If you had to pick one thing to work on this month that would make the most measurable difference to your business, it would be Google reviews. Not your website copy. Not social media posts. Reviews.
Here's why, and more importantly, how to get more of them consistently.
Why Reviews Matter More Than You Think
When someone searches for a plumber, electrician, or builder in their area, they're presented with a map pack showing three local businesses. The differences between those listings that determine who gets the call are: star rating, number of reviews, and how recent the latest review is.
A business with 4.8 stars and 60 reviews will get a dramatically higher click-through rate than one with 4.5 stars and 8 reviews, even if the work quality is identical. Reviews are social proof at the exact moment a customer is deciding who to call.
Beyond the map pack, Google also uses review signals as a ranking factor. More reviews, more recency, and higher ratings all contribute to where you appear in local search results.
The Simplest System That Actually Works
The reason most tradespeople don't have many reviews isn't because their customers are unhappy. It's because asking feels awkward and remembering to ask is one more thing on an already full plate.
The fix is making it frictionless: for you and for the customer.
Step 1: Get your review link. Go to your Google Business Profile, click "Get more reviews," and copy the short link. This is a direct link that takes a customer straight to the review box, no searching required.
Step 2: Save it as a text shortcut on your phone. Most smartphones let you set up text replacement shortcuts. Set "ggrev" to expand to your full review link. Takes 30 seconds to set up.
Step 3: Text it while you're packing up. Once a job is done and the customer is happy, send a simple text: "Thanks for having me, if you're happy with the work it really helps if you leave a quick Google review. Here's the link: [link]." That's it. No awkward conversation, no pressure, just a genuine ask at the right moment.
Step 4: Follow up once. If they didn't leave a review within a week, a single follow-up message is fine: "Just checking in, hope everything is still working well. If you do have a moment to leave a Google review I'd really appreciate it."
Responding to Every Review
This is the step most trades skip. Responding to reviews, both positive and negative, signals to Google that you're an active, engaged business. It also shows prospective customers how you treat people.
For positive reviews, a brief, personal response is all that's needed: thank them by name, mention the specific job if you can, and reference the location if it feels natural. "Thanks so much, Sarah, really glad the bathroom refit came out well. Great having the chance to work on an older Victorian terrace in Lewes."
For negative reviews, always respond calmly and professionally. Acknowledge the issue, offer to make it right, and take the conversation offline. Your response is read by far more people than the reviewer: how you handle criticism tells potential customers more than the complaint itself.
What to Aim For
A realistic target for an active sole trader is 2-3 new reviews per month. At that pace, after a year you'll have 25-35 reviews, which puts you comfortably in competitive territory for most Sussex locations.
The tradespeople who dominate map pack results locally are almost always the ones who've made review collection a habit, not an afterthought.
If you'd like help setting up a fully optimised Google Business Profile that makes the most of the reviews you're collecting, get in touch.
