Short answer
Ask every customer at the right moment, with a direct link that takes them straight to your review form. Keep it quick and personal, and never offer anything in return. Rewarding reviews, asking only happy customers or writing reviews yourself breaks Google's rules, and fake or hidden incentivised reviews are banned under UK consumer law.
Get your review link
In your Google Business Profile, choose the option to ask for reviews. Google gives you a short link that opens the review form directly, and you can also download a QR code.
Ask at the right moment
The best time is straight after the job, while the customer is pleased and the work is fresh in their mind. Send the link the same day, so it's easy to find.
A message you can copy
"Thanks for having us in today. If you're happy with the work, a quick Google review would really help a small local business like ours: [your link]"
Send it from your own phone, so it feels personal rather than automated.
Make it part of your routine
Reviews come from habit, not one big push. Add your link to texts, emails and invoices, and put the QR code on your business card or van.
What not to do
These can get reviews removed or your profile restricted, and some can break the law:
- Offering discounts, prize draws or anything else in return for a review
- Only asking customers you think will be happy
- Writing reviews yourself, or asking friends or family who aren't customers
- Having customers leave reviews on your phone or laptop instead of their own
Reply to every review
Thank people for good reviews by name. Reply to bad ones calmly and offer to put things right. Your replies are public, so future customers will judge you on them too.
Written by Jamie Faulkner, founder of Made to Ring, Ashford.
Common questions
Can I offer a discount for a Google review?
No. Google doesn't allow incentives for reviews, and in the UK, hidden incentivised reviews are banned under consumer law.
How many Google reviews do I need?
There's no magic number. A steady flow of recent, genuine reviews matters more than a large total from years ago.
Can I ask a customer to change a bad review?
You can reply politely and try to put things right. If you do, they may choose to update it, but never pressure or pay them to.
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