When people look up a local business on Google, the reviews are often the first thing they read. A steady stream of honest reviews helps new customers trust you, and it can help you show up in local search. The catch: most happy customers don’t leave a review unless you ask, and there are rules about how you ask. This guide shows you, step by step, how to get more Google reviews the right way, using Google’s own guidance and the rules set by the U.S. Federal Trade Commission (FTC).
Why Google reviews matter
Reviews help in two ways: with Google and with people.
- Local ranking: Google’s help page Tips to improve your local ranking on Google says local results are mainly based on relevance, distance and prominence. Prominence means how well known your business is, and Google says it’s based partly on how many reviews you have, adding that more reviews and positive ratings can help your local ranking.
- Trust: Google’s Tips to get more reviews page says reviews can help your business stand out and give potential customers helpful information. It also notes that a mix of positive and negative feedback often feels more trustworthy.
If you’re new to local search, start with our guide on how to rank higher on Google Maps. Reviews are one part of that bigger picture.
8 steps to get more Google reviews
Step 1: Make sure your Google Business Profile is ready
Your Google Business Profile is the free listing that shows your business on Google Search and Maps. Customers leave reviews on that profile, so claim and verify it first, and make sure your name, address, hours and categories are correct. You’ll need to be signed in to the Google account that manages the profile for the next step.
Step 2: Get your review link and QR code
Google gives every business a direct link that opens the review form for your profile, plus a QR code (a square barcode people scan with their phone camera) that does the same thing. According to Google’s help page Create a Google link or QR code to request reviews, the current method is:
- Go to your Business Profile.
- Select Read Reviews, then Get more reviews.
- To copy the review link, select Copy.
- To download the QR code, right-click it and select Save image as…
One thing to know: Google says review QR codes can currently only be generated in a computer browser, not on mobile devices. So do this once on a laptop or desktop and save both the link and the image somewhere easy to find. Before sharing, open the link on another device to check it shows your business.
Also worth knowing: Google notes that 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.
Step 3: Ask at the right moment
The best time to ask is right after a good experience, while it’s fresh: when a job is finished, an order is picked up, or a customer thanks you. Keep it simple and honest. Ask every customer the same way, not only the ones you think are happy (more on why below).
In person, something like this works:
“Thanks for coming in today. If you have a minute later, we’d really appreciate an honest review on Google. It helps other people nearby find us.”
Note the words “later” and “honest.” Google’s policy says businesses shouldn’t pressure customers to leave reviews while they’re on your premises, and shouldn’t ask for specific content.
Step 4: Use simple email and text templates
Google suggests sharing your link in thank-you emails, on receipts, at the end of a chat, and on a QR code displayed in your store. Here are example templates written for this guide. Edit them to sound like you.
Email template:
Subject: Thanks for choosing [Business Name]
Hi [First Name],
Thank you for choosing [Business Name] for your [service/purchase]. We hope everything went well.
If you have a moment, we’d be grateful for an honest review on Google. Your feedback helps us improve and helps neighbors decide if we’re right for them: [review link]
Thanks again,
[Your Name]
Text message (SMS) template:
Hi [First Name], thanks for choosing [Business Name] today. If you have a minute, we’d appreciate an honest Google review: [review link]
Only text customers who have agreed to receive messages from you, and keep it to one friendly request rather than repeated reminders.
Step 5: Make it easy
Every extra click is a chance for someone to give up. Put your review link and QR code wherever customers already look:
- Receipts and invoices: add a short line such as “Tell us how we did on Google” with the QR code or link.
- Counter or checkout sign: a printed QR code with a clear message, such as “Scan to leave us a Google review.”
- Email signature: a small “Review us on Google” link.
- Your website: a link on your contact or thank-you page.
- Business cards or leave-behind cards for service businesses that visit customers’ homes.
Step 6: Reply to every review
Google says replying to reviews shows customers that their feedback matters. Your replies are public, so future customers read them too. Google’s tips: be professional and polite, keep it short, make each reply personal rather than copy-and-paste, and be conversational rather than promotional (don’t use replies to push deals).
Example reply to a positive review:
Thanks so much, [Name]! We’re glad the [specific thing they mentioned] worked out. See you next time. – [Your Name]
Example reply to a negative review:
Hi [Name], thank you for telling us about this, and I’m sorry your [visit/order] didn’t meet expectations. That’s not the experience we want for anyone. I’d like to make it right, so please contact us through our website and ask for [Your Name]. – [Your Name], Owner
For negative reviews, Google advises protecting the reviewer’s privacy, avoiding personal attacks, being honest about what you can and can’t do, apologizing when appropriate, and replying promptly. Take the detailed conversation private. A calm, helpful reply can reassure future customers more than the original complaint worries them.
Step 7: Flag fake or abusive reviews the right way
Sometimes you’ll get a review that’s spam, offensive, or clearly not from a real customer. Google’s help page Report inappropriate reviews on your Business Profile explains the process:
- Go to your Business Profile and select Read reviews.
- Next to the review, select Report.
- Choose the reason, such as “Spam” or “Profanity,” and select Send report.
Google says evaluation typically takes several days, and you can check the status in its Reviews Management Tool. If Google finds no violation, you can submit a one-time appeal through that tool.
Important: only reviews that break Google’s policies can be removed. Google says not to report a review just because you disagree with it, and that it doesn’t get involved in disputes between businesses and customers. For honest negative reviews, a good reply is your best tool.
Step 8: Build a simple routine
Reviews come in steadily when asking becomes a habit, not a one-time push. A simple routine:
- Every customer: ask once, in person or with your standard email or text, after the job or sale.
- A few times a week: check for new reviews and reply to each one.
- Monthly: look for patterns. If several reviews mention the same problem, fix it. If customers praise something, keep doing it.
- Every few months: check that your link, QR code signs and templates still work and are still being used by your team.
What NOT to do: Google’s rules and the FTC
Breaking the rules can get reviews removed and can lead to restrictions on your profile, and in the U.S. some practices are also against federal rules. Google’s prohibited and restricted content policy says businesses must not:
- Offer incentives. No payment, discounts, free goods or services in exchange for posting a review, or for changing or removing a negative one. Under Google’s policy, this applies even if you don’t ask for a positive review.
- Use review gating. Review gating means checking whether a customer is happy first and only sending the happy ones to Google. Google prohibits selectively soliciting positive reviews and discouraging negative ones.
- Post fake reviews. Reviews must reflect a genuine experience. Never write reviews yourself, buy them, or post on a competitor’s profile to hurt them.
- Have employees or family review you. Google treats reviews based on a conflict of interest, including current or former employment and family relationships, as rating manipulation. It also says businesses shouldn’t have staff collect a set number of reviews or ask for reviews that mention specific content, such as a staff member’s name.
In the U.S., the FTC’s final rule banning fake reviews and testimonials took effect on October 21, 2024 (16 CFR Part 465). Among other things, it prohibits businesses from creating, buying or selling fake reviews, offering incentives conditioned on a review expressing a particular sentiment (positive or negative), certain undisclosed reviews by company insiders, and using threats or intimidation to suppress negative reviews. The FTC says the rule allows it to seek civil penalties against knowing violators. This guide isn’t legal advice, so if you’re unsure about a practice, check the rule or ask a professional.
Wrapping up
Getting more Google reviews isn’t about tricks. It’s about asking every customer, honestly and at the right moment, making it as easy as possible, and showing you’re listening by replying to every review. Grab your review link and QR code today, pick one template to start with, and make asking part of how you finish every sale or job.
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