When someone is choosing between three local businesses they have never used, reviews are often what decides it. A handful of recent, genuine reviews tells a stranger that real people have used you and were happy.
The trouble is that most happy customers never think to leave one. Unhappy customers are usually more motivated. So if you want reviews, you have to ask, and you have to make it easy. Here is how.
Ask at the right moment
Timing matters more than anything. The best moment to ask is when the customer is happiest, which is usually right at the end of the job.
- A gardener might ask as the customer is admiring the finished lawn.
- A hairdresser might ask while the client is looking in the mirror and smiling.
- A cleaner might ask when the customer replies with a thank-you message.
- A builder might ask at the final walk-round, once everything is signed off.
If you leave it a few weeks, the moment has passed. The customer has moved on and your request is just another message in their inbox.
Keep the ask simple and human. Something like: "I'm really glad you're happy with it. Would you mind leaving us a quick Google review? It makes a big difference to a small business like mine." Most people are glad to help when asked politely.
Make it easy with a direct link
Do not tell people to "search for us on Google and find the review button". Every extra step loses people. Instead, give them a link that takes them straight to the review box.
You can get your review link from your Google Business Profile. Look for an option to ask for reviews or share a review form. Copy that link and keep it somewhere handy, such as a note on your phone.
Then use it everywhere:
- Send it by text or WhatsApp straight after the job.
- Add it to your invoice or receipt email.
- Put it in your email signature.
- Turn it into a QR code and print it on a small card, a leaflet or a sign by the till.
A QR code is a square barcode that people scan with their phone camera. Free tools online can turn your review link into one. It works well for salons, shops and anyone who meets customers in person.
Send one reminder, not five
If someone said yes but has not got round to it, a single friendly reminder a few days later is fine. People are busy and forget. But do not chase repeatedly. It becomes annoying, and you want them to stay a happy customer.
Reply to every review
Replying shows potential customers that a real person runs the business and cares about what people think.
For good reviews, a short, personal thank-you is enough. Mention the job if you can, such as "Thanks Sarah, it was a pleasure sorting out your garden fence."
For bad reviews, stay calm. Do not argue or get defensive in public, even if you think the review is unfair. Instead:
- Thank them for the feedback.
- Apologise that they were not happy, without necessarily admitting fault.
- Briefly and politely explain your side if needed.
- Offer to sort it out, and give a way to contact you directly.
People reading reviews know that no business is perfect. A calm, helpful reply to a bad review can actually reassure them. An angry reply does the opposite.
Never buy or incentivise reviews
This one is important. Do not buy reviews, do not ask friends and family to pose as customers and do not offer discounts, freebies or prize draws in return for reviews. Google's rules do not allow it, and it can lead to reviews being removed or your profile being restricted. Fake reviews can also break consumer protection law in the UK.
You also should not only ask the customers you think will leave five stars while avoiding the rest. Ask everyone in the same way. Genuine reviews, even the occasional four star one, look far more believable than a wall of perfect scores.
Show your reviews on your website
Your reviews should not only live on Google. When people visit your website, they want reassurance there too. Add a few of your best reviews to your home page and to the pages for the services they mention.
Use the customer's first name and town if they are happy for you to, and keep the wording exactly as they wrote it. Link to your Google profile so people can see the full picture. Every website we build at We are Graft shows your reviews, because they are often what turns a visitor into a call. You can see the kind of layout we mean on our examples page.
Make reviews part of your routine
The businesses with lots of reviews are not usually lucky. They just ask every time. Build it into how you finish a job, the same as sending the invoice. A steady trickle of reviews over months looks natural and keeps your profile fresh.
If you want help with your Google listing as well as your website, our monthly plans include options where we set up and look after your Google Business Profile for you.
Want your reviews working harder?
If you would like a website that puts your reviews front and centre and makes it easy for people to call you, send us your details through the free design form, or get in touch. We reply within one working day.