How to Get More Google Reviews: Scripts Your Crew Can Actually Use

Ask every customer for a review when the job is visibly finished, then text them the link within the hour. Keep the link short and the ask simple. Don't offer anything in return, don't ask only the customers you think are happy, and don't tell anyone what to write. Most trade businesses with too few reviews aren't doing anything wrong. They just aren't asking every time.

Below are word-for-word scripts for techs and office staff, the follow-up texts, and the Google rules that changed how crews are allowed to ask.

Why reviews matter more than most marketing

BrightLocal surveys about 1,000 US consumers every year. The 2026 numbers:

• 97% read reviews for local businesses.
• 41% always read reviews when looking for a business, up from 29% a year earlier.
• 31% will only use a business rated 4.5 stars or higher, up from 17%.
• 47% won't use a business with fewer than 20 reviews.
• 74% only care about reviews from the last three months.

Reviews also drive where you show up. In Whitespark's 2026 survey of local SEO experts, Google rating, review count, review recency and a steady flow of new reviews all ranked in the top 15 factors for the map pack. We cover the rest of that list in How to Rank Higher on Google Maps.

The good news is that asking works. In the same BrightLocal survey, 83% of people who were asked for a review went on to leave one.

The rules first, because they changed

Google's review policy is stricter than most older advice assumes. Google doesn't allow businesses to:

• Offer anything for a review. No discounts, gift cards, free services or raffle entries, whether for posting a review or for changing a bad one.
• Ask only the happy customers. This is called review gating: "Happy? Leave a review. Not happy? Call us first." Google prohibits selectively asking for positive reviews or discouraging negative ones.
• Pressure customers on the spot. Google says businesses shouldn't require or pressure customers to leave a review while on the premises.
• Tell customers what to write. You can't request specific content, such as a service, a city or a tech's name.
• Give staff review quotas. Google specifically names asking staff to collect a certain number of reviews, or reviews that mention a staff member.

The Federal Trade Commission's rule on consumer reviews took effect on October 21, 2024. It covers fake reviews, buying reviews that must express a particular opinion, and threats or false accusations used to get negative reviews taken down. Courts can now fine violations.

For a trade crew, that rules out a few common habits: the $10 bonus for every review that names the tech, "mention Mike in your review," and handing the customer your tablet and waiting while they type. What's left is simple and allowed: ask everyone, make it easy, and leave the words to them.

Ten minutes of setup

1. Get your review link. In your Business Profile, use the option to ask for reviews. Google gives you a link and a QR code that open the review form directly.
2. Make it short. Use a link shortener or a page on your own site, like yourcompany.com/review, that redirects to the Google form. Short links get clicked more and are easier to say out loud.
3. Save the text on every phone. Set up a text shortcut on each tech's phone so the follow-up message takes two taps.
4. Print the QR code. Add it to invoices, leave-behind cards and the back of business cards.

The in-person ask

Timing matters more than wording. Ask when the customer can see the result: water running, AC blowing cold, the new beds planted, the floors dry.

The standard close (tech, end of the job):

"That's all wrapped up. Before I head out, would you be willing to leave us a quick Google review? It helps us, and it helps your neighbors find someone they can trust. I'll text you the link so it only takes a minute."

Then hand over the leave-behind card and go. Don't wait for them to write it.

Emergency jobs (burst pipe, water damage, no heat):

Don't ask on day one. The customer is stressed and the house is a mess. Ask at the final walk-through, when the drying equipment leaves or the repair is done:

"We're finished here. You went through a rough week, and we appreciate you trusting us with it. If you're willing, a Google review would mean a lot to our crew. I'll text you the link."

Multi-visit and recurring jobs (installs, lawn care, pest control):

Ask once at the end of an install, not after every visit. For recurring service, ask after the second or third visit, once the customer has seen consistent work:

"You've had us out a few times now. Would you be willing to leave a Google review about how it's going? I'll send you the link."

The office check-in call (owner or office manager, a day or two later):

"Hi, this is Dana from Ridgeline Plumbing. Mike was out Tuesday for your water heater, and I wanted to make sure everything's working. [Listen.] Thanks. You'll also get a text from us with a link to leave a review. Honest feedback helps us a lot."

