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How to get more Google reviews (without breaking the rules)

By the Risen team · Updated · 6 min read · 8 sources

The short answer

Ask every customer soon after the job, using your Google review link or QR code, and make it easy with a friendly reminder. Don't offer discounts or gifts for reviews, don't only ask the happy customers, and never write or buy reviews. Google's policy prohibits all of these, and the FTC's 2024 rule on fake reviews allows civil penalties.

Key points

  • Get your review link from your Business Profile under "Ask for reviews" or "Get more reviews".
  • Ask everyone. Only asking customers you expect to be happy ("review gating") breaks Google's policy.
  • Incentives for reviews are "strictly prohibited" by Google.
  • Since October 21, 2024, the FTC's rule bans fake reviews, including AI-written ones, and buying reviews.

Why reviews matter

Reviews do two jobs. They help you rank: Google counts reviews toward a business's prominence in local results.[7] And they help you win the job: in BrightLocal's 2026 survey, 97% of consumers said they read reviews for local businesses, and 68% won't consider a business under four stars.[8]

In your Google Business Profile, open your reviews and choose "Get more reviews" (or "Ask for reviews") to copy a short link or download a QR code. QR codes can only be created from a computer browser.[1] The link takes customers straight to the review box for your business, with no searching.

Step 2: ask every customer, the same way

The best time to ask is right after the job, while the experience is fresh. Text and email both work. Keep it short and personal, and include the link. Google recommends simply asking your customers, and replying to reviews you receive.[2]

The key word is every. Google's content policy prohibits businesses from "selectively soliciting positive reviews from customers," a practice known as review gating. Any tool that asks "Were you happy?" first and only sends the happy ones to Google breaks that rule.[3]

What not to do

Google's policy prohibits:[3]

  • Incentives: discounts, free products, gift cards or entries into a drawing in exchange for a review. Google calls this "strictly prohibited."[2]
  • Review gating: only asking the customers you expect to be happy.
  • Discouraging negative reviews, or asking customers to take them down.
  • Conflict-of-interest reviews from employees, contractors, family, or reviews of your competitors.

The FTC's fake review rule

A federal rule on consumer reviews took effect on October 21, 2024.[5] It bans:[4][6]

  • Fake reviews and testimonials, including AI-generated ones, attributed to people who don't exist or never used the business.
  • Buying positive or negative reviews.
  • Undisclosed reviews from company insiders.
  • Company-run review sites that claim to be independent.
  • Using threats or intimidation to suppress negative reviews.
  • Buying fake followers or views.

The FTC can seek civil penalties against businesses that knowingly break the rule.[4]

Make it a habit, not a campaign

Steady reviews over time look more natural, and they're more useful to customers, than a burst all at once. The simplest system is an automatic, friendly request after each completed job, with a reminder or two that stops once the customer has reviewed. That's how our FiveStar tool works for Risen clients: every customer gets the same request, so nobody is filtered out.

Common questions

Is it legal to offer a discount for a Google review?

Google's policy prohibits offering anything of value for a review, so doing it can get reviews removed. The FTC's 2024 rule also bans paying for reviews that are conditioned on being positive (or negative).

Can I only ask my happy customers for reviews?

No. That's called review gating, and Google's policy specifically prohibits selectively soliciting positive reviews. Ask every customer the same way.

Can my employees or family leave reviews?

No. Google prohibits conflict-of-interest reviews, including from employees, contractors and family members, and the FTC rule bans undisclosed insider reviews.

Should I respond to negative reviews?

Yes. Reply briefly and professionally, without sharing private details about the customer. Google notes that a mix of reviews can look more trustworthy than only perfect ones.

How many times can I remind a customer?

There's no official number. We find one ask plus one or two gentle reminders works well, stopping as soon as they've left a review.

Sources

  1. Google Business Profile Help. Create a Google link or QR code to request reviews
  2. Google Business Profile Help. Tips to get more reviews
  3. Google Maps user-generated content policy. Prohibited and restricted content
  4. Federal Trade Commission. FTC announces final rule banning fake reviews and testimonials. August 14, 2024
  5. Federal Trade Commission. Consumer Reviews and Testimonials Rule: questions and answers
  6. Federal Register. Trade Regulation Rule on the Use of Consumer Reviews and Testimonials (16 CFR Part 465)
  7. Google Business Profile Help. Tips to improve your local ranking on Google
  8. BrightLocal. Local Consumer Review Survey 2026

This guide is general information for small business owners, not legal advice. We check it against the sources above and update it when they change. Spot something out of date? Email hello@risendesign.app.