Reviews decide whether someone calls you or keeps scrolling.
Aim for at least 20 reviews with a 4.5+ average. Businesses with 20+ reviews get significantly more clicks in Google Maps results than those with fewer. For a plumber in Shipley or a barber in Saltaire, that gap between five reviews and 20 is the difference between a quiet phone and a full diary.
Most happy customers never think to leave a review. They're not refusing — they just forget, or don't know how. The fix isn't complicated.
How do you ask for reviews without being pushy?
Ask immediately after a positive interaction, in person or by text. Send a direct link to your Google review page. One message, no follow-ups. That's the entire strategy.
Go to your Google Business Profile, click “Ask for reviews,” and copy the short link. Put it in follow-up texts, on receipts, on a card you hand over after the job. Remove every step between “happy customer” and “review submitted.”
When should you ask for a review?
Timing matters more than the words you use. Ask while the positive feeling is still fresh — not three days later when they've moved on.
| Business type | Best moment to ask | Method |
|---|---|---|
| Plumber / electrician | Right after the job, when the customer sees the finished work | Hand a card with the link, follow up by text |
| Café / restaurant | With the bill, or a follow-up message if you have their number | QR code on the receipt or table card |
| Barber / hair salon | Right after they see themselves in the mirror | Card at the till, or text within the hour |
| Dog walker | When you send the daily photo update | Add the link to your regular update message |
| Cleaner | After the first clean, when the house looks spotless | Text with the link that evening |
What should you actually say?
Keep it short. One message, plain English, no corporate waffle. Something like:
“Thanks for today! If you were happy with the work, a quick Google review would really help. Here's the link — takes about 30 seconds.”
That's it. No begging, no incentives, no five-paragraph essay. I use almost this exact message for Pacavita clients in Saltaire and Shipley, and it works.
Should you offer discounts for reviews?
No. Offering discounts, freebies, or any incentive in exchange for reviews violates Google's terms of service. If they catch you — and they're getting better at it — your profile can be penalised or removed entirely.
Buying fake reviews is even worse. Google removed over 170 million fake reviews in 2023 alone. It's not worth the risk when genuine reviews from real customers are more convincing anyway.
Should you respond to every review?
Yes. Every single one. A simple “Thanks, Sarah! Glad you loved it” is enough for positive reviews. For negative ones, acknowledge the issue, apologise if it's warranted, and offer to sort it out offline.
Businesses that respond to reviews get more reviews. It tells people their feedback will actually be read. I see this pattern constantly with trades businesses around Bradford — the ones who reply to everything have three times the review count of those who don't.
How many Google reviews do you actually need?
A business with five reviews looks new. A business with 50 looks established. The target is one new review per week — that's 52 per year, which puts you ahead of almost every competitor in your area.
Here's the step-by-step:
- Claim your Google Business Profile at business.google.com and fill in every field.
- Copy your direct review link from the “Ask for reviews” button.
- Put the link on a card, in your text template, and on your website.
- Ask every happy customer. In person is best, text is second best.
- Respond to every review within 24 hours — positive and negative.
- Track your count monthly. Aim for 20 within three months, 50 within a year.
Reviews compound. The more you have, the more Google trusts you, the higher you rank, the more customers find you, the more reviews you get. It's the single best free marketing a local business can do. For more on getting your website to support this, see what makes a good trades website.