Updated 7 October 2026
Useful reviews come from genuine customer experiences. Make it easy to leave honest feedback without trying to control the rating.
Use a consistent invitation
After a completed service, offer customers the official review link or QR code from your Business Profile. Ask for an honest review rather than a five-star rating. Do not screen customers so that only happy ones receive the public review request.
Keep rewards out of the request
Google prohibits incentives for posting, changing or removing reviews. Do not offer discounts, prizes or free goods in exchange. Staff, friends and people without a genuine customer experience should not manufacture reviews for you.
Make feedback useful
Thank reviewers and respond professionally. Use repeated concerns to improve the business. Follow the rules for any email invitation and avoid unnecessary reminders. Check that your printed review link still leads to the correct profile.
Keep the wording neutral
Try: “Thank you for choosing us. If you would like to share your experience, you can leave an honest Google review here.” Make the request optional. Do not prescribe the rating, suggest what to write or ask customers to mention a particular employee for a reward.
Use feedback beyond the star count
Look for recurring comments about communication, turnaround, quality and value. These can show where the customer experience is working and where it needs attention. A review programme should help the business learn as well as help future customers decide.
Your next move
Create a short, neutral invitation and test the link from a phone. ITG can help put it on a card or follow-up message without promising a particular rating.
Further reading: Google’s review-request guidance.
About the Author
Tina Kempling, the Lean Green Team Leader at Imagine That with over 35 years of experience in the print industry, newspaper and magazine advertising.
As an industry-certified designer since 1991, Tina knows her stuff when it comes to marketing vision. But what sets her apart is her understanding of advertising and marketing in today’s digital and print market. She can help companies tap into the incredible marketing power in new and creative ways. Ready to take your marketing game to the next level? Give Tina a shout!