How to get more Google reviews

Last updated 12 October 2026 · By the XKey team

Why do Google reviews matter?

Google lists reviews as part of how prominent a business is in local search, alongside relevance and distance. Just as important, people read them: the number, the average and how recent they are all affect whether someone calls. Our local SEO checklist covers the other local signals.

How do I get my Google review link?

1. Sign in to your Google Business Profile (search for your business name on Google while signed in).
2. Choose Ask for reviews (or Get more reviews).
3. Copy the short link. That opens the review form directly, with no searching needed.

Put the link in your email signature, invoices, follow-up texts and on your website's thank-you page. A printed QR code at the till or on the van works for walk-in and on-site customers.

When and how should I ask?

• Ask at the happy moment – when the job's finished and the customer has just said thanks, or the day after delivery.
• Ask in person, then send the link by text or email the same day. A personal ask works far better than an automated one alone.
• Make it specific: "If you've got a minute, a review mentioning the boiler repair really helps us." Reviews that mention the service and town are more useful to readers.
• Ask everyone, not just customers you're sure loved it.

Should I reply to reviews?

Yes, to all of them. Thank people by name for good reviews. For bad ones, reply calmly and briefly, offer to put it right offline, and never argue in public – future customers read your reply more than the complaint. If a review breaks Google's policies (spam, off-topic, hateful, or from someone who was never a customer), report it from your Business Profile; Google won't remove a review just for being negative.

What's against the rules?

• Fake reviews, including ones written by you, staff, friends or family. Under the Digital Markets, Competition and Consumers Act 2024, fake reviews are banned in the UK.
• Paying or rewarding reviews – discounts, prize draws or freebies in return for a review break Google's policy.
• Review gating – only sending your review link to customers you think are happy.
• Buying reviews or using "review exchange" groups.

Breaking these can get reviews removed, a warning shown on your profile, or the profile suspended.

Frequently asked questions

How many Google reviews do I need?

Enough to compare well with the businesses you compete with in the map results, and a steady flow of new ones. Recent reviews matter, so aim for regular reviews rather than a burst.

Can I ask customers to change a bad review?

You can fix the problem and let them know, and some people choose to update their review. Don't pressure them or offer anything in return.

Do reviews on other sites help?

Reviews on Facebook, Trustpilot or trade sites help customers trust you and can appear in search, but Google reviews have the most direct effect on Google Maps.