If you run a small business, having a Google Business Profile (previously known as Google My Business) is a must. It’s one of the best ways to ensure your business shows up in local search results, helps build your brand, and allows you to connect directly with customers.
One of the most critical aspects of your Google Business Profile is the customer reviews section. Reviews can have a big impact on how your business is perceived and how well it ranks. In this guide, we’ll dive into why reviews matter, how they influence your business, and actionable steps you can take to get more of them.
Why Google reviews matter
Google takes reviews into account when deciding how to rank businesses in local searches. If your business has more positive reviews, it’s more likely to appear higher in the search results. This is particularly important because most customers won’t scroll far—they tend to click on the top few results. So, having a healthy amount of positive reviews can be the difference between someone finding your business or missing it altogether.
Builds trust and credibility
In today’s digital world, customer trust is everything. People are much more likely to trust reviews from other customers than to trust the information provided by the business itself. Positive reviews serve as real-life endorsements, helping to build trust with potential customers. When someone reads about another person’s positive experience with your business, it acts as a personal recommendation, making them more likely to choose you over your competitors.
Improves click-through rates
When your business appears in Google’s search results, your review star rating is displayed right next to your listing. A high rating acts as a visual cue for quality, encouraging people to click on your business instead of others. The more clicks you get, the more traffic you drive to your website or physical location, which can ultimately lead to more sales or bookings.
Enhances brand perception
Your brand is more than just your logo, your product, or your website. It’s about how people feel about your business when you’re not around. Positive reviews help shape your brand’s reputation and make it more memorable. If someone sees glowing reviews attached to your business, it instantly sets a positive tone and makes them more inclined to engage with you.
How to get more Google reviews
Ask for reviews
The simplest and most effective way to get more reviews is to ask for them. Timing is crucial here—ask customers for feedback right after a successful sale or when you’ve just provided a service. This is when they’re most likely to feel satisfied and willing to share their experience. You can send a follow-up email or message thanking them for their business and politely requesting a review. Include a direct link to your Google Business Profile, making it easy for them to leave a review with just a few clicks.
You can generate this review link straight from your Google Business Profile dashboard. Simply log in, find the ‘Ask for reviews’ button, and copy the link. You can then share this link via email, text, on your website, or even on your social media platforms to make it easy for your customers to leave a review.
Provide excellent service
This may seem obvious, but providing excellent customer service is the foundation of getting positive reviews. People are more likely to take the time to leave a review if they’ve had a genuinely good experience with your business. Focus on delivering exceptional service every time and go above and beyond when possible. For example, if you run a catering business, offering a small personal touch, like custom menus or a special thank you card, can leave a lasting impression. A happy customer is more likely to take a few minutes to write a positive review, especially if you ask them to.
Respond to all reviews
It’s important to show customers that you value their feedback, whether it’s positive or negative. Respond to all reviews, thanking customers for their positive comments and addressing any concerns raised in negative reviews. Not only does this demonstrate that you care about customer satisfaction, but it also shows potential customers that you’re committed to improving. If someone leaves a negative review, responding professionally and offering a solution can actually turn the situation around and win back the customer’s trust.
Add a review button to your website
Another way to encourage reviews is by making it easy for customers to leave them. Add a review button or link to your website, especially on high-traffic pages like your homepage or contact page. This button should have a clear call to action, such as “Leave us a review” or “We’d love to hear your feedback!” The easier it is for customers to leave a review, the more likely they are to do it.
Promote reviews on social media
Your social media platforms are great tools for encouraging reviews. You can share positive reviews from happy customers and use that opportunity to ask others to leave their own reviews if they’ve had a good experience. Sharing customer feedback on social media also adds a layer of social proof, showing your audience that real people are enjoying your products or services.
Offer a small incentive (carefully)
While it’s against Google’s policies to offer direct incentives in exchange for reviews, you can run general promotions that encourage customer engagement. For example, you could offer a monthly prize draw or a small promotion for customers who leave feedback. It’s important to be careful here: you don’t want to imply that only positive reviews will be rewarded, as this could violate Google’s terms of service.
The impact of reviews on your business
Boosts rankings
Google’s algorithm looks at the number, quality, and recency of your reviews when ranking local businesses. The more consistent and positive reviews you receive, the better your chances of ranking higher. This can make a significant difference in helping potential customers find you more easily.
Provides valuable customer insights
Reviews offer more than just rankings; they provide insights into what your customers like and what areas you may need to improve. You can use this feedback to fine-tune your services or products, ensuring you meet customer expectations. In the long run, this helps your business grow and shows that you listen to your customers.
Gives you a competitive edge
In crowded markets, reviews can help set you apart from your competitors. When two businesses offer similar services, the one with better reviews is usually more appealing to customers. By consistently asking for and managing your reviews, you can make reviews a key part of your overall competitive strategy.
Supports long-term growth
Building a strong reputation through positive reviews doesn’t just benefit you in the short term—it helps with long-term growth. As your review count rises, so does customer trust. This trust can lead to repeat business, word-of-mouth referrals, and an overall positive cycle that supports sustainable growth.
Conclusion
Getting reviews on your Google Business Profile is a key strategy for increasing your visibility, building trust with potential customers, and enhancing your brand’s reputation. By making reviews part of your regular business process, you’ll not only boost your local search rankings but also set the foundation for long-term growth.
Start by asking satisfied customers for reviews, make the process easy with direct links, and manage feedback actively. Respond to all reviews, both good and bad, and use every opportunity—your website, social media, and in-person interactions—to encourage feedback.
By following these steps, you’ll grow your Google Business reviews and enjoy the many benefits of a stronger online presence.