Moving with confidence: How GB Liners turned a century of service into a 200% increase in leads
Opportunity
Differentiate a legacy brand from competitors in a high-stress industry.
Approach
Use the global recognition of Trustpilot stars to validate a century-long reputation.
Impact
A 200% rise in enquiries sourced from Trustpilot in 2025.
4.9
4.9 Trustpilot TrustScore (as of May 2026)
4500
Over 4,500 reviews collected
92%
92% 5-star reviews
A safe pair of hands: Building consumer confidence in the high-stakes home removals market
Moving home can be a wonderful, once-in-a-lifetime event. It can also be stressful. Trusting someone to transport your entire life from one place to another can feel like a leap of faith.
"We are trusted to safely move our customers prized possessions,” explains Edward Rawcliffe, Head of Sales of GB Liners. “There are monetary and sentimental risks if the move doesn’t go as planned, which is why trust matters in our industry.”
Edward is speaking from experience. Established over 100 years ago, Hereford-based removals company GB Liners has grown from its Brighton roots to 11 locations across the UK. Their reputation has always been stellar, but in a landscape where less reliable movers are poised to take advantage, communicating that reputation is key.
Why choose Trustpilot?
Visibility became a priority. After briefly testing another review platform, they returned to Trustpilot. Why? Because in a high-stakes decision like moving home, human experiences from a trusted source are vital to that feeling of security.
"Trustpilot is one of, if not the most recognised review platform available in the market, hence our decision," says Edward.
Turning sentiment into 200% more enquiries
For GB Liners, visible trust has proven to be more than a nice-to-have; it’s helped to unlock growth opportunities. By integrating Trustpilot signals into their Meta ads, website quote pages, and email signatures, they've bridged the gap between their offline history and online presence.
"We are so proud of our reviews that we try to include them wherever we can and reference them to customers at every possible touch point." says Edward.
The results have been impressive. In 2025 alone, GB Liners saw a 200% rise in enquiries where Trustpilot was the primary source. Their Meta ads, featuring verified customer ratings, achieved a 2.8% conversion rate – nearly triple the industry benchmark for strong performance. "It provides such a valuable (and easy) selling point and there’s no hiding place."
A nationwide brand with local heart
One of the unique ways GB Liners uses the platform is to maintain a local feel across its 11 branches. By tagging reviews, they pull branch-specific quotes directly onto local pages.
"We tag relevant quotes to go on our branch pages when they mention the branch by name," Edward says. This transparency doesn't just help customers; it boosts internal morale too. "With the positive ones, it’s great for the team to see that their hard work doesn’t go unnoticed and that they are making a difference to our customers."
Automated review invitations help to maintain a steady stream of fresh reviews – something AI search engines like ChatGPT look for to make recommendations. With a 30% response rate, their profile stays active and representative.
But collecting reviews is only the first step. Actually engaging with the authentic feedback they offer leads to a better business. In the last year, GB Liners has replied to 91% of their 1 and 2-star reviews. "We don’t hide from feedback," says Edward. "With negative reviews, we see them as a chance to understand how we can do better."
Moving into the future
As GB Liners looks toward the next 100 years, they’re adding more domains and exploring new features like customised calls-to-action (CTAs) to further streamline the customer journey.
As Dorothy Gale once said, there’s no place like home – and that’s as true today as it ever was. And, when it comes to moving house, there’s really nothing like trust. "Trust will always play a very important role in our industry,” sums up Edward. “And that won’t change."
