Quick answer
Ask every customer, soon after the job, with a direct link to your Google review form. Don't offer anything in return, and don't only ask the customers you think are happy. Reply to reviews politely. The SMS and WhatsApp templates below keep it quick.
Why do reviews matter so much for trades?
Homeowners can't easily judge a roof or a boiler, so they judge the business instead. Reviews from real neighbours are often what decides who gets the call. Google also says reviews are part of how it judges a business's prominence in local results.
What are the rules?
Google's policies and UK law are both clear on the main points.
- No incentives. Google prohibits offering payment, discounts or free goods or services in exchange for a review.
- No review gating. You must not discourage negative reviews or selectively ask only happy customers. Google bans this, and the CMA's guidance treats it as misleading. Ask everyone.
- No pressure on the spot. Google says businesses shouldn't pressure customers to leave a review while on the premises. Asking politely and leaving it with them is fine.
- No fake reviews. Reviews from staff, friends or family posing as customers, or reviews you write yourself, are banned by Google. Since April 2025, UK consumer law explicitly bans posting or commissioning fake reviews, and the CMA can fine businesses.
- Show reviews honestly. If you use reviews in your marketing, the CAP Code says they must be genuine and not presented in a misleading way.
How do you get your review link?
- Open your Google Business Profile.
- Select Read reviews, then Get more reviews.
- Copy the link, or download the QR code to put on invoices, business cards or a sticker in the van.
When is the best time to ask?
Soon after the job is finished and the customer has seen the result, usually the same day or the next. Make it part of your routine, for example when you send the final invoice. If the customer raised a problem, sort it out first, but still send the same request to everyone.
Templates you can copy
Change the words in square brackets. Keep messages short and personal. Only send them to customers who have given you their number for the job.
Hi [name], thanks for choosing [business] for your [job]. If you have a minute, we'd really appreciate an honest review on Google: [link]. Thanks, [your name]
Hi [name], here's a photo of the finished [job]. Thanks again for having us. If you're happy to, you can leave an honest Google review here: [link]. Any questions, just reply. [your name]
Hi [name], just a quick reminder in case you missed it. Here's the link for a Google review if you'd like to leave one: [link]. No worries if not. Thanks, [business]
Ask once and remind once at most. Keep the request neutral and don't add offers or promotions to it. A plain request for feedback is very different from a marketing message, and the ICO treats messages that mix in promotion as direct marketing.
How should you reply to reviews?
Google recommends replies that are short, polite and personal rather than generic or promotional.
- Positive review: thank them by name and mention the job. "Thanks Sarah, glad the new flat roof kept the rain out this week."
- Negative review: stay calm, don't share private details, acknowledge what went wrong if it did, and offer to sort it out offline.
- Never argue or accuse a reviewer in public. Other customers read your reply as much as the review.
If a review is fake or breaks Google's policies, you can report it from your profile. Don't report a review just because it is negative.
Should you ask for reviews on other sites too?
Google is usually the most visible place for local trades, but customers also read Facebook recommendations and trade directories such as Checkatrade or TrustATrader if you use them. Each platform has its own rules, so read them before you ask. The same principles apply everywhere: ask every customer, never pay or reward people for reviews, and never write reviews yourself.
Don't split your requests across too many sites. One clear link in each message is easier for customers than a choice of five.
How do you make it a habit?
- Add the review link to your invoice template and email signature.
- Put the QR code on a card you leave after each job.
- Set a weekly reminder to check for new reviews and reply.
- Show your reviews (with the customer's first name only) on your website, and link to your full Google reviews so customers can see the whole picture.
Our Google Business Profile service gives you a review link and one standard message to send to every customer. We never write, buy or filter reviews.