Reviews build trust and improve conversions. This guide shows you how to ask for reviews, where to collect them, and smart ways to display them on your website and marketing without breaking platform rules.
Set up your review foundations
- Choose your primary platforms: Google Business Profile, Facebook, and one sector site (for example Trustpilot, Checkatrade, or TripAdvisor).
- Create simple links: keep short URLs or QR codes to each review page and save them in your email/SMS templates.
- Decide a trigger: ask after delivery, the first successful session, or seven days post-purchase.
How to ask for reviews (templates included)
Ask soon after a good moment, make it easy, and be specific. Never offer incentives that break platform rules.
Email template (post-service)
Subject: Quick favour about today’s service
Hi [Name], thanks for choosing us for [service]. Could you spare 30 seconds to leave a review? It helps local people decide.
Google: [short link]
Facebook: [short link]
Thanks again — [Your name], [Role]
SMS template
Thanks for using [Business]. A quick review helps others find us: Google [short link]. If anything wasn’t right, reply here and we’ll fix it.
In-person script
“If you’re happy, would you mind leaving a quick Google review? Here’s a QR code — it goes straight to the form.”
Invoice/receipt footer
Add a single line with a QR code and short link to your preferred review page.
Make reviews easy to leave
- Direct to the right place: link to your Google review form, not just your profile.
- Offer choice: include one primary link and one backup platform.
- Timing: send within 24–72 hours of delivery, and at a time customers read messages (for example 6–8 pm).
What to do with negative feedback
- Acknowledge quickly: reply within one business day.
- Move it offline: give a named contact and direct email/number.
- Fix and follow up: once resolved, you may politely ask if they wish to update their review.
Showcase reviews for maximum impact
On your website
- Homepage and key service pages: place 2–4 short quotes near calls to action.
- Dedicated reviews page: embed your latest Google reviews or a rotating carousel.
- Case studies: pair a review with one result, one image, and a short paragraph.
- Schema markup: use
Review and AggregateRating schema where appropriate to qualify for rich results (avoid fake or gated reviews).
On Google and social
- Google Posts: share a monthly “customer highlight” and link to your reviews page.
- Social proof tiles: turn one review per week into a simple graphic with the customer’s first name and town (get permission first).
- Stories/Reels: short before/after clips with a review quote work well for services.
Keep reviews flowing (simple cadence)
- Weekly: send review requests to all completed jobs.
- Monthly: post one review highlight; update the homepage quote.
- Quarterly: audit links, check your average rating, and refresh the website carousel.
Compliance and good practice
- No gating: do not screen customers and only invite happy ones to public platforms.
- Permissions: if using full names or photos, get written consent.
- Privacy: avoid sharing order numbers, addresses, or sensitive details in replies.
Metrics to track
- Number of reviews per month and average rating.
- Response time (target under two business days).
- Click-throughs from review links (use UTM tags where relevant).
- Conversion rate changes on pages where reviews are added.
Troubleshooting
- Low response rate: simplify the message, send sooner, test SMS vs email, and add a QR code at point of service.
- Platform rejects a review: the content may trip filters; ask the customer to edit without links or emojis.
- Reviews disappear: common with new profiles or IP issues; keep requests steady and avoid bulk invites from one device.
Quick checklist
- Primary and backup review links live and tested.
- Templates ready in email, SMS, and invoices.
- Weekly send routine in place.
- Website shows 2–4 fresh quotes on key pages, with schema where suitable.
- Named owner for replies and a 2-day response target.
