How to ask customers for reviews (and actually get them)

Why reviews matter more than ever for tradespeople

Before a homeowner lets a stranger into their house, they want reassurance. Online reviews are the closest thing to a personal recommendation from a trusted friend. Research consistently shows that the vast majority of consumers trust online reviews as much as personal recommendations — and for trades, where trust is everything, this effect is amplified.

A plumber with 40 Google reviews averaging 4.9 stars will win the job over a plumber with no online presence, almost every time.

When to ask

Timing is everything. The best moment to ask for a review is when the customer has just seen the finished job and expressed satisfaction — not a week later when the moment has passed.

• In person, at job completion: "I'm really glad you're happy with it. It would mean a lot if you could leave me a quick Google review — it really helps my business."
• By text, same evening: Send a follow-up message while you're both still thinking about the job.
• By text, 2–3 days later: If they haven't left one yet, a gentle follow-up message is acceptable once.

Do not ask more than twice. Pestering customers for reviews damages the relationship you've worked to build.

How to ask — ready-to-use templates

In-person ask

"If you're happy with the work, I'd really appreciate it if you could leave me a quick Google review — it only takes a minute and really helps me get more local work."

Text message template (same day)

"Hi [Name], great to meet you today. Hope the [job] is working well. If you have a moment, I'd really appreciate a Google review — here's the link: [your Google review link]. Thanks so much, [Your name]."

Follow-up text (2–3 days later)

"Hi [Name], just checking in to make sure everything is still working well after [job]. If you did get a chance to leave a Google review, that would be brilliant — [link]. Thanks again, [Your name]."

Which platforms to focus on

• Google — highest impact for local search visibility. Prioritise this above all others.
• Checkatrade / Rated People — if you have a paid listing, reviews here matter for that platform's internal rankings.
• Trustpilot — useful for building a general reputation, especially if you work commercially.
• Facebook — recommendations in local community groups carry significant trust.

Make it easy for customers

The biggest barrier to a customer leaving a review is friction. Reduce it by:

• Creating a short Google review link (search your own business on Google, click "Write a review", then copy the URL)
• Saving that link as a text message draft so you can send it with one tap
• Printing the link as a QR code on your business card or invoice footer

The easier you make it, the more reviews you will collect.