Why Google reviews matter
Reviews are one of the signals Google uses to judge how prominent a local business is. They also do the selling for you: people trust other customers far more than anything you say about yourself. Recent, detailed reviews carry the most weight with readers.
First, what not to do
Google's policies prohibit offering incentives such as discounts or gifts in exchange for reviews, and prohibit selectively asking only customers you expect to be positive (often called review gating). Fake reviews and reviews written by staff break the rules too. Breaking these policies can get reviews removed or your profile restricted, and some countries have consumer laws on fake reviews.
1. Get your direct review link
In your Google Business Profile, find the option to ask for reviews and copy the short link. It takes customers straight to the review box, which removes most of the friction.
2. Ask at the moment of delight
The best time to ask is right after a win: the job is finished, the client says thank you, the problem is solved. Ask then, not three weeks later.
3. Ask in person, then send the link
A personal ask works best. Something like: "It would really help us if you could leave a quick Google review. I'll send you the link now." Then send it by text or WhatsApp while you're still together.
4. Add the request to your follow-up email
Include the link in your thank-you or job-completion email. Keep it short and make the button the main thing on the page. You can automate this with email marketing.
5. Use a QR code
Put a QR code linking to your review page on invoices, receipts, business cards, counter signs or packaging.
6. Make it easy to know what to write
Many people stall at a blank box. You can suggest they mention the service they used and what the result was, without telling them what to say. Detailed reviews also help Google understand what you do.
7. Send one polite reminder
If someone agreed but didn't get around to it, one friendly reminder a few days later is fine. More than that becomes annoying.
8. Reply to every review
Thank positive reviewers by name and mention what they used. For negative reviews, stay calm, acknowledge the issue, and offer to sort it out offline. Future customers read your replies as much as the reviews themselves.
9. Show your reviews on your website
Feature your best Google reviews on your home page and service pages, attributed to real customers. It's one of the essentials every small business website needs.
Build it into your process
Reviews come from habit, not campaigns. Make the ask part of every completed job and you'll build a steady stream that keeps your profile fresh. Combine that with a well-optimised Google Business Profile and you'll see more calls from the map results.
We can set up automated review requests as part of our email marketing service. Book a free call to talk it through.
Frequently asked questions
Can I offer a discount for a Google review?
No. Google's policies prohibit offering incentives in exchange for reviews.
Should I respond to negative Google reviews?
Yes. Reply calmly, acknowledge the issue and offer to resolve it offline. A good reply often reassures future customers more than the review worries them.
How do I get a direct link to my Google reviews?
Open your Google Business Profile, choose the option to ask for reviews, and copy the short link Google gives you.