IN THIS ARTICLE · 8 PARTS
Reviews are one of the first things people look at before choosing a local business (think of a restaurant, a salon or a garage), and they help you appear higher on Google Maps. The good news: most happy customers are willing to leave one. They just need to be asked.
Ask at the right moment
The best moment is right after a good experience: when the job is finished and the client is happy, after a good meal, after a successful appointment. Ask in person, then send the link. Reviews matter: a Harvard Business School study found that for independent restaurants, each extra star in the online rating was associated with 5 to 9 percent more revenue [1].
Make it one tap
Google itself suggests asking customers to open a review link or scan a QR code [2].
In your Google Business Profile you can get a direct link that opens the review form. Use it:
- in a short message or email after the job
- as a QR code at the counter, on the receipt or on your business card
- on your website, for example on the contact page
The fewer steps, the more reviews you get.
Keep the request short and personal
Something like: "Thank you for choosing us. If you were happy with our work, a short review on Google would help us a lot. Here is the link." Personal and simple works better than a long template. Reviews matter in every industry, from salons to restaurants.
What not to do
Google's policy prohibits paid reviews and offering discounts, free products or services in exchange for reviews [3]. Regulators are strict too: in 2024 the U.S. Federal Trade Commission banned fake and bought reviews [4], and in 2025 Google agreed with the UK competition authority to show warnings on the profiles of businesses caught using fake reviews [5].
- Do not buy reviews or write them yourself.
- Do not offer discounts or gifts in exchange for reviews.
- Do not ask only happy customers and filter out the others in a system designed for that.
These break Google's rules, can get reviews removed or your profile restricted, and customers notice fake reviews.
Answer every review
Thank people for good reviews, briefly and personally. For bad reviews, stay calm, acknowledge the problem, explain what you did or will do, and offer to continue the conversation privately. A good answer to a bad review often builds more trust than a perfect score. Google also recommends replying to reviews, because it shows customers that you value their feedback [6].
Show reviews on your website
Quote a few reviews on your site, with names if customers agree, and link to your Google profile. Reviews near the contact button remove the last doubts. More in what a small business website needs to bring in enquiries. They work even better next to real examples of your work on separate case study pages.
Reviews grow when asking becomes a habit: the right moment, one link, one short sentence.
Start today
Write down the last ten happy customers and send each of them the link. Then make it part of how you finish every job. And if your profile is not set up yet: how to set up your Google Business Profile, step by step.
References
- Harvard Business School Working Knowledge. "The Yelp Factor: Are Consumer Reviews Good for Business?" library.hbs.edu
- Google Business Profile Help. "Tips to get more reviews." support.google.com
- Google Maps Help. "Fake engagement, incentivized reviews and conflicts of interest." support.google.com
- U.S. Federal Trade Commission. "Federal Trade Commission Announces Final Rule Banning Fake Reviews and Testimonials (August 2024)" ftc.gov
- GOV.UK (Competition and Markets Authority). "CMA secures important changes from Google to tackle fake reviews (January 2025)" gov.uk
- Google Business Profile Help. "Tips to improve your local ranking on Google." support.google.com
