Insights · Get found · Local SEO
How to get more Google reviews without breaking the rules
By Stacey G, Senior SEO and Account Manager
Published · 3 minute read
The short answer
The way to get more Google reviews is to ask every happy client, every time, within a day of finishing the work, with a direct link that takes them straight to your review form. Automate the request so it always happens. Never offer incentives, write reviews yourself or ask only happy clients: Google forbids it, and UK law has banned fake reviews since April 2025.
Reviews do two jobs at once. They help you rank in Google Maps, and they are often the first thing a new client reads before deciding whether to call. One of our clients, a Greater Manchester plumbing company, went from 12 reviews after eight years in business to 67 in five months. Here is the routine behind it.
Why do Google reviews matter?
Google says prominence is one of the three things it uses to rank local results, and review count and rating are part of prominence. Just as important, people compare the star ratings of the three businesses in the map pack before they choose who to call.
When should you ask?
Within a day of finishing the work, while the client is happiest and the job is fresh in their mind. Ask a week later and most people will mean to, then forget.
How should you ask?
- Get your direct review linkIn your Google Business Profile, choose "Ask for reviews" to copy a link that opens the review form directly.
- Send it by text and emailA text gets read; an email gives them a link to come back to.
- Keep it short and personalFrom a named person, thanking them for their business.
- Send one reminderA gentle nudge a few days later, then stop.
- Automate itTrigger the request from your CRM or booking system when a job is marked complete, so it never depends on someone remembering.
What is not allowed?
- Offering discounts, gifts or prize draws in exchange for reviews.
- Asking only clients you expect to be happy, sometimes called review gating.
- Writing reviews yourself, or asking staff, friends or family to.
- Buying reviews from anyone, for any reason.
Google removes reviews that break its policies and can restrict profiles that solicit them. In the UK, the Digital Markets, Competition and Consumers Act 2024 also made fake reviews and concealed incentivised reviews unlawful from April 2025.
How should you reply to reviews?
- Reply to every review, positive or negative, within a couple of days.
- Thank positive reviewers by name and mention the service, naturally.
- Answer negative reviews calmly, without sharing client details, and offer to talk privately.
- Report reviews that break Google’s policies, rather than arguing in public.
About the author
Stacey G, Senior SEO and Account Manager. Stacey leads organic growth: SEO, local SEO, AEO and GEO. She gets clients found and chosen on Google, in Google Maps and in AI answers from ChatGPT and Google.
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