Why do Google reviews matter so much?
Reviews help customers choose you, and they help Google decide to show you. Google's help page on local ranking says more reviews and positive ratings can help your local ranking. For many customers, your star rating and recent comments are the first thing they read about you.
Think about how you choose a new dentist or a builder yourself. You probably compare two or three names on the map, read the latest reviews and check how the owner replied to a bad one. Your customers do the same with you. For trades, reviews are one part of winning more local work from Google.
When is the best time to ask for a review?
Ask straight after the customer has seen a good result, while they still feel pleased. For a trade, that might be when you hand over a finished job. For a salon, it is as the client admires their hair. A request that arrives a fortnight later is easy to ignore.
- Trades: at handover, followed by a text with the link that evening.
- Shops and cafes: a card by the till with a scannable code.
- Salons and clinics: a message after the appointment, once the customer is home.
- Online orders: an email a few days after delivery, when the product has been tried.
How do you ask customers for a Google review?
Send a short, personal message with a direct link. Google's own advice on getting more reviews is to ask customers to visit a Google link or scan a QR (quick response) code that opens your review form. You can find that link in your Business Profile.
Keep the message short and use the customer's name. Here is one you can adapt:
Hi Sarah, thanks for having us fit your new kitchen tap today. If you have a minute, a Google review would really help a small business like ours. Here is the link. Thanks, Dan
Then make asking a habit, not a hope:
- Copy your review link from your Business Profile and save it on your phone.
- Print a code for your counter, van or invoices.
- Add the link to your email signature and your thank-you messages.
- Set a reminder so every finished job triggers a request.
- Check weekly how many requests went out and how many reviews came in.
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What are the rules on asking for reviews?
Ask everyone, reward no one and never write reviews yourself. Google's policy says businesses must not offer incentives for reviews or selectively ask only happy customers. That means no discounts, free gifts or prize draws in return for a review.
UK law is strict too. The CMA (Competition and Markets Authority) guidance for businesses calls fake reviews and concealed incentivised reviews banned content, and businesses that publish reviews must take steps to prevent and remove them. This is a summary, not legal advice.
- Do not ask staff, friends or family to review you.
- Do not filter customers so only happy ones get the link.
- Do not stand over a customer while they write it.
- Do not tell customers what to write.
- Do not buy reviews or review packages from anyone.
How should you reply to Google reviews?
Reply to every review, good or bad, within a few days. Thank people by name for good reviews and mention the job. For a bad review, stay calm, apologise for the experience, and offer to sort it out offline. Future customers read your reply as much as the complaint.
A fair reply to a poor review often wins more trust than a page of five stars. If a review is fake or breaks Google's rules, report it through your Business Profile rather than arguing in public.
What does a review routine look like in a real week?
Here is a made-up example. A small cleaning company finishes about fifteen jobs a week. The owner sets up a text that goes out each evening to that day's customers, with a thank-you and the review link.
Not everyone replies, but a few do each week. The owner answers each review on Friday afternoon in ten minutes. After three months, the company has a steady stream of recent reviews instead of a handful from two years ago. The profile also looks active, which helps when customers compare the map results.
How can Buzzozo help?
Buzzozo can set up review requests that go out automatically after each job, so you never have to remember. Our local search engine optimisation (SEO) service includes reviews on autopilot alongside your Business Profile. If unfair reviews or articles are already hurting you, our reputation management service helps you respond lawfully.
Reviews work best when they point to a website that turns readers into enquiries. To see what that looks like, start your free 14-day trial. No card needed. Our customer relationship management (CRM) system can send the review request when you mark a job as done.
Common questions
Can I offer a discount for a Google review?
No. Google treats discounts, gifts and other rewards for reviews as fake engagement, and those reviews can be removed. UK consumer law also bans concealed incentivised reviews.
Can I ask only my happy customers for a review?
No. Google's policy does not allow businesses to selectively ask for positive reviews. Ask every customer in the same way and let them decide.
How do I get my Google review link?
Sign in to your Google Business Profile and look for the option to ask for reviews. It gives you a link and a code you can share by text, email or print.
Can I delete a bad Google review?
No, you cannot delete a review yourself. You can reply to it, and you can report it if it breaks Google's policies, for example if it is fake or offensive.
How many Google reviews does a small business need?
There is no magic number. A steady flow of recent, genuine reviews tells customers more than a large total from years ago. Aim to ask after every job.