How to get more Google reviews: a practical small-business routine

Start with genuine feedback

Google permits requests for reviews based on real experiences, but not incentives in exchange for reviews. It also prohibits selectively asking only for positive reviews. Use a neutral approach that welcomes honest feedback. Check Google's review guidance and its policy on fake engagement and rating manipulation.

Our recommended team rule is simple: the invitation should not depend on whether a customer sounds delighted. Choose a consistent, appropriate point in your normal customer process, and avoid asking staff to secure a particular rating.

Make the next step easy

Google provides a review link or QR code that you can share with customers. Use the instructions linked from its review help page to find the option for your profile.

Before using the link, test it yourself to confirm it opens the correct business. Save it somewhere your team can find it without searching through old messages. If you use a printed QR code, test the actual printed version as well as the digital design.

For example, a fictional repair shop could include a short invitation with its usual completion message. The purpose is to remove friction, not to make the customer feel that feedback is a condition of receiving help.

Use a short, neutral review request

Here is an original example you can adapt to your business:

Thank you for choosing [Business name]. If you'd like to share your experience, you can leave an honest Google review here: [review link]. Your feedback helps us understand what we're doing well and what we can improve.

Replace the placeholders and read the message aloud before using it. Keep the invitation optional. Avoid adding a suggested star rating, a reward or a request to mention particular keywords. Send it through an appropriate customer communication channel you already use.

Give the routine an owner

Our suggested process has four parts: choose the normal request point, decide who sends it, keep the approved link available and review whether the process is being followed. The owner of the process does not need to write every message; they need to make sure the team understands it.

A simple internal record can note that an invitation was sent and whether a response needs attention. Avoid collecting unnecessary personal details in a review tracker. Use the record to prevent duplicated requests rather than to chase customers repeatedly.

Respond usefully and learn from patterns

Google recommends professional replies and protecting customers' private information. For a complicated complaint, move the detailed discussion to a suitable private channel. A negative opinion alone is not the same as a policy violation. Read Google's guidance on replies and reporting.

Our recommended monthly exercise is to identify one recurring service theme. If several people mention unclear arrival times, for example, improving the booking message may be more useful than drafting a longer public reply.

For the wider profile review, use our optimisation checklist. The PBC course's Lead Generation module includes lessons on requesting reviews, responding to feedback and handling enquiries. View the full curriculum.