Why reviews matter for trades

Reviews affect two things: your ranking and your conversion rate.

For ranking: Google uses review count and average rating as key signals in the Local Pack algorithm. A plumber with 45 reviews averaging 4.8 stars will appear higher in local search results than a competitor with 10 reviews averaging 4.2, even if that competitor has a better website.

For conversion: when someone is choosing between three businesses in the Local Pack, their eyes go to the star rating and review count first. A listing with 47 reviews at 4.9 stars feels like a safer choice than one with 6 reviews at 4.1. The social proof does the selling before you've even spoken to the customer.

Finding your Google review link

Your review link is a short URL that takes customers directly to the review window without them needing to search for your business. To find it:

  1. Log in to your Google Business Profile at business.google.com
  2. Click "Get more reviews" or "Share review form" (location varies by GBP version)
  3. Copy the URL provided — it will look like g.page/yourbusiness/review

Save this URL. You'll send it by WhatsApp, include it on business cards, and use it in follow-up messages. Without the direct link, customers have to search for your business and navigate to the reviews section themselves — most won't bother.

When to ask

The best time to ask is at the end of the job, in person, before you leave. The customer has just seen the finished work. They're satisfied. The relationship is warm. This is when asking feels natural rather than awkward.

The second-best time is within 24 hours of completing the job — before the customer's attention has moved on. A WhatsApp message the same evening or the next morning catches people when the experience is still fresh.

Don't wait a week. By then, the job is a distant memory, the customer has moved on to other things, and the chance of them taking action drops significantly.

What to say in person

Keep it simple and direct. Something like:

"Really glad we could sort that for you. We're trying to build up our Google reviews — would you mind leaving us one? It takes about two minutes and it really helps the business. I'll send you the link now."

Then send the link immediately via WhatsApp while you're still there. Don't just say you'll send it later — do it on the spot while the conversation is happening.

The biggest mistake: Asking verbally but not sending the link. "I'll send you a link" is where the request dies. Send it in the moment, while you're standing in front of the customer.

Following up by WhatsApp

WhatsApp works better than email for review requests. Open rates are higher, responses are faster, and the message arrives in a personal context. A simple message:

"Hi [Name], thanks again for having us today. If you have 2 minutes, a Google review would mean a lot — here's the link: [review link]. Cheers, [Your name]"

Short, personal, includes the direct link. If they don't respond within 3 days, one follow-up is fine. Don't badger — two messages maximum.

Setting up a QR code

A QR code that links directly to your review page removes all friction. Print it on your business cards, add it to the back of your invoice, put a sticker on your van. When you complete a job, point to the card and say "Scan this if you'd like to leave us a review."

Free QR code generators like qr-code-generator.com let you create a code from any URL. Test it before printing to make sure it opens the review form correctly.

Aim for 20+ reviews in 3 months

If you're starting from zero, target your first 20 reviews within 90 days. That means actively asking every customer — not just occasionally. Twenty jobs, twenty requests. You'll probably convert 40-60% of them into reviews, so 20 requests generates roughly 8-12 reviews. Adjust the ask rate accordingly.

Don't try to collect 20 reviews in a week. A sudden spike in reviews looks unnatural and can trigger Google's spam filters. A steady rate of 2-4 new reviews per month, sustained over time, is both more sustainable and more effective.

Responding to reviews

Respond to every review — positive and negative. For positive reviews, a brief personalised response shows you're engaged: "Thanks so much, Mark — glad the boiler install went smoothly. Give us a call anytime."

For negative reviews, respond professionally and calmly. Don't argue, don't get defensive, don't name-call. Acknowledge the concern, state your position once, and offer to discuss offline: "We're sorry to hear you weren't happy with the outcome. This doesn't reflect our usual standard — please call us and we'll do our best to resolve it."

Prospective customers read your responses to negative reviews as much as the reviews themselves. A calm, professional response to a complaint often does more to reassure future customers than the complaint does to put them off.

Fake negative reviews

Occasionally a competitor or an unhappy person with no genuine history with your business leaves a damaging review. To report it: find the review on Google Maps, click the three dots next to it, select "Report review", and choose the appropriate reason. Include any evidence you have that the reviewer was never a customer.

Google's removal process is slow and often frustrating. In the meantime, respond publicly to the review, calmly stating you have no record of this customer. Build more genuine positive reviews to dilute the impact of any fake ones.