How To Ask Your Clients For Google + Business Reviews

Last Updated: 25th January 2018

Click the link to jump to the Google My Business review email template download.

As well as being essential ranking signals for local SEO, online Google business reviews from clients and customers can be seen as one of the most powerful ways of promoting trust and confidence in your business.  To highlight this, a recent survey from Zendesk found that 90% of respondents claimed that positive reviews affected their purchasing decisions, with 86% saying negative reviews were also an influence. In other words, reviews matter when it comes to attracting more customers and helping them to choose between your company and your competition.

Brian Solis puts it very well when he says:

“Welcome to a new era of marketing and service in which your brand is defined by those who experience it.”

With Google dominating online search it makes sense that you put a lot of your focus into getting reviews on your Google My Business page. As an SEO company, the acquisition of online reviews is always a key part of our marketing campaigns. In this article, I want to look at why Google business reviews are so important and how to get your customers or clients to write and post them without breaking any of Google’s guidelines.

Google My Business
Google My Business

What is Google My Business and why is it Important?

Google My Business is effectively an updated version of what used to be Google Places for Business. By integrating this into the Google Plus platform, Google has allowed companies to manage the business information that appears in maps and search all in one place.

With local search results, Google will often show a series of businesses in the area in what is known as the “local pack”. It is from here that your potential customers will see things like your address, phone number and of course reviews that people have written about you. Not only do reviews help you with your click-through rate but they can also help your business appear in the local pack in the first place.

Although there are a host of sites you can (and should) look to get reviews on, with the majority of search traffic coming from Google it pays to focus your energies here, to begin with. Google has a lot of information on setting up and verifying your business, so if you haven’t done already you’ll need to do this. Once your business is set up on Google Plus, it’s time to start thinking about getting some reviews.

5 Stars (3 Stars…..or 1 Star!)

As I mentioned earlier in the article. Internet users trust and are influenced by online reviews. So having an indication of the quality of your services in Google’s search result can be a powerful way to stand out from the crowd.

Until recently Google’s Local Pack only displayed review stars once your business had received 5 reviews, this threshold was dropped earlier this year and it seems as though even businesses with just one review now show the review stars. Even more reason to start approaching clients to leave them. Don’t forget these stars have been shown to increase click-through-rate (CTR) by as much as 20%.

These stars and an excerpt from the reviews also appear in the Knowledge Graph. Search for a company by name and if they’ve done a good job at collecting reviews you’ll see what I mean. The Knowledge Graph also now contains reviews from 3rd party sources, so don’t limit yourself to just Google reviews.

We have seen in certain sectors that these review stars are being left out. We’re not sure why. Search on Google for the term “removals Bristol” and you’ll see the 3 pack without any review stars. Even though at least 2 of the businesses returned have way over 5 reviews.

For the more technical amongst you, there’s also another option to consider. Structured Data. This is a standard set of code which helps you identify certain markup in a way that search engines can understand. This can help you to get reviews and stars for your products and services onto the organic search results themselves. Although don’t bother trying to get these to appear for when your homepage ranks…they won’t.

Google My Business Reviews
Google My Business Reviews

How to ask for Google My Business Reviews

It goes without saying that the most genuine and natural looking reviews are the ones that customers leave without any prompting. That’s not to say you can’t prompt someone into writing a review by asking them directly what they thought of your business and if they minded leaving a review. Far from incentivising, engaging with someone directly about their experience is actually good customer service and will often prompt a (hopefully) positive review on your Google My Business page.

A quick note here about leaving Google Reviews. Your customers will need a Google account to be able to leave one. Many people do these days, either they’re a busy owner themselves and have one for their own Google Analytics or perhaps they have a personal Gmail account. If they don’t have an account they will need to create one.

Of course, there are some steps you can take to make this an easier and more likely outcome.

