How to get more Google reviews (without breaking the rules)
Reviews are often the first thing a customer reads about a trade. The way to get more of them is simple: ask every customer, make it easy, and never pay, reward or pick and choose who you ask. Here's how, and the rules that apply in the UK.
Updated
The rules, in plain English
Google's policy for reviews on Maps says a business mustn't offer payment, discounts, free goods or services in exchange for a review, or for changing or removing one. It mustn't discourage negative reviews or selectively ask happy customers for positive ones. And reviews from people with a conflict of interest, such as current or former staff, aren't allowed.
Google's prohibited and restricted content policy for Maps
UK law says the same in its own way. Since 6 April 2025, under the Digital Markets, Competition and Consumers Act 2024, writing or commissioning a fake review, or a review that hides the fact it was incentivised, is a banned practice in all circumstances. The Competition and Markets Authority enforces it and has published guidance for businesses.
Ask every customer, not only the happy ones
Some review tools ask the customer first whether they were happy, then send the happy ones to Google and the rest to a private form. That's selective asking, and Google's policy doesn't allow it. Ask everyone, the same way, at the same point in the job.
It's better for you anyway. A few honest criticisms among many good reviews make the good ones more believable, and a calm, helpful reply to a bad one shows a future customer how you deal with problems.
Make it easy
Get your review link
From your Business Profile, Google lets you create a link or a QR code that opens straight to the box for a review of your business.
Ask at the right moment
When the job is finished and checked: while you're still there, or the same day. Memories fade quickly.
Send the link
A short text or email with the link. No pressure, and no suggested wording or star rating.
Put the QR code where it's seen
On your invoice, on a card you leave after the job, or on the van.
Customers need to be signed in to a Google Account to leave a review, and it doesn't have to be a Gmail address.
What not to do
- Offer a discount, a freebie, a prize draw entry or money for a review.
- Write reviews for customers, or ask friends, family or staff to post them.
- Ask only the customers you know were pleased.
- Tell customers what to write or what rating to give.
- Buy reviews, or use anyone who sells them.
- Copy reviews from somewhere else and present them as Google reviews.
Replying to reviews
Reply to reviews, good and bad. Thank people for the good ones, and mention the job if you can. For a bad one, stay calm, say what you'll do about it, and offer to talk it through by phone. Never share a customer's details in a reply.
If a review breaks Google's rules, for example it's fake or offensive, you can report it from your profile. Google decides whether it comes down; you can't delete a review yourself.
Showing your reviews on your own website
Our Google reviews module puts your Google rating and a selection of your Google reviews on your homepage, refreshed from Google every day. Google gives us up to five reviews and chooses which by relevance, so they won't always be your newest.
It doesn't ask customers for reviews or reply to them: the asking is up to you, and this guide is how. The review strip is in every package, and Core includes your Google profile set up for you.
Questions
Can I offer a discount to customers who leave a review?
No. Google's policy prohibits offering payment, discounts, free goods or services in exchange for a review, and in the UK a review that hides the fact it was incentivised is a banned practice under the Digital Markets, Competition and Consumers Act 2024.
Can I ask only the customers I know were happy?
No. Google's policy says a business mustn't selectively ask customers for positive reviews. Ask every customer, the same way.
Can my family or staff leave reviews?
Google doesn't allow reviews from people with a conflict of interest, such as current or former employees. Reviews should come from real customers describing a real experience.
Can I remove a bad review?
You can't delete a review yourself. You can reply to it, and report it if it breaks Google's policies; Google decides whether it comes down.
Will more reviews move me up on Google?
Nobody outside Google can promise how reviews affect where you appear. What is certain is that customers read them, so a steady flow of honest reviews and thoughtful replies helps people choose you.
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