When someone searches for a business near them, the stars and review count are often the first thing they see. A steady flow of genuine reviews helps people choose you. It is also one part of how your Google listing shows up, alongside things like how complete it is and how close you are. This guide shows you a simple way to ask, and the shortcuts to avoid.
Start with what Google allows
Google publishes its rules on reviews in its prohibited and restricted content policy. In plain terms, as that page describes it:
- You can ask customers for reviews that reflect their honest experience, as long as you offer no incentive and do not try to influence the rating or what they write.
- Reviews posted because a business offered something, like payment, a discount or a freebie, are not allowed and will be removed.
- You cannot discourage negative reviews, and you cannot selectively ask only the customers you think will be positive. That is often called review gating.
- You should not pressure people to leave a review while they are on your premises, or require staff to collect a set number of reviews.
Google’s help page on reviews for businesses also says customers need to be signed in to a Google Account to post one, and that you can share a link or QR code so they can find your review form. Policies change, so read the current pages yourself.
Step one: get your direct link
Open your Google Business Profile while signed in, and look for the option to share your review form. You will get a short link, and Google also explains how to turn it into a QR code. Save the link in your phone and in your email signature. If you have not set up your profile yet, our Google Business Profile guide shows you how, and we set it up for you as part of every build.
Step two: ask every customer
The simplest rule that stays within policy is to ask everyone. Not just the ones who looked pleased. If you make it a habit for every job or appointment, you are not picking and choosing, and you get a more honest picture of your business. Some will say yes, most will not, and that is fine.
Make it part of your routine. For example, add it to your invoice template, the follow-up text you send after a job, or the card you leave at the counter.
Step three: pick the right time
Ask when the experience is fresh and they have had a chance to see the result. For a tradie, that is usually the day the job is finished or the next morning. For a clinic or salon, send a message a few hours after the appointment. For a cafe or shop, a small sign with the QR code works because people can do it later on their own time, without being put on the spot.
Avoid asking while the customer is standing in front of you waiting to pay. Google’s guidance discourages pressuring people to review on the premises.
A simple script you can copy
By text or email
Hi Sam, thanks for choosing us this week. If you have a minute, we would value an honest review of your experience on Google. This link takes you straight to the form: [link]. Thank you, Alex.
In person
Thanks again. If you ever feel like sharing your experience, there is a QR code on this card that takes you to our Google page. No pressure at all.
Notice what is missing. There is no offer of a discount, no request for five stars, no suggested wording and no staff member named. Honest and open is the whole point.
What not to do
- Do not offer discounts, entries into a draw or free items for a review.
- Do not send the link only to customers you think were happy.
- Do not write reviews yourself, or ask friends and family who did not use your service.
- Do not tell people what to write.
- Do not pay anyone to post reviews for you.
- Do not argue with reviewers in public.
Beyond the rules, shortcuts tend to backfire. Reviews that look fake can be removed, and a flood of removed reviews does nothing for you.
Reply to reviews, good and bad
Google suggests keeping replies professional, polite and short, not sending the same generic message to everyone, and avoiding promotions in replies. For good reviews, say thanks and mention something specific. For a bad one, thank them for the feedback, own any mistake, and offer to talk by phone or email. Future customers read how you handle criticism, and that often builds more trust than a perfect score.
Make it easy, and make it routine
The biggest reason businesses have few reviews is simple: nobody asked. Pick one moment in your process and attach the request to it. A tradie might add the link to the invoice email. A salon might add it to the appointment reminder sent the next day. A shop might print the QR code on the receipt.
Then keep going. A review a week for a year beats thirty in a month and none afterwards. Recent reviews tell people you are still doing good work today.
Do not forget the quiet customers
Some people will never write a review, however nicely you ask. That is fine. Do not chase them, and do not send repeated reminders. One polite request is enough. If a customer says no, or ignores the message, move on.
Put your reviews to work
Once you have them, show them off where it makes sense. A line like “rated by our customers on Google” with a link back to your profile helps visitors on your website. Check the rules for your industry first. For instance, registered health practitioners in Australia face tighter limits on testimonials, which we cover in our guide for physio and allied health clinics.
How this fits with getting found
Reviews are one piece of local search, not the whole picture. A complete profile, accurate details and a site that matches what people are searching for all matter too. Our article on how long SEO takes explains what to expect, and our SEO page shows how we help. If you would like us to set up your profile and site, you can get started any time.