Local SEO
How to ask for Google reviews: templates for UK trades
Invite customers to describe their genuine experience, give them a direct review link and leave the decision to them. Use the same neutral approach across customers, without rewards, pressure or a request for a particular rating. The templates below are ready to adapt to a real completed job.
Make the request part of a simple handover routine
Choose a repeatable point in your normal customer communication, such as the handover email after the agreed work is complete. A roofer finishing a repair and a builder handing over a longer project will have different routines. There is no need to claim that one precise hour guarantees better results.
Use the channel the customer already recognises, where it is appropriate to contact them. Do not add a promotion, a discount or a request to refer friends to the same message. Make it easy to ignore without affecting their aftercare.
Get the direct link from your own Business Profile
Open the Google Business Profile you manage, go to Read reviews and choose Get more reviews. Copy the link provided there and test that it opens the correct business. Use Google’s current help instructions if the interface labels change.
A QR code can be useful on a printed handover sheet, but a clickable link is easier in an email or WhatsApp conversation. Test a printed code at its actual size before ordering a batch. Neither option requires a separate review-filtering page.
If you still need to organise the profile itself, start with our Business Profile setup checklist.
Google explains the current steps in its review-link and QR-code guide.
Three neutral messages to adapt
Replace every bracketed field and read the message before sending it. These are requests for a customer’s own words, not scripts for the review itself. Do not write or post a review on someone else’s behalf.
For a long project, refer to the project in a way the customer will recognise without adding private details. For a small repair, the job description can be very short. Keep the link visible rather than burying it in a long email signature.
SMS or WhatsApp after a completed job
“Hello [name], it’s [your name] at [business]. Thank you for choosing us for [job]. If you would like to share your experience, you can leave a Google review here: [link]. It’s entirely optional. Thank you.”
Email alongside a handover message
“Subject: Feedback on your recent [job]. Hello [name], thank you for working with us. If you would like to leave an honest review of your experience, here is our Google review link: [link]. Please use your own words. For any questions about the work, you can still contact us at [contact].”
One optional reminder
“Hello [name], here is the review link from our recent message in case it was useful: [link]. There is no obligation to leave a review, and no need to reply. Thank you again, [name/business].” Only use a reminder when appropriate; if the customer declines, stop. A repeated sequence of nudges is unnecessary.
Avoid rewards, screening and suggested ratings
Google prohibits incentives for reviews and selectively soliciting positive reviews. Do not offer money off a later job, ask only people who first give private positive feedback, or send dissatisfied customers to a different path that withholds the public review link.
Do not ask for five stars, prescribe keywords, or pressure someone to post while you wait. The useful evidence is what the customer chooses to say. A friendly complaint-handling conversation should remain available regardless of whether they leave a public review.
Check the fake-engagement section of Google’s official contribution policy before adding automation or changing your request process.
Respond professionally and keep website proof honest
Read the feedback before replying. Thank the customer for taking the time. If there is a problem, acknowledge it and offer a direct way to discuss the details; do not publish their address, invoice or private messages as part of a public reply.
On your website, a clearly labelled link to the original review profile is a straightforward starting point. If you reuse a customer comment, confirm permission, keep its meaning intact and identify the source. Do not invent a rating, badge or review count to fill an empty design.
For a roofing business, reviews and project photographs answer different questions: one describes the customer’s experience; the other shows the work. Keep both close to the relevant service, with an easy enquiry route.
See how our websites for roofers bring services, work examples and contact details together.
Review requests are one part of a manageable local visibility routine, alongside accurate business information and useful service pages.
A ten-minute weekly check
Keep a small private note of which completed jobs received a request so you do not send duplicates. Check the review link, read new feedback and identify practical issues you can address. You do not need a complicated system to start.
Judge the process by whether requests are appropriate and feedback is being handled. Do not infer a ranking improvement or new revenue from a few extra reviews. Record actual enquiries separately, including what the customer says helped them choose you.
- Was the same neutral invitation available across eligible customers?
- Did any reminder go to someone who had already declined?
- Does the link still open the right business?
- Have website quotations or counts become out of date?
Explore our approach to websites for roofers or see our pricing and what is included.
