By Thabo Mhlanga, founder of Northern Search Co. · 13 November 2026
Why reviews matter so much
When someone searches for an electrician in Horsforth or a roofer in Wakefield, the first thing they usually see is the map, with a star rating next to every business. Reviews are often what decides who gets the call.
They matter to Google too. Google says how well known and trusted a business is plays a part in local results, and your number of reviews and your rating are part of that. Reviews won't do the job on their own, but a steady flow of genuine ones makes everything else you do work harder.
1. Get your review link
Open your Google Business Profile and look for the option to ask for reviews. Google gives you a short link that takes customers straight to the review box, so they don't have to search for you first. Save it somewhere you can copy it quickly, like a note on your phone.
You can also turn the link into a QR code and put it on your invoices, business cards or the back of a van door.
2. Ask every customer, at the right moment
The best time to ask is when the job's just finished and the customer is pleased with it: the new kitchen's in, the garden's tidied, the boiler's fired up. Ask in person first. Something as simple as “If you're happy with everything, a quick Google review would really help me out” is enough.
Then send the link the same day, while it's fresh. Most people mean to leave a review, but forget if it's left for a week.
Ask every customer, not just the ones you think will be happiest. Google's rules say you mustn't pick and choose who you ask.
3. Make the message short and personal
A text or WhatsApp works best for most trades. Keep it to a couple of lines and use their name. For example:
“Hi Sarah, thanks again for having us round to do the fencing today. If you've got a minute, a quick Google review would mean a lot to a small business like ours: [your link]. Thanks, Dan”
If they haven't left one after a few days, one friendly reminder is fine. Don't chase more than that.
4. Reply to every review
Thank people by name and mention the job if you can, like “Glad you're happy with the new patio, it was a pleasure working on it.” Replies show future customers that you care, and they keep your profile looking active.
If you get a bad review, stay calm and reply politely. Say you're sorry they weren't happy, explain briefly if there's been a misunderstanding, and offer to sort it out. A fair, professional reply often reassures people more than a perfect score does.
5. Make it part of your routine
The businesses with the most reviews aren't usually the biggest. They're the ones who ask every time. Add “send review link” to the end of your job checklist, or use a system that sends the text for you once a job's marked as done.
A few new reviews every month looks better than a burst of twenty and then nothing for a year, because customers can see how recent they are.
The rules: what not to do
- Don't offer anything in return. No discounts, prize draws or freebies for reviews. It's against Google's rules, even if you ask people to be honest.
- Don't only ask happy customers. Asking some customers and not others to keep bad reviews away isn't allowed.
- Don't write your own or ask friends and family. Reviews should come from real customers about real jobs.
- Never buy reviews. Since April 2025, UK consumer law has banned fake reviews outright, and Google can remove reviews or restrict your profile if it spots them.
Following these keeps your reviews, and your profile, safe.
Don't forget other review sites
Google is the most important for most local businesses, but if you're on sites like Checkatrade, Trustpilot or Facebook, keep those active too. Customers often check more than one place before they get in touch.
Want help getting more reviews? Every one of our packages includes setting up your Google Business Profile and a simple way to ask for reviews. Find out more about our citations and reviews service, or get a free audit and we'll look at where your reviews stand now.
Common questions
How many Google reviews do I need?
There's no magic number. What matters is having genuine reviews that keep coming in, so customers can see recent ones. Compare yourself with the businesses that show up for your trade in your area, and aim to keep up a steady flow.
Can I get a bad review removed?
Only if it breaks Google's rules, for example if it's fake, offensive or about a different business. You can report it from your Business Profile. Otherwise, a calm, polite reply is the best way to handle it.
Can I offer a discount for leaving a review?
No. Google doesn't allow any reward for reviews, even if you only ask for an honest one. Just ask every customer and make it easy with a direct link.
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