Short answer: ask every customer, straight after a job, and make it one tap for them by sending your Google review link. Reply to every review you get. Never pay or offer a discount for a review, and don't only ask the customers you think are happy.
Step 1: Get your review link
Your review link takes customers straight to the box where they write a review. To get it on a computer:
- 01Go to business.google.com and open your Business Profile.
- 02Open your reviews, then choose the option to get more reviews.
- 03Copy the link, or download the QR code.
Google says review QR codes can only be made on a computer, not on a phone. Once you have the link, save it in your phone's notes so it's always ready to paste.
Step 2: Ask at the right moment
I'd make asking part of finishing each job, rather than picking customers who seem happiest. Let them know you'll send a link and that leaving a review is up to them. Don't wait around while they write it. If needed, send one polite reminder a day or two later.
Step 3: Send a short message
Keep it short, friendly and easy. Something like this works on WhatsApp or text:
Hi, it's [your name] from [your business]. Thanks for having me out today. If you've got a minute, a quick Google review would really help a small local business like mine: [your review link]. Thanks again!
Step 4: Reply to every review
Google suggests replying to reviews, keeping replies short and personal, and avoiding the same copy-and-paste thank-you every time. Use the customer's name and mention the job. For a bad review, stay calm, don't share anyone's private details, and offer to sort it out by phone.
Step 5: Make it easy everywhere
- Put your review link in your email signature and on your invoices
- Print the QR code on business cards or a sticker for your van
- Add a "Leave a review" button to your website
- Show your best reviews on your website, so new customers see them too
The rules you must not break
Google's policies are strict, and breaking them can get reviews removed. Businesses must not:
- Offer anything in return for a review, such as money, discounts or free work
- Only ask happy customers, or try to stop people leaving negative reviews
- Post reviews themselves, or get friends and family to post fake ones
- Pressure customers to leave a review while you're still there
Don't panic about the odd bad review, either. Google points out that a mix of positive and negative feedback often feels more trustworthy.
Questions
Can I offer a discount for a Google review?
No. Google's rules say businesses must not offer incentives, like payment, discounts or free goods or services, in exchange for reviews. Reviews posted because of an incentive can be removed.
Can I only ask my happiest customers?
No. Google's policy says businesses must not selectively ask for positive reviews. Ask everyone you've done a job for.
Can I delete a bad review?
Not just because it's negative. You can reply to it, and if a review breaks Google's content policies, you can flag it for Google to look at.
Do customers need a Gmail account to leave a review?
They need a Google Account, but Google says they can create one with an email address that isn't Gmail.
Sources: Google Business Profile Help: create a link or QR code to request reviews; Google: tips to get more reviews; Google: fake engagement policy; Google: manage customer reviews.