Most customers read reviews before they choose a local business, and most will not leave one unless you ask. Getting more reviews is mostly a habit of asking at the right moment and making it easy. This guide covers how to ask, what to say, what the rules forbid and how to reply.
Why reviews matter
A review is a stranger telling another stranger whether you can be trusted. Google also says reviews are one of the things that affect how prominent a business appears in local results. You cannot control what customers write, but you can make it far more likely that happy customers say so.
Get your review link
Sign in to your Google Business Profile and look for the option to ask for reviews. It gives you a short link that opens the review form directly, and often a QR code too. Save the link on your phone so you can send it in a few seconds. Customers need a Google account to post a review, so keep the steps short.
Ask at the right moment
The right time to ask is straight after the job, when the customer is pleased. Ask in person first, because a spoken request is hard to ignore. Then send the link by text or email the same day while it is fresh. Make it one tap. Explain that a review helps a small business like yours.
What to say
Keep it short and sincere. For example: "Thanks for choosing us today. If you were happy with the work, would you mind leaving a short review? It takes a minute and helps other people find us." Add the link underneath. Do not tell people what to write.
What makes a review useful to a reader
Readers trust specific reviews more than vague ones. If a customer asks what to write, you can suggest they mention the type of job and what stood out, but let them use their own words. A short, honest review is worth more than a long one that sounds written for them.
The rules you must follow
Google has rules for reviews, and breaking them can get reviews removed or your profile suspended. UK consumer law also treats fake reviews as an unfair practice, and the Competition and Markets Authority can take action.
- Do not pay for reviews, or give discounts, gifts or entries in a prize draw in return for them.
- Do not ask only your happiest customers and avoid the rest. Ask everyone.
- Do not write reviews yourself, and do not ask staff, friends or family to write them as if they were customers.
- Do not pressure someone to change a review.
Reply to every review
Reply to the good ones with a short, personal thank you that mentions something specific. Replying shows future customers that you are paying attention.
For a poor review, stay calm. Thank the person, say what you will do about it and offer to talk by phone. Do not argue in public, and do not reveal any detail about the customer or the job. Write each reply fresh rather than pasting the same words every time.
If a review looks unfair
If a review breaks Google's rules, for example it is spam, is about a different business or comes from someone with a conflict of interest, you can flag it in your profile. Google decides whether to remove it, and it may not. If it stays, reply politely. Other readers will judge your response as much as the review.
Make it a routine
Reviews come from habit, not from one big push. Add the link to your invoices and email signature, put a QR code on a card or on your van, and ask at the end of every job. Once a week, check for new reviews and reply. Do not set a target for the number you want, because that tempts people to cut corners. Ask honestly and let the reviews build over time.
Where GrowthDept fits
GrowthDept is an AI marketing department for small business owners. It does not manage your Google Business Profile and it does not read or reply to your Google reviews, so the steps above stay with you. What it can do is write posts for you to check, which can go out on the Facebook Pages you manage and on LinkedIn, and they wait for your yes until you say otherwise. It cannot promise results.
There is a 7-day free trial, and you do not need a card to start.
Common questions
How many Google reviews do I need?
There is no set number. Aim to ask every customer and let them build over time, rather than chasing a target.
Can I offer a discount for a review?
No. Google does not allow reviews to be paid for or rewarded with discounts or gifts, and it can remove them or suspend your profile.
Can I delete a bad review?
Not yourself. You can flag one that breaks Google's rules and Google decides. Otherwise reply calmly and politely.
Do customers need a Google account?
Yes, they need one to post a review, so keep the steps as short as you can and send the link straight to the review form.