Reviews shape how customers see your business and influence local search rankings. The key is earning them ethically and consistently.
Why fake reviews are a bad idea
Writing, buying or incentivizing fake reviews violates Google's policies and the FTC's rule on fake reviews and testimonials, which allows civil penalties. Platforms also remove suspicious reviews and can restrict profiles. Genuine reviews are the only sustainable strategy.
A simple review system
- Identify the moment customers are happiest — project launch, first results, delivery.
- Ask personally, then send a short email with a direct link to your review page.
- Make it easy: one click, mobile-friendly.
- Follow up once if they don't respond.
- Ask everyone, not just happy customers — selective "review gating" violates some platform rules.
Responding to reviews
- Thank positive reviewers by name and mention specifics.
- Respond to negative reviews calmly, acknowledge the issue and take the conversation offline.
- Never argue publicly or share private customer details.
Showcase reviews responsibly
Display genuine reviews on your website with the reviewer's permission, and link to the original platform where possible. Video testimonials from real clients are especially persuasive.
FAQs
Can I offer a discount for reviews?
Google prohibits incentivized reviews. Ask without offering rewards.
How many reviews do I need?
More recent, detailed reviews help. Aim for a steady flow rather than bursts.
Can negative reviews be removed?
Only if they violate platform policies. Otherwise, respond professionally.