The check-in call is for service. The review text goes to every customer either way. If the call turns up a problem, fix it, but the text still goes out. That's what keeps you on the right side of the no-gating rule.

The follow-up text

Send it within an hour of the job, while the work is fresh.

First text:

"Hi [first name], it's [tech] with [company]. Thanks for having us out today. If you have a minute, we'd appreciate a Google review: [link]. And if anything isn't right, reply here and we'll take care of it."

One reminder, three days later, only if they haven't left one:

"Hi [first name], [company] here. Just a quick reminder in case the review link got buried: [link]. Thanks either way."

Email version, for customers who prefer email:

Subject: Thanks from [company]

Hi [first name], thanks for choosing [company] for your [job]. If you have a minute, a Google review helps other homeowners find us: [link]. If anything about the job isn't right, just reply to this email.

One reminder is plenty. A third message starts to feel like pressure.

Make it a habit, not a campaign

Businesses that get reviews steadily don't run review drives. They make asking part of closing every job.

• Add it to the job-close checklist alongside cleanup and payment.
• Automate the text. Most field service software can send a review request automatically when a job is marked complete.
• Track asks, not reviews. Measure whether each tech asked, not how many reviews they produced. It keeps you clear of the staff-quota rule and focuses the crew on what they control.
• Aim for a steady flow. A few reviews a week beats 40 in one month and then nothing. Whitespark's experts rate a steady flow as a ranking factor and a sudden burst as a suspension risk.

Recognizing great work in team meetings is fine. Read good reviews out loud. Just don't tie pay to review counts or to reviews that mention someone by name.

Reply to every review

Customers read your replies. In BrightLocal's 2026 survey, 89% of consumers expect businesses to respond to reviews, and 80% are more likely to use a business that responds to all of them. Templated replies put off half of consumers, so write a line or two that's specific to the job:

"Thanks, Laura. Glad the new water heater is keeping up with a house full of teenagers. Call us anytime."

Try to reply within a day. Negative reviews need more care. See How to Respond to Negative Google Reviews.

Beyond Google

The average consumer checks six review sites before choosing a business, according to BrightLocal. Facebook, the BBB, Apple Maps and trade-specific sites like Angi all matter, and Apple Maps usage nearly doubled in a year. AI tools like ChatGPT also pull from these sites when they recommend local businesses, which we tested in How Local Trades Get Recommended by ChatGPT.

One exception: Yelp. Yelp's guidelines tell business owners not to ask customers for reviews at all, and its software may hide reviews that look prompted. Earn Yelp reviews by doing good work and linking to your Yelp page from your website. Don't send review requests for it.

What not to do

• Buy reviews or use review-exchange groups.
• Have employees, family or friends review the business.
• Offer a discount, gift card or raffle entry for a review.
• Use software that sends happy customers to Google and unhappy ones to a private form.
• Ask customers to mention a service, a city or a tech's name.
• Set up a tablet or kiosk for reviews, or wait while a customer writes one.

Frequently asked questions

Can I offer a discount or gift card for a Google review?

No. Google prohibits any incentive for posting, changing or removing a review, even if you offer it to every customer regardless of what they write.

Can my employees or family leave us reviews?

No. Google treats reviews from current or former employees, family and others with a conflict of interest as biased, and removes them.

Can I ask customers to mention the service or my tech by name?

No. Google's policy says businesses shouldn't request specific content in reviews. Customers often mention the tech on their own, and that's fine.

How many Google reviews do I need?

No number guarantees a ranking, but 47% of consumers won't use a business with fewer than 20 reviews. Look at the three businesses in your local map pack and aim to match their count, with new reviews every month.

Is it OK to ask for reviews by text message?

Yes, for customers you've done work for and who gave you their number. Send the same message to everyone, keep it to one reminder, and include a way to reach you if something isn't right.

Want someone else to handle the rest of your local visibility while your crew handles reviews? See what our plans include or see if we're a fit.