How to Get More Google Reviews: A Small Business Guide

The best way for a small business to get more Google reviews boils down to three simple things: having a professional online presence, asking your happy customers at just the right time, and giving them a dead-simple way to leave feedback with a direct link.

When you get a steady flow of positive reviews, you're sending a powerful signal to both potential customers and Google’s ranking algorithm. It’s a strategy that builds rock-solid trust and gives your local search visibility a serious boost, helping you stand out from the competition.

Why Google Reviews Are a Secret Weapon for Small Businesses

For any small Aussie business, from a local cafe to a solo tradie, just having a website isn't enough anymore. It's your online reputation, built largely on Google Reviews, that truly sets you apart and turns a local searcher into your next paying customer. Think of it as old-school word-of-mouth, but turbocharged for everyone online to see.

Let's be honest, when you’re looking for a "plumber in Perth" or a "cafe in Melbourne," you're faced with a bunch of options. Which ones stand out? The businesses with plenty of recent, positive reviews. They just feel like a safer, more reliable choice for your hard-earned money.

For a small business, every single review is a little success story. It’s a real person vouching for your work and telling others in their community that you delivered on your promise. That kind of genuine social proof is far more persuasive than any ad you could ever buy.

To get the ball rolling, here’s a quick-start guide. It’s a snapshot of the core strategies we'll be diving into, giving you a reference point before we unpack each one.

Your Quick-Start Guide to Boosting Reviews

Strategy	Why It Works for Small Businesses	Your First Action Step
Optimise Your GBP	Your Google Business Profile is your digital shopfront. A complete profile looks professional and makes it easy for customers to find you and leave a review.	Log in to your GBP and fill out every single section. Double-check your address, hours, and phone number are correct.
Ask at the Right Time	Timing is everything. Asking a customer for a review right after a great experience dramatically increases your chances of getting one.	Identify that "moment of peak happiness" for your customers. Is it right after a job is completed? Or when they thank you for your service?
Use a Direct Review Link	Don't make customers search for where to leave a review. A direct link removes all friction and takes them straight to the review form.	Generate your unique Google Review link from your Business Profile dashboard. Save it somewhere you can easily access it.

This table gives you the fundamentals, but mastering the art of the ask is where the real magic happens. Let's explore why this matters so much for small local businesses.

The Local Search Advantage

Here in Australia, the link between reviews and local visibility is crystal clear. Did you know a massive 46% of all Google searches have local intent? That means nearly half of all people on Google are looking for a business or service right in their neighbourhood.

When someone makes a local search, Google’s algorithm works hard to show them the most credible and relevant results. And what’s one of the biggest signs of credibility? You guessed it—a strong profile packed with positive reviews.

This is especially true for businesses where trust is non-negotiable, like in the trades, healthcare, or professional services. For tradies, a solid portfolio of glowing reviews can be the one thing that makes a homeowner choose them over the competition. Our detailed guide on SEO for tradesmen digs deeper into how reviews are a cornerstone of a winning local strategy.

Building a Foundation of Trust

Getting more reviews isn't just about climbing the search rankings. It's about building a foundation of trust that influences customers long before they even pick up the phone.

Here’s why it’s so critical for a small business:

It Shows You’re Active: New reviews tell both customers and Google that your business is open, busy, and consistently delivering for clients. An outdated profile looks neglected.
It Gives You Free Intel: Feedback, good or bad, is basically free market research. It shows you what you're smashing and where you might have room to improve your service.
It Humanises Your Business: Taking the time to reply to reviews shows there are real, caring people behind the logo. It proves you value your customers' experiences.

Ultimately, figuring out how to get more Google reviews isn't just another marketing chore; it's a core part of running a successful business. It’s all about building a strong, trustworthy reputation that brings in new customers and keeps the old ones coming back. The strategies we're about to cover will help you create a simple, repeatable system to make it happen.

Build a Review-Ready Google Business Profile

Before you even think about asking for a single review, you need to treat your Google Business Profile (GBP) like your digital shopfront. Think of it this way: if your profile looks neglected, incomplete, or untrustworthy, even your happiest customers might hesitate to leave feedback. Your goal is to build a profile that doesn't just look professional but actually invites engagement.

A complete and well-managed GBP sends powerful trust signals to both potential customers and Google’s algorithm. A profile brimming with crisp photos, detailed information, and recent activity simply looks more credible than one with nothing but a name and an old phone number. This is the foundation you’ll build your stellar online reputation on.

