Getting more Google reviews starts with one simple step: you ask for them, at the right moment, with a direct link. Most happy customers don't write a review because nobody asks or because it takes too much effort. Remove those hurdles and the number of reviews grows by itself.
In this article you'll read why reviews matter so much, how to create a review link, when and how to ask customers, and what to do with a negative review. All practical, so you can start tomorrow.
Why do Google reviews matter so much?
Reviews do two things at once. They convince people who don't know you yet, and they help you rank higher in local search results. When someone searches for a plumber or hairdresser nearby, Google shows a map with three businesses. The number of reviews, the average score and how recent they are all play a part.
A business with lots of recent, genuine reviews feels trustworthy. A business with three reviews from 2019 feels like it might not exist any more. Your reviews appear in your Google Business Profile, so make sure that profile is complete and up to date first.
First, create a direct Google review link
The biggest hurdle is searching. A customer has to find your business on Google, click the right button and only then write. A direct link skips all that: the customer clicks and the review window opens.
- Log in to your Google Business Profile through Google Search or Google Maps.
- Choose the option to ask for reviews or share your profile.
- Copy the short link Google gives you.
- If you like, turn it into a QR code for your counter, invoice or business card.
- Test the link yourself on your phone, both logged in and logged out.
Keep that link somewhere you can grab it quickly: in your email signature, in a standard WhatsApp message and on your website.
When should you ask customers for a review?
Timing is everything. Ask at the moment the customer is most satisfied. That's usually right after the result, not weeks later when the customer has already forgotten you.
- An installer asks when the boiler is running again and the customer is relieved.
- A hairdresser asks at checkout, just after the customer has looked in the mirror.
- A driving school asks on the day a student passes.
- An online shop sends a short email a few days after delivery.
- A service provider asks after a project is handed over.
Ask in person if you can. A line like: Glad you're happy with it, would you mind putting that in a short Google review? I'll send you the link. That works much better than a general newsletter with a call to action.
Collecting Google reviews without the hassle: make it easy
The fewer steps, the more reviews. Build the request into your regular routine, so you don't have to remember it.
- Send the link right after the appointment via WhatsApp or text, with a short personal line.
- Put a QR code with the link at the till or on the invoice.
- Add a short request to your confirmation or closing email.
- Give customers an idea of what to write about, such as speed, explanation or the result.
- Send one friendly reminder at most. After that, let it go.
You can also have these messages sent automatically, for example when an appointment in your calendar is marked as completed. Read more about automating WhatsApp Business if you want to link that to your existing systems.
What's not allowed when collecting reviews?
Google has clear rules. Break them and reviews can disappear or your profile can be restricted. Stick to these basics:
- Don't buy reviews and don't have fake reviews written by friends or agencies.
- Don't give a discount or gift in exchange for a review.
- Don't only ask happy customers while deliberately filtering out unhappy ones.
- Don't write reviews for your own business or have staff write them.
- Don't attack competitors with fake reviews.
Rules on misleading reviews apply outside Google too. If you're unsure what's legally allowed, check with a lawyer.
How to respond to Google reviews, including negative ones
Respond to every review, good or bad. It shows there's a person behind the business. New customers read those replies too.
For a positive review, keep it short and personal. Thank the customer by name and mention something specific from the review. Avoid a standard text you paste under every one.
A negative review feels unpleasant, but your reply counts for more than the review itself. Here's how to handle it:
- Wait a moment before you reply. Don't write in anger.
- Thank them for the feedback and acknowledge the problem without arguing.
- Briefly explain what happened or what you've changed.
- Offer to sort it out offline, with a phone number or email address.
- Only report a review to Google if it truly breaks the rules, such as spam or insults.
A few less positive reviews among many good ones actually make you more credible. A profile with nothing but five stars can look fake.
Put your reviews on your own website too
Reviews aren't just for Google. Show them on your website as well, close to the point where someone has to decide: next to the quote form, on the pricing page or by the booking button. That helps visitors past their last doubt. Also read how to increase your website's conversion rate.
An example from our own work: for WitFix, an appliance repair company working across the Netherlands, we put the Google reviews on the website, next to a quote form and pages per service area.
Help with reviews and local visibility
Reviews work best when everything else is right too: a complete business profile, a fast website and pages that rank well locally. At Violexa we help with that through online marketing, such as SEO, Google Ads and social media. That's from €599 excl. VAT (€725 incl. VAT) per month, with no minimum term. You can cancel any month with one month's notice.
Want to know where your biggest opportunities lie? Book a free quickscan. In 30 minutes, online or on site, we look at your profile and website. Afterwards you get short written advice with a price indication, with no obligation.
Frequently asked questions
How can I get more Google reviews?
Ask customers for a review in person, right after they're satisfied. Send a direct review link via WhatsApp, text or email, so they don't have to search. Make it a fixed step in your routine.
Can you buy Google reviews?
No. Bought or fake reviews break Google's rules. Google can remove them and restrict your profile. Giving a discount in exchange for a review isn't allowed either.
Can you get a bad Google review removed?
Only if the review breaks Google's rules, for example spam, hate speech or a review from someone who was never a customer. You can then report it through your business profile. An honest, critical review stays up, so reply calmly and focus on a solution.
Where do I find the link to write a Google review?
Your Google Business Profile has an option to ask for reviews. There you copy a short link that opens the review window directly. You can share that link or turn it into a QR code.
