If you're a tradesperson or local service business, Google reviews are the single most important thing you can do for your reputation and local search ranking. More reviews, more recent reviews, and a higher average rating all directly affect whether you appear at the top of local search results — and whether customers call you or your competitor.
Why reviews matter so much for local searches
When someone searches for 'electrician in Sheffield' or 'bathroom fitter near me', Google's local algorithm uses three main factors: relevance (does your listing match what they're searching for), distance (how close are you), and prominence (how well-known and trusted is your business). Reviews feed directly into prominence — both the quantity and quality of reviews, and how recently you received them.
Businesses with 50+ reviews and a consistent rating above 4.5 rank significantly higher in the Local Pack (the map results) than businesses with five reviews from three years ago, even if the older business has been trading longer.
The awkward truth about asking for reviews
Most tradespeople know they should be asking for reviews. Very few actually do it consistently. Here's why: asking in person feels awkward. Asking on the phone feels like nagging. Sending an email feels like it'll be ignored. So nothing gets asked, and reviews trickle in at random.
The businesses with the most reviews aren't doing anything special — they just have a system that asks every single customer, every single time, without anyone having to remember to do it.
What a review request system looks like
The most effective approach is automated follow-up sent at the right time — typically 24 to 48 hours after a job is completed. A text message or WhatsApp message with a direct link to your Google review page is all it takes. The customer doesn't have to search for you. They don't have to remember later. They tap the link and they're on the review page in seconds.
- Send the request within 48 hours while the experience is fresh
- Use a direct link to your Google review page (not your homepage)
- Keep the message short — one or two sentences is enough
- Don't offer incentives — it violates Google's policies and looks suspicious
- If they don't respond, a single follow-up after a week is fine
How to respond to reviews (both good and bad)
Responding to reviews signals to Google that you're active and engaged — which helps your ranking. It also shows potential customers that you take feedback seriously. For positive reviews, a short, genuine thank-you is all you need. For negative reviews, stay professional, acknowledge the concern, and take it offline: 'We'd like to resolve this — please get in touch directly.'
Never argue with a negative review in public. Even if the customer is wrong, future customers will judge you by how you handle it.
What if you have zero reviews right now?
Start with your happiest existing customers. Think of five or ten people you've done great work for in the last year. Send them a personal message — not a bulk email — explaining that you're trying to build your online presence and you'd really appreciate a review. Most people are happy to help when asked personally.
Once you have your first five or six, the automated system takes over and you should never have to think about it again.
We automate your review collection
Our standard system includes automatic review requests after every job, so your rating grows consistently without you having to ask.