouching for your product in a way no ad ever could.

That kind of social proof builds instant credibility—and gives shoppers a reason to trust you.

Bottom line? UGC drives trust. And trust drives conversions.

3. Improves SEO with Fresh, Keyword-Rich Content

Search engines favor fresh, relevant content—and UGC provides it without extra effort.

Each new review, comment, or caption adds real language your audience is already using. That means more natural keywords, straight from your customers.

This steady stream of content shows search engines that your site is active and trustworthy. It aligns with what people are actually searching for.

The payoff? Better rankings, more visibility, and increased traffic over time.

4. Strengthens Brand Loyalty and Keeps Customers Around

People stay loyal to brands that make them feel seen and valued.

When you feature a customer’s photo, review, or story on your website, you send a clear message: you matter here. This creates a connection that strengthens your brand's community and reinforces brand identity.

UGC campaigns from big brands like Apple, Gymshark, and Starbucks showcase how effective this strategy is. They feature customer content across their marketing channels, turning satisfied customers into brand advocates.

Loyal customers stick around longer, resist competitor offers, and typically spend more over time, improving your brand reputation and increasing sales.

5. Reduces Marketing Costs and Saves Time

Creating content from scratch takes time and money. User-generated content changes that.

UGC is one of the most affordable ways to market your products. It builds up your content library quickly without draining your marketing budget. Even if you need to hire cheap UGC creators at first, UGC does more for your marketing efforts and is still more cost-effective than professional photo shoots.

Types of User-Generated Content to Feature on Your Website

Now that you understand the benefits, let's look at the types of UGC you can use on your website.

Here are the most effective types of UGC to add to your site:

Type #1: Social Media Posts That Mention Your Brand

Customers mentioning or tagging your brand is pure gold because they're genuinely sharing what they bought.

Why does this work? Because potential customers immediately see how your products fit into their lives. It builds instant credibility when they see someone like them using it and loving what you sell.

For example, Glossier shares customers' tagged content on all their social media channels.

Type #2: Visual UGC — Photos and Videos

Customer photos and videos showcase your product in ways brand photos and text descriptions can’t. They make it easier for customers to imagine using your product. It helps remove doubts and leads to more sales.

UGC images and videos are also authentic, so most customers believe them over polished brand specific content created dy your team.

For example, Wendy's TikTok UGC shows customers trying out new menu items.

Type #3: Customer Reviews and Star Ratings

For most shoppers, this is where the buying decision really starts—and often, where it ends.

Reviews prove that others have tried the product and shared real opinions. Star ratings offer a quick, visual sense of how well it’s received.

Together, they build trust.

What makes reviews so powerful is the detail. A product description might say something’s “durable,” but a review saying it survived three years of daily use? That hits differently.

Specific, honest feedback helps ease doubts and answer questions before they even come up, making it way easier for someone to hit “buy.”

For example, customers can leave reviews on Rare Beauty product pages.

Type #4: Customer Testimonials

Testimonials focus on the why behind customer satisfaction.

When customers share their experiences, it helps others understand how your product solved their problem. For example, a testimonial saying, “This software increased organic traffic by 123%” is more convincing than a vague statement.

Place testimonials on pages where people are thinking of buying, such as pricing pages, product pages, or checkout screens, so people feel more confident about their choice.

Type #5: Customer Case Studies

Case studies tell the complete story: the customer’s problem, why they chose you, and their results. They work best for complex or big-ticket items where buyers need more convincing.

The best ones show exactly what customers achieved, using numbers that help other buyers picture their own success.

How to Incorporate UGC Into Your Website

Knowing where to put your UGC is only half the battle—you also need a system to collect and manage it.

Here’s how to build a sustainable strategy for UGC that delivers results:

1. Start with Clear Marketing Goals

Before you add UGC to your site, get clear on what you want it to achieve.

Increase product page conversions by 15%? Build a community around your brand? Reduce bounce rates?

Set specific targets, not vague objectives. Your goals determine everything that follows.

2. Pick the Right UGC Types for Your Goals

Match your UGC format to your objectives.

