Customer reviews are one of the simplest ways to win more of the right jobs. They influence buying decisions, lift your local SEO, and remove doubt before you even pick up the phone. In this guide I will show you how to ask for reviews the right way, where to collect them, how to respond, and how to put them to work across your website, quotes and social channels. There is a quick start for busy teams, then deeper steps if you want to automate the lot.
This guide is written for tradespeople and tradesmen looking to grow their businesses, so every tip ties back to real enquiries.
If you want a tidy site that showcases reviews properly from day one, the Starter website is £19/pm with domain, hosting and business email included. See the Starter plan or compare plans.
Why reviews matter for tradies
- Trust at a glance. Real comments from local customers reduce risk in the buyer’s mind.
- Higher conversion. Strong reviews next to clear calls to action lead to more calls and messages.
- Local SEO lift. Fresh Google reviews with city or town names help you appear for nearby searches.
- Less haggling. Proof of tidy work and good service lets you hold your price.
- Stronger team culture. Sharing positive feedback keeps standards high on site.
Where to focus your reviews
Aim for one primary platform and one or two secondary platforms so you do not spread thin.
Primary focus: Google Business Profile
- Most customers search on Google.
- Reviews show on Maps and in the search panel.
- Easy for customers to leave a quick star rating with comments.
Good secondary platforms:
- Facebook. Familiar to many homeowners, easy sharing into local groups.
- Trustpilot. Recognisable badge, useful if you also work with national customers or facilities managers.
A quick word on Checkatrade
Plenty of good trades appear on Checkatrade. My view is simple. For many small teams, the cost and lead quality do not beat a well built website plus a strong flow of Google and Facebook reviews. You often pay for mixed quality leads and do not fully control your profile. Reviews on Google belong to your brand forever and support your own site. If you already get great work from Checkatrade, fine. If not, your time is likely better spent on Google, your website and word of mouth.
Quick start: a simple three touch request that works
Most customers are happy to leave a review. They just forget. A short, polite three touch flow solves this.
Touch 1. Ask in person
At handover, say:
“Thanks for having us. If you are happy, a quick review helps a local business like ours. I will text you a link so it only takes a minute.”
Touch 2. Same day message with your review link
Send SMS or WhatsApp the same day you finish the job. Keep it short.
- “Hi Sarah, thanks again for today. If you have a minute, would you mind leaving a quick review here. [Your Google review link] It helps us a lot.”
Touch 3. Friendly reminder a week later
- “Hi Sarah, just a quick nudge in case you missed this. Your review really helps us reach local customers. Here is the link again. [Your Google review link] Many thanks.”
That is it. No novels, no pressure. Two short messages does the job for most people. A third nudge at 7 days works if you want to be thorough.
Tip. In your Google Business Profile dashboard there is an Ask for reviews button. It gives you a short link you can copy. Save it as a phone contact or a text snippet so you can paste it in seconds.
Should you offer incentives for reviews
Be careful. Many platforms, including Google, do not allow incentives that influence reviews. Policies change, so always check the current rules. If you do run a prize draw, keep it platform safe. Ask for an honest review, not a positive one, and avoid tying the draw to a specific platform if that platform bans incentives. Safer alternatives that still feel like a thank you:
- Handwritten thank you card for larger projects.
- A small donation to a local cause when you reach a review milestone.
The best long term system is still a polite ask plus one or two reminders.
How to respond to reviews the right way
Reply to every review. It shows you are active and that you care.
Positive review template
“Thanks, [Name]. It was a pleasure working on your [job type]. Glad you are happy with the result. If you ever need help with [related service], give us a call. Enjoy your week.”
Four star with a small niggle
“Thanks for the feedback, [Name]. I am pleased you like the [result]. Sorry again about the [minor issue] and thanks for flagging it. We have updated our process so this is smoother next time.”
Negative review template
Keep it calm, factual and brief. Move the fix offline.
“Hi [Name]. I am sorry to hear this. I have checked the job notes and would like to put this right. Please call [number] or email [address] so we can agree the best fix. Thanks for raising it.”
Do not argue online. A clear, respectful reply shows future customers you handle problems like a pro. Once resolved, you can add a short follow up reply to say the issue has been fixed.
How to showcase reviews on your website and socials
Your website is where reviews earn their keep. Add them where decisions happen.
On your homepage
- A proof bar near the top with a star rating and review count.
- Three short quotes with names and towns.
- A link to your full reviews page.
On service pages
- Use service specific reviews. For example, boiler swaps on the boiler page.
- Add one sentence captions under before and after photos that echo the review.
On your contact page
- Place two short quotes next to your form and phone buttons for reassurance.
On social media
- Screenshot the best reviews and post them with a short caption that names the town and job type.
- Pair a review with a tidy site photo.
- Share a monthly “thank you for your reviews” post and tag the towns you worked in.
