How to get more Google reviews for your trades business (without breaking the rules)

The short answer

The most reliable way to get more Google reviews is to ask every customer, right after a job goes well, with a direct link that takes them straight to your review form. Never offer anything in return: Google's policy removes incentivized reviews. Reply to every review, because customers notice.

Why reviews matter more every year

Customers read reviews before they call. In BrightLocal's 2026 Local Consumer Review Survey of 1,002 US adults, 97% said they read reviews for local businesses, 47% said they won't use a business with fewer than 20 reviews, and 31% said they only use businesses rated 4.5 stars or higher. The survey is American, but Canadian homeowners choose contractors in much the same way.

Reviews also help you show up. Google says in its local ranking tips that more reviews and positive ratings can help your local ranking.

The ask is the whole game

Most happy customers never post a review, simply because nobody asked. The fix is a routine, not a campaign:

Ask at the right moment. When the furnace is running, the leak is fixed or the final walkthrough is done. Satisfaction is highest then.
Make it one tap. Google lets you share a direct review link from your Business Profile; its tips to get more reviews explain how. Send it by text the same day.
Make it personal. "Thanks for having us out today, Sarah. If we did a good job, a quick Google review helps us a lot." Mention the tech by name.
Follow up once. A single polite reminder a few days later is fine. More than that feels like pressure.

What not to do

Google's Maps content policy prohibits offering incentives such as payment, discounts or free services in exchange for reviews, and says incentivized reviews will be removed. Don't run "review for a discount" offers, don't write reviews for yourself, and don't ask staff or family to post. One cleanup sweep can wipe out years of effort.

Reply to every review

In the same BrightLocal survey, 80% of consumers said they're more likely to use a business that responds to every review. Thank people by name for positive reviews. For a negative one, reply calmly, take it offline with a phone number, and fix the problem if you can. Future customers are reading your reply more than the complaint.

Keep them recent

A pile of reviews from 2021 won't carry you. BrightLocal found 74% of consumers only care about reviews from the last three months. That's why asking after every job beats a one-off push: a steady trickle keeps your profile looking current all year.

This is exactly what our reputation service automates: a review request goes out after every completed job, and we help you write replies.

Checklist

Direct review link saved and ready to text
A short, personal ask written for your team to send
Request goes out the same day the job is finished
One polite reminder, then stop
No discounts, gifts or payments tied to reviews
Every review answered within a few days
Negative reviews answered calmly, with an offer to call
Review count and rating checked monthly

Frequently asked questions

Can I give a discount for a Google review?

No. Google's policy prohibits incentives for reviews and removes reviews posted because of one.

Is it okay to only ask happy customers?

Ask every customer whose job went well. Avoid screening people with a survey and only sending the review link to those who score you highly; Google's content policy is aimed at genuine, unbiased reviews.

How many Google reviews do I need?

There's no magic number, but in BrightLocal's 2026 survey 47% of consumers said they won't use a business with fewer than 20.