Want to build trust? Focus on reviews and testimonials. Want to increase engagement? Add user-generated posts that show your product in action.

If you're having a hard time sourcing UGC, hire UGC creators to get reusable content at scale.

3. Turn UGC Into Ads (with the Right Tools)

Got great UGC? Don’t just leave it on your product pages—turn it into ads that stop the scroll and beat Facebook ad fatigue and no conversions.

Content from real people outperforms polished creatives because it feels genuine. It catches attention and builds trust fast. UGC platforms like Influee streamline everything from finding UGC creators, sourcing and scaling content, securing usage rights, and more.

The right tool also helps you repurpose UGC into high-performing ecom ads that outperform traditional creative.

4. Encourage Customer Content Creation

Most customers won’t create and share user-generated content unless you tell them to. Add CTAs to your website, emails, or on thank-you pages. Run fun challenges, or giveaways, or create a branded hashtag for them to use, such as "Share a photo with your new bag to get 15% off your next order."

Keep requests simple and specific to encourage user participation.

5. Pull UGC from Online Platforms

Keep an eye out for brand mentions, hashtags, and tags across key platforms where your target audience is active.

Always secure UGC usage rights before publishing, especially for paid user generated content on social media.

Organize approved content by product, type, and quality rating for easy access when needed.

6. Review and Moderate UGC Before Publishing

Not all user content belongs on your website.

Feature only the best content that meets the quality standards. You can get that by developing a detailed UGC brief for creators that outlines exactly what you need. A creator brief ensures you get on-brand content that serves your specific goals rather than generic material you can't use.

Next, A/B test the polished and raw UGC to see what works best for your campaign goals.

7. Place UGC Where It Matters Most

If you want to get the most out of your UGC, it’s not just about having it—it’s about where you put it. We'll talk about it in detail in the next section. But the general idea is that you place reviews near product details to speed up decisions. Add testimonials on pricing or checkout pages to ease doubts. Use visuals on landing pages to boost trust fast.

When UGC fits naturally into the buyer's journey, it builds trust and social proof, and nudges people closer to buying.

8. Track How Your UGC Performs

If you’re not measuring results, you’re just guessing.

Look at metrics like engagement, conversions, and time on page. See how people interact with your UGC—are they clicking, staying longer, or making a purchase? Compare conversion rates between pages with and without UGC.

You can also track bigger-picture numbers like customer acquisition cost (CAC) and retention. If users who engage with UGC are cheaper to convert and more likely to stick around, you’re on the right track.

Double down on what works and cut what doesn't. Test different visuals, copy, CTAs, and formats to figure out what works with your target audience.

The most successful brands treat UGC as a key part of their brand marketing strategy, not just a nice-to-have addition.

Where to Feature UGC on Your Website (With Examples)

Where you put UGC on your website matters. The right placement turns browsing into buying, while the wrong placement wastes great content.

Your website takes customers on a journey. Each page has a different purpose—introducing your brand, showing products, or selling. UGC is there to support the goal of each page. For example, homepage galleries show social proof or customer reviews that answer product questions at checkout.

Let's go over this page by page.

1. Product Detail Pages

This is where buying decisions happen. And UGC here should remove doubts and build confidence. Bazaarvoice reports UGC increases conversion rates by 161% on e-commerce product pages.

Here's what to include on your product pages:

• Photo gallery that shows customers using your product.
• Video and written reviews and testimonials that explain how your prodct solved a problem.
• Video testimonials highlighting key features.
• Unboxing videos to showcase the product in real life-

For example, Meshki features “As Seen On” TikTok videos next to product images, helping shoppers see how clothing looks on different body types, which reduces returns.

2. Landing Pages

These pages are built to convert. Add UGC to support the offer and remove any doubts:

• Place video testimonials that align directly with the offer or problem you’re solving.
• Show before-and-after UGC to highlight actual results.
• Add reviews that answer common questions about price and value.
• Avoid clutter—make sure the content is tight, targeted, and high-impact.

For example, Else Nutrition took user content from UGC campaigns to include on its landing page, highlighting why parents chose their products.