If you want a site layout that makes this easy, the Starter website includes tidy review sections and buttons that help visitors contact you quickly. Get started
Tools to make review gathering simple
You can keep this manual if you prefer. If you are busy, a few light tools save time.
- Brevo or your current email tool. Set up a simple review request template.
- WhatsApp Business. Create a quick reply with your review link.
- QR codes. Put a QR code to your review page on handover cards and van windows.
- Automation. With Zapier or Make, you can send a review request when a job is marked complete in your CRM.
- Review widgets. Most SEO or page builder tools can pull in Google reviews. Show a few on key pages, not a long wall of text.
- Call scripts. If you phone to check all is well after the job, close the call with “I will text you a quick link to leave a review.”
Keep it light. Better to have a simple process that runs every day than a complex one that never gets set up.
Build a repeatable review process for your team (if you have one)
Write a short standard operating procedure so the habit sticks.
- At booking. Tell the customer you will ask for a short review after the job.
- On site. Do great work, keep it tidy, and snap a few before and after photos.
- Handover. Ask in person and confirm the customer’s preferred contact method.
- Same day. Send the first message with your review link.
- Seven days. Send the friendly reminder.
- Reply. Thank every reviewer and handle any issues fast.
- Showcase. Post one new review on your site and one on social each week.
- Measure. Track review count by platform, response time, and how many jobs mention reviews on the first call.
Pin this list in the van or your site pack. The more you ask, the easier it gets.
How to create the right review links
- Google. In your Google Business Profile dashboard, click Ask for reviews, then copy the short link.
- Facebook. Use your Page’s Reviews tab link.
- Trustpilot. Create an invitation link inside your account.
Shorten long URLs with your website, for example yoursite.co.uk/review, and forward that to your Google review link. Easier to say, easier to print.
Email and SMS templates you can copy
Email subject lines
- Quick favour after today’s job
- Thanks for choosing us. One small ask
- Can you spare 30 seconds
Email body
Hi [Name],
Thanks again for choosing us for your [job type]. If you have a minute, a quick review helps local customers pick a reliable team.
Leave a review on Google here. [link]
If you prefer Facebook or Trustpilot, you can use these. [links]
Really appreciate it.
[Your name]
[Business name]
[Phone]
SMS
Hi [Name], thanks for choosing [Business]. If you can spare 30 seconds, a quick review helps us. Google link. [link] Thank you.
Follow up SMS
Hi [Name], a quick nudge in case you missed this. Your review really helps. [link] Thanks again.
Keep everything short and polite. Never spam. If you use SMS, make sure you have consent and an easy way to opt out.
Advanced section: get more from your reviews
If you want to go further, these steps bring extra lift.
Add schema markup for reviews
Use Rank Math to add Local Business schema on key pages. If you mark up a reviews page or service pages, ensure the reviews are genuine and visible on that page. Schema helps search engines understand your reputation. Do not mark up reviews that live only on third party sites unless your plugin supports it correctly.
Tag your links for tracking
Add UTM tags to the review link in your thank you emails so you can see response rates. Also tag your Google Business Profile website button with UTM parameters so you can see GBP traffic and calls in GA4. Rank Math and many analytics guides show how to do this in a few clicks.
Build location based service pages with review snippets
Create a simple page for each core service and town you cover. Add one or two local reviews that mention the town or area. Pair with a before and after gallery and a short CTA. This helps organic search and gives you URLs to share in local groups.
Use reviews in quotes and proposals
Add three short quotes to your quote template. Match them to the service you are proposing. This reduces doubt and speeds up sign off.
Repurpose reviews for ads
If you run Facebook or Google Ads, turn your best reviews into simple creative. Pair the quote with a tidy job photo and a clear call to action. Keep it local with town names.
Common mistakes to avoid
- Waiting too long to ask. Ask on handover and send the link the same day.
- Writing essays. Keep requests short and easy to act on.
- Begging for five stars. Ask for honest feedback, not a star rating.
- Ignoring bad reviews. A calm, helpful reply can win a customer back and shows future buyers you care.
- Spreading reviews everywhere. Focus on Google, then one secondary platform.
- Forgetting the website. Reviews work hardest when they sit next to buttons that make it easy to contact you.
Review checklist you can tick off
- Google review link saved and easy to send
- Simple three touch request in place
- SMS and email templates saved in your phone and CRM
- Every review gets a reply within two days
- Reviews showcased on home, service and contact pages
- One new review post on social each week
- Rank Math set with Local Business schema
- Monthly count of new reviews and response time
- Quotes include three short, relevant reviews
Bringing it all together
Reviews are not a marketing side job. They are part of how you deliver tidy work and clear service. Ask politely every time, make it easy to leave feedback, reply to everyone, and put your best comments where they help customers choose you.
If your current site is not set up to show reviews well, I can help. The Starter website is £19 per month and is built to support Websites for Tradespeople with clean sections for testimonials, clear calls to action and fast load times.
If you want, I can also turn this guide into a printable one pager for your team, plus a set of ready to use SMS and email snippets.
