Google reviews are often the first thing people check before they call, book, or buy. Most happy customers are glad to leave one. They just need to be asked, at the right time, with a link that makes it easy.
This guide covers simple ways to get more Google reviews, how to reply to them, and the rules that trip up well-meaning businesses. Some common tactics, like offering a discount for a review, break Google's policies wherever you are, and fake reviews are now illegal in many countries. We make RepU, which helps businesses request, reply to, and show their reviews, and we've linked every rule to its source. Everything here is current as of 31 October 2026.
Quick answer: get your review link and QR code from your Google Business Profile, then ask every customer soon after a good experience, in person, by email, or by text. Reply to every review. Never offer a reward for a review, and never ask only your happy customers.
Start with your Google review link
Your review link opens the review box for your business straight away, so customers don't have to search for you on Google Maps. Here's how to get it, according to Google's help page:
- On a computer, open your Business Profile and select Read reviews.
- Choose Get more reviews.
- Copy the review link, or download the QR code.
QR codes can only be made on a computer, not on a phone. Customers need to be signed in to a Google Account to leave a review.
Eight ways to ask for reviews
The best approach is to ask every customer, every time, in whatever way suits your business. Mix and match these:
- Email review requests: send a short, friendly email with your review link a day or two after the job or visit.
- Email signatures and invoices: add a "Review us on Google" link to your email signature, invoices, and receipts.
- In person: when a customer says thanks, ask if they'd mind sharing that on Google, then send the link.
- NFC cards and tiles: customers tap their phone on a card or counter tile to open your review link. Program it with your Google review link, and keep it low-key, so no one feels pressured to review on the spot.
- QR codes: put your QR code on the counter, a table card, or the back of a business card.
- Social media: share your review link in a post now and then, especially after a busy period.
- Text messages: a quick text with your link works well for appointments and trades.
- Your website: add a "Leave a review" link near the reviews on your site.
Timing matters. Ask while the experience is fresh, ideally the same day or the day after. Keep it short, and make the link the easiest thing to tap.
What not to do
These are the rules that catch businesses out. Google's policy applies in every country, and breaking it can get reviews removed from your profile. Here's what Google's content policy says.
| What to avoid | Google's rule |
|---|---|
| Asking for reviews that mention specific things | Not allowed. Staff can't ask for reviews with specific content, including a staff member's name. |
| Asking only happy customers | Not allowed. Google prohibits selectively asking for positive reviews, or discouraging negative ones. |
| Asking staff for a set number of reviews | Not allowed. Review quotas for staff are prohibited. |
| Offering a reward for a review | Not allowed. No payment, discounts, or free goods or services for any review. |
| Offering something to change or remove a review | Not allowed. Reviews changed or removed for an incentive break the rules. |
| Pressuring customers on the spot | Not allowed. Businesses shouldn't require or pressure customers to review while on the premises. |
| Reviews from you, staff, or family | Not allowed. Reviews based on a conflict of interest, like current or former employment, are prohibited. |
Consumer laws are catching up, too. Fake reviews are now illegal in many countries, including:
- Australia: the ACCC says it's against the law for a business to create fake or misleading reviews, or to arrange for others to. The Federal Court has ordered penalties of $600,000 against Service Seeking and $2.9 million against HealthEngine, partly over misleading reviews.
- United Kingdom: since 6 April 2025, the DMCC Act bans fake reviews and hidden incentivised reviews, as well as suppressing negative reviews. The CMA can fine businesses up to 10% of their global turnover, or £300,000, whichever is higher.
- United States: the FTC's rule on fake reviews bans fake reviews, rewards for reviews with a particular sentiment, undisclosed insider reviews, and intimidation to remove negative reviews, and lets the FTC seek civil penalties. It took effect on 21 October 2024.
One point that confuses people: some laws allow incentivised reviews if they're clearly disclosed. Google doesn't allow incentives for Google reviews at all. So for Google reviews, the simple rule is no rewards, ever, wherever you are.
Reply to every review
Replying shows future customers that you listen. Google's own tips for reviews suggest you:
- Apologise when it fits: a genuine apology can rebuild trust after a bad experience.
- Keep it brief and honest: customers value direct answers.
- Never get personal: don't share a reviewer's private details or argue with them.
- Reply promptly: a quick reply shows you value feedback.
- Skip the sales pitch: don't use replies to offer deals or promotions.
Don't panic about the odd negative review, either. Google notes that a mix of positive and negative feedback often feels more trustworthy. You can't delete a customer's review, but you can reply, and you can flag one that breaks Google's content policies.
Show your reviews where customers decide
Every new review is worth more when people see it. Add your Google reviews to your website with a review widget, so visitors see them on every page, not just on Google. Our comparison of free Google review widgets covers the options.
Whatever your site runs on, our step-by-step guides cover more than 100 platforms, from Lodgify for holiday rentals to Pixieset and Showit for photographers.
How RepU helps you get more reviews
RepU's Google review widget is free forever, with no view or review limits. RepU Pro adds the tools to grow your reviews:
- AI replies in your voice: approve each reply with a click, or let RepU post replies for you after every sync.
- Email review requests: send review invitations by email in seconds, and track every request so you know who has left a review and who to nudge.
- Insights: see your review average and trends, and how each new review moves your star rating.
Pro is AUD $19 a month per Google Business Profile, with a 30-day free trial.
Frequently asked questions
Can I offer a discount for a Google review?
No. Google prohibits offering payment, discounts, or free goods or services in exchange for a review, even if you don't ask for a positive one.
Can I ask only my happy customers?
No. Google prohibits selectively asking for positive reviews. Ask every customer, and let them share their honest experience.
How do I get my Google review link?
On a computer, open your Business Profile, select Read reviews, then Get more reviews. You can copy the link or download a QR code.
Can I delete a bad Google review?
No. You can't delete a customer's review, but you can reply to it publicly, and flag it if it breaks Google's content policies.
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