How to ask customers for Google reviews (and stay within Google's rules)

To ask customers for Google reviews, copy your review link from your Google Business Profile, then ask every customer soon after their visit: in person, and again in a short message with the link. Keep it simple and personal. Don't offer anything in return and don't ask only the customers you think were happy, because Google's policy prohibits both.

How do you get your Google review link?

Google's help article Create a Google link or QR code to request reviews gives the steps: go to your Business Profile, select Read reviews, then Get more reviews, and use the share option to copy the link. On a computer you can also create a QR code for the same link. Google says the QR code can only be made in a computer browser, not on a phone.

Google suggests putting the link on receipts, in thank-you emails and on a printed QR code in your shop, and sending it by email or message.

When should you ask?

Soon after the visit, while the customer still remembers it. Two moments work well:

• At the end of the appointment, in person: "If you've got a minute later, a Google review would really help us."
• Later that day or the next day, in a short message with the link, so they can do it when they have time.

One reminder after the visit is plenty; more than that starts to feel like pressure.

What should you say?

Short and in your own voice. A few examples to adapt:

Thanks for coming in today, Mia. If you have a minute, we'd love a Google review. It helps other people find us: [link]

Hi Tom, thanks again for having us round to do the car. If you're happy to share how it went, here's our Google review link: [link]

Thanks for your lesson this week. If you'd like to tell others what it's like, you can leave a review here: [link]. Honest feedback helps us too.

Leave out what you'd like them to write. Google's policy doesn't allow businesses to ask for specific content in a review.

What does Google not allow?

Google's Maps user contributed content policy sets the rules for reviews. For a small business, the ones that matter most:

• No incentives. You can't offer payment, discounts, free goods or services in exchange for a review, or for changing or removing a negative one. That includes "10% off your next visit if you leave a review".
• No asking only happy customers. Businesses may not discourage negative reviews or selectively ask for positive ones. Ask everyone, not just the people you think will give five stars.
• No review quotas or required wording for staff. You can't ask your team to collect a certain number of reviews, or reviews that say particular things.
• No reviews from people with a conflict of interest, such as current or former employees reviewing your business.

Google's own tips to get more reviews repeat that incentives are prohibited and note that a mix of positive and negative feedback often feels more trustworthy.

There may be laws on this as well. In the US, the Federal Trade Commission announced a rule in August 2024 that bans, among other things, incentives conditioned on a review being positive or negative. Other countries have their own consumer rules; if you're unsure, check with your trade association or a lawyer.

What about bad reviews?

Reply to them, calmly and briefly. Thank the customer, say briefly what you'll do about it, and offer to continue by phone or email. Google's tips recommend replying to reviews in general, and your reply is visible to everyone who reads the review.

How Okayset can send the review request for you

Okayset's thank-you email sends one short email after each visit, at the time you choose (from 1 hour to 2 days after the appointment ends). It thanks the customer in your business's name, with your own text if you write some, and, once you've added your review link, a button to your review page, plus a link to book again. You set it up under Settings › Notifications; any https link works as the review page, so you can use your Google link, Trustpilot or Facebook. See reminders and thank-you emails.

It goes to every customer unless the booking was cancelled, moved to another time (a new one is planned for the new time) or marked as a no-show. You don't choose who gets it, which fits Google's rule about not asking only happy customers.

The thank-you email is free during the private beta and part of the paid plans after it (see pricing). The reminder before each visit is on every plan.