Google reviews: how to ask without being pushy

Ask for the review once, right after a good moment, with a link that opens the review form directly. That's it. Don't offer anything in return, don't ask only the happy customers, and reply to every review, bad ones included. Google's rules and, since May 2022, EU law say much the same thing.

When to ask

Timing matters more than wording. The best moment is right after the customer has said, in their own words, that they liked it:

• at a restaurant, when they thank you on the way out;
• at a car shop, when they pick up the car and see it's ready on time;
• at a salon, when they look in the mirror at the end;
• on a finished job, once they confirm everything's fine.

If the moment passes, a message the same day still works. A week later, they've forgotten how it felt.

How to ask, concretely

Google allows businesses to ask customers for reviews, including by sending them a link to the profile. The Google Business Profile help page actually recommends it. Grab the link from your business profile and use it in three places:

1. A short message by WhatsApp, text or email after the visit: "Thanks for coming in today. If you have a minute, a review on Google really helps us: [link]". No "5 stars," no pressure.
2. A QR code made from the same link, on a card at the register, on the receipt or on a business card.
3. In your email signature or on invoices, for businesses that mostly work remotely.

One request, not three. If they don't write one, let it go.

What you can't do

Google's policy for user content on Maps is clear. You can't:

• offer anything in exchange for a review (a discount, a free product, money), or to get a negative one changed or removed;
• ask only happy customers for reviews, or discourage the others from writing;
• have employees, former employees or relatives write reviews, because that's a conflict of interest;
• post reviews from multiple accounts, or ask someone to do it for you.

The line "If you liked it, leave us 5 stars; if not, write to us instead" falls squarely into the second category. Ask everyone the same way.

Then there's the law. The EU Omnibus Directive, which member states must apply from May 28, 2022, added submitting or commissioning fake reviews, and misrepresenting reviews, to the list of banned commercial practices. If you display reviews on your own website, you also have to say whether and how you check that they come from real customers.

How to reply

Google recommends replying to reviews, negative ones included: personally, promptly, and without turning the reply into an ad.

To a good review: say thanks and mention something specific they wrote. "Thank you, glad you enjoyed the patio. Hope to see you again this fall." One line is enough.

To a bad one: don't argue in public. Acknowledge what's true, say what you're doing about it, and take the conversation private:

People who are thinking of coming will see your reply too. Write it for them as well.

Reviews work together with the rest of your profile. We covered what to fill in there in our guide to your Google Business Profile. If you want help with the profile or the replies, find us on our marketing services page.