How to Get Google Reviews for a Local Business UK
Ask happy customers within 24 hours of a good job, send your short Google review link by SMS or email, and reply to every review. Never buy reviews or gate only positive ones. Google treats that as abuse.
What you'll get from this playbook
- A compliant ask script that works for UK trades and professional services
- Channel priorities (SMS vs email vs QR)
- Safe velocity rules so you don't look fake
- Reply habits that support Map Pack prominence
- Clear lines Google considers review abuse
Reviews are the second-biggest Map Pack lever after categories. Pair this with the GBP optimisation checklist and the right GBP categories.
How to get Google reviews (compliant ask)
- Finish the job well
- When they thank you, say: “Would you mind leaving a quick Google review? It helps other locals find us.”
- Send the unique short link from GBP → Get more reviews
- Stop. One follow-up max after a few days
Channels that work in the UK
- SMS — highest completion for trades
- Email — better for professional services
- QR code on invoice / van — useful for walk-ins
- In-person tablet — fine if they choose freely; don't hover
Velocity beats bursts
Five five-star reviews in one afternoon looks unnatural. Two to four genuine reviews a month compounds safely.
Reply like a human
- Thank positives specifically
- Own negatives; offer to fix offline
- Mention the service naturally when it's true
- Reply within 48 hours
What not to do
- Pay for reviews
- Only send links to five-star customers (review gating)
- Write reviews yourself or via staff pretending to be customers
- Offer discounts “for a review” in a way that biases rating
FAQ
Are Google review cards legal in the UK?
Asking for reviews is fine. Incentivising a positive review is risky. Keep asks open and unpaid.
How many reviews do I need for the Map Pack?
Enough to compete locally — often dozens in competitive towns. Freshness matters as much as total count.
Should I reply to every review?
Yes. Google and future customers both notice silence.
What to do next
Set up your short link today and send it after the next three happy jobs. Keep the profile healthy with our Google Business Profile support, or read local SEO for UK businesses. Book a Free Growth Audit if you want the written pass.