The short answer
Ask every customer for a review right after the job, send a direct link that opens your Google review form, and reply to every review you get. Don't pay for reviews or ask only your happy customers; Google's rules don't allow either.
Why Google reviews matter for a local business
Reviews are often the first thing people read before they call. They also count with Google. In its own guide to improving your local ranking, Google says prominence is partly based on how many reviews you have, and that "more reviews and positive ratings can help your business's local ranking."
So the goal is simple: a steady stream of real reviews from real customers, with a reply on every one. Here's how to get there.
1. Ask every customer, right after the job
The best time to ask is when the work is done and the customer is happy with it: the roof is finished, the haircut looks great, the tree is down and the yard is clean. Wait a few weeks and the moment has passed.
Ask everyone, not just the customers you think will rave. That isn't only good practice; it's one of Google's rules (see tip 5).
2. Send a direct link by text
"Look us up on Google and leave a review" loses most people on the way. A text with a link that opens your review form directly takes the customer one tap to get started, and a text puts it right on their phone.
Google lets you share a review link or a QR code from your Business Profile. Keep the text short and personal, and send the same message to every customer. For example:
Hi Sarah, thanks for choosing Smith Roofing today. If you have a minute, would you leave us a Google review? It helps a small local business a lot. [your link]
A QR code on an invoice, a counter card or the back of a business card works too, for customers you see in person.
3. Make the ask automatic
The reason most businesses don't have more reviews is that nobody remembers to ask. Take it off your plate: with automatic review requests, every finished job triggers a text with your review link, so the ask happens every time, even on your busiest week.
4. Reply to every review
Google says that when you reply to customer reviews, "it shows that you value their feedback." Replies are public, so write them for the next customer as much as for the reviewer. We draft a fast reply to every review for you.
For a good review, thank the person by name and mention something specific about the job. Google's guide to replying warns against generic thank-yous, so skip the copy-and-paste "Thanks for the review!"
For a bad review, follow Google's own advice:
- Reply promptly, and keep it short, calm and professional
- Never share the customer's private details or attack them
- Own any mistake you made, apologize where it's warranted, and explain what you can and can't do
- Invite them to call or email you to sort it out, and sign with your name
The next customer reading it is judging your reply as much as the complaint.
5. Follow Google's review rules
Google's review policy doesn't allow businesses to:
- Offer incentives, like payment, discounts, or free goods or services, in exchange for a review
- Discourage negative reviews, or selectively ask only happy customers for reviews
- Post reviews with a conflict of interest, such as from current or former employees
Breaking these rules can get reviews removed. Asking every customer the same way keeps you on the right side of them.
What to do about a fake or unfair review
If a review breaks Google's policies, for example it's spam, it's off-topic, or it's from someone who was never a customer, you can report it from your Business Profile. Google says review checks typically take several days.
Google is clear that it removes only reviews that break its policies. It won't take one down just because it's negative or because you disagree with it. For an honest bad review, your best move is a good reply and a steady stream of new reviews from happy customers.
How many Google reviews do you need?
There's no magic number. What matters is how you compare with the businesses showing up next to you on Google Maps for your main searches. If the top three roofers in your town each have 150 reviews and you have 12, that's the gap to close. Steady new reviews also keep your profile current, which a pile of reviews from three years ago doesn't.
Reviews work best with a complete Google profile
Reviews are one part of how you show up on Google Maps. A complete, current Google Business Profile, with the right categories, services, hours and photos, does the rest. Both of our plans include weekly Google profile management and automatic review requests. See what each plan includes, or book a free visibility check and John will show you how your reviews and profile compare with your competitors. He meets on Google Meet, or in person if you're near Hot Springs.
Questions
Can I offer a discount in exchange for a Google review?
No. Google's review policy doesn't allow incentives such as payment, discounts, or free goods or services in exchange for a review.
Can I ask only my happy customers for reviews?
No. Google's policy doesn't allow businesses to selectively ask for positive reviews or to discourage negative ones. Ask every customer the same way.
Do Google reviews help my ranking on Google Maps?
Google says prominence is partly based on how many reviews a business has, and that more reviews and positive ratings can help local ranking.
Can I get a bad Google review removed?
Only if it breaks Google's policies, such as spam or a review from someone who was never a customer. You can report it from your Business Profile. Google doesn't remove reviews just because they're negative.
How should I reply to a negative review?
Reply promptly and keep it short and professional. Don't share the customer's private details, own any mistake, and invite them to call or email you to make it right.
Which Impact 360 Media plan includes review requests?
Both. The Lead System and Lead System + SEO include automatic review requests and weekly Google Business Profile management.