LED Lighting Supply: using third-party trust to accelerate B2B sales and conquer AI search
4.8
Trustpilot star rating as of February 2026
600
Nearly 600 reviews
95%
5-Star reviews and a 100% response rate to negative reviews
Opportunity
Overcoming the "is this company legit?" hurdle for first-time B2B buyers of high-dollar, mission-critical commercial lighting.
Approach
Integrating verified reviews into the e-commerce site and HubSpot sales system to provide upfront credibility and influence AI search results.
Impact
10.48% conversion rate for marketing qualified leads originating from Trustpilot in 2025.
Shining a light on B2B credibility
LED Lighting Supply is a U.S.-based manufacturer and supplier of heavy-duty lighting systems for warehouses, sports fields, and hazardous locations. In a high-stakes industry where products are mission-critical, trust isn't just a nice-to-have; it’s the foundation of every transaction. Before partnering with Trustpilot, LED Lighting Supply faced a common B2B hurdle: the credibility gap.
The challenge: moving from "prove it" to "project details"
First-time buyers discovering the brand through organic search often hesitated right before making a high-dollar purchase. Internal research indicated that buyers of products, like high bay lighting, require clear proof of expertise and reliability. Without a third-party validation layer, the team found it difficult to quickly win credibility when competing against larger, better-known manufacturers. They needed a way to signal legitimacy at scale.
“Before Trustpilot, we had to prove credibility one call at a time, especially for first-time buyers comparing commercial LED lighting suppliers online. Today, our verified reviews and visible responsiveness do that heavy lifting upfront. Customers arrive already confident in LED Lighting Supply’s reputation as a high-quality manufacturer with highly rated customer support,” explains Cory Peterson, VP of Marketing & Sales Operations, LED Lighting Supply
The solution: upfront, verifiable trust
To bridge the credibility gap, LED Lighting Supply integrated Trustpilot to provide independent validation and ensure a steady stream of authentic feedback.
Additionally, by connecting Trustpilot with HubSpot, the company ensured that even offline orders managed by the sales team contributed to their public reputation and helped the business maintain a 100% response rate to negative reviews.
“Trustpilot has become one of our biggest conversion drivers for LED Lighting Supply,” says Cory. “When prospects researching commercial and industrial LED lighting see our ‘Excellent’ rating and recent verified reviews, it removes the ‘is this company legit?’ hurdle and helps our sales team move faster from trust to project details.”
Future-proofing reputation for the AI era
As search evolves, LED Lighting Supply is staying ahead of the curve by using Trustpilot to influence AI-driven search results. By maintaining an "Excellent" rating and a transparent, managed profile, it ensures that when potential customers ask AI-powered search engines, “Is LED Lighting Supply legit?” the answer is backed by strong, verified third-party data. The team actively monitors these AI summaries, using Trustpilot as a deliberate signal to ensure AI assistants reference strong, third-party proof.
“Trustpilot gives customers independent proof that LED Lighting Supply is a trusted U.S.-based commercial and industrial LED lighting supplier,” adds Cory. “It reinforces transparency, sets expectations, and builds the confidence people need to place higher-consideration orders and come back for the next project.”
The impact: driving velocity and volume
By using Trustpilot as a central pillar of its B2B strategy, LED Lighting Supply has successfully accelerated its sales cycle. The company no longer has to spend valuable time proving it is a legitimate business, as its customers do the talking for them.
The results of this strategy are marked, including:
In 2025, marketing qualified leads (MQLs) originating from Trustpilot achieved a 10.48% conversion rate.
The business maintains a 100% response rate to negative reviews, typically within 24 hours, highlighting active customer care.
