How to get more Google reviews: what works and what is allowed

Someone who was annoyed has a reason to write. Someone who was satisfied got what they expected and thinks no more of it. Then there is the effort: find the business on Google, pick the right listing, scroll down, tap the stars. Every one of those steps loses you customers.

Two levers follow from that. You have to ask, because otherwise only the unhappy ones write. And you have to make the path short, because otherwise even the willing give up on the way.

1. Ask at the right moment

The best time is right after the good experience: when paying in a restaurant, in front of the mirror at the hairdresser, at sign-off in the trades. An hour later the moment has passed.

2. Ask in person

One sentence from a person works better than any sign: “If you were happy, we'd be glad of a review on Google.” Google explicitly allows this request as long as you offer nothing in return.

3. Shorten the path

In the Business Profile, Google gives every business a direct review link and a QR code. With these the customer lands straight in the review window. An NFC card is faster still: the customer only holds their phone to it. The guide NFC or QR code explains the difference.

4. Involve your team

Reviews come about where your staff talk to customers. Explain why reviews matter and agree who asks when. Many customers name the person who served them in their review. That motivates.

5. Reply to every review

Google recommends replying to reviews. People who see a business say thank you and respond to criticism are more likely to write something themselves. How to respond to criticism is covered in the guide Replying to negative reviews.

6. Keep your profile complete

Opening hours, phone number, photos and the right category belong in every profile. A well-kept profile looks trustworthy, and customers find it more easily when they want to leave a review.

7. Keep going

Ten reviews in one week and then nothing for six months looks unnatural. A steady flow is better. Make the request a fixed part of your routine and not a one-off campaign.

Google's policies are clear on these points. Breaches can lead to reviews being removed and profiles being restricted.

• Rewards: no discount, no free drink, no voucher for a review. The same applies to changing or deleting a bad review.
• Screening: you may not send only happy customers to Google. More on this in the guide on review gating.
• Pressure and prescribed content: customers must not be pushed on your premises, and you may not ask for particular content.
• Fake reviews: reviews must be based on a real experience. Owners and staff do not review their own business.

Spotstar takes points 3 and 5 off your hands. The individually designed NFC card shortens the path to one gesture, and Spotstar replies to every review. Asking is still up to you. The industry pages show what that looks like in different trades.