How to get more Google reviews without breaking the rules

2 min read · Updated

The short answer

To get more Google reviews, ask every customer right after the job, with a direct link. Copy the review link from your Google Business Profile and send it by text or email. Don't offer anything in return and don't ask only the happy customers: Google prohibits both, and the FTC can fine US businesses for fake or suppressed reviews.

What works

  1. Get your review link from your Business Profile.
  2. Ask in person when the work is done, then send the link the same day.
  3. Put the link on receipts, invoices and follow-up emails.
  4. Answer the reviews you get, good and bad.

What gets businesses in trouble

  • Review gating: asking only the customers you expect to be happy, or screening them with a survey first.
  • Discounts, gifts or prize-draw entries in exchange for reviews.
  • Reviews from staff, family, or anyone paid to write them.
  • Pressing a customer to change a negative review.

Why the rules have teeth now

Google removes reviews that break its policies and can restrict a profile that collects them. In the US, the FTC's rule on fake reviews, in force since October 2024, covers buying reviews and suppressing negative ones.

Questions

Can I ask for a review in person?

Yes. Ask everyone, not only the people who seem happy.

Can I send a reminder?

One follow-up is reasonable.

What is review gating?

Filtering who you ask for public reviews based on how satisfied they seem.

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