Nail the Non-Negotiables First

Consistency is king. The most crucial bits of information on your profile—your business Name, Address, and Phone number (often called NAP)—must be perfectly identical everywhere they appear online. This means your website, social media pages, and any other online directories all need to match.

Even tiny inconsistencies, like listing "St" on your profile but "Street" on your website, can confuse Google and hurt your local search ranking. It’s a small detail, but it makes a massive difference in how easily customers and search engines can verify that you're a legitimate business.

Actionable Tip: Do a quick Google search for your business name and check every listing you find. Make sure the NAP details are 100% consistent across the board. This simple audit can uncover sneaky issues that might be holding your profile back.

Once your core details are locked in, take a moment to select the most accurate primary and secondary business categories. If you're a plumber who also offers gas fitting, for example, make sure both services are reflected in your categories. This helps you show up in searches for everything you do, widening your net for potential customers. If you're just getting started, our guide on how to get my business on Google Maps walks you through these initial setup steps.

Bring Your Business to Life with Visuals

A profile without photos is like a restaurant with blacked-out windows—it just doesn't inspire confidence. High-quality images are one of the most powerful tools you have for showcasing your work and building immediate trust.

Here are a few actionable photo ideas for your small business:

Your Logo and Cover Photo: These are your brand's handshake on Google. Make sure they’re clear and look professional.
Photos of Your Work: This is absolutely essential for tradies and service businesses. Post before-and-after shots of your jobs. If you own a cafe, show off your most delicious-looking dishes.
Team Photos: Putting a face to the name makes your business feel far more personable and approachable. A friendly team photo can go a long way.
Your Premises or Vehicle: If you have a physical location or a branded van, get some clear pictures up. This helps customers recognise you in the real world.

For a little extra SEO juice, geo-tag your photos before you upload them. This basically adds location data to the image file itself, which subtly reinforces your service area to Google.

Turn Your Profile Into an Engagement Hub

A static, "set-and-forget" profile is a huge missed opportunity for a small business. To show customers you're active and value their time, you need to use GBP's engagement features. These actions signal that there's a real, attentive person behind the business, which makes people more comfortable leaving a review.

Use Google Posts Regularly

Think of Google Posts as mini-updates or ads that appear right on your profile. They’re perfect for announcing special offers, highlighting a recent project, or sharing company news. As a small business owner, posting just once a week is a manageable and effective way to keep your profile looking fresh and active.

Actively Manage the Q&A Section

The Questions & Answers section is a goldmine for demonstrating your expertise, but it's often forgotten. Anyone can ask a question on your profile, and more importantly, anyone can answer it. It's vital that you, the business owner, get in first with an accurate, helpful response.

You can even get ahead of the game by populating this section yourself. Think about the most common questions you get from customers and post them along with your own clear, helpful answers. This not only adds value for searchers but also shows you’re tuned in to their needs.

Master the Art of Asking for Google Reviews

Once your digital shopfront is polished and ready to go, it’s time to focus on what really moves the needle: getting more Google reviews. This is where a lot of small business owners get a bit hesitant, but it doesn't have to be a pushy or uncomfortable conversation.

The trick is to reframe how you think about it. You aren't "asking for a favour." You're simply making it incredibly easy for your happy customers to share the great experience they just had.

A sincere, well-timed request actually makes your customers feel valued, not hassled. It shows you genuinely care about their opinion and are always looking to improve. When you get this right, asking for reviews becomes a natural part of your customer service, not some separate marketing chore you have to dread.

Timing is Everything

If there's one secret to getting a glowing review, it's timing. You have to make the ask when the customer's satisfaction is at its absolute peak. Think about that specific "moment of happiness" they experience when dealing with your business.

For a plumber, that moment might be right after you’ve fixed a disastrous burst pipe, and the relieved homeowner is thanking you profusely. For a café owner, it could be when a regular customer can't stop raving about their perfect morning coffee. Catching them in that wave of gratitude is your golden ticket.

Wait even a day or two, and that positive emotion starts to fade. Life gets in the way, the request gets lost in their inbox, and your opportunity simply vanishes. You have to seize the moment when the value you provided is freshest in their mind.

Make It Ridiculously Easy with a Direct Link

Whatever you do, don't make a customer work to leave you a review. Just saying, "Find us on Google and leave a review," is a recipe for failure. That creates friction, involves multiple steps, and kills any momentum you had.

