How to Ask for Reviews: Simple Scripts Local Business Owners Can Use
Most happy customers never leave a review on their own. They meant to, they liked you, and then life got in the way. Knowing how to ask for reviews is what closes that gap. The good news is that asking doesn’t have to feel awkward or pushy. With the right moment and a few simple words, it becomes a normal part of finishing a job, and the holiday season, when you’re seeing more customers than usual, is a great time to make it a habit.
Why Asking Matters
Reviews are often the first thing a new customer reads about you, before your website and before they call. A steady flow of new ones shows people you’re still doing great work today, not just a few years ago. We covered that in why recent reviews matter more than your old five stars. The only reliable way to keep reviews coming is to ask.
Know the Rules First
Two sets of rules shape how you can ask, and both are simple to follow.
Google’s rules. Google’s review policy says businesses may not offer incentives, such as payment, discounts, or free goods or services, in exchange for reviews. It also says businesses may not discourage negative reviews or selectively ask only happy customers. Encouraging honest reviews is fine.
The FTC’s rules. The Federal Trade Commission’s Consumer Reviews and Testimonials Rule bans fake reviews and bans offering a reward on the condition that the review is positive or negative.
Put simply: ask every customer, don’t pay or reward anyone for a review, and never tell people what to say or how many stars to give.
Pick the Right Moment
The best time to ask is right after the customer feels good about what you did. That might be when a plumber turns the water back on, when a stylist turns the chair toward the mirror, or when a customer picks up a finished order and says “this is perfect.” If they’ve just thanked you, that’s your opening.
Don’t wait weeks. The longer you wait, the less likely it is that the review gets written.
Make It Easy
Every extra step loses people. Google lets you create a link or a QR code that takes customers straight to the place to leave a review on your Google Business Profile. Put the link in your texts and emails, and print the QR code on a small card at the register or on your receipts. Keep your Google Business Profile up to date while you’re there; the profile feature most businesses ignore is a good place to start.
Simple Scripts You Can Use
Change the words so they sound like you. The point is to be short, warm, and specific.
In Person
“I’m really glad this came out the way you wanted. If you have a minute this week, a Google review would mean a lot to us. It helps other people in town find us. I can text you the link.”
By Text
“Hi Maria, thanks again for choosing us today! If you have a moment, we’d love to hear how it went in a Google review: [link]. Thank you!”
Only text customers who have agreed to receive texts from your business. Our SMS marketing examples have more on texting customers the right way.
By Email
Subject: How did we do?
“Hi Tom, thank you for trusting us with your kitchen project. We’d love to know how it went. If you have two minutes, you can leave a Google review here: [link]. Your feedback helps us get better, and it helps your neighbors decide who to call.”
A Friendly Follow-Up
“Hi Maria, just a quick note in case the link got buried: [link]. No pressure at all, and thanks again for your business.”
One follow-up is plenty. After that, let it go.
Make It a Habit for Your Whole Team
- Decide who asks. The person who finished the work usually has the best connection with the customer.
- Give everyone the same short script. Let them put it in their own words, but keep the message the same.
- Keep the link handy. Save it in everyone’s phone so it can be texted in seconds.
- Ask every customer. Ask the quiet ones too, not just the ones you think loved you. That’s the rule, and it gives you a true picture of your business.
- Check in once a week. Look at the new reviews together and celebrate the good ones with your team.
Reply to Every Review
When a review comes in, answer it, whether it’s glowing or critical. A thoughtful reply thanks the customer and shows future customers how you treat people. Here’s our guide on how to respond to Google reviews, with examples for positive, negative, and fake ones.
Frequently Asked Questions
Can I offer a discount for a review?
No. Google’s policy does not allow incentives such as discounts or free services in exchange for reviews, and the FTC’s rule bans rewards tied to a positive or negative review.
Is it okay to ask only my happiest customers?
No. Google says businesses may not selectively ask for positive reviews. Ask every customer, and let the reviews reflect real experiences.
Let Your Reviews Do the Talking
Great reviews are only half the job; people also need to see them. Digital Maestro keeps Google Business Profiles active and turns your best customer feedback into social media posts for local businesses, so the people deciding who to call hear from the customers who already love you.
I love leaving reviews and even Marketplace asks to leave them. If I’ve had a not so good experience at a store, restaurant or other establishment, I always start with something I liked about it. Then if there was a problem, whether it be with food, service or other factors, I mention I was disappointed and tell them why. I’d like to hope my positive comment helped soften the blow for the negative one.
A fair review like that helps an owner more than five stars with no words. It tells them what to fix. When the owner replies with a thank you, other shoppers see a business that listens, Martha.
To be honest I wonder how many customers actually enjoy being asked for reviews these days, when just about every business seems to want one. There’s a fine line between making it easy for people to share their experience and making them feel that yet another task has been added to their day!
Tamara, how you ask makes the difference. Ask once, in person, right after a good visit. Send one link and stop there. Most people do not mind a single friendly ask.
I feel like asking for reviews should be such an easy part of the process, but often business owners get too into their own head about how they appear. If you did a great service, they’d be glad to support you further! Otherwise, its just part of being in business.
You have some really nice tips here on how to ask for reviews, Paul. If I were a seller, I’d definitely want to get good reviews for my business. If I were the buyer, I’d automatically leave a good or bad review based on my experience with the seller’s product or service.
I always feel like I’m bothering people (when I ask for a testimonial or review). But you’ve given lots of good ways to ask without it sounding like you’re begging like a dog, LOL. Thanks for those suggestions.