Ask almost any business owner about Google reviews and you'll hear the same thing: "Our customers are happy, they just never leave one."
That's normal. Happy customers get on with their day. Unhappy ones go looking for somewhere to vent. If you want reviews that reflect the work you actually do, you have to ask. The trick is making the ask simple, well timed and part of how you finish every job.
Why reviews matter so much
Reviews do two jobs at once. They help you show up in the map results when someone searches for what you do nearby, and they're often the first thing a new customer reads before deciding whether to call you or the business down the road. In a small community, a steady stream of recent, genuine reviews is about as close as the internet gets to word of mouth.
1. Ask at the right moment
The best time to ask is when the customer is happiest. That's usually:
- When the job's done and they've just said thanks
- When they pick up their order or collect their car
- Right after they tell you the result was better than they expected
A week later, the moment's gone. Ask while the good feeling is still there.
2. Make it easy
Every extra click loses people. Get your direct review link from your Google Business Profile (look for "Ask for reviews" or "Get more reviews" in the profile dashboard) and put it where customers will see it:
- In a text message after the job
- In your invoice or receipt email
- On a QR code at the counter or on the back of your business card
- In your email signature
A text message usually works best, because most people will tap a link on their phone straight away.
3. Know what to say
Keep it short, personal and honest. Something like:
"Thanks again for having us out today, Sarah. If you've got a minute, a Google review would really help a small local business like ours. Here's the link: [link]. Cheers, Dave."
Notice it doesn't say "five stars" or "a good review". You're asking for a review, not a rating. That matters, which brings us to the rules.
4. Stay inside the rules
Both Google and the ACCC have clear rules on reviews, and the penalties for breaking them can be serious. In plain terms:
- Don't write fake reviews, or get friends, family or staff to post reviews as if they were ordinary customers.
- Be careful with incentives. The ACCC says if you offer something in return for a review, it must apply whether the review is good or bad, and it should be disclosed. Google's own policy goes further and doesn't allow incentivised reviews at all. Simplest answer: don't offer anything.
- Don't only ask the happy ones. Some review tools send happy customers to Google and unhappy ones to a private form. Google calls this "selectively soliciting positive reviews" and doesn't allow it. Ask everyone.
- Don't try to bury genuine negative reviews. If a review is fake or breaks Google's rules you can report it, but removing or hiding genuine criticism can mislead customers.
Health practitioners have extra rules under AHPRA about using testimonials in advertising, so check with your professional body before sharing reviews on your website or social media.
5. Reply to every review
A short, genuine reply to each review shows future customers there's a real person behind the business. For positive reviews, a thank you that mentions the job is plenty. For negative ones, stay calm, don't argue in public, acknowledge the issue and offer to sort it out offline. A well handled bad review can build more trust than ten good ones.
6. Make it a habit, not a campaign
Google and customers both pay attention to how recent your reviews are. Ten reviews from 2021 look worse than ten from the last six months. The businesses that do best aren't the ones that run a big review drive once. They're the ones where asking is simply part of finishing a job, every time.
Pick one way of asking, put it into your process, and give it three months. You'll be surprised how quickly the numbers add up.
Reviews are one part of how local businesses get found. If you'd like help with the rest, have a look at our SEO services or get in touch.