Instead, you need to use a direct review link.

This special URL takes customers straight to the review pop-up box for your business, often pre-filled if they're logged into their Google account. All they need to do is click the stars, type a few words, and hit submit. It’s the path of least resistance, and that’s exactly what you want.

Here's how to get your link:

Sign in to your Google Business Profile Manager.
On the home screen, look for the card that says "Get more reviews."
Click "Share review form" and copy that unique URL.

This is what that streamlined process looks like for your customer. It’s a game-changer.

By removing the need for them to search, find your profile, and then find the review button, you've turned a chore into a two-click task. This alone will dramatically increase your success rate.

Real-World Scripts You Can Adapt

Knowing what to say is just as important as when to say it. The key is to keep your language personal, sincere, and brief. Here are a couple of tried-and-tested templates you can tweak for your own small business.

Email Script for Service Businesses

This is perfect for tradies like builders, landscapers, or electricians after a project is completed.

Subject: A quick question about your [Service, e.g., new deck]

Hi [Customer Name],

It was a real pleasure working on your [project] this week. We’re so proud of how it all turned out!

When you have a spare moment, we’d be grateful if you could share your experience on Google. As a small local business, your feedback is a massive help for others looking for our services.

Here’s a direct link to make it easy: [Insert Your Google Review Link]

Thanks again for choosing us.

Cheers,
[Your Name]

SMS Script for Quick Interactions

A quick text message is ideal for businesses with faster turnaround times, like a local coffee shop, a hair salon, or a repair service.

"Hi [Customer Name]! Thanks for stopping by [Your Business Name] today. We hope you enjoyed your [product/service]. If you have 30 seconds, a quick review on Google would mean the world to our small team. [Insert Your Google Review Link]"

The data from the Australian market shows exactly why this matters. With 62.5% of Aussie internet users using search engines to research brands and 36.5% relying on peer reviews, your Google reviews are a powerful asset. They directly influence whether a local customer decides to trust you with their business. You can explore more data on Australian digital consumer behaviour to see just how critical an online reputation is.

Use QR Codes in Your Physical Space

For any brick-and-mortar business, a QR code is a brilliant, low-effort tool. Simply link your direct Google Review URL to a QR code and place it where customers are guaranteed to see it.

On your front counter: Put a small sign near the till for easy scanning right after a purchase.
On invoices or receipts: A small QR code at the bottom of a printed invoice is a simple, non-intrusive prompt.
On business cards or flyers: Hand them out after completing a job or interacting with a customer.

This tactic empowers customers to leave a review on their own terms, right from their phone, without you having to ask every single person individually. It’s a passive but highly effective way to steadily grow your collection of Google reviews over time.

Turn Every Review Into a Marketing Opportunity

Getting a steady stream of Google reviews is a fantastic achievement, but your job isn’t done the moment a new one pops up. The real magic, and where many small businesses drop the ball, is in the reply. Each response you write is a public conversation, giving potential customers a sneak peek into the kind of business you run.

Think of it this way: the original review tells one customer's story, but your response tells yours. It’s your stage to show everyone watching that you’re engaged, professional, and genuinely care about your customers' experience. Ignoring a review is like leaving a customer hanging after they’ve paid you a compliment or, worse, raised a valid concern.

A solid strategy for replying to all feedback—the good, the bad, and the so-so—transforms your reviews section from a simple star rating into a dynamic marketing asset. Research shows that among people who read reviews, an incredible 97% also read how businesses respond. That makes your replies a massive part of your online reputation.

Responding to Positive Reviews

When a customer leaves a glowing five-star review, it's tempting to fire off a quick "Thanks!" and move on. But that’s a missed opportunity. A thoughtful, personalised response not only makes that happy customer feel even better about their choice, but it also encourages loyalty and can even give you a subtle SEO boost.

Your goal here is to be personal and specific. Mentioning the actual service or product they loved proves you've read their feedback properly and truly value it.

Here’s a simple formula for small businesses to follow:

Thank them by name: "Thanks so much for the fantastic review, Sarah!"
Reference their experience: "...we're absolutely thrilled you love the new kitchen splashback."
Reinforce your value: "Our team always aims for that level of quality and craftsmanship."
Invite them back: "We look forward to helping with your next project!"

