How contractors can get more Google reviews without breaking the rules
Reviews affect whether you show up in the map results and whether people call once they see you. Getting more of them is mostly a matter of asking consistently.
Reviews affect two things: whether you appear in the map results, and whether people call once they see you. Most contractors have far fewer reviews than satisfied customers. The gap is almost always a matter of asking.
When to ask
The best moment is right after the job is done, when the customer is relieved and the result is in front of them. That might be when the water is back on, the new roof is finished and the site is clean, or the system is running.
Asking a week later works less well. The customer has moved on.
How to ask
- Ask in person. The technician or owner says, "Would you mind leaving us a quick Google review? I'll text you the link."
- Send the link by text within the hour. A direct link to your review form removes every step between the customer and the stars.
- Send one reminder a few days later if they have not left one.
You can find your review link in your Google Business Profile, under the option to ask for reviews.
What to send
Thanks for having us out today, Sarah. If you have a minute, a Google review really helps a small business like ours: [link]. Thanks, Dave from ABC Roofing.
Short, personal and signed by the person they met.
Ask everyone, not just happy customers
Google does not allow businesses to selectively ask only satisfied customers for reviews, a practice sometimes called review gating. Ask every customer. If someone is unhappy, you will usually know before you ask, and a direct conversation to fix the problem is worth more than a review.
What not to do
- Do not pay for reviews or offer discounts or gifts in exchange for them.
- Do not write reviews yourself or ask staff or family to.
- Do not buy reviews from any service.
Google removes reviews that break its policies and may restrict profiles. In the US, the FTC's rule on fake reviews and testimonials, in force since October 2024, allows civil penalties for fake reviews and for incentives tied to positive sentiment.
Reply to every review
Thank people for positive reviews, and mention the job if you can. For negative reviews, reply calmly, acknowledge the problem and offer to resolve it offline. Future customers read your replies as closely as the reviews.
Use reviews in your marketing
Show recent reviews on your landing pages, near the form and phone number. Quote them in ads where the platform allows. Reviews that mention the specific service, such as a panel upgrade or a water heater, are especially useful on pages about that service. See how reviews affect your lead conversion rate.
Illustrative example
These numbers are invented to show the effect of a routine.
A contractor completes 30 jobs a month and receives 3 reviews. After starting a same-day text routine, they receive 12 a month. Within a year, they have more than 140 new reviews, and they appear in the map results more often.
Where to start
Write your review text today, add your link and start sending it after every job. Track how many you send and how many reviews you receive.
Our lead generation systems include automated review requests after jobs are marked complete. See also Google Business Profile for service businesses. If you would like a review of your setup, request a free audit.
Questions owners ask
How do I get more Google reviews for my contracting business?
Ask every customer at the end of the job, send a direct review link by text within the hour and send one reminder a few days later.
Can I offer a discount for a review?
No. Google prohibits incentives for reviews, and the FTC rule restricts incentives tied to positive reviews.
Should I respond to negative reviews?
Yes, calmly and briefly. Acknowledge the issue and offer to resolve it offline. Future customers read your replies.
Sources
Want us to look at your own numbers?
Get a free lead generation audit. We will review your ads, landing pages and tracking, and show you where enquiries are slipping away. If nothing is broken, we will tell you that too.
LeadWise MarketingAn owner-operated lead generation agency based in Cape Town, South Africa, working with service businesses across the United States and Europe. More about LeadWise.
