How to get more Google reviews the right way
Google reviews matter more to local shops than almost anything else online: they help people choose you, and they’re one of the things Google looks at when deciding which businesses to show nearby. The good news is that getting more of them is mostly about asking well. The important news is that there are rules.
On this page
First, the rules
Two sets of rules apply to every UK business asking for reviews:
- Google’s own policies. Google doesn’t allow businesses to offer or accept money, products or services in exchange for reviews, to ask only happy customers (“review gating”), or to post reviews for themselves or competitors. Reviews that break these rules can be removed, and repeated problems can lead to restrictions on your Business Profile.
- UK consumer law. Since April 2025, the Digital Markets, Competition and Consumers Act lists fake reviews and concealed incentivised reviews among banned practices. The Competition and Markets Authority (CMA) can enforce this directly.
In practice, that means: never give stamps, discounts or freebies for reviews, never ask friends or staff to review you, and never buy reviews. It also means asking everyone – not just the customers you think will be happy.
1. Get your review link
You need a short link that takes customers straight to the “write a review” box. In your Google Business Profile (search for your business on Google while logged in, or open the Business Profile manager), look for “Ask for reviews” or “Get more reviews”. Google gives you a short link you can copy, and in many cases a QR code.
Keep that link handy – you’ll use it everywhere.
2. Ask at the right moment
The best time to ask is when a customer has just had a good experience:
- Cafés and bakeries: when someone says “this is lovely” – there and then.
- Barbers and salons: at the mirror, when they’ve seen the result.
- Takeaways: with the order, via a small card in the bag.
- Car washes and groomers: at collection, when they see the result.
Keep the ask short and honest:
“If you’ve got a minute, a Google review really helps a small place like ours – here’s the link.”
3. Make it a two-tap job
Every extra step loses people. Put your review QR code and short link:
- on a small sign by the till or mirror,
- on receipts or order cards,
- in your email signature and on your website,
- in your social media bios.
4. Ask everyone the same way
It’s tempting to only ask the customers who seem delighted. Don’t – it’s review gating, it’s against Google’s rules, and customers can tell when reviews look too perfect. A mix of reviews, with good replies, looks more trustworthy than a wall of five stars.
5. Reply to every review
Replying shows people you care, and it’s your chance to show your personality:
- Positive reviews: thank them by name, mention something specific, invite them back.
- Negative reviews: stay calm, apologise for their experience, offer to put it right offline. Don’t argue in public – future customers are reading your reply, not just theirs.
Reply within a few days where you can.
6. Keep your profile complete
Reviews work best alongside a complete Google Business Profile:
- the right opening hours (including holidays),
- your phone number and website,
- your correct business category,
- real photos of your shop, your team and what you sell,
- your products or menu where it applies.
A complete profile helps customers choose you, and it’s the foundation of being found locally.
Where loyalty cards fit in – and where they don’t
A loyalty card can help you reach your regulars, but it must never reward a review. Here’s the difference:
- Fine: your regulars carry your Wallet card, and you occasionally post a general message, such as thanking them and mentioning that reviews help small shops.
- Not fine: “Leave us a five-star review for a free stamp.” That’s an incentive for a review, and it’s exactly what both Google and the CMA prohibit.
Keep the two separate. Rewards are for visits; reviews are freely given.
- 1A good moment
- 2Your short review link
- 3They write it freely
- 4You reply
Never a stamp, discount or gift in return for a review.
How many reviews do you need?
There’s no magic number. What matters most to customers is that reviews are recent, genuine and answered. A steady trickle – a few each month – is better than a burst once a year. And be patient: building a strong review profile takes months, not days, for every business.
A simple weekly routine
- Put your review link on a sign at the counter.
- Ask every customer the same way at a good moment.
- Spend ten minutes a week replying to new reviews.
- Update your photos and opening hours whenever they change.
That’s it. No tricks, no incentives – just a good business making it easy for happy customers to say so.
Want more regulars to ask? Read how to start a café loyalty scheme.