Short answer: ask every customer, at the end of the job when they’re happiest, and send them a direct link that opens the review box. Most customers are happy to leave one. They just never get round to it unless you make it easy.

Why reviews matter so much

When someone searches for a trade, Google shows a map with three businesses. Reviews are one of the biggest things it uses to decide who’s in that box. They’re also the first thing the customer reads. A handful of recent, detailed reviews often beats a big pile of old ones.

When to ask

At handover. The kitchen’s in, the roof’s done, they’re standing there saying it looks great. That’s the moment. Wait a fortnight and the moment’s gone.

How to ask

Keep it short and personal. Something like:

“Thanks again, really enjoyed this one. If you’ve got a minute, a Google review would help me a lot. Here’s the link, it goes straight to the box: [link]”

Send it by text or WhatsApp, not email. People read texts.

Get your direct review link

In your Google Business Profile there’s an option to share a review link. Copy it, save it in your phone, and you’ll never have to look for it again. That one link is the most useful thing you’ll get out of your profile.

What helps a review count for more

  • When the customer mentions the job: ‘new bathroom’, ‘roof repair’, ‘monoblock driveway’
  • When they mention the town
  • When you reply. A short thank you to every review shows you care, and other customers notice

You can’t tell customers what to write, and you shouldn’t. But you can say ‘it helps if you mention what I did for you’.

What not to do

  • Don’t pay for reviews or offer discounts for them. It’s against Google’s rules and can get reviews removed.
  • Don’t write them yourself or get pals to. Google is good at spotting it.
  • Don’t argue with a bad review. Reply calmly, once, and move on. Future customers judge the reply more than the review.

If you’d rather not think about it, a review system is part of every Toflin social media plan. Customers get asked at the right time without you having to remember.

Quick answers

How do I get a direct link to my Google reviews?

Open your Google Business Profile, find the option to ask for reviews or share a review link, and copy it.

Can I offer a discount for a Google review?

No. Google doesn’t allow incentives for reviews, and they can be removed.

How should I reply to a bad review?

Calmly, once, without arguing. Thank them, explain briefly if needed, and offer to sort it out offline.

Written by Tony Flynn, who runs Toflin from Carluke and works with trades across Lanarkshire. Want a hand with any of this? Call 01698 598763 or see the prices.