How to Get More Google Reviews:
Proven Strategies

Your top local competitor has 4.8 stars and 237 glowing reviews on their Google Business Profile (GBP).

You’ve got 12.

That gap is more than just ratings — it’s lost visibility in Google’s local packs, Maps, and search results.

In other words, lost income.

Google favors trusted companies with consistent, high-quality reviews. Your next customer does, too.

The good news?

You don’t need hundreds of reviews overnight.

You just need a system. Not a one-time ask, but a repeatable, scalable workflow.

In this guide on how to get more Google reviews, we’ll break down:

• How to set realistic review goals and beat your competitors
• Best practices for requesting and responding to reviews
• Workflows that actually work
• Common pitfalls and how to avoid them

Before getting into the strategies, let’s address the critical mistakes that could derail your efforts.

What NOT to Do When Asking for Google Reviews

First things first: Local business reviews are high-stakes.

Missteps can get your business in serious trouble. They can harm your operations, hurt your reputation, and affect your legal status.

For example, Google may hide reviews or limit your profile’s features if it detects suspicious activity.

Legal trouble and hefty fines can arise if you offer incentives or post fake reviews.

Your reputation can also take a hit, eroding customer trust and damaging long-term credibility.

Just ask Fashion Nova, which faced backlash for suppressing negative reviews on its site.

Here’s what to avoid:

• Fake reviews: Posting false or misleading reviews erodes trust and misguides customers
• Buying reviews / offering incentives: Offering money, gifts, rewards, coupons, or other perks for reviews is illegal and undermines credibility
• Review gating: Steering only happy customers toward leaving reviews skews feedback and reduces authenticity
• Self-reviews or staff reviews: Reviewing your own business or having employees do so misrepresents trustworthiness
• Negative competitor reviews: Attacking competitors is dishonest and damages your brand’s credibility
• Bulk review tactics: Flooding reviews at once creates an unnatural impression and can undermine integrity

The bottom line? Honesty is your best strategy.

Avoid shortcuts, follow Google and legal guidelines, and your reputation will grow sustainably.

Essential Review Generation

Now that you know what not to do, let’s talk about what actually works.

We’ve broken the playbook into three parts:

• Essentials (Steps 1–8): The must-dos. Simple, repeatable tactics that get reviews flowing.
• Advanced (Steps 9–14): Ways to level up once you’ve nailed the basics — faster growth, smarter systems, more visibility
• Long-term (Steps 15–18): How to keep reviews coming for years and protect your reputation as the landscape changes

We’ll start with the essentials. Because without a strong foundation, nothing else sticks.

1. Track and Benchmark Your Top Competitors

The first step to earning reviews that actually move the needle is knowing exactly where you stand against your competitors.

Use our “Competitor Audit” spreadsheet in the toolkit to organize and record your research.

Then, start by identifying the search phrases people use to find businesses like yours.

For example, a Mexican restaurant might track terms like “Mexican restaurant San Rafael,” “gluten-free tacos near me,” or “organic Mexican food.”

Once you have your list, search each phrase from your business location to see which competitors appear in the local pack.

Record the top-rated and most-reviewed businesses for each phrase. Note their name, GBP link, rating, and review count.

Then, use this data to create benchmarks and set realistic goals for your own review strategy.

For instance, look at the competitors with the greatest number of reviews and sort by “newest” on their GBPs.

This lets you see how often competitors are getting fresh reviews — and what customers are actually talking about.

Pay attention to:

• Frequency: Are they getting reviews daily, weekly, monthly?
• Themes: Do people praise service, staff, price, or atmosphere?
• Gaps: Are complaints repeating (slow service, limited options) where you can stand out?

Aim to match (or exceed) the review pace of your top competitors while addressing the gaps you’ve uncovered.

This way, you’re not just benchmarking numbers — you’re learning what drives reviews in your market and how to position your business better.

2. Train Your Team With Proven Scripts

Consistency is key when asking for reviews. Staff who hesitate or improvise risk losing opportunities. Especially during in-person interactions or phone follow-ups.

Word-for-word scripts eliminate awkwardness, build confidence, and ensure every request reflects your brand.

Start by identifying common scenarios, like in-person after a service, follow-up calls, etc.

Then, create simple, natural scripts for each.

In-person request:

Phone follow-up:

Roleplay each scenario until it feels effortless.

And when customers hesitate, give your team simple scripts to handle common pushbacks.

Objection: “I don’t really have time right now.”
Response: “Totally understand — it only takes 30 seconds, and your feedback really helps us improve. Here’s a quick link if you’d like to do it later.”

