How to ask customers for Google reviews

The best way to get more reviews is simply to ask every customer, at the right moment, with an easy link. It also has to stay within Google's rules, which are stricter than many owners realise.

What Google's policy says

Google's Maps user-generated content policy (source) says businesses may ask for reviews that reflect a genuine experience, but must not:

offer incentives (payment, discounts, free goods or services) for posting a review, or for changing or removing a negative one;
discourage negative reviews or ask only happy customers for reviews (sometimes called "review gating");
pressure customers to review on the spot, or ask them to include specific content;
have staff collect a quota of reviews, or reviews that name a staff member;
post reviews from employees, family or anyone with a conflict of interest.

5 free review request templates

Send the same request to every customer, not only the ones you expect to be happy.

1. Text message after a finished job

Hi [Name], thanks for choosing [Business] today. If you have a minute, we'd appreciate an honest review of your experience: [review link]. Thank you! – [Owner name]

2. Email follow-up

Subject: How did we do? Hi [Name], Thank you for having us out for [service] on [date]. We read every review and use them to improve. If you're willing, you can leave an honest review here: [review link]. Thanks again, [Owner name], [Business]

3. Line on an invoice or receipt

Thank you for your business! Tell us how we did: [short review link or QR code]

4. In person, at the end of the job

"Thanks for having us. If you'd like to share how it went, I can text you our Google review link to use whenever you have time. No pressure either way."

5. Follow-up after fixing a problem

Hi [Name], thank you for giving us the chance to fix the [issue]. Whenever you have a moment, we'd welcome an honest review of your experience, good or bad: [review link]. – [Owner name]

Tips

Ask within a day of finishing the job, while it's fresh.
Use the short review link from your Business Profile so it's one tap.
Reply to the reviews you get. Customers notice when you do.

Need replies for every situation?

Once the reviews come in, you'll need replies. The Google Review Reply Kit has 150 fill-in-the-blank replies for 8 trades and every star rating, a negative-review flowchart, a Google review-policy checklist and a weekly routine, as PDF, Word and spreadsheet files.

Get the kit: US$9 Pay with USDC or Bitcoin, download instantly.

More free guides

Frequently asked questions

Can I offer a discount for a Google review?

No. Google's policy prohibits offering incentives such as payment, discounts or free services in exchange for reviews.

Can I ask only my happy customers?

No. Google's policy says businesses must not selectively solicit positive reviews. Ask everyone.