Before choosing a local business, most people check reviews. Google reviews in particular affect both where you show up in local search and whether people choose you once they find you. A steady stream of recent, genuine reviews is one of the most valuable marketing assets a small business can have.
The challenge is that happy customers rarely leave reviews on their own. You have to ask, and you have to make it easy.
Make Asking Part of Your Routine
The best time to ask is right after a great experience: when a job is finished, a customer thanks you, or a repeat customer stops by. A simple, sincere request works: “We’d really appreciate it if you’d share your experience on Google. It helps other people find us.”
Make It Easy With a Direct Link
Google Business Profile gives you a short link that opens the review form directly. Use it everywhere:
- In follow-up and thank-you emails
- In text messages after an appointment or service call
- On receipts and invoices
- As a QR code at your counter or on a card you hand to customers
- On your website’s contact or testimonials page
Respond to Every Review
Thank people for positive reviews by name and mention something specific. For negative reviews, stay calm, apologize where it’s warranted, and offer to make it right offline. Future customers read your responses, and a professional reply to a complaint can earn more trust than a perfect five-star record.
What Not to Do
Some shortcuts can get reviews removed, get your profile penalized, or even bring legal trouble:
- Don’t pay for reviews or offer incentives like discounts or gift cards in exchange for reviews. Google’s policies prohibit it.
- Don’t write fake reviews or ask friends and employees to pose as customers. The Federal Trade Commission’s rule on fake reviews, in effect since late 2024, allows significant penalties.
- Don’t “gate” reviews by only asking customers you think are happy. Ask everyone.
- Don’t post reviews from your business location or devices. Google may filter them.
Put Your Reviews to Work
Once you have great reviews, show them off. Feature testimonials on your website, especially on service pages and near your contact forms, where they help visitors take the next step.
Want help building a review strategy and showcasing your reviews on your website? Contact Solnet or call (301) 939-0273.
