A lot of local business owner I meet has the same story. They know they need reviews. They know reviews bring customers. But when it comes time to ask? They freeze up like a teenager asking someone to prom.
“I don’t want to be pushy.” “What if they say no?” “I feel awkward asking.”
Jesus Christ. You run a business. You deal with suppliers, negotiate contracts, handle angry customers. But asking someone to type three sentences about their experience? That’s where you draw the line?
I watched a friend lose half his plumbing business to a competitor with worse work but better reviews. Not because customers hated him. Because he never asked them to share their experience. Meanwhile, his competitor asks every single happy customer, and now dominates local search results.
Stop Treating Reviews Like Some Mystical Achievement
Most business owners act like reviews just magically appear. Like satisfied customers wake up at 3 AM thinking “You know what? I should review that electrician from last month.”
Newsflash: They don’t.
Your customers have kids to feed, bills to pay, Netflix shows to binge. Writing about their air conditioner repair isn’t on their priority list. Unless you make it easy. Unless you ask.
I learned this running my first business. Six months in, zero reviews. Not because people hated us. I just assumed happy customers would review us naturally. Like review fairies would sprinkle magic dust and poof, five stars everywhere.
Then I started asking. Not begging. Not apologizing. Just straight up: “Hey, if we did good work today, would you mind sharing that online? Helps other folks find us.”
Twenty reviews in the first month. Same customers. Same service. Only difference? I opened my mouth.
The Real Reason People Write Reviews
Here’s what nobody tells you about reviews. People don’t write them to help your business. They write them to help other people avoid shitty experiences or find good ones.
Think about the last review you wrote. Was it because you wanted to boost someone’s SEO? Hell no. You either wanted to warn people about a disaster or rave about something awesome.
Your customers are the same. When you ask for a review, you’re not asking for charity. You’re asking them to help their neighbors find reliable service. Big difference.
I know a mechanic who gets more reviews than most restaurants. His approach? “Other folks in town need honest car repair too. If we treated you right, would you let them know?”
Not “help my business.” Not “I need reviews.” Just “help your neighbors.” Works every time.
The Part Where Everyone Messes Up
Face to Face
Nothing beats asking in person. But most people butcher it.
Bad: “Um, sorry to bother you, but if you get a chance, maybe you could possibly leave us a review? No pressure though!”
Kill me now.
Good: “Glad we could fix that leak before it ruined your floors. Other homeowners deal with the same emergency. Mind sharing your experience online so they know who to call?”
See the difference? One sounds like you’re asking them to donate a kidney. The other positions them as a neighborhood hero.
Keep your Google review page bookmarked on a tablet at checkout. Or print QR codes. Whatever. Just make it stupid easy. The harder you make it, the fewer reviews you get.
Text Messages
Texts get opened. Emails get ignored. Simple as that.
But don’t send corporate robot messages. Send something a human would write:
“Hey Mike, just wrapped up your bathroom remodel. Hope you’re loving the new tile! If you’re happy with how it turned out, mind dropping a quick review? Helps neighbors find us: [link]. Thanks man!”
Personal. Casual. Not written by ChatGPT.
Send it same day or next morning. Wait a week and they’ve already forgotten half the details. Strike while the iron’s hot.
Email works if you’re already sending receipts or follow-ups. Just add a review request that doesn’t sound like it was written by a marketing department.
Skip the “Dear Valued Customer” BS. Try:
“Sarah, thanks for trusting us with your kitchen nightmare yesterday. I know finding water damage sucks, but glad we could get you back to normal fast.
If our crew saved your sanity (and your cabinets), would you share that story online? Other homeowners facing the same mess need to know who to call.
Here’s the direct link: [URL]
-Tom”
Real name. Real situation. Real request.
Your Website
Your website should ask for reviews without you lifting a finger. But not with those annoying popups everyone immediately closes.
Put review links where they make sense:
- Thank you pages after someone books
- Receipt emails after payment
- Footer link saying “Share Your Experience”
And show your existing reviews. When people see others took time to write, they’re more likely to do the same. Social proof or whatever the marketing nerds call it.
When to Ask
Ask too early, they haven’t formed an opinion. Too late, they’ve moved on with their life.
For service businesses: 24-48 hours after you finish. Fresh enough they remember details, not so fresh they’re still dealing with the mess.
For restaurants or retail: Before they walk out the door if they’re clearly happy. That server who just got a 30% tip? They should be mentioning reviews with the check.
Best times to send digital requests:
- Tuesday through Thursday (people actually check messages)
- 2-3 PM (afternoon phone break)
- 6-7 PM (done with work, scrolling mindlessly)
Skip Monday mornings (everyone’s drowning in emails) and Friday afternoons (mentally checked out).
Stuff That Will Get You in Trouble
Don’t bribe people for reviews. No discounts, no free services, no gift cards. Google will nuke your listing faster than you can say “five stars.”
Don’t write fake reviews. I know a contractor who hired someone to write 50 glowing reviews. Google figured it out in a week. Lost his entire online presence. Business tanked.
Don’t filter who you ask. Asking only happy customers is review manipulation. Ask everyone or ask no one.
And for the love of god, don’t argue with negative reviews publicly. Take that offline. Reply professionally, offer to make it right, then handle it privately.
What Happens After
Getting the review is step one. Responding shows you care.
Good review? Don’t write a novel. Just: “Thanks for taking time to share this, Jennifer! Glad we could solve your pest problem. Enjoy the spider-free basement!”
Bad review? Deep breath. Then: “Sorry to hear about your experience, Mark. This isn’t our usual standard. Please call me directly at [number] so I can make this right.”
No defending. No explaining. Just acknowledge and offer to fix it.
Google tracks if you respond. Businesses that reply to reviews rank higher. It’s that simple.
Building This Into Your Business
The businesses crushing it with reviews don’t rely on memory or motivation. They have systems.
Simple version:
- Identify happy customers (they literally tell you)
- Ask before they leave or within 24 hours
- Make it easy with direct links
- Follow up once if no response
- Respond to every review you get
Train your team to spot opportunities. The customer who says “you saved my ass”? They should hear about reviews before they hit the parking lot.
But keep it human. Systems help you remember to ask. They don’t replace genuine conversation.
The Truth Nobody Wants to Hear
Most businesses get few reviews because they’re scared to ask. They’d rather struggle in obscurity than risk mild rejection.
Your competitor isn’t better than you. They just ask every satisfied customer to share their experience. While you’re debating the perfect email template, they’re collecting reviews from actual humans.
Start tomorrow. Pick your most obviously happy customer and say: “Hey, really glad we could help with [specific thing]. Mind sharing your experience online? Helps other folks find good service.”
That’s it. No scripts. No tricks. Just ask.
Because here’s the thing: 76% of people will write a review if asked. But almost nobody asks. Now it’s up to you to make the first move.