Why reviews matter
Reviews matter twice. They influence where a business appears in local search, and they influence whether people choose it once they find it. Google’s guidance explains that local results are based mainly on relevance, distance and prominence, and that more reviews and positive ratings can help a business’s local ranking.
Buyers rely on them heavily. BrightLocal’s 2023 survey found that 87 per cent of consumers used Google to evaluate local businesses, and that 88 per cent would be likely to use a business that responds to all of its reviews.
Why good businesses have few reviews
It is common for an established business with many happy clients to have only a handful of reviews, often from years ago. The reason is simple: nobody asked. Satisfied clients rarely leave a review unprompted, while unhappy ones are more motivated to write. A routine for asking fixes the imbalance.
| Question | When it works best | Watch out for |
|---|---|---|
| In person | At handover, when the client is pleased | Follow up with the link, or it is forgotten |
| Text message | Soon after the job, with a direct link | Send once, politely, without pressure |
| With a thank-you and the final invoice | Keep it short, with one clear link | |
| QR code | On receipts, cards or at the counter | Make sure it opens the review form directly |
A simple routine
The review loop on this page shows the routine. Finish the work well. Ask at the moment the client is most pleased, usually at handover or when the final result is seen. Make it easy with a direct link or QR code, which Google provides through the Business Profile, noting that customers can visit a Google link or scan a QR code to leave a review. Reply to every review. Then repeat for every job, so reviews stay recent.
Ask clients to mention the type of work and the location if they are comfortable doing so. Reviews that describe the work help future clients and help search engines understand what the business does.
Reply to every review
Replies show that the business is attentive. Thank positive reviewers specifically. Respond to negative reviews calmly, acknowledge the concern and offer to continue the conversation directly. A measured reply is read by every future client who sees the review.
The rules to follow
Reviews must be genuine. The ACCC’s guidance on online reviews sets out three principles for businesses: be transparent about commercial relationships, do not publish misleading reviews, and do not omit negative reviews where that would mislead. Writing reviews of your own business, buying reviews or offering undisclosed incentives can breach the Australian Consumer Law and Google’s policies.
Zelexis helps established businesses set up a reviews routine as part of their marketing, so the evidence buyers see stays recent and describes the work the business wants more of.
A useful next step
Something to try this week.
Open your Google Business Profile, find the option to get more reviews and copy the review link. Save it in your phone and in your email signature templates. For the next month, ask every client whose job finishes well, on the day it finishes, and note how many reviews follow.