Objection: “I don’t usually leave reviews.”
Response: “No worries at all. Even a sentence or two makes a big difference, and it helps neighbors know what to expect when they visit us.”

Objection: “I’m not sure what to write.”
Response: “That’s easy. Just a line about what you liked most is super helpful. Even a short review makes a big impact.”

For example, say you’re a local dentist.

Train your front desk staff to ask for reviews during checkout, or have hygienists mention it casually after cleanings.

Regular practice keeps your team consistent, confident, and effective. This turns everyday interactions into authentic opportunities to earn more Google reviews.

3. Master the Timing and Psychology of Your Request

Timing your review requests is about understanding your customer and your business.

A coffee shop visitor may leave a review immediately, while hotel guests usually need a few days to settle in before sharing feedback.

If you’re unsure how to begin, start simple.

Ask when most customers expect it: at the moment of service or within 24 hours.

These two windows capture natural enthusiasm and work for most businesses.

Train staff to notice these cues and make a friendly, timely request.

To fine-tune how you’re getting more Google reviews, test your timing: Run a month-over-month experiment to find your sweet spot.

• Month 1: Ask at the time of service
• Month 2: Ask within 24 hours
• Month 3: Ask the next day
• Month 4: Ask one week after the transaction
• Month 5: Ask two weeks after the transaction

Timing matters — but psychology does too.

Beyond when you ask, here are six psychological triggers you can tap into to get more Google reviews:

Start simple, track results, refine timing, and combine with psychological cues for steady review growth.

4. Send SMS & Email Review Requests That Actually Work

Beyond in-person requests, email and SMS are high-conversion channels to capture feedback.

GatherUp research shows that email requests alone generate a 15% response rate, while SMS alone achieves 20%.

Combining both channels boosts responses to 26%. It’s one of the most effective ways to get more Google reviews from customers.

To maximize results:

• Collect email and phone info at the time of service
• Use a direct review link so customers don’t need to search for your business
• Personalize greetings with the customer’s name
• Keep messages concise—under 160 characters for SMS
• Send texts only during normal business hours (8 a.m.–6 p.m.)
• Customize requests to highlight specific products, services, or features
• Follow up once if there’s no response, but don’t pressure customers

Broad requests inquire about the customer’s overall experience. Specific requests focus on a product, service, or feature.

Templates should reflect the same friendly, natural voice as your in-person or phone requests.

Broad email review request template:

Specific email review request template:

Broad SMS request template:

Specific SMS request template:

Here’s how olive oil retailer Graza approaches it:

The easier and more personal you make it, the more likely customers are to leave a review.

5. Create Your Google Review Short Link

Your Google review link is the foundation of every request — whether in-person, by SMS, email, or on receipts.

Making it easy for customers to leave feedback removes friction and boosts response rates.

To find it, go to your GBP dashboard and click “Ask for reviews.”

Then, copy the link and share it across channels — email, SMS, your website, social media, etc.

With a simple, accessible link, customers can leave reviews in just a few clicks. It’s a small step that drives measurable results in your local reputation strategy.

6. Deploy QR Codes Strategically

QR codes simplify the review process, making it easy for customers to leave feedback on the spot.

In your Google Business Profile, go to “Ask for reviews.” Google automatically generates a QR code linked to your review page.

Place the QR code in high-traffic, natural touchpoints. Think menus, checkout counters, and product packaging.

For instance, a salon could print the QR code on mirror signage or checkout receipts. This gives clients a chance to scan it while waiting or checking out.

Some brands even add review QR codes to their business cards.

Add a clear call-to-action, like “Share your experience!” Encourage staff to mention it during in-person interactions. Experiment with different placements to see which drives the most scans.

7. Automate Email Follow-Ups (Without Being Pushy)

Automation lets you scale review requests without burdening your team.

You can use email platforms or customer relationship management (CRM) software to set up triggered messages. They’re sent automatically after a purchase or when a service is completed.

Follow-ups should be timed to reach customers while the experience is still fresh, but not so soon that they feel pushy.

Start with a simple, friendly email.

Thank the customer, highlight the specific product or service, and include a direct Google review link.

Keep it concise and personal. If no review is left, schedule one gentle follow-up — avoid multiple reminders, which can feel spammy.

Test timing and message variations to see what resonates with your audience.

8. Add “Review Us” Button to Your Website

Make leaving a review effortless with a “Review Us” button. It’s an “always on” asset you can add to your homepage and thank-you pages.

Here’s how restoration company SERVPRO does it:

This gives customers a constant, low-effort way to share feedback and builds public proof of trust.

