Getting more Google reviews: a process that works and is allowed
For local businesses, Google reviews are often the first thing new customers see, even before the website. Most satisfied customers would leave one but are never asked. At the same time the market is full of offers for bought reviews, which are prohibited. This article shows a simple process that brings genuine reviews over time, with German law as the example.
Ask at the right time
The best moment is right after the customer's success: collecting the repaired car, passing the driving test, moving in, a successful event. Ask in person and send a link straight away that leads directly to the review form of your Google Business Profile. Fewer clicks mean more reviews.
Automate the process
What gets forgotten manually runs reliably when automated:
- When a job is closed in the CRM or POS, a message with the review link goes out automatically by email, SMS or WhatsApp.
- One reminder after a few days if no review came in.
- A QR code with the review link on invoices, counters or business cards.
- Internal tracking: how many requests, how many reviews, which staff ask actively.
What is prohibited
Since 2022 Germany's Unfair Competition Act explicitly prohibits submitting or commissioning fake consumer reviews, and claiming reviews come from real customers without reasonable checks. If you display reviews on your own website, you must state whether and how you ensure they are genuine.
Google's policies also prohibit bought reviews, reviews in exchange for rewards such as discounts, and asking only satisfied customers. Google can remove such reviews and restrict profiles. So ask every customer, not just those you expect praise from.
Replying to reviews
Reply to reviews, positive ones too, briefly and personally. With criticism: stay factual, take the concern seriously, offer a solution and reveal no customer data. Prospects read the replies; a composed response to criticism often has more impact than ten rave reviews. You can report reviews containing false statements of fact or insults to Google.
We set up automated review requests from your CRM or POS from €600.
Frequently asked questions
- May I offer a discount for a review?
- No. Google's policies prohibit reviews in exchange for rewards, and such reviews can be considered misleading.
- How many reviews do I need?
- It's less about a fixed number than recency and volume compared with competitors nearby. A steady flow of new reviews has more effect than many old ones.
- Can I have negative reviews removed?
- Only if they violate Google's policies or are unlawful, for example containing false statements of fact. Critical opinions alone are allowed.
Sources
Tell us your CRM or POS. We set up automated review requests, lawfully and within Google's policies.
Automate review requests