Most happy customers would gladly leave you a review. They just don't think of it, or they mean to and forget by the time they get home. The businesses with a steady stream of reviews aren't luckier or more loved. They ask, every time, in a way that makes it easy.

Reviews matter twice. Google says more reviews and positive ratings can help your local ranking, so they help people find you. And once people have found you, reviews are often what makes them choose you over the place down the road. Here's how to get more of them honestly, with words you can copy, and the rules you need to stay on the right side of.

Google lets you create a link or QR code that takes customers straight to the place to leave you a review. Find it in your Business Profile and save it somewhere you can reach quickly: your phone's notes, your booking system's follow-up message, your email signature.

One thing worth knowing: Google says customers must be signed in to a Google Account to leave a review, and they can set one up with a non-Gmail email address. If someone says they can't leave one because they don't use Gmail, that's the answer.

When to ask

The best moment is when someone has just told you they're happy. They've thanked you, they've said they love it, they've said they'll be back. That's your cue.

The second best moment is shortly after the visit or job, by text or email, while it's still fresh. A message that evening or the next day works far better than one a month later.

How to ask: scripts you can copy

Keep it short, make it easy, and make it clear that honest feedback is welcome. Don't tell people what to write.

In person, when they've said they're happy: Thank you, that's lovely to hear. If you've got a minute later, would you mind leaving us a Google review? It really helps other people find us. I'll text you the link so it's easy.

By text after an appointment: Hi Sarah, thanks for coming in today. If you have a moment, we'd really value an honest review on Google. Here's the link: [your link]. Thank you! Amy at The Hair Studio

By email after a job: Hi Mr Patel, thank you for choosing us for your kitchen. If you're happy to, we'd be grateful for an honest review on Google. It only takes a minute and helps other people in the area decide who to trust: [your link]. Thanks again, Dan

On a card or sign at the counter: Enjoyed your visit? We'd love to hear what you think. Scan to leave us a Google review.

For a cafe receipt or table card: Thanks for coming in. Tell us how we did on Google, it helps more than you'd think.

The rules: what you must never do

This is where good intentions can go wrong. There are two sets of rules, Google's and the law's, and both apply.

Google's policy

Google says reviews must reflect a genuine experience. Its policy says businesses must not:

  • Offer incentives, such as payment, discounts or free goods and services, in exchange for a review, or for changing or removing a negative one.
  • Discourage or prohibit negative reviews, or selectively ask only happy customers for positive ones.
  • Pressure people to leave a review while they're still on the premises, or ask them to include specific content.
  • Ask staff to collect a set number of reviews, or reviews that mention a particular staff member.

Reviews from people with a conflict of interest, like current or former staff or family, also count as rating manipulation. Google says it can remove content that breaks its policies, restrict feature access or suspend the Google Accounts involved.

That's why the scripts above say "an honest review" and never "a five star review", and why I'd never set staff a target.

UK law

Since 6 April 2025, the Digital Markets, Competition and Consumers Act 2024 lists fake reviews among the commercial practices that are always considered unfair. In plain words, it bans:

  • Writing, or getting someone to write, a fake review.
  • Reviews that hide the fact they were incentivised.
  • Publishing reviews in a misleading way, which the Act says includes hiding negative reviews while showing positive ones.

The Competition and Markets Authority's guidance on fake reviews says cherry picking can include "encouraging just those who are satisfied to leave reviews". So asking only the customers you know are happy can be a problem under UK law too, not just Google's policy.

UK law does allow incentivised reviews if the incentive is clearly disclosed. But Google's policy doesn't allow incentives at all, so for Google reviews the simple rule is: never offer anything in return.

What about review gating?

Review gating is when a business first asks customers how happy they are, then sends only the happy ones to Google and the unhappy ones to a private feedback form. Some software does this automatically. Google's policy forbids selectively asking for positive reviews, and the CMA's guidance treats encouraging only satisfied customers as a misleading way of presenting reviews. I'd steer well clear. Send everyone the same link.

Make it part of your routine

Reviews come in steadily when asking is a habit, not a campaign:

  • Add your review link to the automatic follow-up message from your booking system.
  • Put a QR code by the till or on your invoices.
  • Ask in person whenever someone says something kind.
  • Reply to the reviews you get. People are more likely to leave one when they can see you read them. I've written how to reply to Google reviews, with examples.

What if I get a bad review?

It happens to every good business. Google itself notes that a mix of positive and negative feedback often feels more trustworthy. Reply calmly, put it right if you can, and keep asking everyone. Over time, a steady flow of genuine reviews tells the real story.

Reviews and your website

Reviews do their best work alongside a clear website and a complete Google profile. If you're still not showing up on the map, read why a business might not show on Google Maps. And if you'd like help with the whole picture, from your profile to review replies written in your voice, you can see what I help with or book 15 minutes here:

Book a 15-minute call

Frequently asked questions

Is it OK to ask customers for Google reviews?

Yes. Google allows businesses to ask for reviews that reflect a genuine experience, as long as you don't offer incentives, pressure people, ask for specific content or ask only the happy ones.

Can I offer a discount or prize draw for a review?

Not for Google reviews. Google's policy bans offering payment, discounts or free goods and services in exchange for reviews, and UK law bans incentivised reviews that don't disclose the incentive.

Can I ask only my happy customers for reviews?

No. Google forbids selectively asking for positive reviews, and the CMA's guidance says encouraging only satisfied customers can be a misleading way of publishing reviews. Ask everyone.

How do I ask for a Google review by text?

Keep it short: thank them, ask for an honest review, include your review link and sign off with your name. Send it the same day or the next.

Can my staff or family leave us reviews?

No. Google treats reviews from people with a conflict of interest, including current or former employees and family, as rating manipulation and can remove them.

Sources

Checked on 7 October 2026.