How to get more Google reviews (the right way)

Quick answer

To get more Google reviews, ask every customer, at the right moment, with a direct link to your review form. Make it easy with a short link or QR code, follow up once by text or email, and reply to every review. Never offer discounts, gifts or other rewards for reviews, and never ask only happy customers: both break Google's rules and, in the US, the FTC's rule on consumer reviews.

Key takeaways

Ask everyone, not just the customers you think are happy.
Share your direct review link by QR code, text, email and on receipts.
Reply to every review, especially the critical ones.
No incentives and no "review gating": both can get reviews removed.

For a local business, reviews are often the first thing a new customer reads. They influence whether people call you, and they are one of the signals Google uses for local search results. The good news: most satisfied customers are willing to leave a review. They just need to be asked at the right time, in the right way.

What Google and the law allow

Before you start, know the rules. Google's review policy says businesses must not offer incentives such as payment, discounts or free goods in exchange for reviews, and must not discourage negative reviews or selectively ask only satisfied customers. That last practice is known as review gating.

In the United States, the Federal Trade Commission's rule on consumer reviews and testimonials, finalised in August 2024, bans fake reviews (including AI-generated ones) and buying reviews conditioned on a positive or negative sentiment, and lets the FTC seek civil penalties. Other countries have similar consumer protection rules. Breaking these rules can get your reviews deleted and damage trust far more than a few honest three-star ratings would.

Step 1: Get your direct review link

In your Google Business Profile, use the option to ask for reviews to copy your short review link. Anyone who opens it goes straight to the box where they can write a review. Save it somewhere you can paste it quickly, and turn it into a QR code for printed materials.

Step 2: Ask at the right moment

The best time to ask is right after the customer has experienced the result: the leak is fixed, the haircut is done, the order has arrived and been used. Some natural moments:

When handing over the invoice or receipt.
In the thank-you message after a job or delivery.
A few days after an online order arrives.
When a customer thanks you in person or by message.

Keep the request short and personal: "Thanks for choosing us. If you have a minute, an honest review on Google would really help a small business like ours. Here's the link."

Step 3: Make it effortless

Put the QR code on the counter, receipts, invoices and business cards.
Add the link to your email signature and order confirmation emails.
Send it by SMS or WhatsApp, which most people open quickly.
Add a "Review us on Google" button to your website and your Trades Area listing.

Step 4: Follow up once

Many people mean to leave a review and forget. One polite reminder a few days later is reasonable. More than one starts to feel like pressure, which you should avoid.

Step 5: Reply to every review

Replies show future customers that you care. Thank people for positive reviews, mentioning something specific. For negative reviews, stay calm and professional: apologise for the experience, explain briefly what you will do, and offer to continue the conversation privately. A thoughtful reply to a bad review often impresses readers more than a perfect score.

What not to do

Don't	Why
Offer a discount, gift or prize draw for reviews	Prohibited by Google's policy; risky under consumer protection laws
Only ask customers you think are happy	This is review gating, which Google does not allow
Write reviews yourself or ask staff and family to	Fake and insider reviews break Google's rules and the FTC rule
Buy reviews from a service	Can lead to removed reviews, profile restrictions and legal penalties
Ask customers to change or delete a negative review in exchange for something	Explicitly prohibited

Make reviews a habit

A steady flow of recent reviews is more convincing than a burst of fifty in one week followed by silence. Build the request into your routine: one line in every invoice email, a QR code by the till, and a reminder for your team. Pair it with a complete business listing, including photos, services and opening hours, so new customers who read your reviews also find everything else they need. Our guide to local SEO and AI search covers the rest of your online presence.

Reviews work best alongside a fast website and a complete Google Business Profile. If you need help with local SEO or your website, Flexify Ltd offers SEO and digital strategy for small businesses, and you can compare more SEO and marketing specialists on Trades Area.

Frequently asked questions

Can I offer a discount for a Google review?

No. Google's review policy prohibits offering incentives such as payment, discounts or free goods or services in exchange for reviews, whether the review is positive or negative.

Is it allowed to ask customers for Google reviews?

Yes. Asking for reviews is allowed and encouraged, as long as you ask customers without filtering by how happy they are and without offering a reward.

Should I reply to negative reviews?

Yes. A calm, specific and helpful reply shows other customers how you handle problems, and many readers judge a business on its replies as much as its rating.

How many Google reviews does a small business need?

There is no fixed number. Aim for a steady flow of recent, genuine reviews, and compare your count with the other businesses that appear for the same searches in your area.

Sources: Google Maps user-contributed content policy · FTC: Consumer Reviews and Testimonials Rule, Questions and Answers