3. Homepage

Your homepage is your brand’s first impression. UGC here should build instant credibility and give people social proof. UGC on your home page

• Highlights customer video testimonials to demonstrate their experience with your brand.
• Feature 5-star review snippets, standout customer quotes, or user selfies in a rotating gallery
• Add social media feeds showing active community engagement.

Rhode Beauty’s homepage features consumer-generated content showing their products on different skin types and colors.

4. Reviews & Testimonials Page

This is your trust library for visitors who need extra proof:

• Showcase detailed reviews, case studies, and longer-form video testimonials.
• Add filters so people can sort reviews by product type or format (video, quote, star rating).

Hootsuite does a great job showcasing social proof on their testimonial page with ratings and case studies.

5. Checkout Page

This is the last chance to get customers to buy. Keep it minimal and subtle, but effective.Use UGC for the final push:

• Show short customer reviews next to the buy button.
• Add short quotes, social proof stats, or a “recent purchases” ticker to increase trust.
• Adding social media mentions or tags that inspire them to buy.

Example: “Just bought by 3 people in the last hour” + a mini-review like “Obsessed with the fit!” — Mario, CA.

6. Blog Posts

Blogs are great for education, but also for building connections and authority. UGC adds a personalized touch to the blog posts, positioning you as an expert in the field:

• Throw in customer quotes, real-life examples, or screenshots of social proof, along with case studies to support your points.
• Show your product in action instead of just talking about it.
• Mix expert advice with customer tips.

For example, GoPro’s blog pairs UGC videos with tutorials, showing customers what they can do.

7. FAQ / Help Sections

Help pages answer questions. With UGC, they become community hubs where customers share real tips and solutions. Include real user responses, Reddit threads, or community tips to make your support more relatable and trustworthy:

• User-submitted tips and creative uses for your products.
• A community section for customer solutions.
• Advanced customer use cases.

While many brands keep help centers purely informational, adding customer tips creates more helpful resources that build loyalty and reduce support needs. That way, it feels less like corporate answers and more like honest feedback from someone who’s tried your product or service.
Example: “I was worried about sizing, but medium fit perfectly!” — Reddit user @SarahThreads, added beneath your size guide.

Conclusion: Best Practices for Adding UGC to Your Website

Slapping a few UGC images and videos on your website will be better than none, but don't expect great results from that alone.

User-generated content marketing needs a clear strategy to deliver results.

It sounds complicated, but it doesn't have to be.

Make the process of creating content simple.

Use clear CTAs after purchase or create a branded hashtag to encourage contributions.

Be selective with what you display. Choose content that shows how your product works, answers questions, and feels relatable.

Place UGC strategically at decision points—product pages, checkout flows, and landing pages. These are the spots where content can influence the final decision.

If you're just starting, user-generated content platforms like Influee can help you source UGC that moves the needle immediately instead of waiting months to build an organic UGC collection.

Stay aware of current UGC trends to adapt your content strategy as consumer preferences evolve.

Treat UGC as a core content marketing strategy and asset, not a secondary consideration. The brands seeing the best results treat UGC with the same focus as paid advertising.

FAQ

What is a UGC content example?

Any authentic content created by real customers about your brand qualifies as UGC. Examples include customer photos wearing your products, unboxing videos on TikTok, product reviews, and video testimonials.

What does UGC stand for?

UGC stands for User-Generated Content. It’s any content—photos, videos, reviews, or posts—created by customers or users instead of your brand.

What is the full form of UGC in website?

On a website, UGC refers to content created and shared by your customers that you feature on your site. This includes reviews, ratings, video testimonials, and mentions from social media users —content made about your brand by real users, not by your marketing team as employee-generated content.

Is UGC actually worth it?

Definitely. UGC builds trust faster than polished ads, reduces production costs, and drives higher conversions. It provides fresh, SEO-friendly content for your site.

Which platform is best for UGC?

Top user-generated content platforms like Influee help you find, manage, and display user-generated content at scale.

Influee stands out for brands needing high-quality, UGC creator-specific content in multiple languages at scale.