Get more Google reviews: 9 ways that are allowed and actually work

The easiest way to get more Google reviews: ask your customers in person at the right moment – and make it as easy as possible with a direct link or QR code. Reviews are doubly valuable for local businesses: they convince new customers and improve your visibility on Google and in AI assistants. Here are nine ways that work – and the rules you should know.

Why are Google reviews so important?

Reviews are the word of mouth of the internet. Before someone tries a new hairdresser or lets a tradesperson into their home, they almost always check what others say. Reviews work in three places:

• With customers: Lots of recent, good reviews build trust and make the decision easy.

• With Google: Google explicitly names a business's “prominence” as a factor for its placement in the map view – and reviews are part of it. More on this in the article Local SEO.

• With AI assistants: ChatGPT, Gemini, Claude and others take reviews into account when they recommend businesses. Our article What is GEO? explains how this works.

9 ways to get more Google reviews

1. Ask in person

It sounds trivial, but it is the most effective way. Most satisfied customers don't leave a review simply because they don't think of it – not because they don't want to. One simple sentence is enough:

“Lovely that you're happy! If you like, we'd really appreciate a short Google review – it helps us a lot as a small business.”

2. Use a direct review link

The fewer clicks, the more reviews. In your Google Business Profile you will find the “Ask for reviews” function. It generates a link that takes customers straight to the review window. Google describes exactly how this works in its help page on reviews.

3. Place a QR code where it is visible

You can turn the review link into a QR code with a free QR code generator – that is the square pattern you scan with your phone camera. Place it where customers wait for a moment: at the till, on the table, at reception, in the driving school car.

4. Add the link to invoices or appointment confirmations

A short note with a QR code on the paper invoice or receipt reminds customers even later on. Be careful with emails: review requests by email can count as advertising in Germany, which requires consent. If in doubt, clarify this with your legal adviser before you contact customers unprompted.

5. Link on your website and in your email signature

A “Review us on Google” button on your contact page or in your signature costs nothing and collects reviews from regular customers on the side.

6. Reply to every review

People who see that you engage with reviews are more likely to write one themselves. Thank people personally for positive reviews and respond calmly to criticism. Google also recommends replying to reviews. Our article Replying to bad reviews the right way shows how to handle criticism.

7. Involve your team

Your employees have the most direct contact with customers. Explain to them why reviews matter and give them a simple sentence to use when asking. That way, asking becomes a habit rather than the exception.

8. Briefly explain to customers how it works

Older customers in particular are sometimes unsure. A small hint helps: “Just scan the code, tap the stars, write a sentence or two – done.” You need a Google account to leave a review, which most people already have through their Android phone or Gmail.

9. Choose the right moment

Ask when the delight is greatest – not weeks later. What that means in practice depends on your industry:

The right timing by industry

What is forbidden – and causes trouble

Some “shortcuts” look tempting, but they can lead to reviews being deleted, your profile being suspended or even to formal warnings from competitors or consumer bodies. Google lists the rules in its contributions policy.

Note: This article is not a substitute for legal advice. For specific questions, contact a solicitor or your professional chamber.

Conclusion: asking is half the battle

More reviews are not down to luck but to habit. Ask every customer at the right moment, make it dead easy with a link and QR code, and reply to every piece of feedback. If you do this consistently for a few months, you will see the difference – in the stars, on Google and in the till.