Advanced Review Optimization

Want to take your review strategy further?

These advanced review tactics don’t just increase your star count. They also shape how customers perceive your brand and give you an edge over competitors.

9. Turn Negative Reviews Into Trust Builders

A negative review isn’t just a critique — it’s an opportunity to demonstrate transparency, care, and professionalism.

How you respond can influence not only the reviewer but every potential customer reading your profile.

Start by acknowledging the customer’s experience without deflecting blame.

Show empathy, clarify facts if needed, and outline steps you’re taking to resolve the issue. Always keep your tone calm, professional, and solution-focused.

Structure responses around three key points:

• Acknowledge: Validate the customer’s feelings or concern
• Address: Explain what you’re doing to fix it
• Invite: Encourage them to follow up offline or give the experience another try

Having templates for different review types, like complaints, product issues, or delays, can save time. They also help keep your team’s responses consistent.

When handled well, negative reviews can build trust. They show prospects your business is accountable and responsive.

If the issue is resolved, you can also politely ask if they’d be willing to update their review to reflect the improved experience.

Here’s how jeweler Collective Hearts turned a 1-star review into a positive outcome:

A customer, frustrated after repeated failed attempts to get help, leaves a poor review.

The business owner responds quickly and personally. They apologize, explain the problem, and provide direct contact to resolve it.

The customer’s trust is restored. They update their original review, raise the star rating, and highlight the positive resolution.

10. Encourage Photo-Rich Reviews for Maximum Impact

Visual proof builds trust faster and makes your GBP stand out. In fact, more than half of consumers say they look for reviews with photos when choosing a local business.

That’s why it pays to train your team to create “photo moments.”

The goal isn’t to push reviews — it’s to help customers capture something they’ll actually want to share.

• Café: “That latte art looks amazing! Want me to grab a photo for you? If you share it in a review, other coffee lovers will see what we create here.”
• Salon/Spa: As the mirror reveal happens: “Your new style looks incredible — want a quick photo to capture the look? You can drop it in a review if you’d like so others can see our work.”
• Home services: At project handoff: “This remodel turned out beautifully. Want us to take a photo for you? If you add it to a review, it helps other homeowners see what’s possible.”
• Retail: At the checkout: “That outfit looks perfect on you! Want a quick photo to remember the find? Feel free to include it in a review if you’d like.”
• Restaurant: “Would you like me to take a family photo for you? If you add it to a review, it’s a great way to share your experience with others.”

When you make it about them first, asking for a photo review feels effortless.

11. Leverage Review Management Tools to Scale

Scaling your review program means moving beyond manual follow-ups.

Automation platforms let you ask for reviews regularly. They track responses and analyze trends, so your team won’t feel overwhelmed.

When choosing a platform, consider:

• Volume & scale: Can it handle your monthly request load?
• Channels supported: Make sure it covers email, SMS, website widgets, and GBP integration
• Automation & reporting: Look for scheduling, templated messages, and dashboards
• Budget & ROI: Balance subscription costs against time saved and expected review growth

Here’s a snapshot of popular review management tools:

For instance, streamline your reputation tracking with the Review Management feature in Semrush Local.

See new reviews as they come in and automatically reply with AI-assisted drafts that still sound personal.

Then, use Review Analytics to benchmark against local rivals and spot opportunities to improve.

12. Use NPS Surveys to Identify Review-Ready Customers

A Net Promoter Score (NPS) survey is a simple way to see who’s likely to leave a positive review.

Most email platforms or CRMs let you build and send these surveys automatically.

Ask customers, “How likely are you to recommend us?” and have them rate 1–10.

• 1–6: Detractors
• 7–8: Passives
• 9–10: Promoters

Promoters are your best candidates for review requests.

Passives and detractors aren’t a reason to gate experiences — they’re valuable signals about how your business is performing and where improvements are needed.

Use NPS scores to guide your review outreach.

For instance, a tutoring center could send NPS surveys after the final exam season, then follow up with students who scored them a 9 or 10.

Targeting likely promoters can increase your positive review rate while giving you insight into overall customer satisfaction.

The goal isn’t to manipulate who gets asked — it’s to understand your customer base and focus efforts where they’ll be most effective.

13. Motivate Staff with Internal Gamification

Your team is the frontline of reviews, and keeping them engaged is key.

Internal gamification turns review collection into a fun, motivating activity while reinforcing consistency.

Set up simple contests or recognition programs: Track who asks for reviews, who earns the most positive mentions, or who improves customer satisfaction scores.

