If you run a local service business, your Google reviews are doing sales work for you every day, whether you’re paying attention to them or not. Before most people call a plumber, book a physio or ask a painter for a quote, they look at the stars, skim a few reviews and check how the business responds.
The good news: you don’t need hundreds of reviews or a marketing team to get this right. You need a steady trickle of genuine reviews, thoughtful replies and a profile that looks alive. Here’s how I approach it for my own businesses and for clients.
Why reviews matter more than most owners think
It’s tempting to see reviews as a nice extra. The data says otherwise. Reading reviews is now simply part of how people choose a local business.
of consumers say they never read online reviews for local businesses. The other 96% read them at least some of the time.
BrightLocal, Local Consumer Review Survey 2025And when they go looking, most of them go to one place.
of consumers use Google to find reviews of local businesses, up from 81% the year before.
BrightLocal, Local Consumer Review Survey 2025That’s why your Google Business Profile matters so much. It’s where your reviews live, it’s what shows in Google Maps, and for a lot of customers it’s the first impression of your business, before they ever click through to your website.
How to get more reviews without being awkward
Most happy customers are willing to leave a review. They just don’t think of it, or it feels like too much effort. Your job is to ask at the right moment and make it easy.
1. Ask when the customer is happiest
The best moment is right after the job is done and the customer has said something positive. “Glad you’re happy with it. Would you mind leaving us a quick Google review? It really helps a small business like mine.” That’s it. A genuine ask, in person, beats any automated email.
2. Make it one tap
Your Google Business Profile gives you a short link that opens the review box directly. Put it in your invoice email, your SMS follow-up and on the back of your business card. Every extra step loses people.
3. Build it into your routine
Reviews work best as a steady flow, not a burst. A system you use after every job, like a follow-up text the same day, will do more over a year than a one-off push to everyone you’ve ever worked with.
How to respond to reviews
Replying to reviews is one of the most underrated things a local business can do. Your replies aren’t really for the reviewer. They’re for every future customer reading them.
of consumers expect a business to respond to their review within anywhere from two or three days up to a week.
BrightLocal, Local Consumer Review Survey 2025Replying to positive reviews
Keep it short, personal and specific. Thank them by name, mention the job if you can, and sound like a person, not a template. “Thanks Sarah, it was great working on your deck in Scarborough. Enjoy those summer barbecues!” reads far better than “Thank you for your feedback.”
Replying to negative reviews
Take a breath before you reply. Then:
- Thank them for the feedback, even if it stings.
- Acknowledge the specific issue without getting defensive or arguing the details in public.
- Explain briefly what you’ve done, or will do, to fix it.
- Offer to continue the conversation directly, with your name and a way to reach you.
A calm, professional reply to a bad review often builds more trust than a page of five-star ones. It shows people exactly how you’ll treat them if something goes wrong.
Keep your profile looking alive
Reviews work best on a profile that’s clearly active. Add new photos of recent work, keep your hours accurate, list your services properly and post updates now and then. An active profile gives customers confidence you’re still trading and still care.
If you’d like a second pair of eyes on your profile, I check it as part of my free website health check. Or read more about Google Business Profile management.