  • Get Your Timing Right
    Basically, this comes down treading the line between not asking too early and not asking too late. Too early and your customer may not have got the full benefits of your product or service and may simply not have an opinion on it yet; too late and that initial sense of impressiveness you incited may have faded.
  • Make it Easy to Leave Reviews
    This might sound like an obvious one but it’s amazing how many businesses fail to make it at all obvious how to leave a review. Your website and social media accounts shouldn’t just be encouraging people to leave feedback but actively showing them how by linking to it (we’ll talk more about how to link directly to your Google My Business page review form in a bit).
  • Integrate with your Email Marketing
    If you have an email marketing campaign then you’re missing a huge opportunity by not utilising it to ask people for reviews. Ask people what they thought of your business or services and encourage them to write a review if they were impressed. You could even incorporate a call to action (CTA) on your email auto signature with a link to your Google My Review page.

Need help obtaining Genuine Customer Feedback & Reviews? Our Customer Review Platform has everything you need to automate the process.

Linking to your Google My Business Review Form

[Update] Google has made some changes over the last few months and it’s actually become a much easier process to obtain this link than it was 6 months ago.[/Update]

Many of your clients or customers are likely to be very busy people so if they’re going to take the time out of their day to write you a review you need to make it as easy for them as possible. The best way you can do this is by giving them a simple link to click on that will take them straight to your Google My Business page. There used to be a really simple way to do this but with the recent updates Google has made to Google My Business this is now slightly more convoluted.

1. Search for your company by name in Google.

Search for company name on Google
Search for company name on Google

2. Click on the button “Write a review”.

Click on write Google review
Click on write Google review

3. You’ll see a Google review box has popped up, copy the URL out of the address bar.

Copy URL
Copy the URL from your address bar

This will give you a URL similar to,3,,

4. Shorten your Google review URL.

A nice touch I’ve seen a few people do is to shorten the URL so it’s a bit more user-friendly. Browse to your favourite URL shortening service, I’m going to use Google’s URL shortener

Copy and paste your long URL into the text box and click “shorten URL”. This will give you a URL such as

Google URL shortener
Google URL shortener

You now have a nice short URL you can send to clients that will send them directly to leave a review for your Google My Business page.

5. Send to your clients and start getting Google reviews.

Copy this URL and paste it into an email and send it out to all of your regular clients and to any new clients you do work for from now on.

Bonus Tips

  • Don’t be afraid to ask clients over the phone if they’d be happy to leave you a review and certainly never be afraid to remind clients if they forget. If you tell them how important it is to you and how proud you would be to have a review from them for the work you did, they’re more likely to take the extra 5 minutes to leave one.
  • Use the shorted URL on your website and in your email signature. You can even create a nice looking button with a “call to action” for people to click.

Our Customer Review Platform can help you get Genuine Customer Reviews to display on your website and increase your Google Reviews.

Download Our Free Google Business Review Email Template

Going Beyond Google

We’ve focused entirely on getting reviews on your Google My Business page in this article but that’s not to say you should ignore other review sites, just that Google should be your prime focus. There are a ton of review sites out there such as Yelp, Yahoo Local, Trip Advisor, Trust Link, Trust Pilot, FreeIndex and our local Bristol Online to name but a few, all go a long way in helping to build trust in your business, as well as supporting your local SEO efforts.

Social media is also a huge area when it comes to getting endorsements. Whilst positive reviews on social media won’t have a direct effect on your local SEO, they will build trust in your business and encourage engagement which can lead to more reviews. Platforms like Facebook and even YouTube are great for getting public endorsements, whilst LinkedIn is perfect if you are a sole trader, allowing people to endorse you for key skills (you unfortunately, can’t leave reviews for companies or groups though).


If you rely on local search traffic to your website then you will, to a large extent, also rely on reviews. Whether we like it or not, the internet has allowed us to say what we think about any company or organisation. Whilst reviews can be a mixed bag and won’t always be entirely positive (learning how to respond to negative reviews warrants an entire article all of itself) they have become extremely important in the way they influence the purchasing and business decisions we make online every day.

