April 2nd, 2024 | 6 min. read
By Kim Kovelle
Ready to reach more customers? These marketing services help.
When you Google a business, one of the first things you’ll see is a snapshot of its information — called a Google Business Profile. Next, you’ll likely see how many stars and reviews it has.
Your prospects do the same thing when they’re looking up your business. What will they find?
“I always tell business owners that 88% of people trust reviews from consumers as much as they do friends and family,” shares Michele Potts, Zoe Marketing & Communications’ sales director. “Plus, people are more likely to convert when they see positive reviews.”
If your ratings are lacking, it can feel like an uphill climb. Fortunately, there are various ways to build them — from direct asks to easy-to-find website widgets. In this blog, we’ll touch on a few key points about Google reviews, and then cover 9 ways to get more of them:
- Create a Google review link
- Embed your review links in key areas
- Create a review page on your website
- Send email requests to past customers
- Use social media engagement
- Promote Google review links in non-digital marketing
- Monitor and respond to reviews
- Highlight how easy and impactful it is
- Educate your team on getting reviews
With these tips, you can feel more confident about courting these important reviews. And you can start creating your next steps toward managing your online reputation.
A few essential points about Google reviews
Google reviews are a vital component of your digital credibility. Before you begin getting reviews, get your bearings on how they work — and how to proceed ethically.
- Customers can give you 1 to 5 stars, plus a written review.
- Google says profiles with five or more reviews can get up to twice as many customers.
- Google’s policy prohibits paying or incentivizing for reviews. Never offer discounts, free goods or services in exchange for feedback.
- Customers trust a mix of positive and negative reviews. Ask for honest reviews. Don’t discourage negative reviews or solicit positive ones; this is also against policy.
- Google tends to give higher visibility to reviews with 100 words or more, but even a few sentences are helpful.
- Google requires genuine reviews from real users based on actual experiences. Reviewers need to create a Google Account or Gmail account to leave a review. They may want to create a business account if they don’t want to review via their personal account.
9 ways to get more Google reviews
Now that you’ve got the ground rules, it’s time to ask for those honest reviews! Remember: You’ll get some good and some bad, and it’s OK to have both. Plus, you can (and should) always respond to all reviews (more on that in point #7).
1. Create a Google review link
First off, create a Google review link. To do this, you must first claim your Google Business Profile. Simply Google your business name, tap “Claim this business” and follow the steps.
Once you claim and verify your GBP, go to your profile and click “Get your first review” or “Get more reviews.” From here, a short link pops up that’s easy to share.
“To make it even easier, use a shortcode creator like Bitly or TinyURL,” Potts says. “Not only can you customize it into something memorable, you can also track it for about $10 per month.”
2. Embed your review links in key areas
Next, place that code in strategic areas that help “do the work for you,” Potts says. In other words, people will quickly see the link, and “they can leave a review any time.” For instance:
- Your website: Create and strategically place Google review buttons or widgets on your website. (The footer is a great place to start since it appears on every page.)
- Your email signatures: Use a similar widget or hyperlink to weave the link into the sign-off on each team member’s email. Especially those in client-facing roles.
- Receipts and invoices: Provide a digital link or, for printed versions, create a QR code (there are free and paid QR code generators; paid offers better tracking).
3. Create a review page on your website
Consider having a dedicated review webpage for top testimonials from various platforms (Google, Facebook, Yelp, etc.). This page is also a prime place to ask for more reviews.
Again, feature a widget/button or a prominently placed link taking visitors to your Google review form. Be sure to keep this page optimized and regularly updated with new feedback. Here’s an example from a mortgage company in Illinois:
“This not only encourages more reviews,” Potts says, “but it also boosts your site’s SEO and credibility with prospective customers.”
4. Send email requests to past customers
Reaching out to past customers directly is, of course, an essential way to gather reviews. First, consider your timing based on your sales cycle or services. Some guidelines:
- For immediate services, such as a restaurant or salon, ask within 24 hours.
- For short-term services, like auto repair or event planning, give 1-3 days.
- For long-term projects, e.g. construction, allow 1-2 weeks after completion.
- For ongoing services, such as therapy, consider asking after meeting a milestone or regularly, such as biannually or as part of an annual review.