This approach feels genuine, not canned. Plus, it naturally weaves in keywords like "kitchen splashback," which can quietly strengthen your relevance for local searches.

Responding to a positive review isn't just good manners; it's about building a community. When others see you engaging thoughtfully, it subtly encourages them to share their own great experiences, creating a powerful cycle of goodwill.

Handling Negative Reviews Professionally

Let’s be honest, a negative review can feel like a punch to the gut. For any small business owner who pours their heart into their work, the first instinct might be to get defensive or just ignore it and hope it goes away. But the best move is always a calm, professional, and public response.

A well-handled negative review can honestly be more powerful than ten positive ones. It proves you’re accountable and dedicated to customer satisfaction—huge trust signals for anyone considering your business.

Here’s a step-by-step game plan for your reply:

Acknowledge and Apologise: Kick things off by thanking them for the feedback and saying you're sorry they had a bad experience. This isn't about admitting you were wrong; it's about showing empathy for their frustration.
Keep it Brief and Non-Defensive: This is crucial. Never argue or make excuses in your public reply. Simply state that this isn't the standard you strive for.
Take It Offline: This is the most important part. Offer a direct line to resolve the issue privately. Give them a name, phone number, or email address. Something like, "We want to understand what happened and make this right. Could you please call me, [Your Name], directly on [Your Phone Number]?"
Sign Off Professionally: End with your name and title to add a personal touch.

This framework immediately de-escalates the situation and shows everyone watching that you take customer concerns seriously.

Responding to Neutral or Mixed Reviews

Those three-star reviews can be tricky. They often contain a mix of compliments and criticisms, like, "The coffee was amazing, but the service was a bit slow." These are pure gold—they’re a roadmap for improvement.

Treat these reviews like a negative one, but with a positive opening. Thank them for the specific compliment ("We're so glad you enjoyed the coffee!") and then address the criticism using the same professional framework ("We're sorry to hear the service didn't meet your expectations and will be discussing this with our team.").

This balanced approach shows you appreciate all kinds of feedback and are always working to get better. By consistently engaging with every review, you paint a clear picture of a business that listens, cares, and is committed to excellence.

Navigating the world of online reviews can feel like walking through a minefield. While getting more Google reviews is a huge priority, some common shortcuts and accidental missteps can cause more trouble than they're worth. Your hard-earned reputation is on the line, so it pays to know what not to do when asking for feedback.

This isn’t about being alarmist; it’s about protecting your business. A single mistake could get your reviews deleted or, worse, your Google Business Profile suspended. The good news? These traps are surprisingly easy to avoid once you know what to look for.

1. Don't Ever Buy Fake Reviews

It can be tempting to look for a quick fix to boost your star rating, but buying fake reviews is probably the single worst mistake a small business can make. Google’s algorithm is incredibly sophisticated and has become very good at sniffing out unnatural review patterns. On top of that, both Google and Australian Consumer Law take a very dim view of this tactic.

Just put yourself in your customer's shoes for a moment. Imagine they discover your stellar five-star reputation was paid for, not earned. Any trust you've built vanishes instantly. It's a short-term gamble with potentially devastating long-term consequences for your credibility.

Authentic Google reviews are a cornerstone of building trust with Australian customers. Fake or manipulated feedback can lead to serious legal and reputational damage, making genuine customer experiences critical for long-term success. You can discover more insights on review policies for the Australian market to ensure your strategy is both effective and compliant.

2. Steer Clear of Offering Incentives

Dangling a discount or a freebie in front of a customer in exchange for a review is another major no-go. Google has a clear policy against this, and it falls under what's known as "review gating". The rule is simple: you can’t compensate a customer for leaving feedback, regardless of whether it’s good, bad, or indifferent.

This specifically includes things like:

Offering a discount on a future purchase if they leave a review.
Entering reviewers into a prize draw or competition.
Giving out gift cards or free products as a 'thank you' for their feedback.

Instead of trying to bribe customers, focus on creating an experience so exceptional they want to talk about it. A genuine, personal request paired with an easy-to-use review link is far more effective and, crucially, keeps your business on the right side of the rules.

3. Avoid Cherry-Picking Your Reviewers

It’s completely understandable to only want to ask your most thrilled, happy-as-Larry customers for a review. This practice is often called "cherry-picking"—where you pre-filter your customers and only invite those you’re certain had a fantastic experience to leave feedback.

