A five-star rating with 40 reviews will win more work than a three-star with 8. Most tradespeople know this, but still have fewer reviews than they should because they rely on customers volunteering them.
Customers who are happy rarely leave reviews unless they're asked. Customers who are unhappy often do. Which is why the default, without a system in place, is a skewed review profile that doesn't reflect the quality of your work.
Here's a simple process that consistently gets results.
The One Rule: Ask Immediately, In Person
The biggest mistake is waiting. Sending an email three days after the job is complete, when the customer has moved on and started thinking about something else, gets a fraction of the response of asking at the moment of completion.
The best time to ask is when you're finishing the job, the customer can see the work, and they're satisfied. A simple "if you're happy with how it's turned out, a Google review would really help the business. I'll send you the link now" is all it takes.
Then, while you're still there, send the link directly to their phone via WhatsApp or text.
Make It as Easy as Possible
The review link for your Google Business Profile is a direct URL that takes the customer straight to the review box, skipping the need to find your listing. You can find it in your Google Business Profile dashboard under "Get more reviews."
Save this link on your phone. Create a WhatsApp message template that includes it. The easier you make the process, the higher the conversion rate.
How Many Reviews Do You Actually Need?
For most Sussex towns, appearing in the map pack (the top three local results on Google) requires a minimum floor of around 15-25 reviews with a rating above 4.5. Below that, you're unlikely to appear regardless of how well-optimised your profile is.
Once you're in the map pack, the businesses with the most and most recent reviews tend to hold their position. Consistency matters more than volume: two new reviews per month beats getting 20 in a week and then nothing for six months.
What to Say When You Ask
You don't need a script. A few natural variations:
- "I live and die by Google reviews: if you're happy, I'd really appreciate one."
- "It takes about two minutes and it genuinely helps people find us."
- "Would you mind leaving a quick review? I'll send the link to your phone now."
Most satisfied customers are happy to help when asked directly by someone they've just had a good experience with.
Don't Neglect Responses
Responding to every review, positive and negative, signals to Google that you're an active, engaged business. For negative reviews, a calm and professional response is more persuasive to prospective customers than the review itself. Most people understand that occasional bad experiences happen; what they're assessing is how you handle them.
Getting your Google Business Profile properly set up and optimised is the foundation this process builds on. Without a complete, accurate profile, your reviews aren't doing their full job. Take a look at the Google Business Profile service for plumbers or GBP optimisation for electricians to see what a proper setup looks like, or get in touch if you'd like me to take a look at your current profile.
