How to Get More Google Reviews (Without Breaking the Rules)

By the Oski Marketing team · Updated 5 October 2026 · 6 min read

The way to get more Google reviews is to ask every customer, at the moment they are happiest, with a direct review link that takes one tap. Send it by text or WhatsApp within a day of finishing. Never offer discounts or gifts, never ask only happy customers, and never write or buy reviews: Google bans it and UK law now does too.

Why do Google reviews matter for a local business?

Reviews affect both whether you're found and whether you're picked. Google's local ranking help page says prominence is partly based on how many reviews you have, and that more reviews and positive ratings can help your local ranking. Then, once someone sees you, recent reviews that mention real jobs are often what makes them call you over the next business on the map.

Recency matters to customers too. A profile with plenty of reviews but nothing from the last year makes people wonder if you are still trading.

When is the best time to ask for a review?

Ask when the customer has just seen the result and is pleased, which for most trades is the moment the job is finished or the day after. That might be when:

• A plumber has fixed a leak and the customer has seen the ceiling stop dripping.
• An electrician has handed over the certificate and shown the new consumer unit.
• A salon client has seen the finished colour in the mirror.
• A restaurant table is paying the bill and has said the food was lovely.

Ask in person first ("Would you mind leaving us a quick Google review? I'll text you the link."), then send the link. The spoken ask is what gets people to actually do it; the text is what makes it easy.

How do I ask? Copy-and-paste templates

Short, personal messages work best. Get your link from your Business Profile: Google's reviews tips page says you can ask customers to visit a Google link or scan a QR code.

Text or WhatsApp, same day: "Hi Priya, thanks for having us today to sort the boiler. If you've got a minute, a Google review really helps a small business like ours: [link]. Thanks, Dan at [business name]."

Email, next day: "Subject: Thanks from [business name] Hi Mr Okafor, thanks for choosing us for the rewire. We hope everything's working well. If you have a moment, we'd be grateful for an honest review on Google: [link]. If anything isn't right, reply to this email and we'll sort it."

Printed card or invoice footer: "Happy with the work? Scan to leave us a Google review. It takes a minute and helps other local people find us."

Gentle reminder, five to seven days later (once only): "Hi Priya, just a quick nudge in case the review link got buried: [link]. No worries if not. Thanks again, Dan."

Notice what these don't say. They don't ask for five stars, they don't offer anything in return, and they go to every customer.

What does Google's review policy allow?

Google allows you to ask for reviews and to remind customers. It prohibits incentives and selective asking. Google's prohibited content policy lists, among other things:

• Offering incentives "such as payment, discounts, free goods and/or services" in exchange for a review.
• Discouraging negative reviews or "selectively solicit[ing] positive reviews".
• Reviews based on a conflict of interest, including current or former employment or personal relationships.
• Requiring staff to collect a certain number of reviews or reviews with specific content.

That rules out the common tricks: a prize for the best review, a "tell us first if you're unhappy" screen that only sends happy customers to Google, staff writing reviews for each other, and asking customers to mention specific keywords.

What does UK law say about fake reviews?

Since April 2025, fake reviews have been a banned practice in the UK. This is a general guide, not legal advice.

Under Schedule 20 of the Digital Markets, Competition and Consumers Act 2024, it is automatically unfair to submit or commission a fake consumer review, meaning one that "purports to be, but is not, based on a person's genuine experience", or a review that hides the fact it was incentivised. The CMA announced in April 2025 that it can now decide breaches directly and fine businesses up to 10% of global turnover.

The CMA's fake reviews guidance (CMA208) gives examples that apply to small businesses:

The guidance also says that disclosed incentives can be lawful on some platforms. Google's policy is stricter and bans incentives altogether, so for Google reviews, offer nothing.

How do I make reviewing easy?

Remove every step between "yes, happy to" and a posted review.

1. Copy your review link from the Business Profile (Read reviews, then Get more reviews) and save it as a text shortcut on your phone.
2. Download the QR code on a computer (Google only generates it in a desktop browser) and print it on invoices, job sheets, receipts or a small card left with the customer.
3. Add the link to your email signature and to the "job complete" message in your booking or invoicing software.
4. Put a "Review us on Google" link in your website footer.
5. Reply to every review, good or bad, within a few days. Customers notice businesses that answer, and Google's tips page recommends it. Our guide on replying to bad reviews has templates.

For the rest of your profile, see our Google Business Profile checklist.

What to do this week

1. Find your review link in your Business Profile and save it as a phone shortcut.
2. Text the link, with the template above, to every customer from the last two weeks.
3. Add the QR code to your invoice or receipt template.
4. Delete any "only review us if you're happy" wording from your website, emails or forms.
5. Reply to any reviews still waiting for an answer.

Oski Marketing sets up review requests as part of Business Profile management, using exactly these rules: everyone gets asked, nobody gets paid.