How to Get More Customer Reviews on Google (Without Breaking the Rules)

At Lillian Purge, we specialise in Local SEO Services and explain How to get more customer reviews on Google (without breaking the rules) so you can ethically boost your ratings for better online trust and search performance.

Google reviews are more than just comments from customers—they are social proof that helps your business stand out in local search results. A steady flow of genuine, positive reviews signals to Google that your business is active, trustworthy, and relevant. However, asking for or managing reviews must be done correctly. Offering incentives or using manipulative tactics can violate Google’s guidelines and risk having reviews removed.

Here’s how to increase your Google reviews safely and effectively.

1. Make It Easy for Customers to Leave a Review

The easier you make the process, the more likely customers will leave feedback. You can do this by:

• Sharing your Google review link in emails, invoices, or receipts.

• Adding a “Leave us a review” button on your website or contact page.

• Including the link in your email signature or appointment reminders.

To create your review link, log into your Google Business Profile, click “Share review form,” and copy the link. Use this to guide customers directly to your review page.

2. Ask at the Right Time

Timing plays a big role in whether someone leaves a review. The best time to ask is when a customer’s experience with your business is fresh and positive.

For service-based businesses, this could be right after completing a job or appointment. For retailers or hospitality, it might be after a purchase or meal. A polite follow-up message such as “We’d really appreciate your feedback on Google” can go a long way.

3. Train Your Team to Encourage Reviews Naturally

Your staff can play a key role in gathering reviews. Train your team to mention reviews casually during customer interactions. For example:

“We’re glad you’re happy with our service. If you get a minute, we’d really appreciate a quick Google review.”

This approach feels natural and avoids putting pressure on the customer.

4. Send Personalised Follow-Up Emails

After a purchase or service, follow up with a thank-you email. Express appreciation and include your Google review link. Keep the message short, polite, and personal.

Example:
“Thank you for choosing us today. We’re always looking to improve and would love to hear your thoughts. You can leave a quick review here [insert link].”

Avoid using automated messages that feel robotic or impersonal—authenticity encourages more responses.

5. Use QR Codes for In-Person Requests

If your business operates offline, use QR codes to simplify the review process. You can display them on receipts, business cards, or signage near checkout counters.

Customers can scan the code with their phone and be taken straight to your Google review page. This small convenience can significantly increase the number of reviews you receive.

6. Respond to Every Review

Engaging with customers who leave reviews shows appreciation and professionalism. Thank people for positive feedback and address any negative comments respectfully.

For example:

• Positive review: “Thank you for your kind words, we’re delighted you were happy with our service.”

• Negative review: “We’re sorry to hear about your experience. Please get in touch so we can make things right.”

Responding to reviews also encourages others to leave their own feedback, as they see that your business values customer opinions.

7. Do Not Offer Rewards or Discounts

It may be tempting to offer incentives like discounts, gifts, or vouchers in exchange for reviews, but this is against Google’s policies. Google’s rules require reviews to be honest and unbiased. Incentivised reviews can be flagged and removed, and repeated violations can result in your profile being suspended.

Focus instead on delivering excellent service and making it easy for happy customers to share their experiences voluntarily.

8. Avoid Review Gating

Review gating is when a business asks customers to rate their experience privately before deciding whether to ask for a public review. For instance, if someone selects a low rating, the business might prevent them from posting it on Google.

This practice also violates Google’s terms. Instead, ask all customers for reviews, regardless of whether you think their experience was positive or not. A few neutral or constructive reviews can actually make your overall rating more believable.

9. Showcase Existing Reviews

When customers see that others are leaving reviews, they’re more likely to do the same. Displaying your best Google reviews on your website, social media, or newsletters encourages participation.

Highlighting customer testimonials shows that you value feedback and builds trust with new visitors who are considering your services.

10. Focus on Service Quality

The most reliable way to get more Google reviews is to consistently deliver excellent service. People are more likely to share positive experiences when they feel genuinely impressed.

Encourage your team to go the extra mile for customers. Over time, great service naturally leads to great reviews without the need for aggressive requests.

11. Monitor and Track Progress

Keep an eye on how many new reviews you receive each month and where they come from. Regularly check your Google Business Profile insights to see which customer interactions drive reviews.

You can also use this data to identify which services or locations perform best, helping you refine your overall customer experience strategy.

12. Combine Google Reviews with Local SEO

Google reviews directly impact local search rankings. Businesses with higher review counts and positive ratings often appear higher in the local pack (the top three Google Maps results).

Encourage reviews alongside other local SEO strategies such as optimising your Google Business Profile, adding local keywords, and maintaining consistent business details across directories. This combination improves visibility and attracts even more customers.

Final Thoughts

Getting more Google reviews is about building trust, not gaming the system. By asking at the right time, making the process simple, and always following Google’s guidelines, you can grow your reputation naturally and ethically.

Customer reviews are one of the strongest signals for both search engines and potential clients. Focus on quality service, encourage honest feedback, and engage with every review. Over time, this approach will not only increase your reviews but also strengthen your brand’s credibility and visibility in local search.

We have also written in depth articles on How service-based businesses can optimise their GMB profile and Do Google Reviews Help SEO as well as our Google My Business Hub to give you further guidance.