If you could do one thing right now to grow your trades business online, it would be getting more Google reviews. They drive your Map Pack rankings, they build customer trust before someone even visits your website, and they’re completely free to generate.
Yet most tradespeople do nothing systematic about reviews. They’ll occasionally get one from a happy customer, but there’s no consistent process. Here’s how to change that.
Why Google Reviews Matter So Much for Trades
Google reviews influence your business in three major ways:
- Map Pack rankings — review volume and star rating are among the top three ranking factors for the Google Map Pack. More reviews, especially recent ones, push you higher.
- Click-through rate — a business showing 4.9 stars (147 reviews) gets dramatically more clicks than one showing 4.2 stars (11 reviews), even if they appear in the same position.
- Conversion rate — customers read reviews before calling. Strong reviews remove doubt and make the decision easy.
The Review-Getting System That Works for Tradespeople
Step 1: Get Your Review Link
Go to your Google Business Profile, find the “Get more reviews” section, and copy your unique review link. This takes customers directly to the review form — no hunting around required. Shorten it using a URL shortener or create a QR code for easy sharing.
Step 2: Ask at the Right Moment
The best time to ask for a review is immediately after completing the job, while the customer is still happy and the experience is fresh. Don’t wait — satisfaction fades and life gets in the way. Ask face-to-face first: “I’m really glad you’re happy with the work. It would mean a lot if you’d leave us a Google review — it really helps our business.”
Step 3: Follow Up With a Text
Most people intend to leave a review but forget. A follow-up text 24–48 hours later with a direct link dramatically increases follow-through. Keep it simple:
“Hi [Name], it was great working at your property yesterday. If you’re happy with the work, we’d really appreciate a quick Google review — it helps us a lot: [link]. Thanks, [Your name]”
Step 4: Add Your Review Link Everywhere
Don’t rely on asking verbally. Put your review link:
- On your invoices (“Happy with our service? Please leave us a Google review”)
- In your email signature
- On a card you leave with the customer
- As a QR code on the back of your van
- In your WhatsApp status or bio
Step 5: Make It Part of Your Process
The businesses that consistently generate reviews don’t just ask ad hoc — they have a system. Build the review ask into your job completion process: it happens every time, without exception. After 6 months of consistent effort, you’ll have significantly more reviews than competitors who ask sporadically.
How to Respond to Google Reviews
Responding to reviews matters — Google sees it as engagement and it builds trust with future customers reading your reviews. Here’s how to do it well:
Positive Reviews
Thank them personally, mention the specific job if you can (it adds authenticity and keyword relevance), and invite them to get in touch again. Keep it warm and human — don’t use the same template every time.
Negative Reviews
Negative reviews are uncomfortable but they’re also an opportunity. Never be defensive or dismissive — it looks terrible to future customers. Acknowledge the concern, apologise that they didn’t have a good experience, and offer to resolve it offline. A well-handled negative review can actually increase trust more than five positive ones.
What to Do If You’re Starting From Zero Reviews
Everyone starts from zero. The fastest way to build your first batch of reviews is to reach out to your last 20–30 customers directly. Many will be happy to help — they just never thought to leave a review.
Don’t offer incentives for reviews — Google prohibits this and it can get your profile penalised. Just ask genuinely and make it easy.
How Many Reviews Do You Need?
In most local markets, you need at least 25–30 reviews to be competitive in the Map Pack. For city-centre searches in competitive trades categories, you may need 50–100+ to reach the top three. More is always better — but the quality and recency of reviews matters as much as the volume.
If you’re getting one new review per job completed, that’s a fantastic conversion rate. If you’re getting one review per 20 jobs, you have a follow-up problem. Fix the system, not the customers.
Need help with your local SEO and review strategy? Book a free strategy call and we’ll show you exactly where you stand compared to your competitors.