How to ask for reviews, with templates you can use

Most happy customers never leave a review, simply because nobody asked. A short, friendly request at the right moment is usually all it takes.

Written by Thys du Plooy. Reviews are one of the few parts of local SEO where honesty is also the best tactic.

The rules first

Do	Don’t
Ask every customer, not only the ones you think are happy	Ask only happy customers and steer unhappy ones elsewhere (“review gating”)
Make it easy: one link, one tap	Offer money, discounts or gifts in exchange for a review
Reply to all reviews	Write reviews yourself or ask staff, friends or family to
Let customers say what they like in their own words	Tell people what to write

In the UK, fake or incentivised reviews can break consumer protection law as well as Google’s policies, and the Competition and Markets Authority (CMA) can act on this. Google can also remove reviews, or penalise a profile. It simply isn’t worth it.

Make it easy: your review link

Open your Google Business Profile.
Find the option to ask for reviews or share a review form.
Copy the link. Shorten it if you like.
Turn it into a QR code, using any free QR generator, and put it on invoices, receipts, cards or a counter sign.

Check the link on your own phone before you share it.

When to ask

Ask right after something went well: the job is finished, the customer thanks you, the appointment ends, or the product arrives and works. The later you leave it, the less likely they’ll do it.

Templates

In person (a script)

“I’m glad that’s sorted. If you’ve got a minute, a Google review really helps a small business like ours. I can send you the link now if that’s easy.”

Text message

Hi [Name], thanks for choosing [Business]. If you were happy with the service, would you mind leaving us a quick Google review? It takes a minute and helps other people find us. [Link] Thank you!

Email

Subject: How did we do, [Name]?

Hi [Name],

Thanks for choosing [Business] for [job/service]. It was a pleasure.

If you have a minute, an honest Google review would help other local people find us, and helps us improve. Here’s the link: [Link]

Thanks again,
[Your name]

A gentle reminder (send once, a week later)

Hi [Name], just a quick reminder in case you missed our message. If you’d like to leave us a review, the link is here: [Link]. No pressure at all, and thank you either way.

On an invoice or receipt

Happy with our service? Please leave us a review: [QR code] [Short link]

How to reply to reviews

Positive review:

Thanks, [Name]. It was a pleasure helping with [job]. We’re glad it went well.

Mention what they said, in your own words. Avoid copying and pasting the same reply.

Negative review:

Hi [Name], I’m sorry we didn’t get this right. We’d like to understand what happened. Please call us on [phone] or email [email] so we can put it right.

Stay calm and polite. Future customers read your reply, not only the review.
Don’t argue, share private details or accuse them of lying.
Take the conversation offline, and update them if it’s resolved.
If a review is fake or breaks Google’s rules, you can report it. Don’t reply in anger.

How many is enough?

There’s no magic number. Steady, recent reviews across the year beat a big burst followed by silence. Keep asking.