How to get more Google reviews (UK)

An honest how-to for UK businesses. Every fact below links to the Google help page or the UK government guidance it comes from.

Last updated 25 October 2026

2. Ask at the right moment

Google's own advice starts with the simplest step: ask your customers, and share your link or QR code with them (Google: tips to get more reviews).

Ask straight after the job, while the customer is still with you: in person first, then send the link by message the same day.

Google doesn't publish a rule about where a review is written.

3. Make it one tap

Put the link where the customer already is: in the WhatsApp message after the job, on the invoice or receipt, and at the counter as a QR code or an NFC tag.

A stand on the counter

A stand by the till keeps the QR code and an NFC tap in front of the customer as they pay. Spotlit makes one, the Google Review Stand.

4. What's not allowed

No incentives. Google says incentives for reviews, like free or discounted goods or services, are strictly prohibited (Google: tips to get more reviews), and its content policy bans reviews or ratings that have been paid for, directly or in kind (Google: prohibited and restricted content).

No gating. Asking only the customers you expect to be happy is against the policy: Google prohibits businesses that discourage or prohibit negative reviews, or selectively solicit positive reviews from customers (Google: prohibited and restricted content). Ask everyone.

No reviews from people with a conflict of interest. Google names current or former employment, familial relationships and industry competitors (same policy), so no reviews from your staff, your family or your competitors.

No fake reviews. UK consumer law (CMA guidance, April 2025) bans reviews that look or claim to be genuine but are actually fake, and reviews that conceal the fact that they have been incentivised (CMA: short guide for businesses (CMA208)).

5. Reply to every review

Google says that when you reply to reviews, you show customers that you value their feedback (Google: manage customer reviews). Its advice is to avoid giving everyone the same generic reply, and to keep replies conversational, not promotional (manage customer reviews, tips to get more reviews).

Reply to the bad ones too: stay calm, stick to the facts, and never argue. Google notes that a mix of positive and negative feedback often feels more trustworthy (Google: tips to get more reviews).

6. Spread it out

Ask steadily, as part of every job, rather than all at once.

Questions

Where do I find my Google review link?

In your Google Business Profile: choose Read reviews, then Get more reviews. Google gives you a link and a QR code. The QR code can only be generated in a computer browser.

Can I offer a discount or a free gift for a Google review?

No. Google strictly prohibits incentives for reviews, like free or discounted goods or services, and UK consumer law (CMA guidance, April 2025) bans reviews that conceal the fact that they have been incentivised.

Can I ask only my happy customers for a review?

No. Google prohibits selectively soliciting positive reviews from customers and discouraging negative ones. Ask every customer.

Can my staff or family leave a Google review?

No. Google treats current or former employment and family relationships as a conflict of interest.

Should I reply to bad reviews?

Yes. Reply to every review, including the bad ones: stay calm, stick to the facts, and never argue. Google says replying shows customers that you value their feedback.

Sources