The way to get more Google reviews as a tradesman is to ask every customer, in person, at the end of the job, then text them your review link the same day. The text puts the link in front of them while the job is fresh, and one short reminder a few days later catches anyone who meant to and forgot. Keep it honest: ask everyone, offer nothing in return, and reply to every review you get.
Why do Google reviews matter so much for tradesmen?
Two reasons. First, the map. Google says local results depend on relevance, distance and prominence, and that "more reviews and positive ratings can help your business's local ranking."
Second, the customer. Someone with a leaking roof is choosing between strangers. Reviews from people in their area, describing real jobs, are the closest thing they have to asking a neighbour. Google's own review tips make a point worth remembering: "A mix of positive and negative feedback often feels more trustworthy." You don't need a perfect 5.0. You need a steady flow of genuine reviews.
When and how should I ask customers for a review?
Ask in person at the end of the job, when the customer is looking at the finished work. Then follow the same routine every time:
| When | What you do |
|---|---|
| End of the job | Ask face to face: "Would you mind leaving me a quick Google review? I'll text you the link." |
| Same day | Send the review link by text, with a short thank you. |
| 3 to 5 days later | One short follow-up if they haven't left one. Then leave it. |
| When a review comes in | Reply within a day or two. |
The point is that it happens on every job, not just the ones where the customer made you a cup of tea. That matters for the rules too, as you'll see below.
How do I get my Google review link?
Google gives you a link and a QR code from your Business Profile. Its help page sets out the steps:
- Open your Business Profile.
- Go to the reviews section and select "Get more reviews".
- Select the copy icon to copy the link.
Save the link as a note on your phone so you can paste it in seconds. The QR code can only be generated on a computer browser, not on a phone. It's handy on invoices, business cards or a sticker on your van.
One thing to know: customers need a Google Account to leave a review. Google notes they can create one with a non-Gmail email address.
What should I text customers asking for a review?
Keep it short, use their name and mention the job. Three versions to copy and edit:
Hi Sarah, thanks for having us out today. If you're happy with the new boiler, would you mind leaving a quick Google review? It really helps a small business like mine. [link] Thanks, Dave
Hi Mark, Dave here. Thanks again for choosing us for the roof. If you get a minute, a Google review would be much appreciated: [link]
Hi Sarah, just a quick follow-up. If you've got two minutes, I'd be grateful for a Google review of the work we did: [link] No worries if not. Thanks, Dave
Send the third one only once. If they don't leave a review after that, let it go.
How should I reply to good and bad reviews?
Google's tips for replying boil down to this: be polite, keep it short, use the person's name, talk about what they actually said, and don't use replies to push offers. Replies are public, so you are really writing for the next customer reading them.
Replying to a good review
Thanks Sarah. Glad the new boiler is keeping the house warm, and thanks for making us so welcome. Dave
Google suggests avoiding the same "thank you" on every review. A detail from the job shows a real person replied.
Replying to a bad review
Stay calm and reply when you've cooled down. Google advises apologising where appropriate, being honest about what was and wasn't in your control, never sharing the customer's private details, and asking them to contact you by phone or email for anything complicated.
Hi Mark, I'm sorry the job ran two days over. That should have been explained better at the time. I'd like to put it right, so please give me a call on the number on your invoice. Dave
Don't argue the detail in public. If a review breaks Google's content policies, for example it isn't from a real customer, Google says you can flag it.
What are Google's rules on asking for reviews?
Google's Maps content policy is clear. Businesses must not:
- Offer incentives "such as payment, discounts, free goods and/or services" in exchange for posting a review, or for changing or removing a negative one.
- "Discourage or prohibit negative reviews, or selectively solicit positive reviews from customers."
- Post reviews from multiple accounts, or reviews not based on a real experience.
The second point rules out what's often called review gating: sending a "how did we do?" message first and only passing the review link to people who say they're happy. Ask everyone, the same way. The policy also says businesses shouldn't require or pressure people to leave reviews, so ask once in person, send the link, follow up once, and stop there.
What does UK law say about fake reviews?
Since 6 April 2025, the Digital Markets, Competition and Consumers Act 2024 (Schedule 20, paragraph 13) bans submitting, or commissioning someone else to write, a fake consumer review or a review that conceals the fact it was incentivised. A fake review is one that claims to be based on a genuine experience when it isn't. Publishing reviews in a misleading way is also banned, which includes hiding negative reviews while showing positive ones.
The Competition and Markets Authority has published guidance on fake reviews explaining how businesses should comply. Trading Standards' Business Companion guide gives "suppressing negative reviews" and "cherry-picking good reviews" as examples of misleading practices.
In practice: don't write reviews for yourself, don't get friends or family to post them, don't pay anyone for them, and don't only show the good ones on your website. Note that the law targets incentives that are hidden, while Google bans review incentives altogether, so on Google the simplest rule is to offer nothing. This is general information, not legal advice.
Want help getting your reviews moving?
Reviews work best on a profile that is already set up properly, so start with my Google Business Profile checklist. If you'd like me to look at your profile and reviews and tell you what I'd change, request a free audit. No obligation, and if you decide to carry on with me later, the monthly price is on the pricing section.
Sources
- How to improve your local ranking on Google (Google Business Profile Help)
- Tips to get more Google reviews (Google Business Profile Help)
- Create a Google link or QR code to request reviews (Google Business Profile Help)
- Prohibited and restricted content (Maps User Generated Content Policy)
- Digital Markets, Competition and Consumers Act 2024, Schedule 20 (legislation.gov.uk)
- Fake reviews (CMA208), Competition and Markets Authority (GOV.UK)
- Reviews and endorsements (Business Companion, Trading Standards)