“When possible, follow up on a high note,” Potts says. If your customer expresses they’re happy in a conversation, use that window to ask for a review, regardless of the timeframe.”
Developing an email campaign is an ideal approach. “Ask people to share their honest experiences and include the link,” Potts says. “Personalize these emails, too, to make them resonate and encourage responses.”
Again, since your customers will need a Google Account to leave a review, potentially offer some help with that process, too. From there, a series of 2-3 emails could look like:
1. The initial ask. Be polite and grateful, and ask for honest feedback that can help other future customers. Include the direct link. Weave in details when possible. For instance, here’s a sample we created:
2. The first follow-up (1-2 weeks later): Express thanks and offer a friendly reminder.
3. Possibly a second follow-up (2-3 weeks): Again, share gratitude and remind them that their opinion matters and can assist others. Acknowledge their busy schedule and thank them for any time they can spare.
After this, let it go. They may respond at another point or not at all. But overdoing it can be off-putting.
5. Use social media engagement
Social media is a prime place to showcase your reviews — and get more of them. Use free design tools like Canva to make compelling graphics to accompany your request, such as:
- Reminding customers of their positive experiences with your services and asking for reviews. Here’s a sample Facebook/Instagram post we made using a Canva template:
- Sharing existing positive reviews as quotes to inspire others to contribute their feedback. Here’s another sample made on Canva:
- Creating engaging content that directs customers to your Google review form, such as tips and tricks or behind-the-scenes videos
Again, always include the direct link — and be mindful of frequency.
“On social, aim to request reviews once a month max,” Potts says, among your regular social posts. “Be encouraging without overwhelming people.”
6. Promote Google review links in non-digital marketing
Include your Google review link or QR code on other materials, such as business cards, flyers, product packaging, customer loyalty cards or banners displayed prominently at events or workshops.
7. Monitor and respond to reviews
Next, regularly check your Google reviews and respond to each one promptly. Engaging with each review demonstrates your commitment to customer satisfaction.
“You should always respond to reviews, good or bad,” Potts says. “For positive reviews, thank them for taking the time to leave the review. And for negative reviews, let them know you’ve heard them and you’re addressing whatever issue they had.” In general:
✅ Be thoughtful yet succinct and clear. Keep it professional and approachable.
✅ Focus on empathy, understanding and, if needed, offering constructive solutions.
⛔ Always avoid being accusatory, argumentative or defensive.
For instance, here are productive ways to respond to reviews. The first is an autism therapy provider in metro Detroit; the second is a home improvement company in Chicago.
8. Highlight how easy and impactful it is
When asking for any review, focus on how quick and straightforward it is to leave one — and how valuable customer feedback is to your business to continue to grow and help others in your community.
For instance, provide concise step-by-step instructions, plus a direct link to your review form. Note that the process is brief yet beneficial, using language such as, “In just a few minutes, you can make a big difference.” You can also offer questions to consider, such as:
- What was your favorite part of our service/product?
- How did our team help solve your problem or meet your needs?
- Would you recommend us to others, and why?
- How could we improve your experience for next time?
9. Educate your team on getting reviews
Finally, ensure your team understands the importance of Google reviews. Train them to encourage customers to leave feedback, especially in face-to-face interactions.
For example, a sales rep could say, “After our session today, if you feel satisfied with the service, we’d appreciate it if you could leave us a review on Google. It helps us a lot and only takes a few minutes.” Scripts or key phrases can be extra helpful.
Next steps on improving your digital reputation
Building up your Google reviews is an exercise in putting yourself out there. “It takes opening yourself to all types of feedback,” Potts says. “And it takes using respectful, engaging, non-pushy ways to ask for that feedback.”
You’ve discovered nine tactics for gaining and responding to your reviews in this blog. Looking for help? Talk to us. Zoe Marketing & Communications has 15+ years of experience in digital marketing and can support your reputation management, including Google reviews.
In the meantime, start boosting your Google Business Profile and marketing with these articles:
Ready to Reach More Customers?
Connect with your best prospects — and drive more conversions — with a custom mix of digital ads, content, email, streaming ads, SEO, creative services and more.
