Ask customers for an honest review after a real experience, make the review link easy to use and build the request into your normal follow-up. Invite feedback consistently. Do not buy reviews, offer rewards for them or filter customers so only happy ones receive the Google review link.
Make asking part of the job, not an occasional campaign
Choose a natural moment when the customer can assess the experience: after a completed job, handover or resolved service request. Assign responsibility so the request does not depend on someone remembering at the end of a busy week.
Keep the invitation brief and optional. You are asking for the customer’s own experience, not a five-star rating or a scripted description. Google provides a review link and QR code through Business Profile so customers can reach the right listing. Its guidance also prohibits offering benefits in exchange for reviews.
Further reading: Google: tips to get more reviews.
What should the message say?
Try this wording and replace the placeholders: “Hi [name], thanks for choosing [business] for [job]. If you have a moment, we’d appreciate an honest Google review about your experience: [review link]. Your feedback helps other people decide whether we’re the right fit. Thanks, [your name].”
Use an appropriate customer communication channel and respect their contact preferences. Keep the message focused on the completed experience. If they do not respond, avoid repeated chasing or making a review feel like a condition of future service.
A small card or QR code can suit an in-person handover. For an emailed job summary, a clearly labelled review link may be simpler. Test the link on a phone before sharing it and confirm it opens the correct business listing.
What is review gating, and why should you avoid it?
Review gating means sorting customers by sentiment before inviting a public review, such as sending the Google link only to people who select “happy” in a private survey. Google’s contributions policy prohibits selectively soliciting positive reviews or discouraging negative ones.
Do not offer discounts, gifts or prize entries for reviews, and do not ask staff, friends or suppliers to pose as customers. A review process should reflect genuine experiences rather than manufacture a favourable picture. Read Google’s policy before using a third-party review service.
Further reading: Google Maps: prohibited and restricted content.
How should you respond to a negative review?
Read it carefully before replying. If you can identify a real issue, acknowledge the concern and offer a suitable way to discuss it privately. Keep customer details, job disputes and personal information out of the public response. Do not argue point by point while upset.
A practical response might be: “Thanks for raising this. We’re sorry to hear the experience did not meet your expectations. Please contact us through our usual business number so we can understand what happened and discuss the next step.” Adapt it to the facts rather than automatically admitting events you have not checked.
If you believe a review breaches Google’s rules, use its reporting process and explain the relevant issue. Disagreement or a low rating alone does not make a review removable. Do not promise yourself or a customer that reporting will get it taken down.
What should you measure?
Keep a simple record of when requests go out and whether the process is being followed. Look for recurring themes in the feedback: communication, punctuality, clarity of quotes or the finished work. Those themes can reveal service improvements that matter more than the headline rating.
Reviews can help customers assess your business, but they are one part of a wider local presence. Google describes local ranking through relevance, distance and prominence. There is no universal review count that guarantees a position. Keep your profile accurate and make sure your website explains the services people are considering.
Further reading: Google: improving local ranking.
Your next-step checklist
- Create and test the review link for the correct Business Profile.
- Choose a consistent moment after a real customer experience.
- Use a short, optional invitation for honest feedback.
- Remove incentives and any positive-only filtering.
- Respond thoughtfully and use feedback to improve the service.
Sources & further reading
Official guidance checked on 20 October 2026. Platform requirements can change.
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