Google reviews are one of the strongest signals a local business has. They help you appear on Google Maps, they persuade customers to choose you, and AI assistants use them too. The trouble is that happy customers rarely leave one unless you ask. Here’s how to get more of them the right way.
Make it easy
The biggest barrier is effort. Get your direct review link from your Google Business Profile, where you’ll find an option to ask for reviews. Then put that link everywhere a happy customer might see it:
- On receipts, invoices and thank-you emails.
- In a text or WhatsApp message after the job is finished.
- As a QR code on your counter, table cards or van. Our free QR code generator makes one in seconds.
Ask at the right moment
The best time to ask is when the customer is happiest: straight after you’ve fixed their problem, when they’ve thanked you, or just after a good meal. A simple line works well: “We’re a small business and reviews really help. Would you mind leaving us one?”
Reply to every review
Thank people by name for positive reviews. It shows you’re paying attention, and it encourages others to leave one.
For negative reviews, stay calm and reply publicly. Apologise for their experience, keep it brief and offer to sort it out. Future customers read your reply as well as the complaint, and a polite response can do you more good than the review does harm.
What you must not do
Some shortcuts can cost you far more than a bad review:
- Don’t buy or write fake reviews. Since April 2025, the Digital Markets, Competition and Consumers Act has banned fake reviews in the UK, and businesses can face heavy penalties.
- Don’t offer rewards for reviews. Google’s rules forbid incentives such as discounts or gifts.
- Don’t pick and choose. Google doesn’t allow “review gating”, which means only asking the customers you expect to be happy.
- Don’t post reviews for yourself, or ask staff and family to pretend to be customers.
Google can remove reviews or restrict your profile if it finds these, so it isn’t worth the risk.
Keep it going
A steady flow of recent reviews looks better than a burst from three years ago. Build asking into your routine, so it happens with every job or every order.
Reviews work best alongside a good website. Run the free website check to make sure that people who find you on Google like what they see.
Common questions
Can I offer a discount for a Google review?
No. Google’s rules don’t allow incentives for reviews, so don’t offer discounts, gifts or prize draws in return for one.
Can I delete a bad Google review?
Not yourself. You can report a review that breaks Google’s policies, but an honest negative review will normally stay. A calm, helpful reply is your best response.