Most contractors with too few Google reviews don’t have unhappy customers. They have happy customers nobody asked, or asked once in a rush at the end of a long day. Getting more Google reviews isn’t about a clever trick. It’s about asking every customer, at the right moment, in a way that takes them thirty seconds, and doing it every week rather than in bursts.
Here’s a routine that works for home service businesses, the rules from Google and the FTC that you can’t break, and what to do about the occasional bad review. We make Ansdale, an AI receptionist for contractors; the review advice below applies whatever you use to answer your phone.
Why do Google reviews matter so much for contractors?
Homeowners can’t see your work before they hire you, so they lean on other people’s experience. Reviews sit right next to your name in the map results, where most local service calls start, and Google’s own help page on local ranking says more reviews and positive ratings can help your business rank. A steady flow of recent reviews also tells people you’re busy and still in business, which an old batch of five-star reviews from 2022 doesn’t.
When is the best time to ask for a review?
Right after the customer says something nice. “That was quick” or “thanks, you saved my weekend” is your cue. The job is done, the relief is real, and they still have their phone in their hand. Waiting until the invoice is paid a week later usually means it never happens.
What’s a review routine that actually sticks?
- The tech asks in person. “If you’re happy with everything, a Google review would really help us. I’ll text you the link.” Then sends it before leaving the driveway, and lets the customer write it in their own time.
- The link goes by text, not email. Use your direct Google review link so it’s one tap.
- One friendly reminder, two or three days later, for anyone who said yes. Then stop.
- Make it part of the job checklist, right next to cleaning up and taking photos. A habit beats any software.
- Ask everyone. Not just the customers you think loved you. That’s partly fairness and partly a rule, as below.
Keep the text short and personal: “Hi Linda, thanks for having us out today. If you were happy with the job, would you leave us a quick Google review? It helps a small business like ours a lot. [link]”
What are you not allowed to do?
Google’s policies and the FTC both draw clear lines. Breaking Google’s can get reviews removed or your profile restricted, and the FTC’s rule is federal law that applies to businesses directly.
- No incentives. Google doesn’t allow businesses to offer payment, discounts or free goods or services for a review.
- No review gating. Google bans discouraging negative reviews or selectively soliciting positive ones, for example by sending unhappy customers to a private form instead.
- No pressure and no quotas. Google says businesses shouldn’t require or pressure customers to review while on the premises, ask for specific content (including naming a staff member), or ask staff to collect a set number of reviews. So skip the per-tech review targets.
- No conflicts of interest. Google bans reviews based on a conflict of interest, which it says can include current or former employment. Owners, staff and family shouldn’t review the business.
- No buying or faking. The FTC’s rule on consumer reviews, in effect since 21 October 2024, bans creating or selling fake reviews and offering incentives for reviews that express a particular sentiment.
- No suppressing bad ones. The same rule bans using groundless legal threats, physical threats or intimidation to prevent or remove a negative review.
How should you reply to reviews?
Google’s advice on replies is to keep them short, polite and personal, apologize when it’s appropriate, and never share a reviewer’s private details. In practice, reply to all of them. For good reviews, thank the person by name and mention the job: “Thanks Linda, glad we got the water heater sorted before the weekend.” For bad ones, stay calm, don’t argue the details in public, and offer to fix it offline: “Sorry we let you down on the arrival time, Mark. I’d like to make it right; please call me directly at 555-0142.” Future customers read the reply more closely than the complaint.
Reviews that break Google’s rules, like spam or a review from someone who was never a customer, can be reported for removal from your Business Profile. A genuine bad review usually stays, so the best answer is a good reply and more recent good reviews around it.
Where do the bad reviews really come from?
Look at a contractor’s one-star reviews and a surprising number aren’t about the work. They’re about not answering the phone, not calling back, or showing up outside the window without warning. Fix those and you remove a whole category of complaints.
Ansdale, which is ours, is an AI receptionist that answers your existing number 24/7, books the job into its calendar with two-way Google Calendar sync and routes urgent calls to you under rules you set, from $49 a month. Fewer missed calls means fewer “never called me back” reviews. For the bigger picture on winning local work, see our guide to Google Local Services Ads, where reviews also feed into ranking.
Questions people ask
How can I get more Google reviews fast?
Ask every customer in person right after the job, text them your direct review link before you leave, and send one reminder a few days later. Doing it on every job beats any one-off campaign.
Can I offer a discount for a Google review?
No. Google prohibits offering incentives for reviews, and the FTC’s consumer review rule bans incentives for reviews that express a particular sentiment.
Can I ask only happy customers for reviews?
Google doesn’t allow selectively soliciting positive reviews. Ask every customer, and handle complaints through your normal process.
Should I reply to bad Google reviews?
Yes. Keep it short and calm, apologize for what went wrong, and offer to sort it out by phone. Future customers judge you by the reply.
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