How do you ask for reviews and respond to them the right way?

Why reviews matter

Reviews let people who have never used you hear from people who have. Google also lists reviews as part of how it judges a business's prominence in local results [1], which lesson 14 covers. Their value depends on being genuine, which is why the rules around them are strict.

Asking the honest way

Ask right after the customer has seen the result: the car is delivered, the cake is picked up, the lawn is finished. Keep it simple and personal:

"Hello {Name}, thanks again for choosing us for your fence. If you have a minute, an honest review helps other people decide whether we are a good fit. Here is the link: [link]."

• Use a direct link. Google lets you ask customers to leave a review through a link or a QR code [7]. Fewer taps mean more people finish.
• Ask everyone, as part of every job.
• Ask once, maybe remind once. Repeated nudging feels like pressure.

The lines you must not cross

These rules come from the U.S. Federal Trade Commission and Google's review policy. Other review sites have their own policies, so check each one you use.

Do not ask only happy customers. The FTC's guidance for marketers says not to ask for reviews only from customers you think will leave positive ones [2]. Google's policy also prohibits selectively soliciting positive reviews and discouraging negative ones [3].

Do not reward people for reviews. Google's policy prohibits offering money, discounts or free goods or services for a review [3]. The FTC's 2024 rule on reviews and testimonials bans rewards conditioned, directly or by implication, on a review being positive or negative [4]. The simplest safe practice is no incentives at all.

Do not write, buy or plant fake reviews. The FTC rule prohibits creating, buying or spreading fake reviews, including AI-generated ones, and reviews from company insiders without a clear disclosure of the relationship [4]. Google's policy also prohibits reviews based on a conflict of interest, such as from current or former employees [3].

Do not bury honest criticism. The FTC rule bars using threats or intimidation to get a negative review removed [4]. The FTC guidance also says not to misuse "report this review" tools to remove honest negative reviews [2].

Responding to reviews

On Google, your reply appears publicly under the review as a response from the business, and the customer is notified [5]. Write for two readers: the reviewer and the next person deciding whether to call you.

Positive reviews: thank them by name, mention one specific detail, keep it short.

Negative reviews: stay calm and brief.

1. Thank them for the feedback.
2. Acknowledge the specific problem without arguing.
3. Say what you will do or have done.
4. Offer a direct way to continue the conversation privately.

Never share private details such as order numbers or addresses. Never offer anything in exchange for changing a review. If a review is fake or breaks the site's rules, report it through the site's tools rather than arguing in public.

Using reviews as testimonials

Quoting reviews on your website or in posts is useful. Keep it honest:

• Quote accurately. The FTC's Endorsement Guides say endorsements must reflect the endorser's honest opinion [6], so never edit words in a way that changes their meaning.
• Be careful with standout results. If an ad features exceptional results most people would not get, the FTC's guides say it should make clear what people can generally expect [6].
• Ask permission before featuring someone's name or photo prominently.

Common mistakes

"Leave a review for 10% off." Google prohibits it [3], and if the discount ever depended on a positive review, the FTC rule would too [4].

Arguing in replies. A defensive reply tells future customers how you handle problems.

Letting reviews sit unanswered. Google's guidance says replying to reviews shows customers that you value their feedback [1].

Worked example

A fence company used to text customers "Happy with your fence? Reply YES and we will send our review link." Only the YES replies got the link. The owner learns this is the selective asking both the FTC and Google warn against.

Now every customer gets the same message the day after installation, with the direct review link and no reward. When a customer leaves a two-star review about a crew leaving debris in the yard, the owner replies: "Thank you for telling us, Dana. You are right that the yard should have been left clean, and that is on us. I have reminded every crew of our cleanup steps. I would like to make this right, so please call me directly at the office number on our profile."

The reply is calm and specific, and the conversation moves offline.

Checklist

• Every customer gets the same review request with a direct link.
• No reward of any kind is offered for a review.
• No one connected to the business reviews it.
• Every review gets a reply within a few days.
• Replies never include private customer details.
• Testimonials are quoted accurately and used with permission.

Try it

Write two templates: a review request and a negative-review reply using the four steps above. Then reply to every unanswered review on your Google Business Profile.

Tips

• Send the request within a day of the job, while the experience is fresh.
• Personalize every reply with one specific detail from the review.
• Draft negative-review replies, wait an hour, then reread.
• Check each review site's own policy before asking for reviews there.

Sources

1. "Tips to improve your local ranking on Google," Google Business Profile Help, https://support.google.com/business/answer/7091
2. "Soliciting and Paying for Online Reviews: A Guide for Marketers," Federal Trade Commission, https://www.ftc.gov/business-guidance/resources/soliciting-paying-online-reviews-guide-marketers
3. "Prohibited & restricted content," Maps User Generated Content Policy Help, Google, https://support.google.com/contributionpolicy/answer/7400114
4. "Federal Trade Commission Announces Final Rule Banning Fake Reviews and Testimonials," Federal Trade Commission, August 14, 2024, https://www.ftc.gov/news-events/news/press-releases/2024/08/federal-trade-commission-announces-final-rule-banning-fake-reviews-testimonials
5. "Manage customer reviews," Google Business Profile Help, https://support.google.com/business/answer/3474050
6. "FTC's Endorsement Guides: What People Are Asking," Federal Trade Commission, https://www.ftc.gov/business-guidance/resources/ftcs-endorsement-guides-what-people-are-asking
7. "Tips to get more reviews," Google Business Profile Help, https://support.google.com/business/answer/3474122