When someone is choosing between two businesses they have never used, reviews are often what tips the decision. Real reviews from real customers are one of the most valuable things a small business can have, and they cost nothing. Here is how to get them, handle them and use them.
How to ask the right way
Most happy customers never think to leave a review. They just need to be asked, at the right moment, in the right way.
- Ask soon after the job. Right after you finish, or a day or two later, while it is fresh.
- Ask personally. A quick word in person, or a short text or email, works better than a generic message. Something like: "Glad we got that sorted. If you have a minute, a Google review would really help us."
- Make it one tap. In your Google Business Profile there is an option to share a link that takes customers straight to the review box. Send that link, instead of telling people to search for you and work it out. Our guide on your Google Business Profile and your website covers setting up the profile.
- Ask everyone. Ask all your customers, not only the ones you think are delighted. Google's rules do not allow selectively asking for good reviews only, and a mix of feedback looks more believable anyway.
What not to do
- Do not offer anything in return. Google does not allow offering discounts, gifts or other rewards in exchange for reviews.
- Do not write them yourself, or ask family and friends to write them for you. It is dishonest, and customers can usually tell.
- Do not argue with a reviewer in the comments. You will not win, and everyone can read it.
Replying to reviews
Replying to every review, good or bad, shows that a real person is running the business.
For a good review: keep it short and warm. Thank them by first name, mention something specific about the job, and leave it there. Avoid copying and pasting the same reply each time, because it reads as automatic.
For a poor review: wait until you have calmed down, then reply calmly. Thank them for the feedback, apologise if something went wrong, and offer to sort it out by phone. Do not make excuses and do not share private details. Remember that your reply is really written for the next customer reading it, who is judging how you handle problems.
For a review that is false or abusive: you can report it to Google through your profile. Reply politely if you choose to, and do not try to get even.
Using reviews on your website
Your website is the right place to show your best feedback, because it is on a page you control. A few good ways to do it:
- Put two or three short reviews on your homepage, near your main message. We mention this in what to put on your homepage.
- Use first names and keep the wording as written. Do not edit a review to make it sound better.
- Ask permission before quoting someone outside Google, such as a text message or an email.
- Link to your full set of reviews on Google so people can see the whole picture.
- Match the details. Your phone number and business name on the site should match your profile, so everything lines up.
Choose reviews that say something specific. "Turned up on time and left the place spotless" tells a new customer more than "Great service".
Keep it going
One good habit beats a big push. Make asking part of how you finish every job, and the reviews build up over time. You do not need to chase them daily, and you do not need to pay a service to collect them. Handy reminders are a line on your invoice or a note in your email signature.
When you have none yet
If you are starting out, ask the first few customers you do a good job for. Even a handful of honest reviews makes a difference. If you are gathering content for a site, our list of what to have ready includes any reviews you want shown.
Asking for reviews is something you can do yourself from today. If you would like to talk through how your site and profile fit together, tell us about your business for a free 15 minute call.