growthwrightMost small businesses have far fewer reviews than happy customers. That's not because customers are ungrateful. It's because nobody asked them, or asking was awkward, or the link was buried. If you want to get more Google reviews, fix the asking and the rest follows.
Reviews matter twice. Google says they're part of how prominent your business looks in local results, and customers read them before deciding who to ring.
Step 1: get your Google review link
- Sign in to your Google Business Profile (search your business name on Google while signed in, or go to business.google.com).
- Look for the option to ask for reviews or share a review form.
- Copy the link. That's the one you'll send to customers. It opens the review box directly.
- Save it somewhere handy: your phone notes, your email signature, your invoice template.
Step 2: turn it into a QR code
A QR code lets people scan and review on the spot. Google's profile tools can give you one, or you can make one from your link with any reputable QR generator.
Put it on:
- Invoices and receipts.
- A small card you leave after a job.
- Your counter, till or table.
- Takeaway bags and menus.
- Your van, if you're feeling bold.
Step 3: ask at the right moment
Timing makes a big difference. Ask when the customer is happiest and the job is fresh in their mind.
| Business | Best moment to ask |
|---|---|
| Trades | When the job's finished and they've said "that looks great" |
| Restaurants and takeaways | When paying, or with the receipt or order confirmation |
| Salons and clinics | At the end of the appointment, then a follow-up message |
| Professional services | When the work is delivered and they've said thanks |
| Online orders | Shortly after delivery, once they've had a chance to use it |
Ask in person first, then follow up with the link by text or email the same day. One gentle reminder is fine. Nagging isn't.
Step 4: what to say
Keep it short and human. Some examples you can pinch:
"Thanks again for having us. If you've got a minute, a Google review really helps a small business like ours. Here's the link: [link]"
"Glad you enjoyed it! We'd love to hear what you thought on Google, good or bad: [link]"
Tips:
- Use their name.
- Make it clear you want honest feedback, not just five stars.
- You can mention it's helpful to say what you did for them, as long as you aren't telling them what to write.
- Don't write the review for them.
Want review requests to send themselves? I can connect your bookings or invoices so a review request goes out automatically after each job. See integrations or ask me about it.
Step 5: make it automatic
The businesses with loads of reviews usually aren't better at asking. They've just made it happen every time without thinking.
- Add the link to your invoice or receipt template.
- Add a "Leave us a review" line to your email signature.
- Set up an automatic text or email after each completed job or booking.
- Put the QR code anywhere customers pause.
More ideas for this kind of thing are in how to automate small business admin.
Step 6: reply to every review
Google says replying to reviews shows customers you value their feedback. It's also free advertising: people read your replies.
Good reviews
- Thank them by name.
- Mention the job or dish if you can, naturally.
- Keep it short. No copy-pasted replies on every review.
Bad reviews
- Wait until you've calmed down. Seriously.
- Thank them, acknowledge the issue, don't argue.
- Don't share personal details about the customer.
- Offer to sort it out: "Please give me a ring on [number] and I'll put it right."
- If it breaks Google's policies (spam, abuse, not a real customer), report it from your profile. Google decides whether it's removed.
The rules: what you mustn't do
This bit matters. Getting it wrong can get reviews removed, your profile restricted, or worse.
Google's policies
Google's review policies don't allow:
- Incentives. No discounts, freebies, prize draws or payments in exchange for reviews.
- Review gating. No filtering customers, for example asking "were you happy?" and only sending the happy ones to Google.
- Fake reviews. No reviews from you, your staff, friends posing as customers, or bought reviews.
- Conflicts of interest. No reviewing competitors, and no reviews of your own business by people connected to it.
UK law
The Digital Markets, Competition and Consumers Act 2024 brought in specific rules on fake reviews, which the Competition and Markets Authority (CMA) enforces. In broad terms, commissioning or publishing fake reviews, or presenting reviews in a misleading way (such as hiding negative ones), is treated as an unfair commercial practice. The CMA has published guidance for businesses. This isn't legal advice, so if you're unsure about anything, read the CMA's guidance or speak to a professional.
The simple test: would you be happy explaining how you got every review to a customer? If yes, you're fine.
Common mistakes
- Asking once a year in a big batch, instead of after every job.
- Sending people to your profile and hoping they find the review button.
- Never replying, so the profile looks unattended.
- Getting defensive in public about a bad review.
- Having wrong opening hours or a wrong phone number, which causes the bad reviews in the first place. My Google Business Profile guide covers getting those right.
Put your reviews to work
Once you've got them, use them. Honestly, of course: show real reviews as they were written, and don't cherry-pick in a way that gives a misleading picture.
- On your website. Quote a few real reviews on your home page and service pages, with the reviewer's first name and the date.
- On social media. A real review makes a great post. Ask the customer first if you're naming them.
- In quotes and proposals. A line from a happy customer next to the price helps people say yes.
- As feedback. If several people mention the same thing, good or bad, that tells you something about your business.
A weekly review routine
- Check every job or order from the past week has had a review request.
- Send one friendly reminder to anyone who hasn't left one, then leave it.
- Reply to every new review.
- Report anything that clearly breaks Google's policies.
- Pick one good review to share on your site or social.
Ten minutes a week. Do it for a few months and your profile will look very different.
Why it's worth the effort
A profile with a handful of old reviews looks quiet, even if you're flat out. A steady stream of recent, genuine reviews tells people you're active, real and trusted by their neighbours. It also gives Google more to go on when deciding who to show. The trick is consistency: a couple of reviews every week beats a burst of twenty and then nothing for a year. Build the ask into how you finish every job, and it stops feeling like a chore. If you also want your profile itself in good shape, read how to rank on Google Maps.
How I can help
My Google Business Profile set-up and optimisation (£100, paid once, with a £25-a-month website) gets your profile complete and accurate, so the reviews you earn land on a profile worth finding. If you want review requests going out automatically from your bookings or invoices, I can quote for that as an integration. And the rest of the local picture is in my local SEO checklist.