Quick answer
How do I ask for a review without it being awkward?
Asking for a review is normal, as long as you're polite, it's optional, and you don't tell them what score or words to use.
The jargon
The words you'll come across, in plain English.
- Review: a customer's public opinion of your work, on Google or another site.
- Review link: a web link that opens straight to the review box for your business.
- Incentive: any reward for leaving a review. Google bans them, and hidden ones are illegal.
- Testimonial: a customer's comment you show on your own website or leaflets.
What to say
What should I say?
Do this
Thanks for choosing us. If you'd like to share your honest experience, here's our review link.
Not this
Please leave five stars and say we're the best in town.
A message to copy
Is there a message I can copy?
Example: Hi Priya, thanks for having Northside Plumbing in to replace your kitchen tap today. If you'd like to leave an honest review, here's the link: [review link]. No pressure at all. Thanks, Dan.
Check the link opens the right business before you save it. Keep private details out of it, and never suggest what they should write.
- Send it from your business number
- Mention the real job, briefly
- Use the direct review link
- Let them give any score, in their own words
- Don't send more than one reminder
- Respect it if they say no
When to ask
When should I ask for a review?
Ask once the job's finished, not while there's still a problem to sort. One polite reminder can be fine; more than that is pressure.
The rules
What are the rules on asking for reviews?
Don't offer discounts or rewards for good reviews, hide criticism, write the review for them, or edit their words and present them as a quote.
Since April 2025, UK law bans businesses from posting or buying fake reviews, hiding that a review was rewarded, and showing reviews in a misleading way.
Sources
Where this guide comes from.
Checked against these official pages on 27/10/2026. Next check due 27/01/2027. Things can change sooner, so check the official page before an important decision.
FAQs
Frequently asked questions.
In person or by message?
Either works. A message makes the link easy to tap; in person, just don't push.
Can I only ask happy customers?
No. Picking only happy customers can break the review site's rules. Ask everyone the same way.
Can I offer a discount?
No. Never reward reviews.
What if they leave a bad review?
Check the facts, reply calmly, and only report it if it genuinely breaks the rules.
What if they ask me what to write?
Just ask them to say what it was like, in their own words. Google's rules say businesses shouldn't ask for particular things to be included in a review.
Should I reply to every review?
If you can, yes, briefly. Never mention their address, the dispute or anything personal.
Got a question?
Send us a message and we'll point you in the right direction.
We're happy to help, even if it's not about a website.
