Getting and answering Google reviews

Reviews are often the deciding factor when someone chooses between you and the business listed next to you. The good news is that getting more of them is mostly about asking at the right moment and making it easy.

Why reviews matter so much

When people compare local businesses on Google, they look at the star rating, how many reviews there are, and how recent they are. They also read a few, especially the bad ones, to see how you handled problems. A business with a steady stream of recent, specific reviews looks active and trustworthy. One with a few old reviews looks like it might not be around anymore.

Google's rules, in plain English

Google has clear rules about reviews, and breaking them can get reviews removed or your profile restricted. The main ones:

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  No paying for reviews. That includes cash, discounts, gift cards, free services or entering people into a draw in exchange for a review.

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  No review gating. You cannot ask customers whether they were happy first and only send the review link to the happy ones. Ask everyone, or ask no one.

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  No fake reviews. Do not write reviews yourself, have family or employees review you, or buy reviews from anyone.

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  No reviewing competitors. That goes for negative reviews of other businesses too.

Asking for honest reviews is completely fine. Google encourages it.

When to ask

The best time to ask is right after the job, when the customer is looking at the clean carpet, the new paint or the empty driveway where the junk used to be. They are pleased, and the details are fresh. If you wait a week, most people forget.

A simple ask in person works well: "If you are happy with the work, a Google review really helps a small business like ours. I will text you the link." Then send it before you leave.

Make it easy

Your Google Business Profile has a share option that gives you a direct link to leave a review. Use it. Send it by text, put it on your invoice, add it to your follow-up email, or print it as a QR code on a card you leave behind. The fewer taps between the customer and the stars, the more reviews you get.

Replying to good reviews

Reply to every review, even a short one. Keep it simple and personal:

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  Thank them by name.

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  Mention the job if you can, such as "Glad the deck turned out the way you wanted."

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  Keep it short, and do not paste the same reply on every review.

Replies show future customers that a real person runs the business and cares about the work.

Replying to bad reviews

Bad reviews happen to every business. How you reply matters more than the review itself, because future customers read both.

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  Wait until you are calm. Never reply angry.

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  Thank them for the feedback and acknowledge the problem without arguing the details in public.

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  Explain briefly what you did or will do to fix it.

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  Offer to talk directly, with a phone number or email.

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  Keep private details out of it.

A calm, fair reply to a bad review often does more for your reputation than another five-star review.

When a review breaks the rules

If a review is fake, from someone who was never a customer, contains offensive language or breaks Google's policies in another way, you can report it from your Business Profile. Google decides whether to remove it. A review that is simply negative and honest will not be removed, so the best response is a good reply.

Showing reviews on your website

Your reviews are some of the best content you have. Showing them on your website, attributed to the reviewer and linking back to your Google profile, helps visitors decide without leaving your site. Show real reviews as they were written, and do not edit them to sound better.

A simple routine

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  Ask every customer, in person, at the end of the job.

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  Text the direct review link before you leave.

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  Reply to every new review within a few days.

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  Report reviews that clearly break the rules, and answer the rest politely.

Done consistently, this builds a review profile that speaks for you when you are not there.

About FirstGen. FirstGen builds local service businesses a website from their Google listing (your name, reviews, photos, services and service area) before you pay anything. If you like the free preview, it goes live for $197 a month with hosting, your own domain and a dashboard that shows every visit, call and form. Get your free preview.