Happy review collecting!

If you have any questions or experiences you’d like to share regarding Google My Business reviews, please leave a comment and we’ll reply ASAP.

Avatar for Paul Morris

Author: Paul Morris

Paul has worked in the web industry for over 16 years. During that time he has worked in many roles, including design, development, SEO, and business development. This puts him in a unique position to help businesses. Not only does he know how to put a website together and get traffic to it but he also has a great understanding of the sales and marketing process and how they need to work together to achieve your desired results. Time to wake up to SEO Bristol!

43 responses to “How To Ask Your Clients For Google + Business Reviews

  1. Really great article. I think there is still an under appreciation from sole traders and startups as to the real power of online reviews. With star ratings showing up in Google’s local pack it really should be a no-brainer for small businesses to be asking all their clients or customers to leave online reviews.

    Interesting to note though how Amazon recently took legal action over a number of of fake reviewers on its site. Do you think fake reviews could become a problem by undermining the authenticity of all online reviews?

    1. Hi Joe

      Thanks for your comment. Many businesses seem ‘too busy’ to ask their clients for reviews, even though their value is beyond doubt.

      Regarding fake reviews, this is a big problem. Most platforms try their best to ‘weed’ them out. To leave a Google My Business review for instance you need a Google account and platforms such as Yelp are so stringent in their efforts to only keep genuine reviews that there have been many complaints that real reviews are being removed.
      Ultimately if a company goes to great lengths to make it’s ‘fake’ reviews look genuine then there is little these platforms can do about it. Although for the effort required, surely it would just be easier to get genuine reviews in the first place.

      Leaving fake reviews, either positive for your own business or negative for a competitor’s business is illegal. There are now a growing number of cases both in the US and UK where regulators are taking action against those caught in the act

  2. Hi Paul Morris,
    Great write up, i had already use the same trick but could’t get success, now i restudy and start again, i would like to add one more bounce tips for all users,
    After getting a short url add in your email signature as Review Us link short url, it will work like a slow poison, don’t need to wait for bulk email.
    Happy blogging!!!

      1. Hi Josep
        Thanks for your comment. Glad you like the article.
        I’m not aware of an “official” Google Review logo, however a quick search on Google Images shows a few custom attempts. I think you’re right though. Would make a nice addition to your email footer to have a clickable image. Time to get Photoshop booted up.

    1. Hi Chris
      Thanks for your comment. To leave a review your customers must have some kind of Google account. A Google + account used to be required but that has been relaxed somewhat to just a gmail account.
      Mike Blumenthal wrote a blog about this earlier in the year, which you can read here
      This is a pain as not everyone has a Google or gmail account, but does limit the effect of anonymous users leaving bad reviews without you being able to engage with them.

  3. oh Thank you so much for this post..I did not have any idea about how to send customers to write a review for my services and this was the most useful and details write up.

  4. Hi Paul,

    Thanks for the amazing tips here. How do I send the short link to review a client’s business without my username / account appearing as the reviewer? I tried the process you listed in your article using the incognito mode, unfortunately my username still appeared as the reviewer.


    1. Hi Krystal
      Can you post the link you’re sending to your client and I’ll take a look. If you’re following this process correctly your link shouldn’t contain any information about your account.

        1. Hi Martha
          I’ve checked the link you added and it works fine for me. It pops open the review box with my name against it because I’m logged in to Google with my account. If YOU click the link it will use whatever account your logged in as. I assume this is your business account and so it will use that.

          If you send this link to a customer it will use their account not yours.

  5. Hi Paul,
    Great article. You are 100% right about how important GMB is. However, I have found GMB & G+ to be less user friendly after the recent changes.
    Oak Laurel

    1. I agree, it’s not as user friendly as it once was. Some of the changes Google have made recently are definitely not for the better. However it’s still the best place to get reviews due to how easy they are for potential clients to learn about the quality of your service.

