How to get more Google reviews for your business

Why reviews matter twice

First, Google lists reviews among the things that affect local ranking, as part of how prominent and trusted your business appears. Second, and just as important, they decide whether people call you once they find you. Someone choosing between three businesses on a map looks at the star rating, how many reviews there are, how recent they are, and how the business responds to criticism.

Recency counts. A business whose latest review is from last week looks active. One whose latest is from last year looks like it might have closed.

Step 1: Get your direct review link

Google gives every business profile a link that takes customers straight to the form to leave a review. In your Business Profile, go to Read reviews, then Get more reviews, and copy the link. The same screen lets you share it by email, WhatsApp or Facebook, and save a QR code for invoices and leave behind cards (Google only generates the QR code on a computer browser). Keep the link somewhere your whole team can reach it.

A direct link removes the biggest barrier. Asking customers to "find us on Google and leave a review" loses most of them along the way.

Step 2: Ask at the right moment

The best time to ask is when the customer is happiest, which is usually right after the job is done and they have thanked you. For an emergency repair, that is when the problem is fixed. For a bigger project, it is at the final walkthrough.

Ask in person first. Something simple works:

"Really glad we could sort that out for you. Reviews make a big difference to a small business like ours. If I send you a link, would you mind leaving us a quick one on Google?"

Most people say yes when asked face to face.

Step 3: Send the link straight away

Follow up within the hour, while the job is fresh, by text message. Texts get opened far more reliably than emails. Keep it short and personal:

"Hi Sarah, it's Mike from Smith Plumbing. Thanks again for today. Here's the link for that review, it only takes a minute: [your link]"

If they have not left one after a few days, one polite reminder is fine. Do not keep chasing.

Step 4: Make it a routine

Reviews come from habit. Build asking into the end of every job, so it happens whether the business is busy or quiet. Some businesses have the technician mention it at the end of the job and the office send the text later. Others send the link with the invoice. Whatever works for you, keep it consistent, and let customers review in their own time from their own phone.

Step 5: Let customers say it in their own words

Reviews that describe the job and the town help you rank for those searches and give future customers real detail. Customers who had a good experience usually write that detail on their own, especially when your request thanks them for the specific job. Google's rules are strict about steering content, so do not suggest wording, and never ask customers to name a staff member.

Step 6: Reply to every review

Replying shows customers and Google that you are active and that you care.

• Positive reviews: thank them by name and mention the job if you can. Keep it short and genuine, and vary your replies.
• Negative reviews: stay calm, thank them for the feedback, acknowledge their experience without arguing, and offer to sort it out offline with a phone number or email. People reading it are judging how you handle problems, often more than the complaint itself.
• Fake reviews: if a review clearly is not from a real customer or breaks Google's policies, report it through your profile.

What not to do

Google's review policies are strict, and breaking them can lead to removed reviews or a penalized profile.

• Do not offer incentives. No discounts, gifts, freebies or prize draws in exchange for reviews.
• Do not gate reviews. Do not screen customers first and only send happy ones to Google. Ask everyone.
• Do not write or buy reviews, or ask friends, family or staff to post them.
• Do not set up a review station where customers leave reviews on a device at your business, and do not pressure customers to review before they leave.
• Do not set review targets for staff, or ask for reviews that name a member of staff. Google added these rules in 2026.

How to keep it going

Track how many reviews you get each month and compare with the businesses ranking above you. If the number drops, the routine has slipped. Reviews also feed AI search, because assistants often summarize what customers say about a business. Our AI search optimization page explains how that works.

If you would like help building the system, replying to every review and tracking how it moves your rankings, that is exactly what our review management does. Or get your free Maps audit to see how your reviews compare with your competitors today.

Questions owners ask

Can I give customers a discount for leaving a review?

No. Google's policies do not allow offering incentives in exchange for reviews, including discounts, gifts or entries into a prize draw. It can lead to reviews being removed or your profile being penalized.

Should I only ask customers I know are happy?

Ask every customer. Selectively asking only those you expect to leave positive reviews, or screening customers before sending them to Google, is known as review gating and is against Google's policies.

How many reviews do I need?

There is no magic number. What matters is how you compare with the businesses ranking around you, and how recent your reviews are. A steady flow every month beats a big burst followed by nothing.