Getting more customer reviews, the right way
Reviews influence buying decisions and local search. Ask at the right moment, make it easy and respond to every review, without breaking the rules.
- Published
- Reading time
- 2 min read
Key takeaways
- Ask every satisfied customer, at the moment they're happiest.
- Make leaving a review take one click from a direct link.
- Never buy, fake or selectively gate reviews.
Reviews help potential customers trust you, and they're one of the signals behind local search rankings. Most satisfied customers are happy to leave one; they just need to be asked at the right time, in the right way.
Ask at the right moment
Ask when customers have just experienced value:
- After a project is delivered and approved
- When a customer thanks you or shares good feedback
- A short time after a product arrives, once they've used it
- At the end of a successful support conversation
Make it easy
- Use the direct review link from your Google Business Profile, or the platform that matters in your industry.
- Send it by email, text or WhatsApp, depending on how you usually communicate.
- Add a QR code for in-person businesses.
- Keep the request short and personal.
Example: "Thanks again for working with us on your new website. If you have a minute, a short Google review would help other businesses find us: [link]. Thank you!"
Automate the reminder, not the relationship
Set up an automated, personalised review request after delivery or purchase, with one gentle reminder. Personal requests from the person who worked with the customer often perform best.
Follow the rules
- Never buy reviews or post fake ones, including from staff, friends or family.
- Don't offer incentives where the platform prohibits them.
- Don't gate reviews: asking only happy customers to review publicly, while diverting unhappy ones, is against many platforms' rules and misleads readers.
- Respect consent when quoting reviews on your website or in ads.
Breaking these rules can lead to removed reviews, profile penalties and legal risk in some countries.
Respond to every review
Thank people for positive reviews, mentioning specifics. Respond to negative reviews calmly, acknowledge the issue, avoid arguing and offer to resolve it. A thoughtful response can reassure future customers more than a perfect score.
Use reviews wisely
Share genuine reviews on your website and social media with permission. Read them for patterns: recurring praise shows what to promote; recurring complaints show what to fix.
Our local SEO service includes review strategy, and our AI automation service can set up automated review requests.
Frequently asked questions
Can we offer a discount for leaving a review?
Platform rules vary, but many, including Google, prohibit incentives for reviews. Ask honestly without offering rewards.
How should we respond to a negative review?
Calmly and professionally: thank them, acknowledge the issue, explain what you'll do or invite them to continue the conversation privately. Future customers read your response.
