Why reviews matter

Reviews are often the first thing people look at when they find a local business on Google Search or Maps. A steady flow of recent, genuine reviews helps people choose you over the business next door, and an active, well-reviewed profile helps you show up in local results.

1. Get your review link

In your Google Business Profile, find the option to ask for reviews and copy the link. It takes customers straight to the review box, so they don't have to search for you. Keep it somewhere handy: your phone, your email signature, your invoice template.

2. Ask at the right moment

The best time to ask is straight after something has gone well: the job is finished, the customer has said thank you, or they've just collected their order. Memories fade quickly, so a request the same day works far better than one a month later.

3. Make it personal and short

A short, friendly message works better than a long one. For example:

"Thanks again for choosing us, Sarah. If you've got a minute, a quick Google review would really help a small local business like ours: [link]. Thank you!"

Send it however your customer prefers to hear from you: text, email or WhatsApp.

4. Make asking a habit, not a campaign

  • Ask every customer, not just the ones you think will be most positive.
  • Add the review link to invoices, receipts and follow-up emails.
  • Put a QR code linking to your review page on your counter, van or business cards.
  • Set up an automatic review request after each job, so it happens even on busy days.

5. Reply to every review

Thank people for positive reviews, ideally mentioning what they liked. For negative reviews, reply calmly and politely, apologise where it's fair, and offer to sort it out offline. Future customers read your replies as much as the reviews themselves.

What Google doesn't allow

  • No incentives. Don't offer payments, discounts, free products or services, or prize-draw entries in exchange for a review.
  • No paying to change bad reviews. Don't offer anything to have a negative review removed or changed.
  • No fake reviews. Don't write reviews yourself, or ask staff, friends or family to review the business.
  • No review gating. Don't only send your review link to customers you expect to be happy after filtering out the rest.

Google can remove reviews that break these rules and restrict your profile, for example by stopping new reviews for a period. Asking customers for genuine, honest reviews without offering anything in return is fine.

Want it done for you?

Automatic review requests after each job and replies to reviews are part of our Google Business Profile management and the Sonnatt.ai monthly plan. For setting up the profile itself, see our guide on setting up and optimising your Google Business Profile.