  6. This is fantastic – however, I tried to use it with Facebook, and added a tab on my client’s Facebook business page, and unfortunately Facebook has tightened up how their CTA’s and tabs are used. Using the tab basically iFrames the link in – in which case it doesn’t work, and I can’t create a custom CTA button.

    Any ideas? My client is pretty active on FB and has in excess of 9,000 likes.

    I will also be making recommendations for non-Facebook review solicitations, but that would have been stellar.

    1. Hi Cindy
      I’m not surprised the link doesn’t work in Facebook, they have their own review system and so will want you to use that. Perhaps you can add the link to an update and pin it to the top of your page’s timeline?

  7. Nice article, a shortened URL is definitely the way to go. It is easy to put this off, especially if you are afraid that someone might leave a negative review. You have to just get over it and start asking customers today! Overall, excellent article.

  8. Great article… something strange… I looked for the review button when I tried to follow your direction… I googled the business and there was not review button… not sure if is because I just put the code in and will wait a few days…

    I could not figure out how to download the email template… Help!

    business is Automotive Repair Consulting

    1. What’s your exact company name Debra? It’s fairly generic or an exact match for your primary keyword you may need to add some address details to your Google search.

      In order to download the template you need to share the post on a social media channel using the share locker above in the main article. Once shared that will drop away and you’ll see the download link.

      1. I too could not find the link to download the template Even though I shared it on Facebook and Twitter . Please help .

  9. Great tutorial! Great article but I think you need to add a disclaimer noting that the customer you are asking for a review from needs to have a google account for the review to work.

    1. Hi Tina

      Glad you like the article. Thank you. Good idea about the disclaimer. We’ve added a short paragraph to let readers know that their clients will need a Google Account to be able to leave a review 🙂 .

  10. Hello Paul,
    Amazing Blog!!!
    After getting a short URL add in your email signature as Review Us link short URL, it will work like a slow poison, don’t need to wait for a bulk email.
    Happy blogging!!!

  11. Great article Paul. I find that small businesses in particular don’t fully appreciate the power of having a steady stream of online reviews. In general larger businesses are more comfortable soliciting reviews but the smaller companies and sole traders haven’t quite grasped how vital it is.

    My company has built a platform to help businesses gather in these reviews and segment them based on the customer experience. Perhaps I can share the link here?

    1. Thanks for your comment Matt.
      I’m still amazed at companies both small and large who haven’t switched on the the power of online reviews. Or the fact that not having a review program leaves them open to the “one bad review” syndrome.
      Review platforms are a great way to automate this process and most are not expensive. I’ll be sure to check yours out.

  12. I can’t seem to get the link to work if opened on a mobile, it just takes me to the Google search results page but doesn’t open the review box automatically. Is there anything that can be done to make the review box open on a mobile?

    1. Hi Lisa

      Which mobile web browser are you testing in? We’ve just run a test of the link in both Google Chrome and Safari on an iPhone and both opened the review box successfully.

  13. is there a way now to officially do a customizable google my business link so you can send customers to that link instead of the shortened URL? A client of mine wants to be able to put it on his business card so clients know where to go to leave a proper review. Thanks for any help. Great article too.

    1. Hi Darice

      Yes, although it’s a bit more convoluted. You’ll need to get the link to your review page as described. Then instead of using a URL shortener, you could create a redirect from a URL or subdomain on the clients’ site. Such as or

      To achieve the redirect you could create a 301 redirect in your .htaccess file or set up an ALIAS in the DNS records.

    1. Hi Yasmin
      I’d look into something like, there are many other systems similar to this…but I like the simplicity and their pricing. You load in your client email addresses and then the system handles everything else.
      It also gives you a Net Promoter Score (NPS) which is great for a business looking to improve further.

  14. I copied the google address bar added the 3,5 it did not work for me. Also, I +1 on Google – where is the link to download the review request email template?

  15. Hi. Not sure if google have made changes recently but the URL does not appear in the address bar when I follow your instructions (step 3).

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