How to Get More Reviews on Google (The Tradesperson's Guide)

Q: Step 3: Word-for-word scripts

**In person (at handover):** > "Really glad you're happy with it. Would you mind leaving us a Google review? It only takes a minute and it makes a big difference for us. I'll text you the link right now." Then immediately text the link before you leave the driveway. --- **SMS template:** > Hi [Name]

Reviews are the most powerful ranking factor you control. A plumber with 40 reviews beats a plumber with 4, almost every time. Here's a complete system for getting more — including word-for-word scripts, an SMS template, and how to handle the bad ones.

Why reviews matter more than anything else on your GBP

Google uses review count, recency, and rating to rank local businesses. A profile with 50 reviews that came in steadily over 12 months outranks a profile with 50 reviews that all arrived in one week — Google values consistency.

Beyond rankings, reviews are the conversion tool that turns a searcher into a caller. A homeowner choosing between two plumbers with identical prices will call the one with more recent, credible reviews. That's not speculation — it's what Google's eye-tracking studies show.

The problem most tradespeople have isn't quality. It's the ask. They do good work, the customer's happy, and then... nothing gets said. Here's how to make the ask automatic.

A profile with 50 reviews that arrived steadily over 12 months outranks one where all 50 arrived in a single week.

Step 1: Create your review link

First, you need a direct link to your GBP review form. This removes friction — instead of asking customers to "find you on Google", you send them a link that opens the review box in one click.

Here's how to get it:

Go to your Google Business Profile dashboard (business.google.com)
Click "Ask for reviews" in the left sidebar
Copy the short link Google generates (it looks like: g.page/r/[code]/review)
Save this link — you'll use it in every request

Put the link in your phone's notes app, your email signature, your WhatsApp status, and on a card you leave at every job.

Shorten the link with a free URL shortener or create a branded redirect on your website (e.g., yourdomain.co.uk/review) so it's easier to say out loud and easier to remember.

Step 2: Time the ask correctly

The best moment to ask for a review is within 24 hours of finishing a job the customer is visibly happy with.

Don't ask:

While you're still on site packing up (they're distracted)
A week later by email (moment has passed)
At the point of invoice (feels transactional, not relational)

Do ask:

At the handover moment when the customer sees the finished work
By text within an hour of leaving site if they were clearly satisfied
By WhatsApp the same evening with a specific personalised message

Step 3: Word-for-word scripts

In person (at handover):

"Really glad you're happy with it. Would you mind leaving us a Google review? It only takes a minute and it makes a big difference for us. I'll text you the link right now."

Then immediately text the link before you leave the driveway.

SMS template:

Hi [Name], thanks for having us today — glad you're happy with the [job type]. If you've got 60 seconds, a Google review would really help us out: [your review link] — no pressure, but it genuinely helps. Thanks, [Your name]

Send this within two hours of finishing the job. Keep it short. Don't over-explain. The simpler the message, the higher the response rate.

WhatsApp follow-up (if no review after 48 hours):

Hi [Name], just checking the [job] is all still going well? No issues? If you did get a moment to leave that Google review, here's the link again: [link]. Cheers, [Your name]

You can send one follow-up. Two starts to feel pushy.

Email signature addition:

Happy with our work? [Leave us a Google review →] — it takes 60 seconds and really helps.

Step 4: Review velocity — how to build consistency

Google's algorithm rewards a steady stream of reviews over time. Here's how to maintain velocity without it feeling like a campaign:

Make it a job-end habit. Every completed job = one review request. No exceptions for "this one wasn't big enough." Small jobs leave reviews too.
Set a weekly target. For a sole trader doing 10–15 jobs per week, two to three new reviews per week is achievable and sustainable.
Track it simply. A notes app with a tally, or a sticky note on the dashboard. If the week ends with zero requests made, you know.
Don't batch-request. Asking 10 past customers all in the same week looks unnatural and Google may filter some out. Spread requests over time.

**Review velocity benchmarks** - 1 new review per month: below average - 2–4 per month: competitive for most UK trades - 1–2 per week: strong - 3+ per week: top-tier, dominant in most local areas

Step 5: Handling negative reviews

You'll get one eventually. How you respond matters more than the review itself.

What not to do:

Argue publicly
Call the customer a liar
Write a long defensive reply
Ignore it

What to do:

Wait 30 minutes after reading it (don't reply angry)
Write a short, factual, professional response
Acknowledge their experience without admitting fault you don't believe
Offer to resolve offline ("please call us directly on [number]")

Template:

Thank you for your feedback. We're sorry to hear you weren't fully satisfied — this isn't the standard we aim for. We'd like to understand what happened and put it right. Please give us a call on [number] and we'll sort it out.

This response isn't for the person who left the review. It's for every future customer who reads it. A measured, professional reply to a negative review often increases conversion, because it shows you care.

Step 6: Reviews you can't get

Some customers won't leave reviews no matter how smoothly the job went. That's normal. Conversion rates for review requests typically run at 20–40% for tradespeople who ask consistently and well.

Don't:

Offer incentives (gifts, discounts for reviews — this violates Google's guidelines and can result in suspension)
Buy reviews from third-party services
Ask family and friends to leave reviews from the same IP address

Do:

Accept a 30% conversion rate and focus on volume of requests
Use any customer who thanks you by message as a review prompt (reply: "So glad to hear that — if you ever get a moment, a Google review would really help us: [link]")

Frequently asked questions

Can I ask customers to update an old negative review?

You can't ask Google to remove a review unless it violates guidelines. You can ask the customer directly (via private message) if they'd consider updating it if the issue was resolved. Some will. Don't make it transactional.

Does responding to reviews help my ranking?

Responding to reviews is a positive engagement signal. It doesn't override the core ranking factors (count, recency, rating), but it contributes to overall profile health.

How do I report a fake review?

In your GBP dashboard, click the three dots next to the review and select "Flag as inappropriate". Choose the most relevant reason. Google reviews these reports but rarely removes reviews quickly. If you believe it's a competitor attack, document evidence and escalate via Google's business support.

What's a good overall star rating to aim for?

4.5+ is the target. Studies show conversion rates (clicks to calls) drop noticeably below 4.3. A 5.0 rating with only 3 reviews is less compelling than a 4.7 with 60 reviews — volume and recency both matter.

How long before reviews affect my ranking?

New reviews are indexed quickly (usually within 24 hours) but ranking changes from increased review volume typically take two to four weeks to be reflected in position.