Google reviews are often the first thing a new customer reads about a local business, and Google says that more reviews and positive ratings can help your local ranking. The good news: most happy customers are willing to leave a review – they just need to be asked at the right moment, in a way that takes seconds. This guide shows you how to do that within Google’s rules.

1. Get your Google review link

Everything starts with a direct link to your review form. Sign in to the Google account that manages your Business Profile, search for your business name on Google, and use the Ask for reviews or Get more reviews option. Google gives you a short link (and a QR code) that opens your review form straight away. Save it – you’ll use it everywhere.

2. Ask at the moment customers are happiest

Timing makes a big difference. Ask when the customer has just experienced the best part of what you do:

  • Restaurants and cafés – with the bill, after a good meal
  • Salons and barbers – when the client sees the finished look
  • Trades – when the job’s finished and the customer can see the result
  • Shops – at the till, or in the parcel for online orders
  • Hotels and B&Bs – at check-out

3. Make leaving a review take seconds

Every extra step loses reviewers. Asking someone to search for your business, find the reviews section and log in is too much effort for most people. Give them a one-tap route instead:

  • An NFC review card – the customer taps the card with their phone and your review form opens. Our NFC Google Review Card does exactly this, with no app needed.
  • A QR code – printed on receipts, table stands or the back of your NFC card for phones without NFC.
  • A link in a follow-up email or text – useful for online orders and appointments.

4. Ask every customer, not just the happy ones

Google doesn’t allow businesses to discourage negative reviews or to selectively ask only the customers they expect to be positive (sometimes called “review gating”). Offer the card or link to everyone. A mix of reviews also looks more genuine to new customers than a wall of perfect scores.

5. Never offer rewards for reviews

Google’s policy bans incentives such as payments, discounts or free products in exchange for reviews. In the UK, the Digital Markets, Competition and Consumers Act 2024 also bans fake reviews and reviews with hidden incentives, with the rules in force since April 2025. So no “10% off for a 5-star review”, no review swaps with friends, and never buy reviews.

6. Don’t put customers on the spot

Google asks businesses not to require or pressure customers into leaving reviews while they’re on the premises, and not to tell them what to write. A friendly “If you enjoyed it, we’d really appreciate a review” is fine. Let customers take the card home and review later if they prefer – and avoid setting up a tablet in your shop for people to review on.

7. Reply to every review

Google recommends replying to reviews because it shows customers you value their feedback. Thank people by name for positive reviews. For negative ones, stay calm, apologise where it’s fair, and offer to put things right offline. Future customers read your replies as much as the reviews themselves.

8. Keep it going every week

A steady flow of recent reviews is more convincing than a burst followed by silence. Make asking part of your routine: brief your team, keep cards at every till or station, and check your review count each month.

Common mistakes to avoid

  • Buying reviews or asking friends and family to post fake ones
  • Offering discounts, gifts or prize draws for reviews
  • Only sending review links to customers you know are happy
  • Asking customers to mention specific words or services in their review
  • Ignoring negative reviews instead of replying

Questions about Google reviews

How many Google reviews does my business need?

There’s no magic number. Aim to have more recent reviews than your nearest competitors, and keep adding new ones every month.

Can I delete a bad review?

No. You can only report a review that breaks Google’s policies, such as spam or offensive content. For genuine negative reviews, the best response is a polite, helpful reply.

Is it allowed to use a card or QR code to ask for reviews?

Yes. Making it easy for customers to review you is fine, as long as you ask everyone, don’t offer incentives and don’t pressure people.

Ready to make reviews effortless? See our NFC Google Review Card, or browse all NFC review cards for Trustpilot, Tripadvisor, Booking.com and more.