While it seems like a smart move, this is another practice that goes against Google's policies. The goal is for your profile to reflect a fair, balanced, and authentic view of your business. This means you need a consistent process for asking all your customers for their thoughts, not just the ones you know will sing your praises.

This approach does more than just keep you compliant; it also gives you honest, unfiltered insights. Sometimes a three-star review is more valuable than a five-star one because it shines a light on an area of your business you can improve. That kind of feedback helps you get better for everyone.

Ultimately, building a powerful online reputation isn't about finding clever hacks. It's about consistently delivering fantastic service and making it simple and ethical for customers to share their real experiences. That honest approach builds rock-solid trust, which is far more valuable than any star rating.

Your Top Google Review Questions, Answered

Once you get a system in place for asking for reviews, you'll inevitably run into some odd situations and have a few questions. That's completely normal. Think of this as your go-to guide for navigating those tricky "what if" moments that every small business owner faces.

My goal here is to give you clear, practical answers so you can manage your online reputation with confidence, no matter what gets thrown your way.

How Many Google Reviews Do I Actually Need?

There’s no magic number here. Honestly, the real aim is to consistently have more recent, high-quality reviews than your direct competitors. It’s less about a specific number and more about building and maintaining momentum.

A great starting point? Do a quick Google search for what you do in your local area (for example, "gardener in Ballarat"). See who pops up in the top three results in the Google Map Pack. Your first goal should be to get more reviews than they have, and ideally, have a better overall star rating.

But here’s a pro tip: recency often outweighs sheer volume. A steady trickle of new reviews—even just a couple a month—tells both Google and potential customers that you're active, reliable, and consistently doing great work. It's much better to get a few reviews every month than to get 50 at once and then nothing for a year.

What Do I Do If Someone Leaves a Review for the Wrong Business?

This happens more often than you'd think, and it’s definitely frustrating when it does. Someone might mix your business up with another one that has a similar name or is just down the road. The first thing you should always do is reply publicly and politely.

Your response shows other potential customers that you’re paying attention and are professional. You could say something along the lines of:

"Thanks for taking the time to leave feedback. We think you might have us confused with another local business, as we don't have any record of your visit. If you've left this in error, we'd really appreciate it if you could remove it. All the best!"

After you’ve replied, you can flag the review for Google to take a look. Just click the three little dots next to the review, select 'Report review,' and choose 'Off-topic' as the reason. While there's no guarantee Google will remove it, this is the proper and most professional way to handle it.

Can I Offer a Discount for a Google Review?

Let me be blunt: no. This is one of the biggest rules you can break, and Google takes it very seriously. Offering any kind of incentive—discounts, gift cards, freebies, or even an entry into a giveaway—in exchange for a review is strictly against their policy.

Why? Google sees it as a conflict of interest that completely undermines the trustworthiness of reviews. It's a practice that can lead to some pretty severe penalties, from having your hard-earned reviews wiped out to your entire Google Business Profile being suspended. It's just not worth the risk.

Instead, channel that energy into two key areas:

Delivering an experience that's so good customers genuinely want to talk about it.
Making it incredibly simple to leave a review with a direct link and a polite, well-timed ask.

An authentic review that you've earned is infinitely more valuable—and safer—than one you've essentially paid for.

Why Are My Customer's Reviews Not Showing Up?

This is a really common headache. A happy customer tells you they've left a glowing review, but when you check your profile, it’s nowhere to be seen. There are usually a few reasons why this happens.

Google's Spam Filters: This is the most likely culprit. Google’s algorithm is always on the lookout for fake reviews and sometimes flags legitimate ones by mistake. It might hold a review for a few days to verify it, especially if it’s from a brand-new Google account or has unusual phrasing. Often, it will show up after a short delay.
Accidental Policy Violations: The review itself might have broken a rule without the customer realising it. This could be something as simple as including a website URL, using certain words, or being posted from the same network you use at your business (like your shop's guest Wi-Fi).
The Customer Changed Their Mind: It's also possible the customer deleted the review themselves, or there might be a temporary issue with their Google account that's stopping it from going live.

Unfortunately, you can't force a review to appear. The best you can do is thank the customer for trying and then shift your focus back to getting more reviews from your other happy clients.

At SiteStarter, we specialise in building high-quality websites and optimising Google Business Profiles that help Aussie tradies and small businesses get found online and attract more customers. We handle the technical side so you can focus on running your business. Learn more about how we can help your business grow.