Marketing · 5 min read · 2026-09-27
How to Ask for Reviews (and Where to Put Them)
How many reviews a small business actually needs, the words to ask with, where they should sit on your site, and how to answer a bad one.
Reviews are the cheapest salespeople a small business has. They also have to be asked for, in the right moment, with the right words.
How many you need
- Ten reviews: you look like a real business.
- Twenty five: you look like the obvious choice in your town.
- Fifty or more: you can stop thinking about it.
A steady two to four a month beats twenty in one week, because a listing that gets reviews regularly looks busy.
When and how to ask
Ask at the end of the job, standing there, while they are happy. Then send a text within the hour with the link, because nobody remembers to do it later.
The words that work, in person: "If you were happy with the work today, would you mind leaving a short review? I'll text you the link, it takes a minute."
The words that work, in the text: "Thanks again for today. If you have a minute, a short review really helps a small business like mine: [link]"
The rules worth knowing
- Never pay for reviews or offer a discount for one. The platforms remove them, and it can cost you the listing.
- Never write one yourself. It is easy to spot and the penalty is the same.
- Make it one tap. Send a direct link to the review box, not your website's home page.
- Ask everyone, not just the happy ones. A five star average with four reviews looks less real than a 4.8 with thirty.
Where the reviews should sit on your site
- The Google listing first. That is where the reviews do the most work, because they show up when somebody searches for your trade.
- The home page. Five reviews, with first names, near the top.
- The service page each review is about. The fence review belongs on the fencing page.
- Beside the quote form. Reassurance is worth most just before somebody types their number.
Use the review's own words. Rewriting them into marketing language removes the only thing that made them convincing.
When somebody leaves a bad one
Answer it, in public, within a day. Say what happened, say what you did about it, and offer to finish the conversation on the phone. Do not argue, do not explain the customer's mistakes, and do not write three paragraphs. A calm reply under a bad review wins more work than the review lost, because everybody reads the reply before they read the complaint.
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