When was the last time you bought something or booked a service without checking the reviews first? Chances are, not very recently. Whether it’s picking a restaurant for dinner or finding a reliable tradesperson, most of us turn to Google reviews before making a decision.
We live in a world where word of mouth has gone digital. Instead of asking a neighbour for recommendations, people are opening Google Maps or typing into a search bar. Studies show that the majority of people read reviews regularly, and Google is by far the most popular place to find them. That means your business’s online reputation isn’t something you can ignore—it’s already influencing customer decisions, whether you’re involved in the conversation or not.
For small businesses, these reviews aren’t just nice to have—they can be a game-changer. They help build trust with new customers, increase your visibility online, and can even give your search engine rankings a little boost. But here’s the tricky part: how do you actually encourage customers to leave reviews without feeling awkward about asking?
Tried and tested ways to get more Google Reviews
1. Create a direct Google Review link
The simpler the process, the more likely people are to do it. Creating a short link to your Google review page makes it quick and convenient for customers to leave feedback. Share it in your emails, add it to your social media profiles, or print it as a QR code for in-store displays.
2. Ask your most loyal customers
Happy customers are often willing to help if you ask them. A short personal message—whether in person or via email—can make a big difference. The key is to be genuine: explain that reviews help your business grow and support other customers too.
3. Follow up after purchases
Timing is everything. Asking for a review right after a purchase or service gives you the best chance of catching customers when the experience is fresh in their minds. For online businesses, a follow-up email a few days after delivery can work wonders.
4. Run a simple email campaign
Why not send a quick email to your customer list asking for reviews? Keep it light, reassure people it only takes a minute, and let them know their feedback helps you improve.
5. Reply to all reviews—good and bad
Whether glowing praise or constructive criticism, responding to reviews shows you care. A quick, thoughtful reply demonstrates professionalism and builds trust with potential customers reading your reviews.
6. Showcase positive reviews in your marketing
Already got some great reviews? Share them! Add testimonials to your website, feature them on social media, or highlight them in your marketing. Not only does this build credibility, but it also encourages more people to add their voice.
7. Use printed review reminder cards
For shops or businesses that send out products, a simple review card can go a long way. A short message like “Enjoying your purchase? Tell us about it on Google!” with a link or QR code is often all it takes to prompt action.
Of course, before customers can leave reviews, you’ll need to set up a Google Business Profile (previously called Google My Business). It’s free, straightforward, and helps your company appear in Google Search and Maps. You’ll add your name, address, service areas, category, and contact details, then wait for Google to verify your account (usually by post).
Finally, remember that your Google Business Profile isn’t just about reviews—it’s part of your wider local SEO strategy. Keep your information accurate, post updates, and make use of the insights Google provides about how customers find and interact with your business.
You can check your reviews simply by searching your business name on Google. To reply, just log into your Business Profile. Unfortunately, you can’t delete a review just because you don’t like it. If a review is abusive or breaks Google’s rules, you can request to have it removed. Otherwise, the best approach is to respond politely and use the feedback as a chance to improve.
It’s important to understand that you should never offer rewards or incentives for, or purchase, reviews. Google prohibits it, and under UK law misleading reviews can lead to penalties. Keep things authentic—honest feedback is always the most valuable.
Google reviews are one of the simplest yet most powerful tools a small business can use to build trust and attract new customers. By making it easy for people to leave feedback, responding with care, and highlighting the positive comments you receive, you can turn reviews into a real asset for your brand. So next time a customer tells you how much they love your service, don’t let that moment slip away—invite them to share it on Google. It could be the review that wins you your next loyal customer!
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