Celebrate wins publicly with leaderboards, shoutouts, or small rewards. Here’s how a local real estate agency does it:

Gamification isn’t about bribing staff. Instead, it’s about creating a culture of engagement and shared ownership over customer experience and reputation.

When done right, it boosts morale, strengthens habits, and drives more authentic, consistent review generation across your business.

14. Respond to ALL Reviews Strategically

Responding to reviews thoughtfully elevates trust, reinforces brand positioning, and boosts search impact.

Think of every review as a public conversation — a chance to shape perception and influence future customers.

So, make your responses count:

• Prioritize strategically: Respond first to negatives, then high-value customers, then reviews with SEO-relevant keywords or insights
• Turn positives into opportunities: Reinforce expertise, highlight new offerings, and showcase improvements. A 5-star review left unanswered is wasted potential.
• Handle negatives strategically: Address concerns calmly, outline corrective actions, and invite offline follow-up. Once resolved, ask if the reviewer will update their rating.
• Analyze patterns for insight: Recurring feedback reveals service gaps and messaging opportunities, helping shape responses that resonate publicly
• Cross-reference customer context: If a repeat customer leaves a review, reference past interactions thoughtfully to show personalized attention and deepen trust

Say you run a fitness studio.

A review praising your trainers is a perfect chance to highlight their expertise and show how much you value personal attention. This turns positive feedback into a branding moment.

Long-Term Google Review Management

Sustained success comes from systems, not luck.

Knowing how to get more Google reviews for your business is what turns reputation into long-term growth.

By monitoring trends and safeguarding against future challenges, you keep your business visible, credible, and resilient over time.

15. Set Review KPIs and Monthly Goals

In addition to the quantity of your reviews, keep tabs on velocity, sentiment trends, and reviewer influence. Set monthly targets for both acquisition and response.

Use a simple spreadsheet or your CRM to log each review, noting date, star rating, sentiment, and customer type.

Analyze which channels, messaging, and follow-ups generate the best responses.

Then, adjust timing, templates, and outreach based on what the data shows.

This turns raw reviews into a predictive tool for growth, not just a scorecard.

16. Diversify Review Platforms

Relying on Google alone for reviews limits your reach and influence.

As AI search tools like ChatGPT and Perplexity aggregate reviews from multiple sources, being present only on Google limits your visibility in AI-powered search results.

Spread your reviews across directories, niche sites, and hyperlocal platforms. It makes your credibility bulletproof.

Start by identifying the platforms most often cited for the searches that matter to your business.

Make sure your listings are complete and accurate. Then encourage customers to leave feedback there (except on platforms that forbid requests, like Yelp).

For example, say you’re a home remodeler.

In addition to Google, strengthen your presence on Yelp, Houzz, and Angi where homeowners turn for recommendations.

Don’t stop at directories: Track mentions in local blogs, news outlets, podcasts, video channels, and social media.

Each new source strengthens your presence and reduces the impact of one platform going silent.

17. Repurpose Reviews Across All Channels

Don’t let your reviews sit idle. Turn them into marketing assets.

Share them on social media, like how Zansafari Tours and Travels posts customer reviews directly on Instagram.

Feature them in videos, highlight them on your Google Business Profile, and showcase them on product/service pages.

Here’s how HVAC company ACS does it:

Use them in email campaigns, in-store signage, or even local advertising.

Every touchpoint is a chance to reinforce credibility and influence new customers.

18. Future-Proof Against AI/Fake Reviews

By 2026, AI-generated reviews could outnumber real ones.

So, how will you protect your brand’s credibility when anyone can fake five stars with a click?

Your defense: authenticity. The key is taking control of your own review pipeline.

Collect first-party reviews directly from customers. Think handwritten testimonials, website-submitted feedback, or verified responses via email.

For example, bed and breakfast Petra Fig Tree Villa posts handwritten notes from patrons on their site.

These first-party reviews are harder to fake and carry real credibility.

Publish them prominently on your site and integrate them with platform reviews. Like this example from Barbara Oliver and Co.:

Think of first-party reviews as a credibility firewall.

While AI churns out fake content, your authentic feedback stands untouchable. It’s a clear signal of trust to both customers and search engines.

Stop Collecting Reviews. Start Owning Your Reputation.

Handled strategically, reviews build trust and shape how people see your business. They can also drive growth long after the sale is over.

Knowing how to get more reviews on Google consistently and ethically gives you control over that narrative.

With our Google Review Survival Kit, you now have the frameworks, templates, and step-by-step tactics to turn every review into a growth opportunity.

Ready to amplify your local presence even further?

Dive into our Local SEO guide next and make sure your business isn’t just reviewed, but discovered.