Most happy customers are willing to leave a review. They just don't think of it, or don't know where to click. This guide is for small businesses with their own Google Business Profile: a salon in Horwich, an electrician in Bolton, a café in Westhoughton. It covers how to ask without feeling awkward, and the rules you need to stay inside.
(If you're not on Google Maps yet, start with our guide: How to Get Your Business on Google Maps.)
Why reviews matter
Reviews help in two ways.
- They help customers decide. In BrightLocal's 2026 survey of US consumers, 97% said they read reviews for local businesses [1].
- They can help you show up. Google says local results are mainly based on relevance, distance and prominence. Prominence includes how many reviews you have, and "more reviews and positive ratings can help your business's local ranking" [2].
First, the rules
Google's rules
Google says reviews "must reflect a genuine experience" [3]. Its policies say businesses must not [3][4]:
- Offer incentives such as payment, discounts or freebies in exchange for a review, or for changing or removing a negative one
- Selectively ask only happy customers, or discourage negative reviews
- Require or pressure people to leave a review while they're on your premises, or tell them what to write
- Post reviews based on a conflict of interest, such as from staff, former staff or family
Google removes fake engagement [4].
UK law
Since 6 April 2025, the Digital Markets, Competition and Consumers Act 2024 has made certain review practices banned in all circumstances [5][6]. They include:
- Writing, or getting someone else to write, a fake review: one that isn't based on a genuine experience [5]
- Commissioning or incentivising a review without making that clear [5]
- Publishing reviews in a misleading way, for example hiding negative reviews while showing positive ones, or giving positive reviews more prominence [5]
The government's guidance for businesses says the CMA and the courts can now fine traders who don't comply, up to 10% of their worldwide turnover [7]. In short: ask everyone, pay no one, and fake nothing.
Step 1: Get your review link
Google lets you create a link or QR code that takes customers straight to the review box for your business [3]. You'll find the option in your Business Profile. Google changes its menus from time to time, so if you can't spot it, search Google's help for "create a link or QR code to request reviews".
Step 2: Seven easy, non-pushy ways to ask
1. At the end of the job
A simple, friendly line is enough: "If you've got a minute later, a Google review really helps a small business like mine. I'll text you the link." Saying you'll send the link takes the pressure off. They can do it later, in their own time.
2. In your invoice or thank-you email
Add one line under your bank details: "Happy with the work? You can leave a review here: [link]."
3. By text, with the direct link
For many trades, a text is the easiest way to ask. Keep it short and personal (see the templates below).
4. A QR code on your van, counter or receipt
For a café or salon, a small card by the till with the QR code works well. Keep it optional: it's an invitation, not a requirement.
5. On your website
Add a line to your thank-you page or contact page with a link to your Google reviews.
6. One gentle reminder, then stop
If someone said they'd leave a review and hasn't, one polite reminder a few days later is fine. More than that starts to feel pushy.
7. Make it easy
The direct link does most of the work. Tell people it only takes a moment, and that a sentence or two is plenty. Don't suggest what they should write [4].
Step 3: What to say (copy-and-paste templates)
Text message
Hi Sarah, it's Dan from Brightside Electrical. Thanks for having us round today. If you've got a minute, a Google review would really help: [link]. Thanks!
Subject: Thanks from [Business name]
Hi [Name],
Thanks for choosing us. We hope you're happy with the work. If you have a moment, we'd really appreciate an honest review on Google: [link]
Thanks again, [Your name]
Card by the till
Enjoyed your visit? We'd love your honest review. Scan here 📷
Step 4: Reply to reviews (including the bad ones)
Google encourages replying to reviews to show customers that their feedback matters [3]. A few tips, based on Google's own advice [3]:
- Keep it short, polite and personal. Use their name, and mention the job.
- Don't use replies to advertise deals or promotions.
- For negative reviews: stay calm, don't share private details, apologise where it's right to, and offer to sort it out by phone or email.
Google also notes that a mix of positive and negative reviews "often feels more trustworthy" [3], so one bad review isn't the end of the world.
Step 5: Show reviews on your website (properly)
- Ask permission before quoting someone.
- Don't cherry-pick in a misleading way. UK law treats hiding negative reviews while showing positive ones as misleading [5]. Quoting a few genuine testimonials is fine. Just don't present them as the whole picture, and link to your full Google reviews.
- Never edit what someone said to make it sound better.
Our plumber website checklist shows where reviews fit on a trade website. For why your website matters alongside your profile, see Do Tradespeople Really Need a Website?
Quick checklist
- [ ] Create your review link or QR code
- [ ] Ask every customer, not just the happy ones
- [ ] No discounts, freebies or prize draws for reviews
- [ ] No reviews from staff, friends or family
- [ ] Send one reminder at most
- [ ] Reply to reviews, good and bad
- [ ] Quote reviews on your site only with permission, and link to the full set
Want a website that shows off your reviews?
We build websites for local businesses and trades, entirely by email. We can add genuine, permissioned testimonials and a link to your Google reviews. (We build websites; we don't manage Google profiles for you.)
See what we do for electricians, salons and cafés, or check our prices. Starter sites are £549, with no VAT to add.
Email hello@yesmo.co.uk with your business name, town and what you do. You'll get a free proof within 2 working days.
This article is general guidance, not legal advice.
Sources
Checked 13 Oct 2026. Google's policies and menus change, so check the latest versions. 1. BrightLocal, Local Consumer Review Survey 2026 (US panel): https://www.brightlocal.com/research/local-consumer-review-survey/ 2. Google Business Profile Help, "Tips to improve your local ranking on Google": https://support.google.com/business/answer/7091 3. Google Business Profile Help, "Tips to get more reviews" (read directly 13 Oct 2026): https://support.google.com/business/answer/3474122 4. Google Maps User Generated Content Policy, "Prohibited & restricted content" (Fake engagement, Conflict of interest; read directly 13 Oct 2026): https://support.google.com/contributionpolicy/answer/7400114 5. Digital Markets, Competition and Consumers Act 2024, Schedule 20, paragraph 13 (legislation.gov.uk): https://www.legislation.gov.uk/ukpga/2024/13/schedule/20 6. CMA, Fake reviews guidance (CMA208, 4 April 2025): https://assets.publishing.service.gov.uk/media/67eeb64fe9c76fa33048c790/CMA208_-_Fake_reviews_guidance.pdf 7. GOV.UK, "What businesses need to know about unfair commercial practices": https://www.gov.uk/government/publications/what-businesses-need-to-know-about-unfair-commercial-practices/what-businesses-need-to-know-about-unfair-commercial-practices