How to Get More Google Reviews

Why Reviews Matter So Much

Reviews affect your business in three ways.

First, they influence rankings. Google's local algorithm heavily weights review quantity, quality, and recency. More positive reviews means better visibility in the map pack. This is well documented and consistently observed across markets.

Second, they influence click-through rates. When someone sees search results showing three plumbers, they're going to look at the star ratings and review counts. The contractor with 4.9 stars from 312 reviews gets more clicks than the one with 4.5 stars from 47 reviews.

Third, they influence conversion. Once someone lands on your Google Business Profile or website, reviews help them feel confident enough to call. Reading about other customers' positive experiences reduces the perceived risk of hiring you.

The Right Time to Ask

Timing is everything with review requests. Ask at the wrong moment and you'll get ignored or worse, catch someone in a bad mood. Ask at the right moment and conversion rates jump dramatically.

The best time to ask is immediately after you've delivered value and the customer is happy. For most home service jobs, this is right when you finish the work and the customer sees the result.

The technician just fixed the AC and the house is cooling down. The plumber just cleared the drain and water flows freely. The customer is relieved, grateful, and feeling positive about your company. This is the moment.

Waiting until later, like sending an email the next day, dramatically reduces response rates. The emotional peak has passed. The customer has moved on to other things.

How to Ask Without Being Awkward

Many contractors feel uncomfortable asking for reviews. It can feel pushy or needy. But there's a way to do it that feels natural.

The key is framing it as helping your business rather than asking for a favor. Something like:

"We're a small local company and reviews really help us compete with the big national chains. If you were happy with the work today, would you mind leaving us a Google review? It only takes a minute and it makes a huge difference for us."

Most people genuinely want to help small businesses. When you explain why it matters, they're glad to do it.

Make It Stupidly Easy

Every obstacle you add reduces completion rates. Someone might fully intend to leave a review but then get distracted and forget. Or they go to Google and can't figure out where to click.

Remove as many obstacles as possible:

• Create a direct link to your Google review form through your Business Profile dashboard
• Send this link via text message immediately after asking in person
• Say "I'm going to text you the link right now so you don't have to search for us"
• Then actually send it while you're standing there

This creates a commitment and puts the link right in their phone.

Create a System, Not a Habit

Relying on technicians to remember to ask for reviews doesn't work. Some will do it consistently, some will forget, some will feel awkward and skip it.

You need a system that runs automatically.

The simplest version is automated text messages. After each job closes in your system, a text goes out thanking the customer and asking for a review with a direct link included.

The more effective version combines the personal ask with automated follow-up. The technician asks in person while the customer is happy. Then the automated text goes out an hour later as a reminder with the link. Then maybe an email the next day if they haven't clicked.

Track your request-to-review conversion rate. Industry average is around 10-15%. If you're well below that, something in your process needs fixing.

Train Your Team

Your technicians interact with customers at the moment of maximum happiness. They need to understand why reviews matter and how to ask effectively.

Cover three things: why reviews are important to the company, when to ask (right after completing the job successfully), and what to say.

Role play it a few times so it doesn't feel awkward. Make it part of your standard job completion process.

Handle Negative Reviews Properly

Not every review will be positive. How you respond to negative reviews matters almost as much as the reviews themselves.

Always respond to negative reviews professionally and promptly. Acknowledge the concern, apologize for their experience, and offer to make it right. Provide a way to contact you directly to resolve the issue.

This does two things. First, it sometimes leads to the customer updating their review after you fix the problem. Second, it shows future customers reading reviews that you handle problems professionally.

Never argue with reviewers publicly. Never get defensive or make excuses. Even if the customer is wrong, fighting with them online makes you look bad.

Respond to Positive Reviews Too

Responding to positive reviews signals to Google that your profile is active and engaged. It also encourages more reviews because people see that you actually read and appreciate them.

Keep positive review responses brief and genuine. Thank them for taking the time. Mention something specific from their review if possible.

Avoid using the same canned response for every review. It looks automated and impersonal. Vary your language and make each response feel individual.

Don't Buy or Fake Reviews

It should go without saying, but don't buy fake reviews, don't have employees leave reviews, and don't create fake accounts to review yourself.

Google is increasingly good at detecting fake reviews. Getting caught can result in review removal, profile suspension, or permanent penalties. It's not worth the risk.

Build your review count the right way. It takes longer but the results are more durable and the feedback is actually useful.

The Numbers to Aim For

How many reviews do you need? Look at your top competitors in the map pack and aim to exceed them.

If the top three plumbers in your area have 180, 220, and 150 reviews, you need to be in that range to compete. If you have 40 reviews, you have work to do.

Review velocity also matters. Google pays attention to how recently reviews were posted. A business with 200 reviews but nothing in the last three months looks stagnant. A business with 150 reviews but 10 new ones this month looks active.

Aim for consistent new reviews every week rather than big pushes followed by long gaps.